Methodological reflections on tracing networked images

Bibliographic Data

ID6446983
AuthorsKatrina Pritchard (0000-0003-1938-1272, School of Management , , Swansea), Helen C Williams (0000-0002-5646-3093, School of Management , , Swansea), Helen Williams (0000-0002-0031-3758), Maggie C Miller (0000-0001-6848-5866, School of Hospitality and Tourism , , Toronto)
Year2025
Volume20
Issue1
Pages28-43
Publication date2025-01-08
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueQualitative Research in Organizations and Management An International Journal (JOURNAL)
Journal identifiersISSN: 1746-5648 • E-ISSN: 1746-5656
PublisherEmerald Publishing Limited (PUBLISHER • GB)
DOI10.1108/qrom-08-2024-2801
OpenAlexW4406230064
LanguageEN
References cited55

Purpose Many scholars highlight a need for reflexive methodological accounts to support visual research. Therefore, this paper offers detailed reflection on the methods involved in tracing and analysing 248 commercial images of entrepreneurship. This account supports our published work examining entrepreneurial masculinities and femininities, which conceptualised the gendering of entrepreneurial aesthetics, and proposed the significance of image networks in the reproduction of neoliberal ideals. Design/methodology/approach Now based on further methodological reflexivity, we offer insights on both the possibilities and challenges of tracing networked images by reviewing four methodological complexities: reflexive engagement with online images; working with and across platforms; tracing as a potentially never-ending process and montage approaches to analysis. Findings Our account focuses on a specific form of imagery – commercial images – on a certain representation – the gendered entrepreneur – and on a particular complex site of encounter – online. This work mapped a visual repertoire of gendered entrepreneurship online by tracing visual constructions of entrepreneurial masculinity and femininity. In this paper, we open the methodological “black box” of our study and explain our belief that methodological advances can only be built through exposing our working practice. Originality/value Through our detailed reflective account, we aim to open discussions to aid development and use of complex visual methods online

Epistemology · Masculinity · Originality · Political science · Qualitative research · Reflexivity · Representation (politics · Social science · Sociology · Tracing · Value (mathematics · Visual arts · Visual research · Computer Science · Cultural Industries and Urban Development · Gender Studies · Management and Organizational Studies · Participatory Visual Research Methods

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