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.
Table of Contents
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
