A3 Book section, Chapters in research books
Digital corporate communication and visual communication (2023)

Valentini, C., & Murtarelli, G. (2023). Digital corporate communication and visual communication. In V. Luoma-aho, & M. Badham (Eds.), Handbook on Digital Corporate Communication (pp. 326-342). Edward Elgar. https://doi.org/10.4337/9781802201963.00034

JYU authors or editors

Publication details

All authors or editors:  Valentini, Chiara; Murtarelli, Grazia

Parent publication: Handbook on Digital Corporate Communication

Parent publication editors: Luoma-aho, Vilma; Badham, Mark

ISBN: 978-1-80220-196-3

eISBN: 978-1-80220-195-6

Publication year: 2023

Publication date: 18/05/2023

Pages range: 326-342

Number of pages in the book: 466

Publisher: Edward Elgar

Place of Publication: Cheltenham

Publication country: United Kingdom

Publication language: English

DOI: https://doi.org/10.4337/9781802201963.00034

Publication open access: Not open

Publication channel open access: 

Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/93589

Abstract

Images have always played an important role in human-to-human communications. Today many images are digital; they are created in and distributed through digital media. As a result, image-based apps have increased in popularity. Scholars speak of a radical shift in how we communicate and interact with others through the use of visual content. This phenomenon, referred to as a ‘visual turn’, offers great opportunities for corporate communication professionals who can now leverage the power of visual content to create memorable digital experiences. This chapter introduces the ‘visual turn’ phenomenon in digital corporate communications and offers an overview of the most important knowledge about digital visual communication. It presents a newly developed theoretical framework that can help professionals in creating an architecture of visual content for planning effective digital visual communication, and it applies this to an illustrative example. The chapter concludes with reflections and suggestions for further research avenues.

Keywords: corporate communications; digitalisation; electronic communication; visual communication; pictorial communication; digital marketing; social media

Contributing organizations

Ministry reporting: Yes

VIRTA submission year: 2023

JUFO rating: 2