Digital Presences of Organizations

SCIENCES - Digital Documentation

Digital Presences of Organizations

Edited by

Nathalie Pinède, Bordeaux Montaigne University, France.
Luc Massou, University of Lorraine, France.
Patrick Mpondo-Dicka, University of Toulouse – Jean-Jaurès, France.

ISBN : 9781789451047

Publication Date : August 2024

Hardcover 358 pp

165.00 USD



Organizations communicate in complex and various ways, and the context is mainly characterized by the pervasiveness of the digital ecosystem, including the Web, social networks and the Internet of data. However, its information delivery cannot overlook the requirements of multicultural communications at a variety of levels.

Digital Presences of Organizations highlights the communication roadblocks faced by organizations as they emerge, arising not only from issues encountered on their own websites, but also as they construct online narratives. This multi-faceted and multi-strategy digital presence of organizations is addressed via three main thematic axes.

The first focuses on differentiated strategies (content, services, interaction) that can be observed depending on the types of organizations and their users. The second examines the cultural dimension of websites, ranging from the local to the global. Finally, the third focuses on the role of narration in organizations’ online communication strategies.


Part 1. Websites and Organizational Strategies.
1. Websites and the Agency of Circulating Entities, Mariannig Le Béchec.
2. Danone’s “Did You Know?”: Narrative Strategy and Identity Dialogue, Stela Raytcheva, Thierry Côme and Gilles Rouet.
3. Website and Media Ethos: A Case Study of Photographic Equipment Manufacturers, Marion Rollandin.
4. Analyses of Digital Communication Strategies for Family Caregivers, Sébastien Rouquette and Christelle Chauzal-Larguier.
5. Associations’ Online Communication and Discursive Strategies: A Case Study, Marcy Delsione Ovoundaga.

Part 2. Websites and Cultural Dynamics.
6. Website Localization and the Cultural Dimension: Professional Skills, Alexander Frame and Will Noonan.
7. Representativity of Indigenous Minorities and Cultural Identity on the Web, Cécile-Marie Martin.
8. Cultural and Political Anchors of Environmental Communication on the Web, Sandra Mellot, Anh Ngoc Hoang, Magali Prodhomme and Anaïs Theviot.
9. Covid-19 and Digital Fundraising: Actors, Strategies and Perspectives, Géraud Ahouandjinou, Ornheilia Zounon, Agnès Badou and Ismène Kpédjo.

Part 3. Communication of Organizations and Online Narrative.
10. Communicating through Narrative: Organizations Facing the Challenge of their Collective Dimension? Julien Falgas.
11. Transmedia and Online Storytelling: From Ephemeral Universes to Archives, Mélanie Bourdaa.
12. Augmented Storytelling and Netflix Series Promotion Strategy, Frédéric Aubrun and Thomas Bihay.

About the authors/editors

Nathalie Pinède is Professor of Information and Communication Sciences at Bordeaux Montaigne University, France.

Luc Massou is Professor of Information and Communication Sciences at the University of Lorraine, France.

Patrick Mpondo-Dicka is a lecturer in Information and Communication Sciences at the University of Toulouse – Jean-Jaurès, France.