Grounded Visual Pattern Analysis: Photographs in Organizational Field Studies
提出扎根视觉模式分析（GVPA）作为严格分析照片的方法，通过英国美发沙龙工人的田野研究，展示如何结合对话与考古两种视觉研究路径，适用于组织研究中的物质转向领域。
Visual methodologies for researching organizational life have grown in popularity over the past decade, with conceptual and methodological foundations now well documented. However, analytical critique has not kept pace, and so in this article we offer grounded visual pattern analysis (GVPA) as a rigorous means of analysis that mines the discursive meanings of individual photographs and the visual patterns apparent across multiple still images. We illustrate GVPA’s value through an ethnographic field study investigating the relationship between workplace environments and identity formation among hair salon workers in the United Kingdom. Specifically, we explain how to combine the strengths of both “dialogical” and “archaeological” approaches to visual research, which have hitherto been seen as distinct endeavors. We argue this is particularly valuable in field studies addressing material turns in organization studies, such as studies of space, strategy-as-practice, embodied cognition, and servicescape aesthetics. The article concludes by putting forward a series of potential directions for the future of visual organizational research based on the bridging of Meyer et al.’s five different methodological approaches.