Corporate Videos from a Corporate Identity Perspective

In this paper we report on an explorative study of corporate videos as a means of discursively con-structing corporate identity. The theoretical lens employed is one of Corporate Identity Management. The analytical core of this project, which is explorative in nature, consists of systematic analyses as to the usage of semiotic resources for communicating mission, vision and values in a corpus of corporate videos. The results of these analyses, novel in and of themselves, pave the way for critically reviewing and discussing the discursive construction of identity in corporate videos. The paper ends by pointing to new avenues of research spurred by the findings of the explorative investigation.