DESIGNING A VISUAL INQUIRY TOOL FOR IDENTITY COMMUNICATION

In this doctoral dissertation, I relate three studies performed to address the challenge of a visual inquiry tool for identity communication in the context of startups and SMEs. The challenge being: how to develop a visual inquiry tool (a tool on which a team of stakeholders with different backgrounds could try and solve their challenge in a designerly way) especially tailored to help them tackle the issue of communicating a coherent brand identity to all their different stakeholders. These three chapters (or studies) have been developed within a design science paradigm of research, which allows to develop knowledge through both theoretical and in the form of artefacts to tackle a practical problem. The main contributions of this dissertation are: 1) a brand identity ontology based on an extensive literature review, which addresses the semantic issues found in the brand identity literature and gives us the opportunity to explore and redefine the concept in terms of a conceptual model and 2) an identity communication map, this is derived from the ontology but is this time directly aimed at practitioners. It addresses the challenge of creating a coherent and structured identity communication especially in the context of startup and SMEs. And lastly, 3) by analyzing existing visual inquiry tools, we derived a design theory for managing any business challenge in a designerly way. This last contribution aims at supporting future designers and researchers when developing such artefacts. The view proposed in this thesis is highly interdisciplinary, but focuses mainly on design and proposes to adopt a new approach when solving management problems

A multi-layered approach to surfacing and analysing organisational narratives : increasing representational authenticity

This paper presents an integrated, multi-layered approach to narrative inquiry, elucidating the evolving story of organisational culture through its members and their physical, textual, linguistic and visual dialogue. A dynamic joint venture scenario within the UK hi-technology sector was explored to advance understanding of the impact of transformation level change, specifically its influence on shared belief systems, values and behavioural norms. STRIKE – STructured Interpretation of the Knowledge Environment is introduced as an innovative technique to support narrative inquiry, providing a structured, unobtrusive framework to observe, record, evaluate and articulate the organisational setting. A manifestation of narrative in physical dialogue is illuminated from which the underlying emotional narrative can be surfaced. Focus groups were conducted alongside STRIKE to acquire a first order retrospective and contemporaneous narrative of culture and enable cross-method triangulation. Attention was given to non-verbal signals such as Chronemic, Paralinguistic, Kinesic and Proxemic communication and participants were also afforded opportunities to develop creative output in order to optimise engagement. Photography was employed to enrich STRIKE observation and document focus group output, affording high evidential value whilst providing a frame of reference for reflection. These tools enable a multiplicity of perspectives on narrative as part of methological bricolage. Rich, nuanced and multi-textured understanding is developed, as well as the identification of connections, timbre and subjugated knowledge. A highly emotional and nostalgic context was established with actors’ sense of self strongly aligned with the pre-joint venture organisation and its brand values, norms and expectations. Credibility and authenticity of findings is enhanced through data triangulation indicating traceability across methods, and from the contextual preservation attained through STRIKE. The multi-layered approach presented can facilitate researcher reflexivity and sense-making, while for the audience, it may be employed to help communicate and connect research findings. In particular, STRIKE demonstrates utility, quality and efficacy as a design artefact following ex-post evaluation. This systematic method of narrative inquiry is suitable for standardisation and alongside a diagnostic/prescriptive capacity, affords both researcher and practictioner value in its application

Student corporate brand identification: An exploratory case study

Purpose: We investigate student corporate brand identification towards three corporate brands: a UK University, a leading UK business school and its overseas collaborative partner institute in Asia. Methodology: A theory-building case study within the phenomenological/ qualitative research tradition Findings: The strength of student identification to a corporate brand is predicated on awareness, knowledge and experience of a brand. The data revealed three types of corporate brand identification. This reflects different types of student relationships within the three institutions examined. We categorise these as follows: brand member (a contractual/legal relationship with a corporate brand); brand supporter (a trusting corporate brand relationship) and brand owner (an emotional ownership/relationship with the corporate brand). In explaining the above we view the above states in terms of a corporate brand identification management hierarchy which we categorise as legalisation, realisation and, finally, (brand) actualisation. Senior managers should strive for brand actualisation. Research Limitations: The insights from a single, exploratory, case study might not be generalisable. Practical Implications: We conceptualise that a bureaucratic/product management approach is more likely to result in low brand identification (legalisation); that a diplomatic/communications management approach is more likely to result in moderate brand identification (realisation) and finally, that a custodial/brand values and promise management approach is more likely to result in high brand identification (brand actualisation). These categorisations can have a utility in ascertaining the effectiveness of corporate brand management. Originality/value of paper: Examines multiple student identification (towards a University, Business School and a non degree-awarding Overseas Institute)

Do UK universities communicate their brands effectively through their websites?

This paper attempts to explore the effectiveness of UK universities’ websites. The area of branding in higher education has received increasing academic investigation, but little work has researched how universities demonstrate their brand promises through their websites. The quest to differentiate through branding can be challenging in the university context, however. It is argued that those institutions that have a strong distinctive image will be in a better position to face a changing future. Employing a multistage methodology, the web pages of twenty UK universities were investigated by using a combination of content and multivariable analysis. Results indicated ‘traditional values’ such as teaching and research were often well communicated in terms of online brand but ‘emotional values’ like social responsibility and the universities’ environments were less consistently communicated, despite their increased topicality. It is therefore suggested that emotional values may offer a basis for possible future online differentiation

Designing the interface between research, learning and teaching.

