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A Quantitative Approach to Multimodality: An Application to the Creative Process of Van Gogh

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dc.contributor.authorCutolo, Donato
dc.contributor.authorSgourev, Stoyan V.
dc.contributor.authorFormilan, Giovanni
dc.contributor.rorhttps://ror.org/02jjdwm75
dc.date.accessioned2025-07-10T10:47:49Z
dc.date.available2025-07-10T10:47:49Z
dc.date.issued2025
dc.description.abstractThe paper proposes a quantitative approach to analyzing a “strong” form of multimodality, based on the co-emergence of a key connecting element in different modes of data. It provides a methodological template for the simultaneous analysis of visual and verbal data, which is applied to the domain of creativity. We expand the possibilities for analyzing creativity as a process by drawing on the “Janusian” tradition, using opposition as the key connecting element between the verbal and visual modes. The research context is the creative process of Vincent Van Gogh (1881–1890), as reflected in his letters and paintings. The visual analysis attests to the growing presence of contrast of complementary colors, while the textual analysis provides evidence for increasing affective, cognitive, and behavioral ambivalence. The results corroborate the validity of the method by demonstrating the co-emergence of visual and verbal opposition over time. The method can be used for purposes of exploration or validation. It has broad applications in organizational scholarship.
dc.description.fundingtypeThe authors would like to thank Dennis Jancsary, three anonymous reviewers and participants in the 2023 AOM PDW on Qualitative and Quantitative Analysis of Visual Data, for their helpful comments and suggestions. Donato Cutolo gratefully acknowledges financial assistance from the European Union’s Horizon 2020 research and innovation program under the Marie Skłodowska-Curie grant agreement no.101103930.
dc.description.peerreviewedyes
dc.description.statusIn Process
dc.formatapplication/pdf
dc.identifier.citationSgourev, S. V.; Cutolo, D. & Formilan, G. (2025) A Quantitative Approach to Multimodality: An Application to the Creative Process of Van Gogh. Organization Studies
dc.identifier.urihttps://hdl.handle.net/20.500.14417/3835
dc.language.isoen
dc.relation.departmentEntrepreneurship
dc.relation.entityIE University
dc.relation.projectID101103930
dc.relation.schoolIE Business School
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.accessRightsinfo:eu-repo/semantics/openAccess
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/deed.en
dc.titleA Quantitative Approach to Multimodality: An Application to the Creative Process of Van Gogh
dc.typeinfo:eu-repo/semantics/workingPaper
dc.version.typeinfo:eu-repo/semantics/acceptedVersion
dspace.entity.typePublication
relation.isAuthorOfPublication4ba355bd-1975-485d-80ed-a6912ddd686a
relation.isAuthorOfPublication.latestForDiscovery4ba355bd-1975-485d-80ed-a6912ddd686a
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