Becerir, Murat Can2020-10-122020-10-122020-092020-092020-10-05http://hdl.handle.net/11693/54199Cataloged from PDF version of article.Thesis (M.S.): Bilkent University, Department of Communication and Design, İhsan Doğramacı Bilkent University, 2020.Includes bibliographical references (leaves 136-144).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.xiv, 144 leaves ; 30 cm.Englishinfo:eu-repo/semantics/openAccessGoogleMarketingMain stream mediaOrganizational communicationOrganizational identityPublic relationsThesisB160229