Social Media, Organizational Identity and Public Relations

4 Methodology

This chapter explains the methodological approach used to investigate the case studies of organizational identity in the following chapters. As discussed in the previous chapters, useful synergies exist between the conceptual frameworks of CCO and CSM. Although each of these approaches offers paths of analysis for text and context in identity construction, neither alone has offered a comprehensive and established method of empirical analysis. In the following chapters, I will analyze several examples of organizations involved in identity construction and engaged with social media. For each of these cases I have employed strategies and tools of both CCO and CSM in order to identify both the micro-level processes at work among organizational ...