Dissertations / Theses on the topic 'Presse corporative'

Las organizaciones han comprendido la importancia de tener una imagen positiva para fortalecer su penetración en el mercado y la comunicación, como herramienta indispensable, se entiende ya como un elemento estratégico de gestión. Los públicos, además, son cada vez más exigentes con la calidad de los servicios, especialmente cuando éstos son públicos, y ello ha motivado que las instituciones empiecen a asumir que también tienen competencia. Éste es el caso de las universidades españolas, sometidas a importantes cambios en los últimos años (legislativos, Espacio Europeo de Educación Superior, crecimiento del número de centros y del número de titulaciones, descenso del número de estudiantes, puesta en marcha del distrito único en España, pérdida de monopolio en formación e investigación, etc.), situaciones que requieren una adaptación que incluya nuevas acciones, además de la correcta definición y difusión de su identidad y la creación de una imagen corporativa propia e idónea. Sólo así se logrará la captación de estudiantes e, indirectamente, la financiación suficiente para seguir funcionando.
Por tanto, resulta indispensable plantear un modelo de gestión de la imagen y la comunicación de las universidades españolas, que parta del análisis previo de su estado, incluyendo todas las herramientas que pueden resultar útiles en su configuración. Esta tesis pretende ese doble objetivo: estudiar el estado del 'corporate' en la universidad española y establecer un modelo básico de imagen y comunicación que pueda adaptarse también a otras instituciones, planteándose como hipótesis que en los centros de enseñanza superior existen las herramientas necesarias para la consolidación y desarrollo del 'corporate', dado que el debate científico se genera en ellos y sus estructuras son un excelente banco de pruebas para la extrapolación posterior a otros sectores.
A partir de una investigación cualitativa y cuantitativa de la práctica de la comunicación en las universidades españolas, se plantea una radiografía del sector en el momento de la investigación y se proponen soluciones para subsanar las deficiencias, partiendo de una investigación teórica y empírica que se ha sometido a un proceso de confrontación con un panel de expertos en comunicación universitaria, entre ellos la comisión de Comunicación de la Conferencia de Rectores de Universidades Españolas (CRUE).

Esta dissertação tem como objetivo conhecer as estratégias de relacionamento com a imprensa de organizações reconhecidas por sua boa reputação corporativa e seus impactos nesse ativo. A imprensa foi o público escolhido para a análise por ser comum a todas as organizações e devido ao seu poder de influência sobre os públicos, que ainda continua bastante expressivo, mesmo em um cenário de internet móvel e mídias sociais. Para responder a pergunta central foi desenvolvida uma pesquisa qualitativa para tentar compreender a relação entre os relacionamentos organizacionais e a reputação corporativa. Como recorte dessa análise, serão avaliadas cinco organizações de reputação destacada no Brasil, conforme o Reputation Institute: Nestlé, Johnson & Johnson, Mercedes-Benz, Petrobras e O Boticário. O objetivo é entender se o relacionamento com a imprensa colabora no fortalecimento da reputação positiva e, se sim, verificar quais são as estratégias de comunicação utilizadas pelas referidas empresas. Todas as organizações estudadas mostraram um alto grau de qualidade no relacionamento com a imprensa, mas o principal resultado encontrado foi que o contato pessoal é a melhor forma de criar vínculos de confiança com esse público, o que fortalece a qualidade do relacionamento e o potencial de impactar positivamente a reputação corporativa.
This dissertation aims to understand the strategies orienting press relations in organizations that are recognized for their good corporate reputation and their impacts on this asset. The press was chosen for analysis because it is common to all organizations and due to its significant influence over other publics, even in a scenario of mobile web and social media. To answer the central question, this study is grounded by qualitative research in an attempt to understand the relationship between organizational relationships and corporate reputation. In this analysis, five organizations with outstanding reputation in Brazil, according to Reputation Institute, will be assessed: Nestlé, Johnson & Johnson, Mercedes-Benz, Petrobras and O Boticário. The goal is to understand whether press relations contribute to strengthen positive reputation and, if so, identify the communication strategies used by these companies. All organizations studied showed a high degree of quality in the relationship with the press, but the main finding is that personal contact is the best way to create bonds of trust with this audience, which strengthens the quality of the relationship and the potential to impact positive corporate reputation.

From a public relations perspective, the effectiveness of a press release is measured by the extent to which the media coverage matches the original intent of the piece (Wilcox et al., 2015). The present study examined press releases over the past five years from the top 25 corporations in the United States in order to ascertain the extent to which news media match these public relations efforts. Press releases and articles were coded for the presence of various discourses (technology, science, quality, sales, change, ethics, innovation, excellence, and crisis) business and social marketing practices, supplementation, and referential similarity. The results revealed that the discourses were the most frequently matched component between press releases and articles and that while articles never provided a direct link to the original press releases, they did reference the release the majority of the time. Business marketing, social marketing, and supplementation were rarely present in the press releases and even less so in the articles, which suggests a filtering of corporate bias by news media. Discussion focuses on practical implications for the field of corporate public relations.

This study investigated the following key areas: women in the public sphere, women in the private sphere, and how media portrayals in these areas portray women's progress in obtaining executive positions in corporate America. Topics of interest include wage differences between genders, executive placement, and attainment in board positions throughout Corporate America.

This research looks at how corporates manage crisis communication using press releases and social media channels. It aims to find out how the case corporations Nordea and  Samsung executed their crisis communication during the years 2016 and 2017.The dissertation draws upon literature on organizational crisis and reputation. It also reviews how companies could possibly react to a crisis, how press releases are usually formatted, and finishes with utilization of social media during the crises.In 2016, Samsung became the center of a crisis by the exploding “Note7” phones and Nordea was being mentioned in the “Panama Papers” for tax evasion. The data of the crisis cases has been collected using online ethnography and analyzed with the support of interviews with four crisis specialists. The interviewees were asked semi-structure questions in order to analyze the data  from a professional perspective. The dissertation did not only cover the content used, but also studied which channels where used and the timing of the statements.The findings revealed that Samsung took the “Note7” case seriously and had a bigger quantity of crisis messaging than Nordea on the “Panama Papers” case. Based on the messages, Samsung’s crisis communication length was five months and Nordea’s four. Samsung’s crisis communication showed major gaps in their timeframe and Nordea’s was more coherent. Nordea used long press releases with complex language compared to Samsung’s advertisement and international style. Samsung used a lot of infographics in social media compared to Nordea’s factual messages.The dissertation is relevant in regard to previous studies on this subject, which have shown utilization of press releases and social media during a corporation crisis. Therefore, the  dissertation contributes with new empirical understanding.

