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A Linguistic Study on the Communication of the
Corporate Identity based on Corporate Websites in Germany
and Denmark: Is Congruity Possible?
Thesis, June 2011
Author: Tine Arhøj
Student number: TA67209
Supervisor: Chiara Valentini
Business and Social Sciences, Aarhus University
Page 2 of 119
Number of characters (no spaces): 162.230 excluding Resümee, Table of
Contents, Bibliography and Appendix. This corresponds to 74 standard
pages of 2.200 characters.
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RESÜMEE Der Zweck dieser Masterarbeit ist es, die Frage zu behandeln, inwieweit es aus
einer linguistisch theoretischen Perspektive Kongruenz in der Art und Weise gibt,
worauf McKinsey & Company durch die Unternehmenswebseite als
Kommunikationskanal die Corporate Identity des Unternehmens kommuniziert.
In der Arbeit wird Literatur über Corporate Identity als theoretisches Phänomen,
online-Kommunikation sowie Linguistik herangezogen. Die Methode ist mit einer
Fallstudie als zugrunde liegendem Leitstern qualitativ fundiert. Die Datengrundlage
ist auf einem zu diesem Zweck entwickelten Analysemodell basiert, das
übergeordnet Folgendes enthält:
1) Eine parametrische Analyse mit dem Zweck, die Corporate Identity-
Kommunikation, die auf der globalen Webseite von McKinsey erscheint,
festzustellen.
2) Eine komparative Analyse von der deutschen bzw. dänischen McKinsey-
Webseite mit dem Zweck, die Kongruenz oder den Mangel daran
nachzuweisen.
Die wesentlichen Ergebnisse zeigen, dass im Großen und Ganzen Kongruenz in der
Kommunikation der Webseiten von McKinseys Corporate Identity besteht. Die
komparative Analyse hat ergeben, dass sowohl die deutsche als auch die dänische
Webseite die gleichen Schwerpunkte in Bezug auf die Corporate Identity
kommunizieren wie die globale Webseite von McKinsey, jedoch mit Gewicht auf
Wissen bzw. Menschen.
Die Ergebnisse zeigen mittlerweile auch, dass die zwei Webseiten die linguistischen
Werkzeuge in verschiedenen Weisen verwenden. Die dänische Webseite verwendet
vor allem die appellative Funktion, wohingegen die deutsche Webseite in höherem
Maße die informative Funktion verwendet.
Im großen Ganzen zeigt die Analyse, dass es in Verbindung mit Corporate
Communication vorteilhaft ist, verschiedene linguistische Werkzeuge anzuwenden,
und dass es sogar notwendig sein mag, wenn es sich um globale Corporate
Communication auf den Webseiten eines Unternehmens dreht.
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Diese Masterarbeit zielt darauf ab, die Lücke in der existierenden Literatur über die
Analyse von Corporate Webseiten auszufüllen. Das zu diesem Zweck entwickelte
Analysemodell kann vorteilhaft von Kommunikationsmitarbeitern angewendet
werden, um sicherzustellen, dass die Kommunikation des Senders konsistent ist.
Kernbegriffe: Corporate Communication, Corporate Identity, Corporate
Webseite, Linguistik.
