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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…

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

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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

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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…

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

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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…

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

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Article
Publication date: 24 April 2013

Carmen Daniela Maier

Abstract

Details

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

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