L’objectif de ce travail de recherche a été de contribuer à répondre à la question suivante : dans quelle mesure les médias constituent-ils un mécanisme de gouvernance d’entreprise ? Après avoir réalisé une revue de littérature, trois questions de recherche ont été formulées. Tout d’abord, la question du rôle de la presse en tant que mécanisme de gouvernance d’entreprise disciplinaire a été posée, puis, plus précisément, celle de son rôle en tant que mécanisme de gouvernance disciplinaire partenariale, et enfin celle de mécanisme de gouvernance normative au sens néo-institutionnel. Chaque question a fait l’objet d’un essai. Tout d’abord, l’efficacité de la presse dans la révélation des fraudes commises par les entreprises, avant qu’une autorité officielle ne la sanctionne, a été examinée au moyen de régressions logistiques et d’analyse d’articles de presse. Ensuite, l’influence de la presse sur les dirigeants du groupe Danone a été analysée, par une étude de cas, de 1996 à 2008. Enfin, une étude de cas portant sur les liens entre divers types de presse a permis d’étudier leur rôle et leur influence dans la normalisation et la diffusion d’idées et de pratiques en matière de gouvernance d’entreprise. Premièrement, l’efficacité de la presse en tant que mécanisme de gouvernance disciplinaire doit être relativisée. Sous l’hypothèse de maximisation de ses profits, la presse française choisit les entreprises qu’elle couvre et les fraudes qu’elle révèle. Elle est plutôt une presse informative qu’une presse investigatrice. La complémentarité des mécanismes de gouvernance est confortée comme facteur d’efficacité du système de gouvernance. Deuxièmement, la presse est un mécanisme efficient de gouvernance partenariale : elle parvient à inciter les dirigeants d’entreprise à chercher à créer de la valeur partenariale plutôt qu’actionnariale. Troisièmement, l’homogénéisation actuelle de formes organisationnelles concernant la gouvernance d’entreprise semble s’expliquer par le rôle de la presse en tant que mécanisme de gouvernance d’entreprise normative au sens néo-institutionnel
The objective of this research had to contribute to the question: are media a corporate governance mechanism ? After doing a literature review, three research questions were asked. First, the question about the role of press as a corporate governance disciplinary mechanism was asked, then as a corporate governance mechanism with a view to creating stakeholder value, lastly, as a corporate normative governance mechanism in a neo-institutional view. Each question was the subject of one essay. First, the efficiency of press to reveal frauds of firms before an official authority was analyzed. In this purpose, logistic regression and an examination of articles of press was done. Second, the influence of press on the Danone Group’s direction was studied with a case study between 1996 and 2008. Third, to understand the influence between several kinds of press and their role in the normalization and the circulation of ideas and practical experiences about corporate governance, a case study was done also. First, the efficiency of press as a corporate disciplinary mechanism is not always perfect. By assuming that press maximizes its profits, the French press chooses the firms to cover and the frauds to disclose. It’s more a press which informs as a press which investigates. The complementarity of corporate governance mechanisms is confirmed in the efficiency of the governance system. Second, press is an efficient mechanism in a stakeholder value creation perspective. It manages to influence CEOs to search to create stakeholder value rather than shareholder value. Third, currently we notice an homogenization of organizational forms about corporate governance. It could be explained by the role of press as a corporate governance normative mechanism in a neo-institutional perspective

In recent years Corporate Social Responsibility (CSR) has been the subject of much attention and the concept has been referred to as a global movement and mega-trend, which has resulted in a long and diverse history in the academic literature. However, little attention has been paid to the part media plays in the construction and popularization of CSR. The aim of the thesis is to draw insights on how media frames and present the concept of CSR. In order to examine this a quantitative content analysis has been performed on two leading business papers in Sweden, during the years 2005-2014. The thesis builds on a previous study by Grafström and Windell (2011) in which they analyze how CSR is defined in English business press. The findings of this thesis suggest that corporations are the main actors in framing CSR and that Swedish business press mainly stress CSR as a management idea, containing several arguments for incorporating CSR. As oppose to Grafström and Windell (2011) our study presented some differentiating results, which might be explained by different institutional environments.

Sistematiza el proceso de gestión de la imagen corporativa, desde la experiencia laboral del encargado de prensa institucional del área de Comunicaciones, Relaciones Públicas e Imagen Institucional del Hospital Vitarte, en el período de abril a diciembre del 2014. Identifica los principales factores que influyeron en la construcción de la imagen pública del hospital. Describe las actividades de prensa institucional desarrolladas y vincula la relación entre esas actividades y la construcción de la imagen pública del Hospital Vitarte.
Trabajo de suficiencia profesional

On June 29, 2011, President Barack Obama held a press conference regarding the nation's budget deficit. During the conference, President Obama mentioned corporate jet owners six times, criticizing their desire to maintain an accelerated depreciation tax break. The President's comments were met with strong criticism from aircraft manufacturers and members of the aviation community. Based on the underlying assumption that new information is rapidly incorporated into stock prices, the press conference likely had a negative impact on the stock returns of aircraft and aircraft parts manufacturers. This paper uses a financial events study to determine whether or not the press conference significantly hurt the stock prices of aircraft manufacturers.

This study seeks to understand the scope and types of public relations practices in Japan, how public relations practices of Japanese and foreign companies differ, how media respond differently to the public relations activities of Japanese and foreign companies, and how "foreignness" affects public relations activities of multinational enterprises in Japan. The sole academic journal in the field of public relations in Japan and the single commercially published public relations industry magazine were submitted to an empirical content analysis. Additionally, three cases of contest for corporate control, two of which were between an American activist fund and a Japanese company, and one between a Japanese investment fund and a Japanese company, were analyzed using a case study approach. Press releases and newspaper articles about these cases were also content analyzed. The results show that among public relations activities, crisis category appeared the most frequently in the public relations industry journal and corporate communication category appeared the most frequently in the public relations academic journal. The analysis of the cases shows that the American fund at first faced problems communicating with its stakeholders but improved its communication activities in subsequent years with better results. The content analysis of the press releases shows that American fund uses more quotes and persuasive messages in the press releases and Japanese newspapers do not treat domestic and foreign entities differently. The overall results confirm the importance of culture in public relations practices.

