Search results for "Coca-cola company"

Hypothesis of individualism and equality? : cultural representations in American organizational media releases

2012

According to previous research, American cultural values are reflected in the external communication of organizations. This study aimed to explore how cultural features are reflected in a specific American organization’s, the Coca-cola Company’s, web based media releases and to hypothesize what kind of effects the discourses could have on the viewers’ perceptions of the world. In this cultural studies oriented research, the notion of cultural transference was adopted to explore the way texts can carry and represent cultural features, such as values, norms and behaviour models. In addition, effects research was adopted to reveal the texts’ potential effect on people’s worldviews. Specific re…