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      •   BUIR Home
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      • Bilkent Theses
      • Theses - Department of Communication and Design
      • Dept. of Communication and Design - Master's degree
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      Setting the record straight: a comparative analysis of Google’s organizational identity communication versus the media’s portrayal

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      Author(s)
      Becerir, Murat Can
      Advisor
      Akşak, Emel Özdora
      Date
      2020-09
      Publisher
      Bilkent University
      Language
      English
      Type
      Thesis
      Item Usage Stats
      532
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      Abstract
      This thesis focuses on how Google uses organizational communication strategies to introduce its organizational identity, products and services in comparison to how mainstream media outlets such as the New York Times and the Guardian portray their corporate identities. Grounded in identity theory, organizational identity, and based on literatures in media and technological advancements, the focus of this case study is comparing and contrasting how an organization uses communication strategies to introduce itself to the public, versus how traditional mass media covers the same organization through content analysis. The goal is to reveal the effectiveness of organizational communication strategies and practices. By designating organizational identity differencies, the thesis makes inferences on how Google can strengthen its portrayal of identity and adjust its attitude towards certain notions.
      Keywords
      Google
      Marketing
      Main stream media
      Organizational communication
      Organizational identity
      Public relations
      Permalink
      http://hdl.handle.net/11693/54199
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      • Dept. of Communication and Design - Master's degree 117
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