Are they allowed to do that? Content and typology of corporate socio-political positioning on TWITTER. A study of DAX-30 companies in Germany

Fröhlich, Romy und Knobloch, Aline Susanne (2021): Are they allowed to do that? Content and typology of corporate socio-political positioning on TWITTER. A study of DAX-30 companies in Germany. In: Public Relations Review, Bd. 47, Nr. 5, 102113

Abstract

In the USA, corporate attitude communication has been identified as an irreversible trend. Outside the USA, it is a comparatively new phenomenon. We have conducted a content-analytical study on the publicly communicated socio-political positioning of DAX-30 corporations and their CEOs in Germany. Based on the Corporate Social Advocacy (CSA) approach, our results reveal a typology of different strategies. It shows that the companies under investigation differ significantly in terms of the degree of controversy and positioning frequency. The study provides evidence that corporate characteristics (e.g. size), timing and thematic factors, as well as the communicative behavior of other companies/organizations determine positioning strategies. We identified two different strategic motives for socio-political positioning: The aim to (1) further improving trust, image, and reputation while avoiding risk as far as possible or (2) to secure room for maneuver within the framework of specific, very concrete (socio-political) challenges and in doing so accepting certain risks in the process.

• Dokumententyp: Zeitschriftenartikel
• Fakultät: Sozialwissenschaften > Kommunikationswissenschaft
• Themengebiete: 000 Informatik, Informationswissenschaft, allgemeine Werke > 070 Publizistische Medien, Journalismus, Verlagswesen
• ISSN: 0363-8111
• Sprache: Englisch