SHS Web Conf.
Volume 168, 20232023 International Conference on Language, Innovative Education and Cultural Communication (CLEC 2023)
|Number of page(s)||5|
|Section||Cross-cultural Communication and Business Communication|
|Published online||18 May 2023|
How “storytelling” establishes and spreads corporate culture: A comparison of two coal companies in China and the United States
Xi’an International Studies University
* Corresponding author: firstname.lastname@example.org
Organizational culture is playing a more and more important role in corporate competition. This paper attempts to combine “storytelling” with the construction and dissemination of corporate organizational culture. The aim is to provide an effective perspective and method for how companies can establish and spread culture by applying narrative theory in storytelling. The paper draws on Barthes’ structuralism and constructs a narrative theory framework for building an organizational culture based on functional, operational, and narrative levels, focusing on how to “select” and “tell” stories. Using case analysis as a research method, the paper analysis two representative energy companies, China Shenhua Corporation, and U.S. Peabody Energy Corporation, to confirm the applicability of the theoretical framework and identifies differences in their storytelling approaches to building corporate culture. First, in terms of story themes, China Shenhua Corporation emphasizes more on employees and output, while Peabody focuses more on innovation and social responsibility. Second, in terms of story content, China Shenhua focuses more on leadership and executives, while Peabody focuses more on general employees. Third, in terms of story structure, both companies present their stories in chronological order.
© The Authors, published by EDP Sciences, 2023
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Current usage metrics show cumulative count of Article Views (full-text article views including HTML views, PDF and ePub downloads, according to the available data) and Abstracts Views on Vision4Press platform.
Data correspond to usage on the plateform after 2015. The current usage metrics is available 48-96 hours after online publication and is updated daily on week days.
Initial download of the metrics may take a while.