This thesis explores how three socialist newspapers tie in to the Swedish media system and – presumably – is influenced by it. The newspapers have each strong connection to three political parties, so the precise aim of thesis is therefore to examine the independence between the party and its media; and how strongly it can bee defined as Swedish party press in a more traditional sense. The analysed material consists of six qualitative interviews with two co – workers from each paper: including the editors in chief.The basis is partly Kai Kronvalls et al theories surrounding Swedish party press; because the thesis explores how the papers supposedly has changed. And partly theories based on the assumption that media is always reflected by the social and political structure to which it operates. The latter theories have in turned outlined ’press theories’ (Four Theories of the Press) for which it is said that the media is a base of and, more recently, models of how the media works in western countries as a whole (Daniel C. Hallin and Paolo Mancini).The thesis showed some difference between how each newspaper can be defined as party press, but in general the independence was weak. This can be explained with how the Swedish media culture in particular has conserved press affiliated with separate (political) groups.

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O presente estudo trata da construção da celebridade empresarial, um potencial ativo intangível para as empresas, e procura analisar como e por que determinadas empresas conquistam maior espaço e admiração na imprensa. O crescimento do jornalismo de negócios vem possibilitando às empresas utilizar-se de mecanismos para gerenciar a sua imagem na mídia e, assim, obter acesso diferenciado a recursos. O estudo utiliza-se das teorias baseadas em recursos, institucional, da comunicação de massa, do gerenciamento de impressão e da construção de narrativas e utiliza o método de estudos de caso múltiplos, com três empresas com visibilidade desproporcional ao seu peso econômico. Verifica-se que as celebridades empresariais são formadas a partir das técnicas de gerenciamento de impressão por parte dos profissionais de comunicação que trabalham nas (ou para) as empresas, que procuram atentar para as normas e valores do campo institucional jornalístico; e também da formação de histórias com elementos bem definidos (heróis, oponentes, fundo moral, atribuições, transformações narrativas). Tais histórias são criadas pelas empresas e reinterpretadas pela mídia de forma muito semelhante. A celebridade parece ser um recurso instável, de rápida acumulação e rápida erosão. No entanto, pode ser essencial para a construção de recursos mais duradouros e levar à legitimidade e à reputação empresarial.
This research is about the building of firm celebrity, an intangible potential asset, and aims to analyze ‘how’ and ‘why’ some companies get more coverage and admiration by the press. The growing of business journalism has been promoting opportunities for companies to create mechanisms to manage their images at media, and, therefore, gain differentiate access to resources. The theories utilized were the resourced-based view, institutional theory, mass communication theories, impression management theories, narratives theories; based on the methodology of multiple cases studies of three companies with high visibility disproportionate of their economic weight. The conclusion is that firm celebrities are build by techniques of impression management by communication professionals that work at (or for) companies, who are particular focused on the rules and values of the journalistic institutional field; and also by the creation of stories with some specific components (heroes, opponents, moral base, attributions, narrative transformations). Those stories are created by companies and reinterpreted by the media on a similar base. Celebrity seems to be an unstable resource, which can be accumulated and eroded fast. However, it can be essential to the building of other resources more stable and lead to legitimacy and reputation.