Abstract: This paper’s central argument is that teaching and research need to be reshaped so that they connect in a productive way. This will require actions at a whole range of levels, from the individual teacher to the national system and include the international communities of design scholars. To do this, we need to start at the level of the individual teacher and course team. This paper cites some examples of strategies that focus on what students do as learners and how teachers teach and design courses to enhance research-led teaching. The paper commences with an examination of the departmental context of (art and) design education. This is followed by an exploration of what is understood by research-led teaching and a further discussion of the dimensions of research-led teaching. It questions whether these dimensions are evident, and if so to what degree in design departments, programmes and courses. The discussion examines the features of research-led departments and asks if a department is not research-led in its approach to teaching, why it should consider changing strategies

Toward Auto-netnography in Consumer Studies

The purpose of this paper is to offer an argument for a wider acceptance and adoption of online auto-ethnography - or auto-netnography as an alternative social media research method to online ethnography - or netnography - when undertaking consumer research. As an online research method, netnographies have attracted increasing attention from researchers in various inter-disciplinary studies during recent years but the method is still not considered mainstream. Whilst the proliferation of online communities using various social media platforms is increasingly supporting consumers when making product/service choices, the adoption of netnographies appears to leave room for an extension towards the consideration by consumer researchers of how auto-netnography could highlight these researchers' own personal experiences in online communities. Auto-netnography allows the researcher to capture their own online experiences as a consumer would through social observation, reflexive note taking, and other forms of data. Contemporary technology can also provide a more innovative approach with artificial intelligence offering an alternative dimension. We contend there is a need for consumer researchers - both academic and practitioner - to further reflect on and discuss the deployment of auto-netnography in order to contribute to further exploration of online communities through the qualitative lens

Who Is the Note-Worthy Fan? Featuring Players in the Official Facebook Communication of Mainstream Video Games

Video game fans participate in the official promotion of video games, either voluntarily, or unwillingly when their fanworks are appropriated and used by video game publishers. The article provides a quantitative overview of the presence of fans in the official social media profiles of four selected mainstream games (Dragon Age: Inquistion, Evolve, Mortal Kombat X and The Witcher 3: Wild Hunt) during a one-year period from August 2014 to July 2015. Combining the traditional method of content analysis and Facebook data-mining, we explore the frequency with which fans appear in social media (including questions of various forms of fanworks and gender) and what user activity is generated by posts featuring fans and fan creations. Results show that fans or their fanworks are featured in 8–24% of all posts depending on a game and in the most common categories of painting and cosplay they generate a comparable level of user engagement as traditional promotional posts

Beauty as Pride: A Function of Agency

This is basically a paper about artistic evaluation and how multiple interpretations can give rise to inconsistent and conflicting meanings. Images like Joel-Peter Witkin’s First Casting for Milo (2004) challenge the viewer to look closely, understand the formal properties at work, and then extract a meaning that ultimately asks, Is the model exploited or empowered? Is Karen Duffy, pictured here, vulnerable and “enfreaked” or is she potentially subversive, transgressive, and perhaps self-empowered? I will offer an argument in agreement with artist/author/ performer Ann Millett-Gallant that favors the latter interpretation, but will augment and complicate the issue by also introducing a pointed question or two taken from a recent analysis by Cynthia Freeland on objectification. I judge the works by photographer Joel-Peter Witkin to be representations of disabled persons who are empowered through agency and pride, but I also worry about the risk of multiple, conflicting interpretations on the part of viewers who do not, or cannot, entertain such enlightened readings. Like second wave feminist views about pornography that depicted women in demeaning ways, or feminist critiques of Judy Chicago’s The Dinner Party , Witkin’s photos can be judged as potentially offensive. But they are also objects of beauty—both in terms of aesthetic properties (they are magnificent studies in black and white, shadows, the human body, with many classical references) and because of the feeling of beauty and pride felt by the posers, who become performers of their own beauty and pride. I argue that beauty trumps offensiveness. Pride wins. But I’m not sure that everyone will agree

Sharing the vision:representing the matters of concern for design-led fledgling companies in Scotland

Design is being performed on an ever-increasing spectrum of complex practices arising in response to emerging markets and technologies, co-design, digital interaction, service design and cultures of innovation. This emerging notion of design has led to an expansive array of collaborative and facilitation skills to demonstrate and share how such methods can shape innovation. The meaning of these design things in practice can't be taken for granted as matters of fact, which raises a key challenge for design to represent its role through the contradictory nature of matters of concern. This paper explores an innovative, object-oriented approach within the field of design research, visually combining an actor-network theory framework with situational analysis, to report on the role of design for fledgling companies in Scotland, established and funded through the knowledge exchange hub Design in Action (DiA). Key findings and visual maps are presented from reflective discussions with actors from a selection of the businesses within DiA's portfolio. The suggestion is that any notions of strategic value, of engendering meaningful change, of sharing the vision of design, through design things, should be grounded in the reflexive interpretations of matters of concern that emerge

Teaching research methods: Introducing a psychogeographical approach

This paper explores teaching business students research methods using a psychogeographical approach, specifically the technique of dérive. It responds to calls for new ways of teaching in higher education and addresses the dearth of literature on teaching undergraduate business students qualitative research methods. Psychogeography challenges the dominance of questionnaires and interviews, introduces students to data variety, problematizes notions of success and illuminates the importance of observation and location. Using two studies with undergraduate students, the authors emphasize place and setting, the perception of purpose, the choice of data, criteria of success and the value of guided reflection and self-reflection in students’ learning. Additionally the data reflect on the way students perceive research about management and the nature of management itself. The paper concludes that the deployment of psychogeography to teach business research methods although complex and fraught with difficulty is nevertheless viable, educationally productive and worthy of further research