A COMPARATIVE STUDY ON IMAGE-TEXT RELATIONS IN BIG PHARMA’SCODES OF ETHICS
BELGRADE ENGLISH LANGUAGE AND LITERATURE STUDIES, vol.15, no.1, pp.65-88, 2023 (Peer-Reviewed Journal)
- Publication Type: Article / Article
- Volume: 15 Issue: 1
- Publication Date: 2023
- Doi Number: 10.18485/bells.2023.15.4
- Journal Name: BELGRADE ENGLISH LANGUAGE AND LITERATURE STUDIES
- Journal Indexes: MLA - Modern Language Association Database, Directory of Open Access Journals, DIALNET
- Page Numbers: pp.65-88
- Open Archive Collection: AVESIS Open Access Collection
- Istanbul University Affiliated: No
Abstract
The study of image-text interconnections offers an interdisciplinary approach to understand and contextualise visuals. The present research explores image-text relations in codes of ethics (CoEs), which are corporate documents issued by corporations. Drawing from a generalised system of image-text relations (Martinec & Salway 2005), quantitative and qualitative analyses are conducted to illustrate the type of image-text relation implemented in CoEs by companies operating in the global pharmaceutical sector, the so-called Big Pharma industry. Findings suggest that visual type does not necessarily determine a fixed pattern of image-text relations in CoEs. While pictures, drawings and tables display a clear, recurring trend, graphics do not.