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TABLE OF CONTENTS
RESÜMEE .............................................................................................................................................. 3
TABLE OF CONTENTS ....................................................................................................................... 5
LIST OF FIGURES AND TABLES ..................................................................................................... 7
1. INTRODUCTION .............................................................................................................................. 8
1.1. PROBLEM STATEMENT & PURPOSE ....................................................................................................................... 9
1.2. DELIMITATION .............................................................................................................................................................. 11
1.3. RELEVANCE AND CONTRIBUTION .......................................................................................................................... 12
1.4. STRUCTURE OF THE THESIS ................................................................................................................................... 12
2. THEORETICAL FRAMEWORK ................................................................................................... 14
2.1. CORPORATE COMMUNICATION & CORPORATE IDENTITY .......................................................................... 15
2.1.1. Corporate Identity ..................................................................................................................................................... 17 2.1.1.1. A Few Notes on the Corporate Image .............................................................................................................. 20
2.2. CORPORATE WEBSITE COMMUNICATION .......................................................................................................... 22
2.2.1. Corporate Website Communication as a Strategic Tool................................................... 23
2.2.2. The Linguistic and Graphic Perspective............................................................................................ 25
2.2.2.1. The Linguistic Style and Tone .............................................................................................................................. 27 2.2.2.2. The Graphic-Aesthetic Expression .................................................................................................................... 27
2.3. LINGUISTICS................................................................................................................................................................... 28
2.3.1. Linguistics as a Discipline - ............................................................................................................................ 28 2.3.1.1. Text Linguistics as a Discipline - Fields of Particular Interest ....................................................... 29
3. METHODOLOGICAL FRAMEWORK ......................................................................................... 33
3.1. SCIENTIFIC METHOD ................................................................................................................................................. 33
3.2.1. Hermeneutics .................................................................................................................................................................. 34
3.2. THEORETICAL APPROACH ....................................................................................................................................... 37
3.2.2. Structuralism ................................................................................................................................................................. 37
3.2.4. Concluding Remarks ............................................................................................................................................... 38
3.3. RESEARCH APPROACH .............................................................................................................................................. 39
3.3.1. Case Study as Research Approach .......................................................................................................... 39
3.3.2. Quantitative Research .......................................................................................................................................... 41
3.3.3. Qualitative Research .............................................................................................................................................. 41
3.3.4. Concluding Remarks ............................................................................................................................................... 42
4. CASE PRESENTATION: MCKINSEY & COMPANY, INC. ...................................................... 43
4.1. PRESENTATION OF THE CASE STUDY: MCKINSEY & COMPANY, INC. ................................................. 43
4.1.1. Services & Customers ............................................................................................................................................ 44
4.1.2. Mission, Vision, Strategy & Values ......................................................................................................... 44
4.2. PRESENTATION OF THE MARKET AND MCKINSEY’S POSITION ............................................................... 45
4.3. PRESENTATION OF DATA ......................................................................................................................................... 46
5. METHOD ......................................................................................................................................... 48
5.1. INTRODUCTORY REMARKS ....................................................................................................................................... 48
5.2. WEBSITE VISUAL AND AESTHETIC ANALYSIS (WVAA) ............................................................................... 49
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5.3. TEXT STRUCTURAL ANALYSIS (TSA) ................................................................................................................. 50
5.3.1. Grammatical Level (G) ............................................................................................................................................ 51
5.3.2. Thematic level (T) ........................................................................................................................................................ 52
5.3.3. Pragmatic level (P) ..................................................................................................................................................... 53
5.3.3.1. Text-Functional Analysis ......................................................................................................................................... 54
5.4. THE TRIANGULAR MODEL ....................................................................................................................................... 56
5.5. CREDIBILITY GAP ANALYSIS ................................................................................................................................... 57
6. ANALYSIS ....................................................................................................................................... 60
