How Fortune 500 Companies Maximize Web Presence

4652243732_6d929df688_zThe online presence of corporations has become increasingly important in the digital age, not only in terms of where corporations are listed on the Internet, but also how they are portrayed online. In the recent Business & Society paper, entitled “The Analysis of Self-Presentation of Fortune 500 Corporations in Corporate Web Sites,” authors Jongmin Park, Hyunmin Lee, and Hyehyun Hong describe what patterns emerge from an analysis of top corporation websites. The abstract for the paper:

In the digital age, many corporations communicate with their publics via online channels. Among many channels, a corporation’s official Web site is often used for BAS Coverinforming publics of its performance and other corporate-related information and for shaping a positive corporate image. This study quantitatively analyzed corporate Web sites, particularly the “About us” Web pages of Fortune 500 corporations based on symbolic convergence theory (SCT), which describes the formation of symbolic reality and the shared meaning of that symbolic reality among the public. A content analysis revealed that economic corporate management was the dominant rhetorical vision, and the fantasy, in the context of SCT, of being a superior company was emphasized by the 500 examined corporations. Such symbolic reality was constructed using corresponding structural tools of Web content, such as dramatis personae, plot line, and scene. In addition, the rhetorical vision and fantasy themes created by the Web sites turned out to be contingent on business classifications (retailer/distributor, manufacturers, and financial/informational/recreational services). Companies that pursued other types of fantasy themes (such as admirable, futuristic, and competent/stable) and rhetorical visions (such as socially responsible corporate management) were also identified. Some suggestions for corporate communicators are provided based on the results of this analysis.

You can read “The Analysis of Self-Presentation of Fortune 500 Corporations in Corporate Web Sites” from Business & Society free for the next two weeks by clicking here. Want to know all about the latest research from Business & SocietyClick here to sign up for e-alerts!

*Laptop image attributed to cea+ (CC)


This entry was posted in Business, Communication, Customer Engagement, Technology and tagged , , , , , by Cynthia Nalevanko, Senior Editor, SAGE Publishing. Bookmark the permalink.

About Cynthia Nalevanko, Senior Editor, SAGE Publishing

Founded in 1965, SAGE is the world’s leading independent academic and professional publisher. Known for our commitment to quality and innovation, SAGE has helped inform and educate a global community of scholars, practitioners, researchers, and students across a broad range of subject areas. With over 1500 employees globally from principal offices in Los Angeles, London, New Delhi, Singapore, Washington DC, and Melburne, our publishing program includes more than 1000 journals and over 900 books, reference works and databases a year in business, humanities, social sciences, science, technology and medicine. Believing passionately that engaged scholarship lies at the heart of any healthy society and that education is intrinsically valuable, SAGE aims to be the world’s leading independent academic and professional publisher. This means playing a creative role in society by disseminating teaching and research on a global scale, the cornerstones of which are good, long-term relationships, a focus on our markets, and an ability to combine quality and innovation. Leading authors, editors and societies should feel that SAGE is their natural home: we believe in meeting the range of their needs, and in publishing the best of their work. We are a growing company, and our financial success comes from thinking creatively about our markets and actively responding to the needs of our customers.

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