Business discourse in the globalized economy: The construction of an attractive workplace culture on the internet

Abstract

Business discourse in the globalized economy: The construction of an attractive workplace culture on the Internet ’ , explores multinational companies ’ construction of an attractive image of their staff policy and workplace culture on the internet. The goal is to explore how large business enterprises in their self-presentations on their career-oriented web pages balance between various concerns, values and interests: between global and local concerns, between economic concerns and social values, and between individual-centred and group-centred interests. Context is understood in the chapter at a macro level as dependent on various societal frameworks, at a meso level as situated within the studied company and at a microlevel as related to the analysed text with its specific goal and intended readers. A model is introduced which sets business discourse in relation to its contextual frameworks and the creation of an image of the corporate culture to the construction of an ‘ organizational self ’ .