Value aspects of corporative media discourse of commercial companies

Abstract

Corporative media are regarded as an efficient channel for representing corporative values of
commercial companies. Their topics are framed by the nature and features of corporative information, e.g.
branch news, marketing information about goods and services, etc. It also determines the key dimensions
of audience and target groups, and the ways to transmit the content. The researchers find it important to
reveal the key tendencies of transformation of axiological models of corporative media of commercial
companies in terms of the change of economical paradigm of inner communications. One of basic
research and practical goals is to find the ways to minimize the tendencies of dehumanization of
corporative media content. The goal of the paper is to reveal the axiological differentiation of corporative
media discourse according to historical contexts. The research analyzes the axiological aspects of media
discourse of commercial companies by the example of the corporative newspaper of the plant “Belenergomash”. Based on the method of traditional analysis of documents, the research comprised
179 issues of the newspaper from 1970 to 2019. The results of the research revealed the key axiological
models of the corporative media discourse of the newspaper: anthropocentric, resource-centric and
efficiency-centric ones. The author claims that the axiological models dominated in the media discourse
of the newspaper depending on the historically determined economic priorities of the company, while the
focus of representation shifted from individuals to company resources and commercial effects. The
research results contribute to the methodology of study of corporative newspapers discourse and
axiological models of media discourse, and to the study of inner communications of companies and their
corporate culture.