6.1. INTRODUCTORY REMARKS ...................................................................................................................................... 60
6.2. FIRST IMPRESSION OF THE THREE WEBSITES ............................................................................................... 61
6.3. PARAMETRIC ANALYSIS OF THE GLOBAL MCKINSEY WEBSITE (STEP 1) ........................................... 63
6.3.1. Website Visual and Aesthetic Analysis ............................................................................................... 63 6.3.1.3. Concluding remarks ................................................................................................................................................... 65
6.3.2. Text Structural Analysis (TSA) .................................................................................................................... 65 6.3.2.1. Grammatical Level ....................................................................................................................................................... 65 6.3.2.2. Thematic Level ................................................................................................................................................................ 70 6.3.2.3. Pragmatic Level .............................................................................................................................................................. 71
6.3.3. Sub-conclusion based on the Triangular Model ........................................................................ 74
6.4. COMPARATIVE ANALYSIS OF THE GERMAN & DANISH MCKINSEY WEBSITES (STEPS 2 + 3), .. 75
6.4.1. Website Visual and Aesthetic Analysis (WVAA) - German Website ......................... 75
6.4.2. Website Visual and Aesthetic Analysis (WVAA) - Danish Website ........................... 76
6.4.4. Text Structural Analysis (TSA) - German Website ................................................................... 78 6.4.4.1. Grammatical Level (G) ............................................................................................................................................... 78 6.4.4.2. Thematic Level (T) ........................................................................................................................................................ 83 6.4.4.3. Pragmatic Level (P) ....................................................................................................................................................... 86
6.4.5. Text Structural Analysis (TSA) - Danish Website ..................................................................... 87
6.4.5.1. Grammatical Level (G) ............................................................................................................................................... 87 6.4.5.2. Thematic Level (T) ........................................................................................................................................................ 90 6.4.5.3. Pragmatic Level (P) ....................................................................................................................................................... 92
6.4.6. Sub-conclusion based on the Triangular Model ........................................................................ 94
6.4.8. Credibility Gap Analysis ..................................................................................................................................... 95 6.4.8.1 Concluding Remarks - Credibility Gap or not? .......................................................................................... 97
6.5. DISCUSSION (STEP 4) .............................................................................................................................................. 98
7. CONCLUSIONS ............................................................................................................................ 103
7.1. LIMITATIONS ................................................................................................................................................................ 105
7.2. IMPLICATIONS & FUTURE RESEARCH .............................................................................................................. 106
8. BIBLIOGRAPHY .......................................................................................................................... 107
APPENDIX ......................................................................................................................................... 114
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LIST OF FIGURES AND TABLES
Figures
Figure 2.1.: Corporate identity and corporate image
Figure 2.2.: Sandstrøm’s building blocks
Figure 3.1.: The Hermeneutic Cycle
Figure 3.2.: Overview of the scientific and theoretical approach
Figure 5.1.: Data collection model
Figure 5.2.: Graphic presentation of the Text Structural Analysis
Figure 5.4.: The Triangular Model
Figure 5.6.: Credibility and Communication Gap Triangle
Figure 6.1.: Display of selected northern European McKinsey websites
Figure 6.2.: The global McKinsey website
Figure 6.3.: The German McKinsey website
Figure 6.4.: The Danish McKinsey website
Tables
Table 4.1.: Elements of McKinsey website for analysis
Table 6.1.: Findings grammatical level / Front page About us Overview
Table 6.2.: Findings grammatical level analysis / Front page About us Our people
Table 6.3.: Findings grammatical level analysis / Front page About us Our values
Table 6.4.: Findings grammatical level analysis / Front page
Table 6.5.: Findings grammatical level analysis / Front page Profil
Table 6.6.: Findings grammatical level analysis / Front page Profil Über McKinsey
Table 6.7.: Findings grammatical level analysis / Front page Profil Unsere Werte
Table 6.8.: Findings grammatical level analysis / Front page
Table 6.9.: Findings grammatical level analysis / Front page Our work
Table 6.10.: Findings grammatical level analysis / Front page Our people
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1. INTRODUCTION
“The foundation of a solid reputation exists when an organization’s identity
and its image are aligned.”
(Argenti, 2007, p. 83)
The global management consultancy agency, McKinsey & Company, Inc. (McKinsey)
is a case in point of a company which has been successful in telling its commercial
story. The company has based its commercial success on reputation and it
furthermore, operates within a market that more than anything else is
characterised by parameters such as reputation, credibility, and trustworthiness
(Huey, 1993) (Datamonitor, 2011d). Today, the McKinsey practice is globally
recognised, and the company has for many years been a constant part of various
“best brand in the world”-lists. Nevertheless, the company has, especially during
the 2000s, seen an increasing critique of the organisation’s consultancy methods
(Datamonitor, 2011d, p. 7) (Byrne, 2002) (Economist, 2001), its secretiveness, and
its trustworthiness (Cyran, Cox, & Hughes, 2011). Still, the company is extremely
popular amongst management all over the world (Datamonitor, 2011d, p. 15) and
also as a place to work for ambitious graduates (Fortune Magazine, 2011).
Nonetheless, the company has been, and still is, attacked on its credibility and
trustworthiness, when then director Anil Kumar and former global managing
director Rajat Gupta were accused of insider trading and disclosure of confidential
information concerning a client (Datamonitor, 2011d, p. 17). It has also been called
the: “(...) biggest public crisis in this very private partnership’s 85-year history” (Hill,
2011, p. 2).
