The lure of the visual: Multimodality, simplification, and performance measurement visualizations in a megaproject

This study explores the risks and consequences of reliance on visualizations in performance measurement for sake simplicity actionability information. Despite mounting interest visual aspects accounting, little is known about what can happen when visuals are so embedded organizations that they become a key semiotic resource communicating Theoretically, we draw from multimodality research to unpack how different modes (i.e., visuals, text, numbers) interact organizational meaning-making. To explore these issues, conducted practices one largest infrastructure megaprojects UK. The paper makes two contributions. Our first contribution consists qualifying call lure visual: A seemingly paradoxical process whereby increasing ubiquity an organization induces trivialization limits communicative opportunities offer users. In doing, substantive qualification approaches measurement. second accounting literature theorization multiple We theorize three multimodal relationships between numbers, text shed new light artifacts generate meaning organizations.