Author： Fox Renata
Publisher： Emerald Group Publishing Ltd
ISSN： 1356-3289
Source： Corporate Communications: An International Journal, Vol.11, Iss.4, 2006-10, pp. : 353-370
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Abstract
Purpose ‐ This paper seeks to explain and establish theories and methodologies for the exploration of corporations' ideologies as a subfield of study of corporate communication. By a corporation's ideology is meant a system of ideas, beliefs, meanings, and concepts prioritised and institutionalised by a corporation in its internal and external communication. Design/methodology/approach ‐ Because the natural receptacle of a corporation's ideology is language, research into corporations' ideologies will necessarily involve the analysis of text: the social manifestation of language. A corpus-driven approach, which is concerned not with what is going on in the minds of people and the way they understand words, phrases and text, but with the categories and probabilities of words, phrases and text, assures empiricity and objectivity. Findings ‐ Research into corporations' ideologies creates multiple avenues of enquiry related to corporate communication, corporations, and society. Practical implications ‐ A new understanding of corporate communication which enables its more reliable strategic management. Originality/value ‐ Offers a theoretical understanding and practical application of a new subfield of study of corporate communication: corporations' ideologies.
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