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On the basis of a single case analysis of a meeting in a Danish company, the article shows how participants cooperate and draw on different semiotic resources in their co-construction of a new idea. Thus, the article provides detailed descriptions of the first phase of an innovation process. The analysis is conducted on the basis of a video-ethnographic method and tools from multimodal studies and conversion analysis. The article shows how a new idea is constructed in a context of rejection by participants' affiliated response and distribution of cognition.

The development of an idea in a context of rejection