Organizations communicate in complex and various ways, and the context is mainly characterized by the pervasiveness of the digital ecosystem, including the Web, social networks and the Internet of data. However, its information delivery cannot overlook the requirements of multicultural communications at a variety of levels. Digital Presences of Organizations highlights the communication roadblocks faced by organizations as they emerge, arising not only from issues encountered on their own websites, but also as they construct online narratives. This multi-faceted and multi-strategy digital…mehr
Organizations communicate in complex and various ways, and the context is mainly characterized by the pervasiveness of the digital ecosystem, including the Web, social networks and the Internet of data. However, its information delivery cannot overlook the requirements of multicultural communications at a variety of levels. Digital Presences of Organizations highlights the communication roadblocks faced by organizations as they emerge, arising not only from issues encountered on their own websites, but also as they construct online narratives. This multi-faceted and multi-strategy digital presence of organizations is addressed via three main thematic axes. The first focuses on differentiated strategies (content, services, interaction) that can be observed depending on the types of organizations and their users. The second examines the cultural dimension of websites, ranging from the local to the global. Finally, the third focuses on the role of narration in organizations' online communication strategies.Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
Nathalie Pinède is Professor of Information and Communication Sciences at Bordeaux Montaigne University, France. Luc Massou is Professor of Information and Communication Sciences at the University of Lorraine, France. Patrick Mpondo-Dicka is a lecturer in Information and Communication Sciences at the University of Toulouse - Jean-Jaurès, France.
Inhaltsangabe
Foreword xiii Peter STOCKINGER Introduction xvii Nathalie PINÈDE, Luc MASSOU and Patrick MPONDO-DICKA Part 1. Websites and Organizational Strategies 1 Chapter 1. Websites and the Agency of Circulating Entities 3 Mariannig LE BÉCHEC 1.1. Introduction 3 1.2. From website analysis to website network analysis 4 1.3. The concept of digital territories of brands 7 1.4. Conclusion 16 1.5. References 16 Chapter 2. Danone's "Did You Know?": Narrative Strategy and Identity Dialogue 21 Stela RAYTCHEVA, Thierry CÔME and Gilles ROUET 2.1. Introduction 21 2.2. Culture, strategy and narratives 23 2.3. Danone: storytelling of a culture 29 2.4. Danone's history and the use of the "Did you know?" insets on Facebook 41 2.5. A coherent communication strategy 45 2.6. Conclusion 47 2.7. References 49 Chapter 3. Website and Media Ethos: A Case Study of Photographic Equipment Manufacturers 51 Marion ROLLANDIN 3.1. Introduction 51 3.2. The communication situation induced by a photographic equipment manufacturer's website 53 3.3. Initiating the photographic equipment manufacturer's media ethos 59 3.4. Media ethos and discursive strategy 63 3.5. Media ethos and audience segmentation 73 3.6. Conclusion 80 3.7. References 82 Chapter 4. Analyses of Digital Communication Strategies for Family Caregivers 83 Sébastien ROUQUETTE and Christelle CHAUZAL-LARGUIER 4.1. Introduction 83 4.2. Methodology 85 4.3. Analytical corpus 87 4.4. The central position of websites in digital communication strategies 90 4.5. Websites: advantages for associative actors 94 4.6 Conclusion 105 4.7. Appendix 107 4.8. References 109 Chapter 5. Associations' Online Communication and Discursive Strategies: A Case Study. 