Signification of negative space in social reality : future-making and sense-giving through invisibilities

Abstract

Utilising negative space in strategic ways provides new ways of utilising sense-giving and future-making. By identifying relevant sense-giving opportunities and effective future-making practices, the symbiotic relationship between the two can produce unparallel benefits for the manifestation of strategy in an organisation. Negative space sets the visual free of its predetermined conclusions, making the viewer’s connection with the image more personal and varied.

In the theoretical segment, key theories regarding visuality, negative space, social reality, future-making and sense-giving are examined. The topics are looked at through the viewpoint of strategy, in order to gain understanding of the interplay between these concepts within the context of organisational studies.

The empirical study was executed by a two-fold visual analysis; first a material analysis was performed, after which a negative space analysis took place. The materials selected were three strategic images by an insurance company functioning in Finland. The images were selected for their interesting and thought-provoking use of negative space and invisibilities, which the images utilised for sense-giving and future-making.

Based on the theoretical frameworks and the empirical research, a theory of the interplay between the concepts was formed. The findings indicate that invisibilities and negative space lay the foundation for visual sense-giving, perhaps even non-visual sense-giving. This in turn is the base for future-making to take place into the desired direction within the organisation. Future-making then participates in shaping the social reality we live in, which in turn shapes the experience of invisibilities and negative space in individuals. By utilising this framework, strategy can be developed to be more relevant and change-resistant, and it can be executed more efficiently.

The results of the thesis highlight the need for understanding the way individuals experience negative space. The results indicate that the viewer plays a big part in sense-making of the negative space, and the sense-making of the same image can vary significantly based on a multitude of factors. Utilising negative space can also help in emergent meaning-making, getting rid of pre-existing bias and norms, and drawing out the difficult to observe in visuals, among other things.