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Discursive construction of corporate identity through websites: An intercultural perspective on the commercial banks of the United States and China

With the assistance of the corpus analysis tool Wmatrix 4.0, this paper analyzes the semantic categories of the top 10 commercial banks of China and the United States to figure out their social-cultural behavior in the Internet business context. It is discovered that both common and distinctive iden...

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Autores principales: Fu, Heng, Zhu, Huifen
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2022
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9469190/
https://www.ncbi.nlm.nih.gov/pubmed/36110278
http://dx.doi.org/10.3389/fpsyg.2022.947012
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author Fu, Heng
Zhu, Huifen
author_facet Fu, Heng
Zhu, Huifen
author_sort Fu, Heng
collection PubMed
description With the assistance of the corpus analysis tool Wmatrix 4.0, this paper analyzes the semantic categories of the top 10 commercial banks of China and the United States to figure out their social-cultural behavior in the Internet business context. It is discovered that both common and distinctive identities were constructed: the common identities include the professional financial service provider, responsible corporation for employees, and relevant communities with environmental and social consciousness, while the distinctive identities are manifested in the communication strategy, style, and persuasion mode: (1) The Chinese Commercial Banks adopted the proactive strategy for corporate identity construction, are prone to take hierarchical and impersonal communication style, and more focused on the “credibility appeal” and “rational appeal” in persuasion mode; (2) the commercial banks of the United States are more reactive in the communication strategy, position themselves in short distance with the putative audience in communication style, and conform to the typical “affective appeal” regarding the persuasion mode. From the intercultural perspective, the distinctions are the representation of the peculiar high-context culture and low-context culture based on Hofstede's cultural dimensions theory. Chinese banks should try to shorten the cultural gap by adopting communication strategy in conformity with the local cultural when going global rather than sticking to the domestic communication strategy.
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spelling pubmed-94691902022-09-14 Discursive construction of corporate identity through websites: An intercultural perspective on the commercial banks of the United States and China Fu, Heng Zhu, Huifen Front Psychol Psychology With the assistance of the corpus analysis tool Wmatrix 4.0, this paper analyzes the semantic categories of the top 10 commercial banks of China and the United States to figure out their social-cultural behavior in the Internet business context. It is discovered that both common and distinctive identities were constructed: the common identities include the professional financial service provider, responsible corporation for employees, and relevant communities with environmental and social consciousness, while the distinctive identities are manifested in the communication strategy, style, and persuasion mode: (1) The Chinese Commercial Banks adopted the proactive strategy for corporate identity construction, are prone to take hierarchical and impersonal communication style, and more focused on the “credibility appeal” and “rational appeal” in persuasion mode; (2) the commercial banks of the United States are more reactive in the communication strategy, position themselves in short distance with the putative audience in communication style, and conform to the typical “affective appeal” regarding the persuasion mode. From the intercultural perspective, the distinctions are the representation of the peculiar high-context culture and low-context culture based on Hofstede's cultural dimensions theory. Chinese banks should try to shorten the cultural gap by adopting communication strategy in conformity with the local cultural when going global rather than sticking to the domestic communication strategy. Frontiers Media S.A. 2022-08-24 /pmc/articles/PMC9469190/ /pubmed/36110278 http://dx.doi.org/10.3389/fpsyg.2022.947012 Text en Copyright © 2022 Fu and Zhu. https://creativecommons.org/licenses/by/4.0/This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
spellingShingle Psychology
Fu, Heng
Zhu, Huifen
Discursive construction of corporate identity through websites: An intercultural perspective on the commercial banks of the United States and China
title Discursive construction of corporate identity through websites: An intercultural perspective on the commercial banks of the United States and China
title_full Discursive construction of corporate identity through websites: An intercultural perspective on the commercial banks of the United States and China
title_fullStr Discursive construction of corporate identity through websites: An intercultural perspective on the commercial banks of the United States and China
title_full_unstemmed Discursive construction of corporate identity through websites: An intercultural perspective on the commercial banks of the United States and China
title_short Discursive construction of corporate identity through websites: An intercultural perspective on the commercial banks of the United States and China
title_sort discursive construction of corporate identity through websites: an intercultural perspective on the commercial banks of the united states and china
topic Psychology
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9469190/
https://www.ncbi.nlm.nih.gov/pubmed/36110278
http://dx.doi.org/10.3389/fpsyg.2022.947012
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