ABSTRACT
This chapter focuses on visual strategies in communicating corporate social responsibility initiatives and delineates three aspects of visual strategies – modality, visual framing, and brand visibility – that the authors believe are most relevant to the context of corporate social responsibility. The chapter reviews the literature on different types of visuals, such as still images, audiovisuals, and virtual technologies; the visual framing effects of human-interest framing and emotional framing (i.e., dimensional and discrete); and brand visibility. The chapter then maps out various visual strategies that scholars and practitioners can incorporate in CSR communication. Finally, the chapter concludes by summarizing the current state of the scholarship on visual strategies for CSR communication and avenues for future research to explore.
