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The worldwide imposition of lockdown measures to control the 2020 coronavirus disease 2019 (COVID-19) outbreak has shifted most executive communications with external stakeholders online, resulting in quick responses from stakeholders. This study aims to understand how presentational styles exhibited in online communication induce immediate audience responses and empirically test the effectiveness of reactive impression management tactics.

The authors analyze presentational styles using MP3 files containing executive utterances during earnings call conferences held by S&P 100-listed firms after June 2020, the quarter after the World Health Organization declared the COVID-19 outbreak a pandemic on March 11, 2020. Using timestamps, the authors link each utterance to a 1-minute interval change in the ask/bid prices of the stocks that occurs a minute after the corresponding utterance begins.

Exhibiting an informational presentation style in earnings calls leads to positive and immediate audience responses. Managers tend to increase their reliance on promotional presentation styles rather than on informational ones when quarterly earnings exceed market forecasts.

Drawing on organizational genre theory, this research identifies the discrepancy between the presentation styles that audiences positively respond to and those that managers tend to exhibit in earnings calls and provides a reactive impression management typology for immediate responses from online audiences.

The article extends the distinction of semantic from syntactic labour to comprehend all forms of mental labour. It answers a critique from de Fremery and Buckland, which required envisaging mental labour as a differentiated spectrum.

The paper adopts a discursive approach. It first reviews the significance and extensive diffusion of the distinction of semantic from syntactic labour. Second, it integrates semantic and syntactic labour along a vertical dimension within mental labour, indicating analogies in principle with, and differences in application from, the inherited distinction of intellectual from clerical labour. Third, it develops semantic labour to the very highest level, on a consistent principle of differentiation from syntactic labour. Finally, it reintegrates the understanding developed of semantic labour with syntactic labour, confirming that they can fully and informatively occupy mental labour.

The article further validates the distinction of semantic from syntactic labour. It enables to address Norbert Wiener's classic challenge of appropriately distributing activity between human and computer.

The article transforms work in progress into knowledge for diffusion.

It has practical implications for determining what tasks to delegate to computational technology.

The paper has social implications for the understanding of appropriate human and machine computational tasks and our own distinctive humanness.

The paper is highly original. Although based on preceding research, from the late 20th century, it is the first separately published full account of semantic and syntactic labour.