Digital Presences of Organizations

• Autore: Pinède Nathalie
• Pubblicazione: Newark : , : John Wiley & Sons, Incorporated, , 2024; ©2024
• Edizione: 1st ed.
• Descrizione fisica: 1 online resource (360 pages)
• Disciplina: 659.2
• Soggetto topico: Public relations
• Altri autori: MassouLuc Mpondo-DickaPatrick
• Nota di contenuto: Cover -- Title Page -- Copyright Page -- Contents -- Foreword -- Introduction -- Part 1. Websites and Organizational Strategies -- Chapter 1. Websites and the Agency of Circulating Entities -- 1.1. Introduction -- 1.2. From website analysis to website network analysis -- 1.2.1. The website as a defined and static semiotic entity -- 1.2.2. A dynamic analysis of the arrangement of digital identities -- 1.2.3. The hybridization of semiotic analysis and website networks -- 1.3. The concept of digital territories of brands -- 1.3.1. A conceptual framework to support hybrid analyses of websites -- 1.3.2. Are entities circulating on the Web always tied to a territory? -- 1.3.3. The agency of signs as an object of digital study -- 1.3.4. Signs essential to the social world and variable significance on the Web -- 1.3.5. The notion of digital territories of brands as a framework for a hybrid analysis of circulating entities on an "affective Web" -- 1.3.6. Signs linked to brands -- 1.4. Conclusion -- 1.5. References -- Chapter 2. Danone's "Did You Know?": Narrative Strategy and Identity Dialogue -- 2.1. Introduction -- 2.2. Culture, strategy and narratives -- 2.2.1. Corporate cultures and management -- 2.2.2. Narratives and strategies -- 2.2.3. Media and content -- 2.2.4. Discourse and storytelling -- 2.3. Danone: storytelling of a culture -- 2.3.1. The history of Danone on its institutional website: textual analysis -- 2.3.2. Analysis of the key narrative of the Danone story -- 2.3.3. Analysis of the videos available on the institutional website -- 2.3.4. Analysis of key dates -- 2.4. Danone's history and the use of the "Did you know?" insets on Facebook -- 2.4.1. From February 7 to April 18, 2019 -- 2.4.2. From April 26 to May 8, 2019 -- 2.4.3. From May 9 to May 25, 2019 -- 2.4.4. From August 12 to September 2, 2019. ; 2.4.5. From December 20 to December 30, 2019 -- 2.5. A coherent communication strategy -- 2.6. Conclusion -- 2.7. References -- Chapter 3. Website and Media Ethos: A Case Study of Photographic Equipment Manufacturers -- 3.1. Introduction -- 3.2. The communication situation induced by a photographic equipment manufacturer's website -- 3.2.1. The website's promise and commitment -- 3.2.2. Organizations' constructed and perceived media ethos -- 3.2.3. Visitors with varying interpretative skills -- 3.3. Initiating the photographic equipment manufacturer's media ethos -- 3.3.1. An organization with a pre-digital existence -- 3.3.2. First impressions of navigation -- 3.3.3. Space for explaining values -- 3.4. Media ethos and discursive strategy -- 3.4.1. Carefully presented products -- 3.4.2. Controlled instrumentalized work and discourses -- 3.4.3. Potentially beneficial autonomous speeches -- 3.5. Media ethos and audience segmentation -- 3.5.1. Willingness to provide support as part of the package -- 3.5.2. Representations of practices and audiences -- 3.5.3. The professional, a figure with sought-after skills -- 3.6. Conclusion -- 3.7. References -- Chapter 4. Analyses of Digital Communication Strategies for Family Caregivers -- 4.1. Introduction -- 4.2. Methodology -- 4.3. Analytical corpus -- 4.4. The central position of websites in digital communication strategies -- 4.4.1. Digital communication pre-adapted to its target audiences -- 4.4.2. Social media comparatively disadvantageous to associations -- 4.4.3. Association websites with greater visibility than those of profit-making organizations -- 4.5. Websites: advantages for associative actors -- 4.5.1. Content focused on caregivers' expectations, the main strength of associations' websites -- 4.5.2. Well-pitched websites to interest the target group. ; 4.5.3. Level of updates: a non-prohibitive weakness of associative websites -- 4.5.4. The interactional limits of associative sites -- 4.6 Conclusion -- 4.7. Appendix -- 4.8. References -- Chapter 5. Associations' Online Communication and Discursive Strategies: A Case Study -- 5.1. Introduction -- 5.2. Theoretical framework -- 5.3. Methodological approach -- 5.3.1. Justification for the choice of corpus -- 5.3.2. Presentation of the corpus and analysis protocol -- 5.4. Digital social media at the heart of organizations' new communication strategy -- 5.4.1. Changes in communication strategies in the associative environment: the appropriation of digital social media -- 5.4.2. The associations' Facebook pages -- 5.5. Online discursive strategies at the heart of associations' social marketing -- 5.5.1. Viral social media marketing on Facebook -- 5.5.2. Interaction at the heart of the discursive strategy -- 5.5.3. Discursive models at work -- 5.5.4. Semio-discursive signs -- 5.6. Conclusion -- 5.7. References -- Part 2. Websites and Cultural Dynamics -- Chapter 6. Website Localization and the Cultural Dimension: Professional Skills -- 6.1. Introduction -- 6.2. Field-testing cultural localization: from words to action -- 6.2.1. The "cultural" skills of the localizer -- 6.2.2. Culture, culture and training of translators -- 6.2.3. The range