A Cross-Cultural Study of Corporate Ethos on the Web
This research examines the credibility discourse posted on the corporate websites of 60 British, Danish and Norwegian public relations agencies. The purpose was to determine the nature and patterns of the statements of credibility that PR agencies from different cultures have considered instrumental in establishing dependable and likeable images of their ethos. More specifically, the study seeks to establish whether there are distinct cross-cultural preferences in PR credibility discourse. Our assumption was that British and Scandinavian PR agencies assign similar relative importance to giving assurance of their expertise, trustworthiness and empathy, thus confirming our overall expectation that corporate credibility discourse is relatively uniform from a European perspective. However, contrary to our assumptions, the results of our study show that PR credibility discourse demonstrates certain cross-cultural preferences within the industry.
Proceedings of the Conference on Corporate Communications, 2008, p. 193-202
credibility; discourse; web communication; PR agencies
Main Research Area:
Conference on Corporate Communication 2008
Corporate Commmunication International at Baruch College/CUNY