Discourse, Identities and Genres in Corporate Communication

Allori, Paola Evangelisti; Garzone, Giuliana Elena

doi:10.3726/978-3-0351-0181-2

Cited by 5 publications

(2 citation statements)

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“…Different from the traditional way to construct the corporate identity such as logo designing, this research focuses on the corporate social responsibility (CSR)-based corporate identity. The CSR-based corporate identity is an approach to make for a socially responsible corporation through activities on the environment, clients, employees, communities, and all other members of the public sphere who may also be considered Evangelisti and Giuliana Elena, 2011). This research will analyze the discursive construction of the corporate identity and dig out how the various stakeholders are addressed.…”

Section: Methodsmentioning

confidence: 99%

“…It was revealed that CSR communication did generate brand value and a good corporate reputation (Pérez and Rodríguez del Bosque, 2014 ). A company nowadays has to interact with various groups of primary and secondary stakeholders (e.g., investors, shareholders, employees, customers, and business partners) and social actors (e.g., local communities, media, NGOs, and lobby groups) (Paola Evangelisti and Giuliana Elena, 2011 ). This research will analyze the discursive construction of the corporate identity and dig out how the various stakeholders are addressed.…”

Section: Methodsunclassified

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Discursive construction of corporate identity through websites: An intercultural perspective on the commercial banks of the United States and China

Zhu

2022

Front. Psychol.

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With the assistance of the corpus analysis tool Wmatrix 4.0, this paper analyzes the semantic categories of the top 10 commercial banks of China and the United States to figure out their social-cultural behavior in the Internet business context. It is discovered that both common and distinctive identities were constructed: the common identities include the professional financial service provider, responsible corporation for employees, and relevant communities with environmental and social consciousness, while the distinctive identities are manifested in the communication strategy, style, and persuasion mode: (1) The Chinese Commercial Banks adopted the proactive strategy for corporate identity construction, are prone to take hierarchical and impersonal communication style, and more focused on the “credibility appeal” and “rational appeal” in persuasion mode; (2) the commercial banks of the United States are more reactive in the communication strategy, position themselves in short distance with the putative audience in communication style, and conform to the typical “affective appeal” regarding the persuasion mode. From the intercultural perspective, the distinctions are the representation of the peculiar high-context culture and low-context culture based on Hofstede's cultural dimensions theory. Chinese banks should try to shorten the cultural gap by adopting communication strategy in conformity with the local cultural when going global rather than sticking to the domestic communication strategy.

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Section: Methodsmentioning

confidence: 99%

Section: Methodsunclassified