The Discursive Construction of Online Corporate Identities through Corporate Websites
- DOI
- 10.2991/icemse-19.2019.50How to use a DOI?
- Keywords
- multimodal discourse analysis, corporate identity, corporate websites, case study, globalization, Chinese companies
- Abstract
This paper is proposed to examine the discursive construction of online corporate identities by analyzing corporate websites under the framework of Systematic Functional Multimodal Discourse Analysis (SF-MDA).Viewed as a kind of hypermodal discourse, websites can index the social practices and are also construed by the socio-cultural context in which the practices occur. Particularly, the corporate websites provide valid source to analyze the practices of constructing corporate identities when companies are searching for larger market share in both local and global markets. Based on the case analysis of Chinese companies, efforts are taken to investigate how corporate websites can help to mediate corporate identities in the era of globalization and what identities are constructed online.
- Copyright
- © 2019, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Fangmin Sun AU - Youhua Fu PY - 2019/09 DA - 2019/09 TI - The Discursive Construction of Online Corporate Identities through Corporate Websites BT - Proceedings of the 2019 3rd International Conference on Education, Management Science and Economics (ICEMSE 2019) PB - Atlantis Press SP - 217 EP - 220 SN - 2352-5428 UR - https://doi.org/10.2991/icemse-19.2019.50 DO - 10.2991/icemse-19.2019.50 ID - Sun2019/09 ER -