If an organisation encounters hard times, it is conceivable that it will have more
focus on its corporate communication; to communicate a strong identity and in this
way affect the key stakeholders to maintain a favorable image of the organisation.
The aim of all corporate communication is exactly this: to achieve the credible and
visible corporate reputation that creates the foundation for commercial success
(Cornelissen, 2011) (Christensen & Askegaard, 2001, p. 292). However, it is also
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conceivable that it for a global organisation like McKinsey is problematic, if not
impossible, to create a consistent corporate communication which is cross-border
efficient. On the other hand, it could be fair to argue that a sharp and consistent
global corporate communication strategy would be too rigid a point of departure;
because how can the global headquarter be sure that they know better how to
communicate with i.a. Germans than the Germans do?
The corporate website is considered the virtual face of the company and
consequently, the corporate website is a central tool for the strategic
communication process. The choice of communication in whichever context has
implications for the way it is received. So, when an organisation symbolically
constructs an identity via its website, it implies how this identity comes across -
because words and symbols matter, and words and symbols are explosive material
when they are used in the right way. The website is furthermore a tool for telling
stories, and stories have been people’s way to portray their view on the world
through thousands of years. Taking it one step further: if words and symbols
matter and words and symbols are explosive material when used optimally; then,
how is linguistics linked to a global company’s construction of its communicated
corporate identity via its website? A paradox would be that a consultancy agency of
which the existence is based on successful branding and successful identity
communication is not coherent in its website communication of its corporate
identity. Thus, it would be fascinating to study whether McKinsey is able to
consistently communicate the corporate identity via the website as communicative
platform.
The corporate communication challenges of a global organisation like McKinsey are
fascinating because how does an organisation ensure consistency? And is it at all
something to aim for?
1.1. PROBLEM STATEMENT & PURPOSE
This dissertation is in general an attempt to answer the following question:
From a corporate identity theoretical and linguistic point of view, based on
the global, German, and Danish McKinsey & Company websites: is there
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congruity in the way that McKinsey & Company communicates its corporate
identity?
In order to answer the main question of this dissertation, a number of research
questions which will guide the structure of the dissertation, have been set up.
1. What is communicated corporate identity? Further, what does the
communication of an organisation’s communicated corporate identity (via its
website) entail?
2. Which contribution can the linguistic angle offer for an analysis of a
company’s communication of its communicated corporate identity via its
website?
3. What is the communicated corporate identity of the global, the German, and
the Danish McKinsey websites?
4. Is there congruity if a message is communicated in different ways visually
and textually but the meaning is essentially the same?
The websites have been chosen with a convenience-sampling strategic purpose
(Shakir, 2002, p. 193). Even though it has the implication that the risk of low
credibility increases, the information richness of websites makes this case design
appropriate and adequate (Ibid.).
The German website has been chosen because it at a glance is the site that differs
the most from the global website. The Danish site has been chosen because I am
familiar with the culture and furthermore, because Germany is Denmark’s largest
business partner (Eksportrådet, 2011); the countries have a close historical and
geographical link which means that there is strong connection between the
countries. This makes it even more interesting to discover, whether the two
websites from a linguistic point of view prove to be very different or very similar.
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1.2. DELIMITATION
This dissertation has a number of boundaries that has influenced the structure and
theoretical approach.
Firstly, I use a qualitative approach, and I have therefore chosen to cover only one
communication channel: the corporate website. Furthermore, I have chosen to focus
on two local websites in order to try to identify the level of communicative
coherence. Using the qualitative approach means that it is not possible to research
all the McKinsey websites simply due to a time limit. Therefore, an in-depth
analysis has been prioritised over a wider analytic scope because it is anticipated
that this approach will allow for a better, deeper understanding from which an
extensive analysis can be conducted.
Secondly, the analyses are done with a sender-oriented view which means that the
communicated identity will be investigated from a sender-oriented approach. By
choosing the sender-oriented approach, the recipient-oriented approach is
automatically deselected. Obviously, this has implications for the result as the
recipient-oriented approach could also contribute to answering the main research
question of this dissertation. However, selecting the sender-oriented approach
creates the opportunity of applying some interesting linguistic text-analytic tools.
