An Analysis of Storytelling of Corporation Websites

• Main Authors: Kuo-Wei Chao, 趙國瑋
• Other Authors: Rui-Xiang Wang
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/96511004854327367141

碩士 === 大葉大學 === 人力資源暨公共關係學系 === 101 === This research selects stories of Taiwan Corporation’s official websites as research materials to explore the story and differences between three industries. The population is based on the investigation data from Common Wealth Magazine in 2012, and adopts content analysis to analyze these stories. The results show that the main story lines from these corporations are based on general information about the company with several past events but without an obvious context. In this sense, these stories lose the chances to attract audiences’ attention. Furthermore, the statements are mainly based on self-declaration with fewer contradictions within these stories. The research considers that stories content can gain much more attention from audiences if the stories can increase the elements of the legend of company, interesting experiences from the head of company, more contradictions, and the perspectives from audiences.