{"product_id":"digital-presences-of-organizations-hardback-9781789451047","title":"Digital Presences of Organizations (Hardback) 9781789451047","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eDigital Presences of Organizations\u003c\/font\u003e\u003cbr\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003c\/p\u003e\n\u003cp\u003e\u003cfont size=\"4\"\u003eNathalie Pinède (Edited by), Pinède (Author), Luc Massou (Edited by), Patrick Mpondo-Dicka (Edited by)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9781789451047, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 25 July 2024\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e368 pages\u003cbr\u003e23.5 x 15.6 x 2.3 cm, 0.794 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003e\u003cp\u003eOrganizations communicate in complex and various ways, and the context is mainly characterized by the pervasiveness of the digital ecosystem, including the Web, social networks and the Internet of data. However, its information delivery cannot overlook the requirements of multicultural communications at a variety of levels.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eDigital Presences of Organizations\u003c\/i\u003e highlights the communication roadblocks faced by organizations as they emerge, arising not only from issues encountered on their own websites, but also as they construct online narratives. This multi-faceted and multi-strategy digital presence of organizations is addressed via three main thematic axes.\u003c\/p\u003e \u003cp\u003eThe first focuses on differentiated strategies (content, services, interaction) that can be observed depending on the types of organizations and their users. The second examines the cultural dimension of websites, ranging from the local to the global. Finally, the third focuses on the role of narration in organizations' online communication strategies.\u003c\/p\u003e\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cp\u003eForeword xiii\u003cbr\u003e\u003ci\u003ePeter STOCKINGER\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eIntroduction xvii\u003cbr\u003e\u003ci\u003eNathalie PINÈDE, Luc MASSOU and Patrick MPONDO-DICKA\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 1. Websites and Organizational Strategies 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1. Websites and the Agency of Circulating Entities 3\u003c\/b\u003e\u003cbr\u003e\u003ci\u003eMariannig LE BÉCHEC\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e1.1. Introduction 3\u003c\/p\u003e \u003cp\u003e1.2. From website analysis to website network analysis 4\u003c\/p\u003e \u003cp\u003e1.3. The concept of digital territories of brands 7\u003c\/p\u003e \u003cp\u003e1.4. Conclusion 16\u003c\/p\u003e \u003cp\u003e1.5. References 16\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2. Danone's \"Did You Know?\": Narrative Strategy and Identity Dialogue 21\u003c\/b\u003e\u003cbr\u003e\u003ci\u003eStela RAYTCHEVA, Thierry CÔME and Gilles ROUET\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e2.1. Introduction 21\u003c\/p\u003e \u003cp\u003e2.2. Culture, strategy and narratives 23\u003c\/p\u003e \u003cp\u003e2.3. Danone: storytelling of a culture 29\u003c\/p\u003e \u003cp\u003e2.4. Danone's history and the use of the \"Did you know?\" insets on Facebook 41\u003c\/p\u003e \u003cp\u003e2.5. A coherent communication strategy 45\u003c\/p\u003e \u003cp\u003e2.6. Conclusion 47\u003c\/p\u003e \u003cp\u003e2.7. References 49\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3. Website and Media Ethos: A Case Study of Photographic Equipment Manufacturers 51\u003c\/b\u003e\u003cbr\u003e\u003ci\u003eMarion ROLLANDIN\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e3.1. Introduction 51\u003c\/p\u003e \u003cp\u003e3.2. The communication situation induced by a photographic equipment manufacturer's website 53\u003c\/p\u003e \u003cp\u003e3.3. Initiating the photographic equipment manufacturer's media ethos 59\u003c\/p\u003e \u003cp\u003e3.4. Media ethos and discursive strategy 63\u003c\/p\u003e \u003cp\u003e3.5. Media ethos and audience segmentation 73\u003c\/p\u003e \u003cp\u003e3.6. Conclusion 80\u003c\/p\u003e \u003cp\u003e3.7. References 82\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4. Analyses of Digital Communication Strategies for Family Caregivers 83\u003c\/b\u003e\u003cbr\u003e\u003ci\u003eSébastien ROUQUETTE and Christelle CHAUZAL-LARGUIER\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e4.1. Introduction 83\u003c\/p\u003e \u003cp\u003e4.2. Methodology 85\u003c\/p\u003e \u003cp\u003e4.3. Analytical corpus 87\u003c\/p\u003e \u003cp\u003e4.4. The central position of websites in digital communication strategies 90\u003c\/p\u003e \u003cp\u003e4.5. Websites: advantages for associative actors 94\u003c\/p\u003e \u003cp\u003e4.6 Conclusion 105\u003c\/p\u003e \u003cp\u003e4.7. Appendix 107\u003c\/p\u003e \u003cp\u003e4.8. References 109\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5. Associations' Online Communication and Discursive Strategies: A Case Study. 