Цель магистерской диссертации заключается в выявлении редакторских маркетинговых стратегий наполнения университетских корпоративных СМИ с последующим составлением рекомендаций. Редакторский подход к изучению проблем функционирования корпоративной прессы и, прежде всего, создания качественного контента определяет новизну исследования. Работа проведена на примере русскоязычного и испаноязычного изданий, что обусловило введение в научный оборот нового корпуса текстов и позволило определить эффективные стратегии формирования материалов корпоративного издания в разных лингвокульутрах. В исследовании на разных этапах был использован следующий материал. Для понимания процесса и тенденций моделирования коммуникативных стратегий и тактик в вузовских, российских и зарубежных СМИ методом сплошной выборки было проанализировано свыше 1500 текстов разных жанров из газет «Уральский федеральный» и «Gaceta UNAM» из 80 номеров за 2016–2018 г. Для уточнения портрета аудитории был проведен опрос, результатами которого стали 438 реакций 100 респондентов. Также материалом для исследования послужило свыше 1500 структурных элементов (заголовочный комплекс, концовки) журналистских материалов газет «Уральский федеральный» и «Gaceta UNAM» для анализа архитектоники СМИ. Магистерская диссертация состоит из введения, двух глав, заключения и библиографического списка. В первой главе рассматривается место корпоративных СМИ в системе инструментов брендирования и продвижения вуза, теоретические подходы изучения аудитории СМИ, в частности, через результаты опроса раскрывается образ целевого читателя университетской газеты «Уральский федеральный». Его основные характеристики были распределены в четыре обобщающие группы по степени важности для участников социологического опроса. Во второй главе представлен анализ коммуникативной, тематической и структурно-содержательной стратегий формирования контента корпоративных университетских изданий. В процессе исследования было выделено две доминирующих коммуникативных стратегии «свой круг» и «апелляции к ценностям», которые были подразделены на тактики. И газета «Уральский федеральный», и «Gaceta UNAM» стремятся к позитивной самопрезентации. К общим относятся тактики «свой-чужой», «территориального признака», «аббревиации», «кооперации», у которых, однако, иногда может быть разная подача в зависимости от издания. Например, «Уральский федеральный» описывает своего через местоимение мы, а «Gaceta UNAM» характеризует других. То же касается и импликатур, которые в газете «Уральский федеральный» отталкивают читателя от чужих, а в газете «Gaceta UNAM» привлекают к своим. «Gaceta UNAM» обладает индивидуальными тактиками, отличающими ее от газеты «Уральский федеральный». К ним относятся тактика формирования активной гражданской позиции и тактика постановки гендерного вопроса. Таким образом, мексиканский университет стремится объединить аудиторию еще и рассматриваемым кругом тем. Проведенный анализ заголовочного комплекса в газетах «Уральский федеральный» и «Gaceta UNAM» позволяет судить о наличии четырех характерных элементах: заголовки, подзаголовки (надзаголовки), вставки, рубрики. Газета УрФУ стремится к сочетанию информативных и эмотивных составляющих заголовочной системы, использует в качестве наименований цитаты, вопросы, а также иллюстративные и оценочные высказывания. Газета UNAM избегает использования экспрессивных заголовков, из чего становится видно редакторскую политику, а именно стремление позиционировать СМИ как деловое издание, представляющее аналитические материалы. Концовки текстов поддерживают заданный тон изложения. У материалов UNAM всегда есть подведение итогов, финальное мнение и оценка. А в «Уральском федеральном» частотна концовка-напоминание, а также концовка-отсылка к информации на других ресурсах. В проведенном исследовании также предложен общий алгоритм работы современного редактора над материалами вузовских медиа и индивидуальные рекомендации для каждой рассматриваемых газет.
The purpose of the master's thesis is to identify editorial marketing strategies for filling the University corporate media, followed by recommendations. The editorial approach to the study of the problems of the corporate press functioning, and, above all, the creation of high-quality content, determines the novelty of the research. The work is carried out on the example of Russian and Spanish-language publications, which led to the introduction of a new set of texts into scientific usage and allowed to determine effective strategies for the formation of corporate publications in different linguocultures. The following material was used in the study at different stages. To understand the process and trends of modeling communicative strategies and tactics in higher education Russian and foreign mass media, by the method of continuous sampling over 1,500 texts of different genres from the Newspapers «Ural Federal» and «Gaceta UNAM» of 80 numbers for 2016-2018 were analyzed. For determining the profile of a typical student of the Ural Federal University a survey has conducted, the results of which were 438 responses of 100 respondents. More than 1500 structural elements (headline complex, endings) of journalistic materials of the newspapers «Ural Federal» and «Gaceta UNAM» for the analysis of architectonics of mass media also served as a material for research. The master's thesis consists of an introduction, two chapters, conclusion and bibliography. The first chapter displays the place of corporate media in the system of branding tools and promotion of the University, theoretical approaches to the study of the media audience, in particular, through the results of the survey reveals the image of the target reader of the University newspaper «Ural Federal». Its main characteristics were divided into four generalizing groups according to the degree of importance for the participants of the sociological survey. The readers of the University media consider the communicative and cognitive needs to be fundamental for a typical student, therefore, the speech impact will be effective and communication successful if the corporate media will take into account certain interests during preparation of the materials. The second chapter represents an analysis of communicative, topical, structural and content strategies of corporate University publications, as well as a general algorithm of the modern editor's work on the materials of University media and individual recommendations for each of the examined newspaper. In the process of the research two dominant communicative strategies “the circle” and “appeal to values” were identified and subdivided on tactics. Both the the corporate newspaper of the Ural Federal University («Ural Federal») and the National Autonomous University of Mexico («Gaceta UNAM») crave for positive self-presentation. The common tactics include “friend-stranger”, “territorial attribute”, “abbreviation”, “cooperation”, which, however, can sometimes have a different presentation depending on the publication. For instance, the “Ural Federal” describes us through a pronoun we, and “Gaceta UNAM” characterizes others. The same applies to implicatures, which in the newspaper "Ural Federal" repel the reader from others, and in the newspaper "Gaceta UNAM" attract to theirs. «Gaceta UNAM» has individual tactics that distinguish it from the Ural Federal newspaper. These include the tactics of forming an active citizenship and the tactics of raising the gender issue. Thus, the University of Mexico seeks to unite the audience with the range of topics covered. The analysis of the headline complex in «Ural Federal» and «Gaceta UNAM» newspapers makes it possible to judge about the presence of four characteristic groups of elements: headings, subheadings (overheads), insertions, headings. UrFU newspaper strive to the combination of informative and emotive components of the heading system and uses quotations, questions, illustrative and evaluative statements as titles. UNAM newspaper avoids the use of expressive headlines, from which it becomes apparent editorial policy, namely the desire to position the media as a business media presenting analytical materials. The endings of the texts maintain a given tone of presentation. UNAM materials always have a summary, final opinion and evaluation. And in «Ural Federal» ending reminder, as well as ending, sending information to other resources, can be encountered frequency. The study also proposed a general algorithm for the work of a modern editor on the university media materials and the individual recommendations for each of the newspapers, which were taken into consideration.