Thirdly, McKinsey is, as aforementioned, a closed organisation and thus, it has had
implications for methodological framework of this dissertation. The reason is that it
has not been possible to seek a validation of the empirical findings through
qualitative interviews with relevant communication managers inside McKinsey.1 The
closedness of McKinsey as a corporation has also had the implication that this
dissertation will focus on the communicated corporate identity rather than the
actual identity. Investigating the actual identity would have called for interviews
with McKinsey insiders which as mentioned has not been possible to conduct. This
will be elaborated further in chapter 2.
Fourthly, the basic building blocks of a website is commonly acknowledged to be
content (verbal, visual, multimedia), graphic design (layout, typography), and
1 Appendix 4 contains a transcript of mails sent to McKinsey Denmark and Germany. 2 The analytic method is presented in Chapter 5.
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navigation (links & organisational elements) (Vorvoreanu, 2008, p. 40). Navigation
and thus, user friendliness as parameters are not included in the analysis as they
go beyond the linguistic scope of this paper.
1.3. RELEVANCE AND CONTRIBUTION
The two main contributions of this dissertation are:
The theory-testing scope which combines linguistic theory with corporate
communication theory.
The method building scope due to the method for the analysis which is
created to fit the purpose of this dissertation.
Included in this dissertation - both from a theoretical and practical point of view- is
the creation and testing of a new way of analysing the corporate website. In
previous research corporate websites have mostly been studied with the purpose of
looking at content features from a recipient-oriented view (i.a. effectiveness, user
friendliness etc.) (Pollach, 2011, p. 29) (Vorvoreanu, 2008, pp. 41-2). As a result,
there is a gap when 1) it comes to investigating the corporate website with a sender-
oriented focus, and 2) when it comes to placing linguistic theoretical methods in the
centre of the study.
1.4. STRUCTURE OF THE THESIS
The overall question of this thesis is very broad and calls for an examination of a
number of variables of theoretical character.
Chapter 2 will provide an exploration of the theoretical foundation of this
dissertation. Overall, these studies and discussions are implemented to provide
useful information about theoretical perspectives and research methods to be used
in the analysis of the three websites.
Chapter 3 is devoted to the Methodological Framework. It contains a discussion of
the theoretical starting point for this dissertation and identifies the methodology.
Secondly, the case study as research approach for this study will be presented
including a discussion of the qualitative and quantitative research elements.
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Chapter 4 will present the McKinsey & Company as the case study and
furthermore, include a presentation of the data.
Chapter 5 will provide the introduction to and description of the analytic method
and it presents the data collection model fabricated to fit this dissertation’s
purpose.
Chapter 6 will include the analysis and discussion of the findings.
Finally, Chapter 7 will provide the final conclusion. More concretely, it will include
the attempt to answer the sub-research questions and finally, this dissertation’s
main research question. Furthermore, this chapter provides an overview of the
research field and briefly evaluate the method. Lastly, it will include thoughts on
implications and future research.
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2. THEORETICAL FRAMEWORK “Through communication, people coordinate their actions to
achieve individual and collective goals”
(Heath & Bryant, 2008, p. 297)
Heath’s view on how people interact in organisations produces a link to the
construct of corporate communication. Organisations communicate with
stakeholders for i.a. legitimacy and profit reasons (Cornelissen, 2011) and with
ultimate aim of creating the value-adding reputation (Schultz, Hatch, & Holten
Larsen, 2000, p. 13)(Cornelissen, 2011) The communication between an
organisation and its environment is thus widely recognised as a vital tool in
connection with the success or failure of a business.
The construct of corporate identity is an essential element in the communication of
an organisation. Identity can be defined as a volatile social construction, and the
existence and significance of corporate identity are largely based on the recipients’
interpretative capabilities (Christensen & Askegaard, 2001, p. 293). The topic of this
dissertation is the question whether there is congruity in the way that McKinsey
communicates its communicated corporate identity via the corporate website. The
corporate website is an interesting channel to investigate due to its primary
functions. The primary functions include managing the reputation of the company
via the strategic positioning of the company (Bøilerehauge, 2006, p. 152). Secondly,
they include the presentation of the corporate identity with the purpose of
establishing the company as a solid business partner (Ibid., p. 153).