111\u003c\/b\u003e\u003cbr\u003e\u003ci\u003eMarcy Delsione OVOUNDAGA\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e5.1. Introduction 111\u003c\/p\u003e \u003cp\u003e5.2. Theoretical framework 113\u003c\/p\u003e \u003cp\u003e5.3. Methodological approach 114\u003c\/p\u003e \u003cp\u003e5.4. Digital social media at the heart of organizations' new communication strategy 118\u003c\/p\u003e \u003cp\u003e5.5. Online discursive strategies at the heart of associations' social marketing 122\u003c\/p\u003e \u003cp\u003e5.6. Conclusion 135\u003c\/p\u003e \u003cp\u003e5.7. References 136\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 2. Websites and Cultural Dynamics 139\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6. Website Localization and the Cultural Dimension: Professional Skills 141\u003c\/b\u003e\u003cbr\u003e\u003ci\u003eAlexander FRAME and Will NOONAN\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e6.1. Introduction 141\u003c\/p\u003e \u003cp\u003e6.2. Field-testing cultural localization: from words to action 143\u003c\/p\u003e \u003cp\u003e6.3. From (intercultural) communication to localization services 151\u003c\/p\u003e \u003cp\u003e6.4. Attempts and experiments for a complex, non-essentialist approach to cultural localization 155\u003c\/p\u003e \u003cp\u003e6.5. Conclusion 163\u003c\/p\u003e \u003cp\u003e6.6. References 165\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7. Representativity of Indigenous Minorities and Cultural Identity on the Web 171\u003c\/b\u003e\u003cbr\u003e\u003ci\u003eCécile-Marie MARTIN\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e7.1. Introduction 171\u003c\/p\u003e \u003cp\u003e7.2. \"Indigenous minorities\", a terminology to designate without discriminating 172\u003c\/p\u003e \u003cp\u003e7.3. Web access routes for indigenous minorities 178\u003c\/p\u003e \u003cp\u003e7.4. Access strategies, from consultation to contribution 186\u003c\/p\u003e \u003cp\u003e7.5. Conclusion 193\u003c\/p\u003e \u003cp\u003e7.6. References 193\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8. Cultural and Political Anchors of Environmental Communication on the Web 199\u003c\/b\u003e\u003cbr\u003e\u003ci\u003eSandra MELLOT, Anh Ngoc HOANG, Magali PRODHOMME and Anaïs THEVIOT\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e8.1. Introduction 199\u003c\/p\u003e \u003cp\u003e8.2. Methodological approach: analysis of the ecological ethos in a digital regime 202\u003c\/p\u003e \u003cp\u003e8.3. Ethos of action (Greenpeace) 208\u003c\/p\u003e \u003cp\u003e8.4. Ethos of the will (WWF) 211\u003c\/p\u003e \u003cp\u003e8.5. Ethos of justice (L'Affaire du Siècle) 214\u003c\/p\u003e \u003cp\u003e8.6. Ethos of belief 218\u003c\/p\u003e \u003cp\u003e8.7. Structuring an ecological homonoia on the Web: emergency, praise and blame 223\u003c\/p\u003e \u003cp\u003e8.8. Conclusion 227\u003c\/p\u003e \u003cp\u003e8.9. References 228\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9. Covid-19 and Digital Fundraising: Actors, Strategies and Perspectives 231\u003c\/b\u003e\u003cbr\u003e\u003ci\u003eGéraud AHOUANDJINOU, Ornheilia ZOUNON, Agnès BADOU and Ismène KPÉDJO\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e9.1. Introduction 231\u003c\/p\u003e \u003cp\u003e9.2. Theoretical and methodological framework 233\u003c\/p\u003e \u003cp\u003e9.3. Results and discussion 246\u003c\/p\u003e \u003cp\u003e9.4. Conclusion 257\u003c\/p\u003e \u003cp\u003e9.5. References 258\u003c\/p\u003e \u003cp\u003ePart 3. Communication of Organizations and Online Narrative 261\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10. Communicating through Narrative: Organizations Facing the Challenge of their Collective Dimension? 263\u003c\/b\u003e\u003cbr\u003e\u003ci\u003eJulien FALGAS\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e10.1. Introduction 263\u003c\/p\u003e \u003cp\u003e10.2. Defining the act of narrating by the storytelling, narration and story triad 264\u003c\/p\u003e \u003cp\u003e10.3. Application to the Web page analysis: the analysis framework of the manufacturing of representations 269\u003c\/p\u003e \u003cp\u003e10.4. From the manufacturing of the narration to a critique of the narrative communication of organizations on digital social networking sites 280\u003c\/p\u003e \u003cp\u003e10.5. Conclusion 283\u003c\/p\u003e \u003cp\u003e10.6. References 285\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11. Transmedia and Online Storytelling: From Ephemeral Universes to Archives 289\u003c\/b\u003e\u003cbr\u003e\u003ci\u003eMélanie BOURDAA\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e11.1. Introduction 289\u003c\/p\u003e \u003cp\u003e11.2. New term, old creations: a quick historical overview 291\u003c\/p\u003e \u003cp\u003e11.3. Evolutionary transmedia websites: a progression of and in storytelling 293\u003c\/p\u003e \u003cp\u003e11.4. Apps and social media: an engaging transmedia strategy 299\u003c\/p\u003e \u003cp\u003e11.5. Fans' archives: preserving ephemeral devices 303\u003c\/p\u003e \u003cp\u003e11.6. Conclusion 305\u003c\/p\u003e \u003cp\u003e11.7. References 306\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 12. Augmented Storytelling and Netflix Series Promotion Strategy 309\u003c\/b\u003e\u003cbr\u003e\u003ci\u003eFrédéric AUBRUN and Thomas BIHAY\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e12.1. Introduction 309\u003c\/p\u003e \u003cp\u003e12.2. Augmented storytelling from explicit, implicit and zero textures 312\u003c\/p\u003e \u003cp\u003e12.3. Unadvertization of promotional discourse of series 316\u003c\/p\u003e \u003cp\u003e12.4. Conclusion 322\u003c\/p\u003e \u003cp\u003e12.5. References 325\u003c\/p\u003e \u003cp\u003eList of Authors 327\u003c\/p\u003e \u003cp\u003eIndex 331\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Computer science [\u003ca title=\"See our other books on Computer science\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Computer%20science%20%5BUY%5D%22\"\u003eUY\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Wiley-ISTE","offers":[{"title":"Brand New","offer_id":52446814273816,"sku":"9781789451047","price":100.29,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9781789451047.jpg?v=1785114510","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/digital-presences-of-organizations-hardback-9781789451047","provider":"Freshly Printed Books","version":"1.0","type":"link"}