Cette étude s’inspire de questionnements soulevés, dans le cadre de leur recherche, par deux spécialistes du cinéma. Une première piste de recherche concerne l’histoire du cinéma des premiers temps et les sources documentaires, que l’historien Jan Olsson a défini comme un « domaine discursif » (“discursive domaine”) à part entière. Une deuxième piste de recherche s’inspire d’une remarque du philosophe et théoricien Murray Smith à propos de la manière dont les spectateurs se représentent mentalement les films qu’ils ont vus comme un domaine de la recherche cinématographique inexploré (“unchartered territory”). Cette thèse se concentre sur la « conscience cinématographique », c’est-à-dire sur la capacité du spectateur à se représenter mentalement un objet filmique ou à penser cinématographiquement. Cette formulation désigne des phénomènes particuliers. Historiquement, cette « conscience » est une forme de « sensibilisation au cinéma » (« movement of consciousness »), phénomène dont on peut observer les effets dans les textes consacrés au cinéma dans les années 1907-1912. Cette « sensibilisation » se manifeste par un intérêt grandissant pour les films, par l’invention de termes et de notions permettant de parler de cinéma, par des études spécialisées, portant sur le spectatorat ou la critique, montrant que les contemporains avaient conscience de cette « sensibilisation » (« self consciousness »). Ce questionnement de fond sur les sources documentaires, en tant qu’elles sont le révélateur d’une « conscience cinématographique », a une implication historiographique et méthodologique importante. L’apparente naïveté des sources d’époque a conduit certains historiens à décrire les spectateurs de l’époque comme étant, eux aussi, naïfs. Or, en réalité, la perception des phénomènes filmiques par les contemporains était plus complexe et nuancée que ce que les sources ne laissent le dire. Cette approche, qui porte sur les mentalités de l’époque et l’impact du cinéma sur les spectateurs, conduit à chercher les traces de cette « sensibilisation » dans les textes d’époque, à prendre compte des champs lexicaux et de leur évolution dans le temps. Elle permet également, pour l’historien, de tenir compte de la subjectivité des textes d’époque plutôt que de ne s’attacher qu’à des sources objectives ou des témoignages. Dans le cadre de cette thèse, la formulation « conscience cinématographique », dont l’occurrence n’est pas rare dans la littérature consacrée à l’histoire du cinéma, désigne cette partie de la conscience qui est façonnée par le cinéma. Cette conscience a plusieurs fonctions qui correspondent, chacune, à diverses catégories de conscience cinématographique. Il s’agit de la « sensibilité à l’esthétique du film », la « sensibilité à la technicité du film », la « sensibilité à la culture cinématographique », la « sensibilité au cinéma en tant qu’objet de pensée » ainsi que d’autres éléments permettant à la conscience de s’exercer (le lieu de la mémoire où reposent les souvenirs de films, les moments de cinéma associés à une identité personnelle, la faculté d’être conscient de sa propre conscience filmique et la conscience filmique subjective, forme de conscience et de sensibilité liée à une grande connaissance du cinéma. Ces diverses catégories de « sensibilité » à la chose cinématographique forment un vaste champ d’étude permettant de prendre la mesure de la transformation des mentalités et de cartographier le territoire inexploré évoqué par Murray Smith. Chacune de ces catégories représente un domaine de recherche spécifique, avec ses questionnements et ses enjeux propres, mais prend place dans un champ plus vaste, celui de « conscience cinématographique ». Quand cette approche s’applique aux sources documentaires portant spécifiquement sur le cinéma et son évolution, il est possible de voir à quel point le cinéma transforme les mentalités.
This thesis attempts to follow through on two “calls for further research” from recognized film scholars. One line of research centers on early cinema and especially on early American film publications (from 1906 to 1913), which Jan Olsson has defined as a “discursive domain calling for analysis as a phenomenon in its own right,” as opposed to only being “source material” film historians use for writing about early cinema. Another line of research concerns the “relationship between consciousness and film” that Murray Smith argues is an “unchartered territory” in film studies. In this thesis, this relationship between “consciousness and film” is defined from the perspective of ‘film consciousness’, which is a formulation with several functions. In some contexts, it refers to a “movement of consciousness” that appears in early film publications over the course of several years (between 1907 and 1912) manifested in a growing recognition of the constructed, aesthetic nature of film, changes in terminologies for naming and defining the object of cinema, in particular activities showing an appreciation of the contextual meaning of films, and in self-consciousness, such as in the study of audiences and meta-criticism. These parallel lines of research have an important scientific and methodological implication, in that early film publications are sometimes implicitly seen as displaying a “naïve consciousness” that is transposable onto early spectators broadly. A “film consciousness” approach recognizes a more complex consciousness that is revealed in subtle changes in language-use and behaviour over a period of time. It also allows for the study of the subjectivity of the writers as well, which is often revealed indirectly to the film historian, as opposed to explicit descriptions of subjective film experience. The formulation ‘film consciousness’ – which is occasionally used in film discourse, though usually without an institutional definition – is also regarded in this thesis as presenting its own ontological nature in the way it brings two semantic fields (“consciousness” and “film”) into relation. From this formulation, several “categories of film consciousness” are constructed. These include “film aesthetic awareness,” “film production awareness,” “film culture awareness,” “ways of existing towards film,” and several “entities of consciousness” (an imagined place in consciousness assumed to contain past film experiences, conscious phenomena derived from film experiences that are seen as bound to personal identity, a faculty that determines the way reality is engaged with, and a particular kind of conscious experience, defined as “subjective film consciousness.”) These categories of film consciousness collectively constitute an imagined “field of film consciousness” that serves to conceptualize the “unchartered territory” Murray Smith defines. Each category represents an individual area of research with concomitant questions and criteria that nevertheless exist on a continuum that the key term ‘film consciousness’ brings into constant rhetorical relation. When this field is applied to a set of film-related data, such as early film discourse, a set of connections between different regions of film consciousness emerges, thus allowing for the description of film consciousness at various levels.

本文包含了两篇关于金融分析师和公司治理的实证研究。第一篇论文（题目为"分析师影响公司避稅吗？来自自然实验的证据"）研究金融分析师对企业避稅的影响。基本回归结果表明追踪公司的分析师越多，公司避稅越少。通过充分利用券商倒闭和券商兼并这两个对金融分析师数量造成的外生冲击，我们利用双重差分的分析方法发现，相比同类公司，经受分析师数量外生下降的公司将从事更多的避稅活动。因此，证据充分表明分析师的数量对企业避稅具有强烈的负面因果影响。我们进一步发现，这一负的因果影响主要集中在本来拥有较少分析师和融资受到约束的公司。此外，在财务信息不透明和企业管制较差的公司，效果也更为明显。综上，该论文提供了新的数据表明，财务信息透明度对于企业避稅具有重要作用。当遭遇外生的分析师下降从而引起信息透明度降低的情况下，公司会更为激进的避稅。
第二篇论文（题目为"金融分析师影响公司治理吗？来自自然实验的证据"）利用跟第一篇论文相同的两个自然实验（券商倒闭和券商兼并），进一步探讨了分析师对公司治理的作用。我们发现，当追踪一个公司的金融分析师数量受到这两个自然实验的影响而减少之后，该公司内部现金持有量给股东带来的边际价值减少，其CEO获得更高的超额报酬，其管理层更有可能做出破坏公司价值的收购决策，其管理层更有可能从事盈余管理活动。重要的是，我们发现这些影响主要集中在本来拥有较少分析师和较少市场竞争压力的公司。我们进一步发现，本来拥有较少分析师的这些公司在受到券商倒闭和券商兼并的冲击下，其CEO的报酬和超额报酬对公司业绩较原来更不敏感。这些发现与我们的分析师监督假说是一致的，即金融分析师发挥着审查管理者行为的重要公司治理作用。当公司损失分析师之后，市场在对公司股票定价时会考虑公司因此而产生的代理成本的增加。
This thesis consists of two empirical studies on financial analysts and corporate governance. The first essay (titled "Does Analyst Coverage Affect Tax Avoidance? Evidence from Natural Experiments") investigates the effects of analyst coverage on corporate tax avoidance. The baseline results indicate that analyst coverage reduces tax avoidance. Using a Difference-in-Differences approach based on two sources of exogenous shocks to analyst coverage - broker closures and mergers, we find that firms engage in more tax avoidance activities after an exogenous drop in the number of analysts following the firm, compared to similar firms that do not experience an exogenous drop in analyst coverage. The evidence therefore suggests a strong negative causal effect of analyst coverage on tax avoidance. We further find that the effects are mainly driven by the firms with smaller initial analyst coverage and more financial constraints. Moreover, the effects are more pronounced in the subset of firms with more information opacity and poorer corporate governance. Overall, the findings suggest that analyst coverage materially and causally affects tax avoidance. Our paper offers novel evidence that information transparency plays an important role in corporate tax avoidance decisions, and with increased information opacity induced by exogenous drops in analyst coverage, firms are likely to avoid tax more aggressively.
The second essay (titled "Do Analysts Matter for Governance? Evidence from Natural Experiments") further explores the causal effects of analyst coverage on mitigating managerial expropriation of outside shareholders, building on the same two natural experiments - broker closures and mergers. We find that as a firm experiences an exogenous decrease in analyst coverage, shareholders value internal cash holdings less, its CEO receives higher excess compensation, its management is more likely to make value-destroying acquisitions, and its managers are more likely to engage in earnings management activities. Importantly, we find that most of these effects are mainly driven by the firms with smaller initial analyst coverage and less product market competition. We further find that after exogenous brokerage terminations, a CEO’s total and excess compensation become less sensitive to firm performance in firms with low initial analyst coverage. These findings are consistent with the monitoring hypothesis, specifically that financial analysts play an important governance role in scrutinizing management behavior, and the market is pricing an increase in expected agency problems after the loss in analyst coverage.
1. Does analyst coverage affect tax avoidance? : evidence from natural experiments -- 2. Do analysts matter for governance? : evidence from natural experiments.
Detailed summary in vernacular field only.
Detailed summary in vernacular field only.
Chen, Tao.
Thesis (Ph.D.) Chinese University of Hong Kong, 2014.
Includes bibliographical references.
Abstracts also in Chinese.

