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Article
Publication date: 2 October 2017

Silvia Ravazzani and Carmen Daniela Maier

The purpose of this paper is to explore how organizations can strategically frame their legitimate perspective on a specific issue in order to gain salience and public…

1041

Abstract

Purpose

The purpose of this paper is to explore how organizations can strategically frame their legitimate perspective on a specific issue in order to gain salience and public support in a social media context.

Design/methodology/approach

By means of framing theory and a critical perspective on strategic discourse in hypermodal spaces, the study examines in detail the discursive strategies and framing processes employed by a non-profit organization that faces local and global contestation of its corporate operations.

Findings

Through a critical discourse analysis of the organization’s 385 Facebook posts during two periods of time, the results not only show how the corporate perspective is strategically framed and legitimized, but also challenged and consequently adapted in this hypermodal issue sub-arena. In addition to legitimizing the organizational perspective by providing evidence-based facts and external expert views as reliable and neutral sources, and echoing supporters’ voices and actions as further endorsements, the organization also strategically manages the Facebook dialogue by delegitimizing counterarguments.

Originality/value

This study contributes to the corporate communication field by revealing how framing can be materialized in specific discursive strategies aimed to legitimize and delegitimize. It shows how such strategies are interrelated in hypermodal clusters in ways that sustain the organizational discourse, and can evolve across time and within the same actor’s strategy. Methodologically, this study expands the research toolkit by introducing hypermodality in exploring framing and strategic organizational discourse.

Details

Corporate Communications: An International Journal, vol. 22 no. 4
Type: Research Article
ISSN: 1356-3289

Keywords

Article
Publication date: 23 September 2022

Carmen Daniela Maier, Finn Frandsen and Winni Johansen

The aim of this paper is to study the development of a smoldering crisis over time. The focus is on a nationwide news media and online news communication related to a…

Abstract

Purpose

The aim of this paper is to study the development of a smoldering crisis over time. The focus is on a nationwide news media and online news communication related to a smoldering crisis running in the Danish healthcare system since 2016: the problematic implementation of a large-scale electronic health record (EHR), technology entitled Sundhedsplatformen (SP), in the hospitals of the capital region of Denmark.

Design/methodology/approach

Based on insights from crisis communication theories and in particular rhetorical arena theory (RAT), traces of SP smoldering crisis and patterns of discursive strategies are identified and explained from a longitudinal perspective to explain the communicative complexity that characterizes this smoldering crisis. To build an understanding of how this smoldering crisis is perceived, followed and kept alive, an analysis of (de)legitimation discursive strategies employed strategically by various actors and voices in news articles is conducted in relation to four communicative themes: issue identification, warnings, blame attribution and potential solutions.

Findings

It has been found that a legitimacy deficit emerges communicatively through specific (de)legitimation strategies during this smoldering crisis. New insights into RAT (Frandsen and Johansen, 2017) are also provided.

Practical implications

This study is not only of theoretical relevance, but it is also of practical relevance for public relation professionals who aim to identify characteristics of starting smoldering crises as well as to find strategic responses to the ongoing challenges and the developing over time of smoldering crises.

Originality/value

New insights into RAT (Frandsen and Johansen, 2017) are provided.

Details

Journal of Communication Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1363-254X

Keywords

Article
Publication date: 19 July 2022

Silvia Ravazzani and Carmen Daniela Maier

This article aims to investigate evaluative framing of global plastic pollution as discursively performed by two opposed categories of social actors, namely corporations…

Abstract

Purpose

This article aims to investigate evaluative framing of global plastic pollution as discursively performed by two opposed categories of social actors, namely corporations versus environmental movements.

Design/methodology/approach

The article builds on the literature related to framing, issue arenas and moral evaluations to unravel how evaluative framing and counterframing are implemented in multimodal digital spaces and how social practices get legitimized or delegitimized according to different communicative purposes. It presents a longitudinal critical discourse analysis of the issue-related webpages and press releases of PepsiCo, one of the worst global plastic polluters, and of the global environmental movement #breakfreefromplastic.

Findings

Findings suggest that the systematic recurrence of specific evaluative strategies has a double macro-function: (a) organizing discourses strategically through its presence or absence; (b) signalling the moral significance of recontextualized social practices by conferring legitimacy to remedial actions and/or illegitimacy to deviant actions.

Social implications

This study contributes to increasing accountable environmental action and trustful communication for overcoming global sustainability issues.

Originality/value

The article offers a nuanced understanding of the role of evaluative framing in communicating global sustainability issues. Methodologically, it extends existing categories of moral evaluations and articulates a framework for future studies.

