Towards visual strategic communications An innovative interdisciplinary perspective on visual dimensions within the strategic communications field

Purpose - The purpose of this paper is to explore how a visual perspective can be applied to strategic communication research. First, the term visual communication will be examined from various perspectives with an attempt to develop a foundation for this new academic territory. Second, this study summarises how visual approaches are applied in strategic communication research during 2005-2015, this is done by a literature review including an overall content analysis. Design/methodology/approach - In order to explore how visual approaches can be applied to strategic communication research, the study started with a literature review by examining the term visual communication from various perspectives. The second step was to do a brief content analysis in order to provide a detailed pattern of theoretical visual approaches in strategic communication research published in scientific journals in the field of strategic communication 2005-2015. A qualitative coding scheme was developed based on the classification of visual approaches in communication research by Barnhurst et al. (2004) and Martin (2011). Findings - The findings of this study not only support previous research indicating that visual approaches in communication research are increasing; the study also points in the direction of that visual approaches in the research field of strategic communication has slightly emerged during 2005-2015. Research limitations/implications - This study summarises how visual approaches are applied in strategic communication research during 2005-2015. Originality/value - This study can provide important knowledge about an innovative visual perspective in strategic communication research.