Uma forte imagem e uma sólida reputação representam vantagens estratégicas para uma empresa. Entretanto, uma imagem e/ou reputação negativas podem ser um passo para o insucesso ou até mesmo sua sobrevivência no mercado. A atenção às crises, a que toda organização está sujeita e que podem abalar sua imagem e reputação, deve ser um ponto fulcral para a organização, nomeadamente para a área de Comunicação Corporativa, que atua como um importante braço para a criação e manutenção da imagem e reputação de uma corporação. De entre os profissionais da Comunicação Corporativa que atuam na gestão da comunicação de crise, estão os assessores de imprensa, responsáveis pela ligação entre os interesses da organização e dos media. Este trabalho teve como objectivo geral verificar se o papel do assessor de imprensa, na gestão da comunicação de crise empresarial, influência a percepção da imprensa, a fim de gerar, conteúdos positivos para a marca em momentos de crise de imagem. Para cumprir este objectivo, e após enquadramento teórico e aclaração de conceitos, procedeu-se a um estudo empírico analisando dois casos de situação de crise e análise da respectiva gestão de comunicação, pela assessoria de imprensa, vividos pelo Grupo Marista no Brasil, nomeadamente “Projeto Expedito” e “A Família de Sara”. A partir das notícias veiculadas sobre os casos, pela imprensa brasileira, que consistiu no corpus de análise, utilizou-se o método análise de conteúdo para verificar se as mensagens-chave propostas pela comunicação da empresa tiveram presença, e em qual frequência nas notícias divulgadas. Por outro lado, e como meio de verificar a influência, foram analisadas também a presença e frequência de três mensagens-chave opostas ao interesse da empresa. A partir da análise dos resultados obtidos, pode-se concluir que a gestão da comunicação de crise desempenhada pela assessoria de imprensa tem o poder de influenciar positivamente as mensagens-chave que os veículos de comunicação noticiam, desde que tenha uma gestão estratégica, planejada e integrada, o que pode-se verificar uma vez que as noticias que utilizaram o posicionamento oficial, provido pela assessoria de imprensa, tiveram melhores indicadores do que as que não utilizaram. Além do de fato que todas as mensagens-chave positivas foram abordadas, enquanto somente duas, das três negativas apareceram (em ambos os casos). Confirma-se, então, a importância de uma organização investir em profissionais competentes de assessoria de imprensa e estratégias de comunicação de crise, além de valorizar esta área e seus protocolos.
A strong and solid reputation brings representatives benefits to a company. However, a negative image or reputation can be a step towards failure or even the permanence in the market. The organization has to be aware to the crisis that can affect in a negative way the image and reputation, has to be a core business to the organization, namely Corporative Communication Area, that is an important branch to create and maintain the image and reputation of a corporation. Among the Corporative Communication professionals that act in a crisis communication, we have the press advisors, the responsible to connect the company interests as well as the media ones. The purpose of this work is to check if the press advisor function, in the management crises communication, has influence in the press perception, in order to generate positive content to the branch in time of crisis image. To fulfill this target, and after the academic framework and the concepts clarifications, an empirical study was performed to analyze two cases of crisis situations and the respective analysis of the management crisis by the press office, experienced by the Marista Group in Brazil, named as “Expedito Project” and “Sara’s Family”. From the reported news about the cases, by the Brazilian press, which consisted in the corpus analysis, used the content method analysis to verify if the key messages proposed by the company communication area had an efective presence and frequency in the published news. On the other hand, and as a way to verify the influence, they also analyzed the presence and frequency of three key messages opposite to the company’s interest. From the obtained results analysis it can be concluded that the crisis management carried out by the company, press office has a positive power over the key messages communications announced, provided by a since they have an strategic, planned and integrated management, which can be verified by the news that have used the official positioning promoted by the press office, had the better indicators compared to the ones that didn’t used it. Besides to the fact that all key messages addressed, only two from the three negatives ones appeared in both cases. It’s true the importance to an organization to invest in the competence of press professionals as well as in the communication strategies crisis policies, in addition to the value of this area and its protocols.

