APPLICATION OF CRITICAL HERMENEUTIC ANALYSIS ON CORPORATE IDENTITY: A STUDY OF FIRST BANK PLC’S WEBSITE

Mustapha Tosin Balogun, Adedoyin Rasaq Hassan (PhD)

Abstract


Literature on critical hermeneutics analytical method have over the years played important contribution to the theory and practice of understanding and interpreting text. This paper underscores the importance of this analytic method by examining and explaining how it can be used in the translation of corporate identity messages through an organisation’s website. This is achieved by generating characteristics from the web page using critical hermeneutics analytical process that includes Social-historical moment; formal moment and moment of interpretation-reinterpretation, to get meaningful interpretations about the corporate personality being communicated. Findings indicate that transformative, innovative and distinctive corporate personality features were expressed via the analysed website while organisations are expected to ongoingly or continuously investigate the different meanings corporate messages may have before they are placed on their media of communication (such as the website) in order to avoid the creation of a negative corporate image.


Keywords


corporate identity, corporate website, critical hermeneutics, interpretive

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