Setting the record straight: a comparative analysis of Google’s organizational identity communication versus the media’s portrayal
Author(s)
Advisor
Akşak, Emel ÖzdoraDate
2020-09Publisher
Bilkent University
Language
English
Type
ThesisItem Usage Stats
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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
GoogleMarketing
Main stream media
Organizational communication
Organizational identity
Public relations