「社會企業責任」是一個自相矛盾的名詞 ，它擁有無數有可能的意思 -「企業」暗喻賺取利潤，「社會」暗喻很多不同人士關注的不同利益，「責任」暗喻必要及非自願的行動。它是一個非固定的概念。跟據跨媒體議題設定理論，這研究利用內容分析,探討香港兩間本地電力公司如何利用有關社會企業責任的新聞稿影響報章的報道。結果顯示社會企業責任主題的新聞稿並沒有得到報章的重視，報章普遍認為某些對與公眾相關的主題的重要性較高。但關於社會企業責任的描述，例如發生的地區及合作的機構，就與報章的報道有相關性。而與社會企業責任活動有關的持份者及新聞稿中的引述數目與報章報道的次數是沒有關連的。這研究將原本的議題設定理論作出更改，以社會企業責任不同的「主題」代替「議題」為第一層議題設定作出分析；而第二層的分析就以被引用的源頭及引用內容的取態作出分析。。在報章的報道中，不同報章對各個主題的重視程度不一，所以它們報道的取態都有所不同。由於社會企業責任相關的資訊都較為正面，新聞稿是結構性的策略，目的是改變傳媒的行為，希望得到重視。這研究顯示出在新聞選擇、取態及擬訂的過程中，某些因素能取決社會企業責任相關資訊的新聞價值。
“Corporate social responsibility“ is an oxymoron with multiple possible meanings - “corporate“ implies profit making, “social“ implies a multiplicity of interests and “responsibility implies required, thus involuntary actions. It is a fluid concept. Based on the intermedia agenda setting theory, this study employed content analysis to investigate how the CSR-related news releases published by the two local electricity providers in Hong Kong have contributed to press coverage. The results reflect that the salience of CSR theme is not transferred - the press assigns different degrees of emphasis to themes of higher relevance to the general public. The descriptions using which the CSR information is presented, such as location and the CSR partner with whom the CSR activities were carried out, are found to be significant to the amount of press coverage. However, the stakeholder groups affected by the CSR activities and the number of sources quoted in the news releases are not related to the amount of press coverage. The original agenda setting effects model was revised; apart from measuring CSR theme as the 1st level, the 2nd level was changed - source attributions and the tone of those attributions were studied. In the media agenda, the newspapers differ in their degrees of emphasis assigned to each CSR theme, thus, also vary in the tone of their coverage. Given the distinctive nature of CSR information being mostly positive, news releases are structured efforts intended to push for a behavioral change in the media. This study shows the process involves contingent factors that highlight the measurements of the newsworthy elements of CSR themes during the process of news selection, framing and elaboration.
Detailed summary in vernacular field only.
Tam, Lai Shan.
Thesis (M.Phil.)--Chinese University of Hong Kong, 2012.
Includes bibliographical references (leaves 136-148).
Abstracts also in Chinese.
Chapter Chapter 1 --- Introduction --- p.5-11
Chapter Chapter 2 --- Theoretical Framework on Agenda Setting --- p.12-31
The Agenda Setting Theory
Intermedia Agenda Setting Effects
Chapter Chapter 3 --- Theoretical Review on CSR Communication --- p.32-57
What is Corporate Social Responsibility?
The Corporate Agenda
The Public Agenda
The Media Agenda
Research Questions
Chapter Chapter 4 --- Methodology --- p.58-69
Methods
Sampling
Data Collection
Variables
Statistical Analysis
Revised Framework
Chapter Chapter 5 --- Results --- p.70-94
The Corporate Agenda
The Media Agenda
Relationships between the Corporate and Media Agendas
Chapter Chapter 6 --- Conclusion & Discussion --- p.95-135
Measuring “Issue“ in CSR Communication
Defining the “Attributes of Issues“
Defining the “Transfer of Attributes“
Monitoring Media Coverage
Measuring Consistency within CSR Communication
Contributions to the Intermedia Agenda Setting Research
CSR Communication & Intermedia Agenda Setting
The Media Ecology
Nature of Business & Application to Other Industries
The Hong Kong Context
Limitations
Chapter Chapter 7 --- References --- p.136-148

This study examines whether corporate transparency about a restatement influences the Securities and Exchange Commission's (SEC) decision to issue an enforcement action. I consider corporate transparency to be higher when firms initiate an independent investigation into the restatement, display the restatement in a more prominent press release location, and/or report the restatement in a more visible SEC filing (i.e., Form 8-K). My sample of restatement observations spans nine years, 1997-2005, and is taken from the databases compiled by the General Accounting Office. For each restatement observation, I hand-collect information on SEC enforcement actions from the SEC's website and information on corporate transparency from company press releases and SEC filings. In order to determine the influence of corporate transparency, I develop a model predicting which restatement firms will be sanctioned by the SEC that includes measures of restatement severity, restatement characteristics, firm characteristics, and all three measures of corporate transparency. I find that, on average, greater restatement transparency increases the likelihood of an SEC sanction. This result is strongest before the Sarbanes-Oxley Act of 2002 (SOX), where all three proxies for corporate transparency are positive and significant predictors of SEC enforcement actions. After SOX, however, more visible SEC filings decrease the likelihood of an SEC sanction, suggesting that the SEC rewards this type of transparent behavior. In addition, the SEC also rewards corporate transparency by reducing monetary penalties when an enforcement action is issued. These results extend prior research (Bowen et al. 2005; Files et al. 2008; Gordon et al. 2008; Myers et al. 2008) by providing the first evidence on how corporate transparency affects the SEC's decision to issue an enforcement action. The results may be useful to managers of restating firms and academics researching SEC enforcement actions.

碩士
國立彰化師範大學
企業管理學系國際企業經營管理
101
Abstract When China has become one of the key markets in the world and Taiwanese machine tool manufacturers in China are gradually developing, machine tool industry in Taiwan not only encounters self-competition, but the competition among the same businesses in the same industry domestically and globally has also turned white-hot. Having Brand C stamping press, which is the largest company in stamping industry in Taiwan, be the research subject, Competitive Strategic Analysis Model is utilized for verifying the practicability for stamping press industry. Key Success Factors are further established from four strategic groups of the industry. Moreover, the market analyses are preceded from corporate core resources, market players and customer demands, and the specific factor indices in stamping industry for deducting four major innovation maps through innovative evaluation and analyses. With such four major innovation maps to establish an innovative SWOT matrix, the analysis results of the innovative SWOT matrix are applied to understanding the strengths and weaknesses of the business and the opportunities of the business competing with external enterprises with the strengths. Besides, by comparing the differentiate analyses between the corporate strategic intention matrix of the case company the innovative SWOT matrix, the corporate strategies correspond to the innovative SWOT matrix analyses that the orientation of corporate strategies could be adjusted for the reference of corporate development strategies. With analyses, the customization and the brand and business image appear certain strengths; however, such strengths could not be maintained by continuous strategic objectives. Besides, information and intellectual property rights, customization production, international marketing, purchase flexibility of parts and components, the relationship with suppliers, the ability to manage subcontractors and stocks are lack of strategic objectives for developing the strengths of a company. When formulating strategic objectives in the future, such items should be taken into account so as to achieve the efficiency and present better competitiveness.

The diploma thesis deals with the personality of Robert Maxwell, his biography, his taking effect on the British media and political scene. The thesis follows also Maxwell's book distribution, founding its first publishing house and several newspapers which he owned. The thesis contains information not only about the Robert Maxwell's personality but also about the historical context his times in Great Britain and focuses on the historical aspect of the media field, business and politics.

