Digital Presences of Organizations

Nathalie Pinède is Professor of Information and Communication Sciences at Bordeaux Montaigne University, France.Luc Massou is Professor of Information and Communication Sciences at the University of Lorraine, France.Patrick Mpondo-Dicka is a lecturer in Information and Communication Sciences at the University of Toulouse – Jean-Jaurès, France.

• Foreword xiiiPeter STOCKINGERIntroduction xviiNathalie PINÈDE, Luc MASSOU and Patrick MPONDO-DICKAPart 1. Websites and Organizational Strategies 1Chapter 1. Websites and the Agency of Circulating Entities 3Mariannig LE BÉCHEC1.1. Introduction 31.2. From website analysis to website network analysis 41.3. The concept of digital territories of brands 71.4. Conclusion 161.5. References 16Chapter 2. Danone's "Did You Know?": Narrative Strategy and Identity Dialogue 21Stela RAYTCHEVA, Thierry CÔME and Gilles ROUET2.1. Introduction 212.2. Culture, strategy and narratives 232.3. Danone: storytelling of a culture 292.4. Danone's history and the use of the "Did you know?" insets on Facebook 412.5. A coherent communication strategy 452.6. Conclusion 472.7. References 49Chapter 3. Website and Media Ethos: A Case Study of Photographic Equipment Manufacturers 51Marion ROLLANDIN3.1. Introduction 513.2. The communication situation induced by a photographic equipment manufacturer's website 533.3. Initiating the photographic equipment manufacturer's media ethos 593.4. Media ethos and discursive strategy 633.5. Media ethos and audience segmentation 733.6. Conclusion 803.7. References 82Chapter 4. Analyses of Digital Communication Strategies for Family Caregivers 83Sébastien ROUQUETTE and Christelle CHAUZAL-LARGUIER4.1. Introduction 834.2. Methodology 854.3. Analytical corpus 874.4. The central position of websites in digital communication strategies 904.5. Websites: advantages for associative actors 944.6 Conclusion 1054.7. Appendix 1074.8. References 109Chapter 5. Associations' Online Communication and Discursive Strategies: A Case Study. 111Marcy Delsione OVOUNDAGA5.1. Introduction 1115.2. Theoretical framework 1135.3. Methodological approach 1145.4. Digital social media at the heart of organizations' new communication strategy 1185.5. Online discursive strategies at the heart of associations' social marketing 1225.6. Conclusion 1355.7. References 136Part 2. Websites and Cultural Dynamics 139Chapter 6. Website Localization and the Cultural Dimension: Professional Skills 141Alexander FRAME and Will NOONAN6.1. Introduction 1416.2. Field-testing cultural localization: from words to action 1436.3. From (intercultural) communication to localization services 1516.4. Attempts and experiments for a complex, non-essentialist approach to cultural localization 1556.5. Conclusion 1636.6. References 165Chapter 7. Representativity of Indigenous Minorities and Cultural Identity on the Web 171Cécile-Marie MARTIN7.1. Introduction 1717.2. "Indigenous minorities", a terminology to designate without discriminating 1727.3. Web access routes for indigenous minorities 1787.4. Access strategies, from consultation to contribution 1867.5. Conclusion 1937.6. References 193Chapter 8. Cultural and Political Anchors of Environmental Communication on the Web 199Sandra MELLOT, Anh Ngoc HOANG, Magali PRODHOMME and Anaïs THEVIOT8.1. Introduction 1998.2. Methodological approach: analysis of the ecological ethos in a digital regime 2028.3. Ethos of action (Greenpeace) 2088.4. Ethos of the will (WWF) 2118.5. Ethos of justice (L'Affaire du Siècle) 2148.6. Ethos of belief 2188.7. Structuring an ecological homonoia on the Web: emergency, praise and blame 2238.8. Conclusion 2278.9. References 228Chapter 9. Covid-19 and Digital Fundraising: Actors, Strategies and Perspectives 231Géraud AHOUANDJINOU, Ornheilia ZOUNON, Agnès BADOU and Ismène KPÉDJO9.1. Introduction 2319.2. Theoretical and methodological framework 2339.3. Results and discussion 2469.4. Conclusion 2579.5. References 258Part 3. Communication of Organizations and Online Narrative 261Chapter 10. Communicating through Narrative: Organizations Facing the Challenge of their Collective Dimension? 263Julien FALGAS10.1. Introduction 26310.2. Defining the act of narrating by the storytelling, narration and story triad 26410.3. Application to the Web page analysis: the analysis framework of the manufacturing of representations 26910.4. From the manufacturing of the narration to a critique of the narrative communication of organizations on digital social networking sites 28010.5. Conclusion 28310.6. References 285Chapter 11. Transmedia and Online Storytelling: From Ephemeral Universes to Archives 289Mélanie BOURDAA11.1. Introduction 28911.2. New term, old creations: a quick historical overview 29111.3. Evolutionary transmedia websites: a progression of and in storytelling 29311.4. Apps and social media: an engaging transmedia strategy 29911.5. Fans' archives: preserving ephemeral devices 30311.6. Conclusion 30511.7. References 306Chapter 12. Augmented Storytelling and Netflix Series Promotion Strategy 309Frédéric AUBRUN and Thomas BIHAY12.1. Introduction 30912.2. Augmented storytelling from explicit, implicit and zero textures 31212.3. Unadvertization of promotional discourse of series 31612.4. Conclusion 32212.5. References 325List of Authors 327Index 331