Discursive construction of corporate identity on the web: an intercultural perspective

M. Liu, Dongying Wu

Research output: Journal article publicationJournal articleAcademic researchpeer-review


This paper examines the discursive construction of corporate identity on the web from a glocalization perspective. Adopting a corpus-assisted discourse analysis approach, it compares English websites of top 10 energy companies in China and the US. The findings suggest that both global patterns and local preferences can be identified in their corporate identity construction. It is argued that they can be explained in terms of the special functions of the discourse itself and the particular socio-cultural context in which these companies are situated.
Original languageEnglish
Pages (from-to)50-65
Number of pages16
JournalIntercultural communication studies
Issue number1
Publication statusPublished - 2015


  • Intercultural communication
  • Corporate identity
  • Corpus-assisted discourse study
  • Glocalization

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