O cenário da comunicação agrega novas possibilidades no processo de transmissão de informação e construção de notícia em múltiplas perspectivas. No ambiente organizacional, a atuação de jornalistas representa um aspecto singular do campo limítrofe entre as atividades do jornalismo e as funções das relações públicas, no espaço comum do jornalismo empresarial. Por isso, com este trabalho, buscamos promover o debate e compreender o enquadramento desta disciplina mediante a amplitude de terminologias, as tradições distintas por espaços geográficos, os perfis profissionais, o cruzamento de práticas similares e/ou associadas e até mesmo por linhas de pesquisa distintas dentro da comunicação. Após, a exposição literária, observamos que o jornalismo empresarial não existe em Portugal por representar designação e área científica dentro do terreno das relações públicas; enquanto no quadro brasileiro, a disciplina se aproxima do jornalismo pelo perfil do profissional e o regimento do órgão nacional de classe – o que oportuniza uma caracterização de jornalismo. O presente estudo contribui assim para mais uma revisão de fundamentos no campo da comunicação social, em vistas à diversidade e à riqueza de práticas e conceitos similares/híbridos/sobrepostos.
The current scenario of communication adds new possibilities to the process of providing information and making news in multiple perspectives. In an organizational environment the work of journalists represents a unique aspect of the borderline between activities of journalism and functions of public relations, in the common space of corporate journalism. With this study, we seek to promote debate and understand the frame of this discipline through the range of terminologies, distinct traditions by geographical territories, professional profiles, the cross-over of similar and/or associated practices and even different lines of research within the communication. After the review of literature, we remark that corporate journalism does not exist in Portugal because it represents a designation and a scientific area within the field of public relations; while in the Brazilian context, this discipline approaches journalism because of the professionals’ profile and the statute of a national class agency - which allows the description as part of journalism. The present study contributes as a review of fundaments in the field of social communication, among the diversity and abundance of similar/hybrid/pairing concepts and practices.

The central goal of this thesis is to direct attention to the underappreciated role that radical media has played in communicating social movement messages, which challenge dominant discourses and politicize youth culture, by helping advance master protest frames, reframe collective identities and promote movement-specific collective action frames. To demonstrate the relationship between radical media and movements, this thesis identifies a gap in social movement research regarding how movements communicate reframed meaning to participants. Furthermore, to address this lacuna, it proceeds to assess the movement-oriented content and discursive master, collective identity and collective action frames found in Vancouver’s ‘underground’ newspaper, the Georgia Straight, between 1967 and 1969. The research into these frames supports the argument that Georgia Straight in this period did act as a form of radical media, reflecting and reinforcing the broader social movement of youth radicalism in existence at the time.
Graduate
0615
0391
0352
willett.cody@gmail.com

Цель магистерской диссертации заключается в выявлении редакторской специфики создания контент-маркетинговой стратегии театральных корпоративных изданий с последующим составлением рекомендаций. Редакторский подход к созданию контент-маркетинговой стратегии театрального корпоративного издания определяет новизну исследования. Материалом для исследования послужили театральные корпоративные издания «Урал Опера Балет» и Московского театра «Новая Опера». Общий объем проанализированного материала составил более 1200 текстов разных жанров и свыше 1950 иллюстраций из 135 выпусков. В фокусе исследовательского внимания оказались заметки, интервью и фотография как визуальный жанр. В процессе исследования были проанализированы коммуникативные тактики в материалах заметки и интервью, способствующие решению задач, поставленных контент-маркетинговой стратегией. Коммуникативные тактики были разделены на четыре группы – сопоставительные, воздействующие, самопрезентации, взаимоотношений со зрителем. Общими для театральных корпоративных изданий «Урал Опера Балет» и Московского театра «Новая Опера» являются тактики заботы и участия, «проблемное поле», ожидания положительной оценки, ценностной ориентации. Таким образом, издания не только формируют позитивный образ театров и транслируют их ценности, но и открыто обозначают существующие проблемы. По результатам анализа визуального контента предложена классификация жанров фотографии театральных корпоративных изданий. Было выделено три жанра – фоторепортаж, портретное и объектное фотоизображения, которые подразделяются на поджанры. Фоторепортаж представлен сценой из спектакля, фото с репетиции, событийным фото, фотоальбомом. Портретные фотоизображения имеют следующие разновидности: актер в роли, человек за работой, репортажный, постановочный, архивный. Объектные фотоизображения разделяются на фотографии театральных декораций, костюмов, интерьеров, документов. Перечисленные визуальные жанры, за исключением постановочного фотопортрета, помогают эффективно воздействовать на аудиторию и достигать целей театральной организации. При опоре на положительный и отрицательный опыт рассмотренных СМИ театральным корпоративным изданиям был предложен перечень рекомендаций для создания текстового и визуального контента.
The purpose of the master's thesis is to identify the editorial specifics of the content-marketing strategy of the theatrical corporate publications, followed by recommendations. The editorial approach to creating the content-marketing strategy for the theatrical corporate publication determines the novelty of the research. The foundation for the research was the theatrical corporate publications of «Ural Opera Ballet» and the Moscow theater «New Opera». The total volume of the analyzed material was more than 1200 texts of different genres and more than 1950 illustrations from 135 editions. Notes, interviews and photography as a visual genre were in focus of research attention. During the process of research, the communicative tactics were analyzed by the notes and interviews. These tactics contribute to the solution of the tasks, which are set by the content-marketing strategy. Communicative tactics were divided into four groups – comparative, influencing, self-presentation, relationship with the viewer. Tactics of care and participation, «problem field», expectations of positive evaluation, value orientation are common for theater corporate publications of «Ural Opera Ballet» and the Moscow theater «New Opera». Thus, the publications not only form a positive image of theaters and transmit their values, but also openly identify existing problems. The classification of genres of photography of theatrical corporate publications is proposed based on the results of the analysis of visual content. There were highlighted three genres: photo reportage, portrait and object photo images, which were subdivided into subgenres. A photo reportage is presented by a scene from a performance, by a photo from a rehearsal, by an event photo, by a photo album. Portrait photo images have the following varieties: actor in the role, person at work, reporting, staged, archived. Object photo images are divided into photographs of theatrical scenery, costumes, interiors, documents. The listed visual genres, with the exception of a staged photo portrait, help to effectively influence on the audience and achieve the goals of the theatrical organization. The list of recommendations for the creation of text and visual content was proposed to the theater corporate publications based on the positive and negative experience of the reviewed media.