Organizational identity design: The evolution of a university web homepage

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216208%3A11320%2F25%3AMG2CH48W" target="_blank" >RIV/00216208:11320/25:MG2CH48W - isvavai.cz</a>

Result on the web

<a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85162624094&doi=10.4324%2f9781003049920-4&partnerID=40&md5=84f6fd3c5cdf7793e9208873fc140f11" target="_blank" >https://www.scopus.com/inward/record.uri?eid=2-s2.0-85162624094&doi=10.4324%2f9781003049920-4&partnerID=40&md5=84f6fd3c5cdf7793e9208873fc140f11</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.4324/9781003049920-4" target="_blank" >10.4324/9781003049920-4</a>

Result language

angličtina

Original language name

Organizational identity design: The evolution of a university web homepage

Original language description

This chapter applies a multimodal social semiotic approach to examine the organisational identity design of three key iterations of a university web homepage. It considers organisational identity communication as a complex social semiotic practice across four inter-related dimensions: The site of production, the site of the virtual artefact, the site of the medium, and the site of audiencing, focusing predominantly on the site of the virtual artefact (i.e., a text presented for interaction and consumption). Addressing the subtle shifts in form and function of a web homepage, the chapter provides systematic insights into the multimodal construction of organisational identity. It demonstrates how subtle changes of the design elements translate into a palpable shift from representing the university as a legitimate education provider that lists available study options and research opportunities to communicating an appealing image of the university to imagined audiences while presenting the informative function of details about the university's workings in a more implicit, covert way. It concludes with implications of such shifts for university web brand practitioners and the broader scholarly community and contributes to the continuing synergy between organisation studies and multimodality studies. © 2023 Taylor & Francis.

Czech name

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Czech description

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Type

C - Chapter in a specialist book

CEP classification

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OECD FORD branch

10201 - Computer sciences, information science, bioinformathics (hardware development to be 2.2, social aspect to be 5.8)

Project

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Continuities

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Publication year

2023

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Book/collection name

Organizational Semiotics: Multimodal Perspectives on Organization Studies

ISBN

978-1-00-086573-8

Number of pages of the result

26

Pages from-to

73-98

Number of pages of the book

332

Publisher name

Taylor and Francis

Place of publication

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UT code for WoS chapter

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