of cultural localization services -- 6.3. From (intercultural) communication to localization services -- 6.3.1. Three scientific approaches to cultural localization -- 6.3.2. A necessary consideration of complexity in Web communication -- 6.4. Attempts and experiments for a complex, non-essentialist approach to cultural localization -- 6.4.1. Intercultural studies and translator training -- 6.4.2. From translation to intercultural expertise -- 6.4.3. From localization to transcreation. ; 6.4.4. Toward a liquid approach to localization -- 6.4.5. Teaching vocational skills for cultural localization -- 6.5. Conclusion -- 6.6. References -- Chapter 7. Representativity of Indigenous Minorities and Cultural Identity on the Web -- 7.1. Introduction -- 7.2. "Indigenous minorities", a terminology to designate without discriminating -- 7.2.1. Minority and indigenousness: from self-determination to the recognition of rights -- 7.2.2. Communities within a society -- 7.3. Web access routes for indigenous minorities -- 7.3.1. The Internet, a network of networks -- 7.3.2. Individual and collective equipment -- 7.3.3. Web technologies, a Western heritage -- 7.3.4. Governance and democracy -- 7.4. Access strategies, from consultation to contribution -- 7.4.1. Google, openness to languages as an economic lever -- 7.4.2. The role of social media in the formation of language communities on the Web -- 7.4.3. Hypertext as an interlingual and intercultural gateway -- 7.4.4. Computer code, a key to Web access -- 7.4.5. "Never again without us", systems designed by indigenous minorities -- 7.5. Conclusion -- 7.6. References -- Chapter 8. Cultural and Political Anchors of Environmental Communication on the Web -- 8.1. Introduction -- 8.2. Methodological approach: analysis of the ecological ethos in a digital regime -- 8.3. Ethos of action (Greenpeace) -- 8.3.1. Passage to action -- 8.3.2. Climbing body: a courageous corporeality for an ethos of action -- 8.4. Ethos of the will (WWF) -- 8.4.1. Celebrating nature -- 8.4.2. Exhibited and exhibiting body in WWF's "#Pasledernier": voluntary corporeality for an ethos of the will -- 8.5. Ethos of justice (L'Affaire du Siècle) -- 8.5.1. Make some noise -- 8.5.2. Demonstrative body in L'Affaire du Siècle: an epideictic corporeality for an ethos of justice -- 8.6. Ethos of belief. ; 8.6.1. Renew (On est Prêt, Réveillons-nous, Pensée Sauvage) -- 8.6.2. Double body speaking and dancing in "Réveillons-nous": a professing corporeality for an ethos of belief -- 8.7. Structuring an ecological homonoia on the Web: emergency, praise and blame -- 8.8. Conclusion -- 8.9. References -- Chapter 9. Covid-19 and Digital Fundraising: Actors, Strategies and Perspectives -- 9.1. Introduction -- 9.2. Theoretical and methodological framework -- 9.2.1. Theoretical bases of the positioning and scriptwriting of fundraising communication -- 9.2.2. Methodology -- 9.3. Results and discussion -- 9.3.1. Typology of actors and media coverage -- 9.3.2. Editorial positioning -- 9.3.3. Interaction with the donor audience -- 9.3.4. On the question of the perception of fundraising appeals for Africa -- 9.3.5. On the question of international solidarity -- 9.3.6. Typology of aid for Africa -- 9.4. Conclusion -- 9.5. References -- Part 3. Communication of Organizations and Online Narrative -- Chapter 10. Communicating through Narrative: Organizations Facing the Challenge of their Collective Dimension? -- 10.1. Introduction -- 10.2. Defining the act of narrating by the storytelling, narration and story triad -- 10.3. Application to the Web page analysis: the analysis framework of the manufacturing of representations -- 10.4. From the manufacturing of the narration to a critique of the narrative communication of organizations on digital social networking sites -- 10.5. Conclusion -- 10.6. References -- Chapter 11. Transmedia and Online Storytelling: From Ephemeral Universes to Archives -- 11.1. Introduction -- 11.2. New term, old creations: a quick historical overview -- 11.3. Evolutionary transmedia websites: a progression of and instorytelling -- 11.3.1. Case study: The Hunger Games -- 11.3.2. Case study: Westworld. ; 11.4. Apps and social media: an engaging transmedia strategy.
• Sommario/riassunto: This book, 'Digital Presences of Organizations', explores the impact and strategies of digital presences for organizations. Coordinated by Nathalie Pinède, Luc Massou, and Patrick Mpondo-Dicka, it discusses the role of digital documentation and how organizations manage their digital identities and territories. The book delves into website analysis, narrative strategies, and the ethos of media communications, using case studies such as Danone's narrative strategy and the media ethos of photographic equipment manufacturers. The authors aim to provide a comprehensive understanding of how corporate entities utilize digital platforms to enhance their brand presence and engage with audiences effectively. It is intended for scholars, researchers, and professionals in the fields of digital communication, corporate strategy, and information systems.
• Titolo autorizzato: Digital Presences of Organizations
• ISBN: 9781394306473; 1394306474; 9781394306459; 1394306458
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9911018963503321
• Lo trovi qui: Univ. Federico II
• Serie: ISTE Invoiced Series