Details

Corporate Communications: An International Journal, vol. 27 no. 4
Type: Research Article
ISSN: 1356-3289

Keywords

Article
Publication date: 2 May 2017

Silvia Ravazzani and Carmen Daniela Maier

The purpose of this paper is to show how the strategic selection of discursive and interactive strategies generates specific framings of an issue to advocate opposite…

Abstract

Purpose

The purpose of this paper is to show how the strategic selection of discursive and interactive strategies generates specific framings of an issue to advocate opposite positions, embodying a struggle of power between parties with their own agendas.

Design/methodology/approach

Drawing on literature within framing, digital issue arenas and critical discourse, this study analyses qualitative hypermodal data retrieved from two websites: Protect Mauna Kea, and Maunakea and Thirty Meter Telescope. These two websites frame the internationally renowned telescope’s construction on Mauna Kea Mountain in Hawaii from alternative perspectives.

Findings

On each website, frame articulation attempts to connect the event to specific concerns, values and beliefs in order to construct alternative versions of reality which can possibly fit with those of supporters. Simultaneously, this is reinforced by frame amplification concretized in selected discursive and interactive strategies that highlight or downplay the issue from particular perspectives.

Originality/value

The study offers a deep insight into the complexity and dynamic nature of framing, in particular into how framing can vary and compete across actors. It also responds to “the need for critical awareness of discourse in contemporary society” (Fairclough, 2010, p. 554) by revealing how the power positions of “challengers and powerholders” (Steinberg, 1998, p. 846) are discursively reproduced and reinforced through distinctive discursive and interactive strategies. Finally, this study adopts a critical approach to hypermodal discourse.

Details

Journal of Communication Management, vol. 21 no. 2
Type: Research Article
ISSN: 1363-254X

Keywords

Article
Publication date: 1 May 2019

Carmen Daniela Maier and Silvia Ravazzani

The purpose of this paper is to address the need to reconsider online external communication that integrates diversity management (DM) and corporate social responsibility…

1537

Abstract

Purpose

The purpose of this paper is to address the need to reconsider online external communication that integrates diversity management (DM) and corporate social responsibility (CSR) by examining the multimodal discursive strategies purposefully employed by organizations to reflect the symbiotic relationship between these two areas of management practice and to communicatively emphasize their corporate commitment.

Design/methodology/approach

Building on the recently emerged stream of literature linking DM and CSR, and adopting a critical perspective on discourse analysis, this study delves into the multimodal discursive strategies that help bridge DM and CSR in online external communication. The analytical approach proposed is used for the qualitative analysis of 43 web pages selected from Microsoft company’s “Global Diversity and Inclusion” website.

Findings

Findings highlight the discursive efforts made by the organization to strategically integrate DM and CSR communication into one single framework. The analysis reveals how the coordinates of social practices (social actors and social actions) are purposefully and multimodally recontextualized in the corporate discourse when communicating this integration.

Originality/value

This study extends the focus of critical discourse analysis from exclusively language to the interplay of different semiotic modes, offering a fine-grained exploration of the multimodal meaning construction performed by organizations in the context of online external communication.

Details

Corporate Communications: An International Journal, vol. 24 no. 2
Type: Research Article
ISSN: 1356-3289

Keywords

Article
Publication date: 6 February 2017

Carmen Daniela Maier and Mona Agerholm Andersen

The purpose of this paper is to explore how corporate heritage identity (CHI) implementation strategies are communicated by Grundfos, a 70-year-old global company from…

1527

Abstract

Purpose

The purpose of this paper is to explore how corporate heritage identity (CHI) implementation strategies are communicated by Grundfos, a 70-year-old global company from Denmark, in their internal history references.

Design/methodology/approach

Drawing on an interdisciplinary methodological framework related to heritage identity communication, hypertextuality, and multi-modality, it proposes a multi-leveled analysis model through which communicative strategies are explored at the level of four semiotic modes (written text, speech, still image, and moving image) and at the level of their hypermodal interplay.

Findings

This exploratory case study explains how CHI implementation strategies are communicated in accordance with the potential and constraints of semiotic modes and hyperlinking affordances. The analytical work suggests that the management employs complex CHI implementation strategies in order to strengthen organizational identity and to influence employees’ identification with the company across past, present, and future.

Research limitations/implications

By examining the semiotic modes’ interconnectivity and functional differentiation in a hypermodal context, this paper expands existing research by extending the multi-modal focus to a hypertextual one.

Originality/value

By exploring CHI implementation strategies from a hypermodal perspective and by providing a replicable model of hypermodal analysis, this paper fills a gap in the heritage identity research. Furthermore, it can also be of value to practitioners who intend to design company webpages that strategically communicate heritage identity implementation strategies in order to engage the employees in the company’s heritage.

Details

Corporate Communications: An International Journal, vol. 22 no. 1
Type: Research Article
ISSN: 1356-3289

Keywords

Content available
Article
Publication date: 24 April 2013

Carmen Daniela Maier

1120

Abstract

Details

Corporate Communications: An International Journal, vol. 18 no. 2
Type: Research Article
ISSN: 1356-3289

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