The Analysis of Self-Presentation of Fortune 500 Corporations in Corporate Web Sites

Business and Society 55 (5):706-737 (2016)

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 informing 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, 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. Companies that pursued other types of fantasy themes and rhetorical visions were also identified. Some suggestions for corporate communicators are provided based on the results of this analysis
Keywords No keywords specified (fix it)
Categories (categorize this paper)
DOI 10.1177/0007650313512586
Edit this record
Mark as duplicate
Export citation
Find it on Scholar
Request removal from index
Revision history

Download options

Our Archive

Upload a copy of this paper     Check publisher's policy     Papers currently archived: 44,293
External links

Setup an account with your affiliations in order to access resources via your University's proxy server
Configure custom proxy (use this if your affiliation does not provide a proxy)
Through your library

References found in this work BETA

No references found.

Add more references

Citations of this work BETA

Add more citations

Similar books and articles

Corporate Responsibility as Psychologial Games.Tarja Ketola - 2008 - Proceedings of the International Association for Business and Society 19:295-306.
Punishing Corporations: A Proposal.David T. Risser - 1989 - Business and Professional Ethics Journal 8 (3):83-92.
Corporations, Minors, and Other Innocents? A Reply to R. E. Ewin.P. Eddy Wilson - 1994 - Journal of Business Ethics 13 (10):761 - 774.


Added to PP index

Total views
16 ( #529,709 of 2,270,974 )

Recent downloads (6 months)
4 ( #332,631 of 2,270,974 )

How can I increase my downloads?


My notes

Sign in to use this feature