The masks of an organisation. Metacommunication elements in the digital media [articol]

Abstract

Gaining a modus vivendi status in the contemporary society, the new communication means bring new values to the construction of meaning. The complex interaction between the technical instrument and the message points out the way in which, by articulating the enunciation, the technical devices turn into metacommunication elements and thus contribute to the meaning production. Our observations focus on the online organisational communication and pursue the creation and perception of the identity image. The comparative study on which our research is based on Samsung’s digital communication in Romania and France. Taking into account Thierry Libaert’s theory according to which the brand strategy is determined by four factors: the desired image, the possible image, the projected image and the perceived image, our study reveals the various masks used by the issuing organisation in relation to its receiver.