111 Marcy Delsione OVOUNDAGA 5.1. Introduction 111 5.2. Theoretical framework 113 5.3. Methodological approach 114 5.4. Digital social media at the heart of organizations' new communication strategy 118 5.5. Online discursive strategies at the heart of associations' social marketing 122 5.6. Conclusion 135 5.7. References 136 Part 2. Websites and Cultural Dynamics 139 Chapter 6. Website Localization and the Cultural Dimension: Professional Skills 141 Alexander FRAME and Will NOONAN 6.1. Introduction 141 6.2. Field-testing cultural localization: from words to action 143 6.3. From (intercultural) communication to localization services 151 6.4. Attempts and experiments for a complex, non-essentialist approach to cultural localization 155 6.5. Conclusion 163 6.6. References 165 Chapter 7. Representativity of Indigenous Minorities and Cultural Identity on the Web 171 Cécile-Marie MARTIN 7.1. Introduction 171 7.2. "Indigenous minorities", a terminology to designate without discriminating 172 7.3. Web access routes for indigenous minorities 178 7.4. Access strategies, from consultation to contribution 186 7.5. Conclusion 193 7.6. References 193 Chapter 8. Cultural and Political Anchors of Environmental Communication on the Web 199 Sandra MELLOT, Anh Ngoc HOANG, Magali PRODHOMME and Anaïs THEVIOT 8.1. Introduction 199 8.2. Methodological approach: analysis of the ecological ethos in a digital regime 202 8.3. Ethos of action (Greenpeace) 208 8.4. Ethos of the will (WWF) 211 8.5. Ethos of justice (L'Affaire du Siècle) 214 8.6. Ethos of belief 218 8.7. Structuring an ecological homonoia on the Web: emergency, praise and blame 223 8.8. Conclusion 227 8.9. References 228 Chapter 9. Covid-19 and Digital Fundraising: Actors, Strategies and Perspectives 231 Géraud AHOUANDJINOU, Ornheilia ZOUNON, Agnès BADOU and Ismène KPÉDJO 9.1. Introduction 231 9.2. Theoretical and methodological framework 233 9.3. Results and discussion 246 9.4. Conclusion 257 9.5. References 258 Part 3. Communication of Organizations and Online Narrative 261 Chapter 10. Communicating through Narrative: Organizations Facing the Challenge of their Collective Dimension? 263 Julien FALGAS 10.1. Introduction 263 10.2. Defining the act of narrating by the storytelling, narration and story triad 264 10.3. Application to the Web page analysis: the analysis framework of the manufacturing of representations 269 10.4. From the manufacturing of the narration to a critique of the narrative communication of organizations on digital social networking sites 280 10.5. Conclusion 283 10.6. References 285 Chapter 11. Transmedia and Online Storytelling: From Ephemeral Universes to Archives 289 Mélanie BOURDAA 11.1. Introduction 289 11.2. New term, old creations: a quick historical overview 291 11.3. Evolutionary transmedia websites: a progression of and in storytelling 293 11.4. Apps and social media: an engaging transmedia strategy 299 11.5. Fans' archives: preserving ephemeral devices 303 11.6. Conclusion 305 11.7. References 306 Chapter 12. Augmented Storytelling and Netflix Series Promotion Strategy 309 Frédéric AUBRUN and Thomas BIHAY 12.1. Introduction 309 12.2. Augmented storytelling from explicit, implicit and zero textures 312 12.3. Unadvertization of promotional discourse of series 316 12.4. Conclusion 322 12.5. References 325 List of Authors 327 Index 331
Foreword xiii Peter STOCKINGER Introduction xvii Nathalie PINÈDE, Luc MASSOU and Patrick MPONDO-DICKA Part 1. Websites and Organizational Strategies 1 Chapter 1. Websites and the Agency of Circulating Entities 3 Mariannig LE BÉCHEC 1.1. Introduction 3 1.2. From website analysis to website network analysis 4 1.3. The concept of digital territories of brands 7 1.4. Conclusion 16 1.5. References 16 Chapter 2. Danone's "Did You Know?": Narrative Strategy and Identity Dialogue 21 Stela RAYTCHEVA, Thierry CÔME and Gilles ROUET 2.1. Introduction 21 2.2. Culture, strategy and narratives 23 2.3. Danone: storytelling of a culture 29 2.4. Danone's history and the use of the "Did you know?" insets on Facebook 41 2.5. A coherent communication strategy 45 2.6. Conclusion 47 2.7. References 49 Chapter 3. Website and Media Ethos: A Case Study of Photographic Equipment Manufacturers 51 Marion ROLLANDIN 3.1. Introduction 51 3.2. The communication situation induced by a photographic equipment manufacturer's website 53 3.3. Initiating the