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

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.