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Authors
Advisor(s)
Abstract(s)
The main objective of this article is to analyse the communication of companies through a theoretical model that reveals discursive elements inherent to the creation of corpo- rate legitimacy. A Habermasian approach to corporate communication and public relations on social networks is at the centre of this reflection. The article starts by presenting a brief review of public relations and communication management studies encompassed by the paradigm of Habermas’s Discourse Ethics and Theory of Communicative Action. Following that, a recent Portuguese case study, the Ensitel Case, is presented as an example of the loss of corporate legitimacy on the Web. The importance of a dialogic approach to corporate communication and public relations in order to maintain corporate legitimacy is underlined.
Description
Keywords
Habermas Legitimacy Ethics Dialogue Ensitel
Pedagogical Context
Citation
Gonçalves, G. (2012). Who's afraid of social media? A normative approach to corporate discourse on the Web, in Gisela Gonçalves (ed.) The Dialogue Imperative. Trends and challenges in strategic and organisational communication (pp. 33-45). LabCom Books, Covilhã. ISBN: 978-989-654-087-6
Publisher
Labcom Books