A Cultural Studies Perspective Toward Understanding Corporate Image: A Case Study of State Farm Insurance

Autor:	Mary Anne Moffitt
Rok vydání:	1994
Předmět:	Public Administration Sociology and Political Science Process (engineering) business.industry Perspective (graphical) Public relations Corporation Cultural studies Criticism Sociology Personal experience business Articulation (sociology) Meaning (linguistics)
Zdroj:	Journal of Public Relations Research. 6:41-66
ISSN:	1532-754X 1062-726X
DOI:	10.1207/s1532754xjprr0601_03
Popis:	Image is one of the most common terms used by public relations practitioners, but scholars generally have not developed the concept well. This article attempts to fill that void by using the articulation model of meaning in cultural studies criticism as a framework for understanding how a corporation builds images in its audiences. The author shows that images are produced by organizational, social, and personal relations; texts; and personal experiences. Neither the organization nor members of audiences produce meaning—corporate images—alone. Rather, images result from a complex process that may yield multiple, intended and unintended, positive and negative, and strong and weak meanings.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::07bd7672e52c332bca61ce306c08e62d https://doi.org/10.1207/s1532754xjprr0601_03 Zobrazit plný text záznamu Plný text ve formátu PDF