photographic equipment manufacturer's media ethos 59 3.4. Media ethos and discursive strategy 63 3.5. Media ethos and audience segmentation 73 3.6. Conclusion 80 3.7. References 82 Chapter 4. Analyses of Digital Communication Strategies for Family Caregivers 83 Sébastien ROUQUETTE and Christelle CHAUZAL-LARGUIER 4.1. Introduction 83 4.2. Methodology 85 4.3. Analytical corpus 87 4.4. The central position of websites in digital communication strategies 90 4.5. Websites: advantages for associative actors 94 4.6 Conclusion 105 4.7. Appendix 107 4.8. References 109 Chapter 5. Associations' Online Communication and Discursive Strategies: A Case Study. 111 Marcy Delsione OVOUNDAGA 5.1. Introduction 111 5.2. Theoretical framework 113 5.3. Methodological approach 114 5.4. Digital social media at the heart of organizations' new communication strategy 118 5.5. Online discursive strategies at the heart of associations' social marketing 122 5.6. Conclusion 135 5.7. References 136 Part 2. Websites and Cultural Dynamics 139 Chapter 6. Website Localization and the Cultural Dimension: Professional Skills 141 Alexander FRAME and Will NOONAN 6.1. Introduction 141 6.2. Field-testing cultural localization: from words to action 143 6.3. From (intercultural) communication to localization services 151 6.4. Attempts and experiments for a complex, non-essentialist approach to cultural localization 155 6.5. Conclusion 163 6.6. References 165 Chapter 7. Representativity of Indigenous Minorities and Cultural Identity on the Web 171 Cécile-Marie MARTIN 7.1. Introduction 171 7.2. "Indigenous minorities", a terminology to designate without discriminating 172 7.3. Web access routes for indigenous minorities 178 7.4. Access strategies, from consultation to contribution 186 7.5. Conclusion 193 7.6. References 193 Chapter 8. Cultural and Political Anchors of Environmental Communication on the Web 199 Sandra MELLOT, Anh Ngoc HOANG, Magali PRODHOMME and Anaïs THEVIOT 8.1. Introduction 199 8.2. Methodological approach: analysis of the ecological ethos in a digital regime 202 8.3. Ethos of action (Greenpeace) 208 8.4. Ethos of the will (WWF) 211 8.5. Ethos of justice (L'Affaire du Siècle) 214 8.6. Ethos of belief 218 8.7. Structuring an ecological homonoia on the Web: emergency, praise and blame 223 8.8. Conclusion 227 8.9. References 228 Chapter 9. Covid-19 and Digital Fundraising: Actors, Strategies and Perspectives 231 Géraud AHOUANDJINOU, Ornheilia ZOUNON, Agnès BADOU and Ismène KPÉDJO 9.1. Introduction 231 9.2. Theoretical and methodological framework 233 9.3. Results and discussion 246 9.4. Conclusion 257 9.5. References 258 Part 3. Communication of Organizations and Online Narrative 261 Chapter 10. Communicating through Narrative: Organizations Facing the Challenge of their Collective Dimension? 263 Julien FALGAS 10.1. Introduction 263 10.2. Defining the act of narrating by the storytelling, narration and story triad 264 10.3. Application to the Web page analysis: the analysis framework of the manufacturing of representations 269 10.4. From the manufacturing of the narration to a critique of the narrative communication of organizations on digital social networking sites 280 10.5. Conclusion 283 10.6. References 285 Chapter 11. Transmedia and Online Storytelling: From Ephemeral Universes to Archives 289 Mélanie BOURDAA 11.1. Introduction 289 11.2. New term, old creations: a quick historical overview 291 11.3. Evolutionary transmedia websites: a progression of and in storytelling 293 11.4. Apps and social media: an engaging transmedia strategy 299 11.5. Fans' archives: preserving ephemeral devices 303 11.6. Conclusion 305 11.7. References 306 Chapter 12. Augmented Storytelling and Netflix Series Promotion Strategy 309 Frédéric AUBRUN and Thomas BIHAY 12.1. Introduction 309 12.2. Augmented storytelling from explicit, implicit and zero textures 312 12.3. Unadvertization of promotional discourse of series 316 12.4. Conclusion 322 12.5. References 325 List of Authors 327 Index 331
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