The purpose of this chapter is to provide a theoretical framework where it will be
shown how the three theoretical fields - corporate communication, online
communication, and linguistics - in combination provide an interesting foundation
for the conduction of a website analysis the aim of which is to investigate the
communication of the company’s corporate identity.
Firstly, this chapter discusses theoretical layers of corporate communication with
emphasis on corporate identity (Schultz & Hatch, 2008, pp. 152-3). The online
communication section will serve as a theoretical foundation for understanding
what online communication is about, and how it is linked to corporate
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communication. Finally, linguistic theoretical views will be discussed in section
2.3. in order to define what makes the linguistic angle important when studying the
communicated corporate identity of a global organisation. It will also discuss why
the linguistic point of view is relevant when analysing the corporate website
communication of the McKinsey corporate identity.
2.1. CORPORATE COMMUNICATION & CORPORATE IDENTITY “Like a human being, a company has to have an internal communication mechanism,
a "nervous system", to coordinate its actions.”
Bill Gates (After Quotes.com)
The overall agenda of corporate communication is to create a distinctive and
appealing image with the stakeholder groups of the organisation (Fombrun & Riel,
2007, p. 36) (Argenti, 2007, p. 41). Keywords in this context are the managing of
strategic communication, stakeholders, and reputation. This literature review will
focus on the first and the latter due to the sender-oriented focus of this
dissertation.
While acknowledging the importance of the stakeholder groups, it will be noted that
stakeholders can be defined as those who have an interest in the activities or
outcomes of an organisation. Stakeholders can vary, but overall the internal
stakeholders are the employees and managers and the external stakeholders are
those who are members of the supply chain of an organisation: i.a. customers,
suppliers, joint venture, alliance partners (Schultz & Hatch, 2008, p. 151). Based
on Freeman’s theory that organisations that attend to the demands of all their
stakeholder groups will do better than organisations that privilege some stakeholder
groups over others (Freeman, 1984), it is important for an organisation to be aware
how all the stakeholder groups can affect or is affected by the achievements and
actions of the organisation.
Cornelissen defines corporate communication as: “The function and process of
managing communications between an organization and important stakeholder
groups (...) in its environment” (Cornelissen, 2011, pp. 254, 296), and he is
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supported by Fombrun and Riel who add the channel and the content as a
fundamental factors (Fombrun & Riel, 2007, p. 2).
Following this line of thought, the central element in corporation communication is
that of “(…) building, maintaining and protecting the company’s reputation”
(Cornelissen, 2011, p. 3). The role of corporate communication is therefore to
strengthen the message content and to target the messages to the stakeholders. If
the organisation is a global one, the focus should also be on creating synergies
across borders (Ihator, 2004, p. 250). According to Ihator, competition has just
grown keener in the global market place throughout the 20th century (Ibid., p. 249).
To use McKinsey as an example, the company profile of Datamonitor on McKinsey
supports Ihator’s claim and states that the company does operate in a market with
intense and increasing competition (Datamonitor, 2011d, p. 15). Thus, it is
necessary for the organisation to build goodwill with the stakeholders because it
makes it much easier to achieve their objective. It is always easier to communicate
with people who like us (Argenti, 2007, pp. 30-1) and so, the corporate image is
essential. Therefore, it can be claimed to have a great impact on McKinsey’s success
or lack of same if the corporate identity is not communicated in a distinct and
appealing manner.
Identity, image, and reputation are integral to the success and credibility of an
organisation (Ibid., p. 46). Success and credibility are measured through the
important stakeholder groups and this is why the stakeholders are of vital
importance to all organisations. However, the stakeholders are not essential to the
theoretical framework due to the sender-oriented approach of this dissertation. As a
consequence, it will only be noted that the corporate communication practitioners
need to have the stakeholders of the organisation in mind in order to effectuate the
effective communication (Cornelissen, 2011) with the purpose of affecting the way
the key stakeholders perceive the organisation (Aarts & Woerkum, 2008) (Melewar
& Karaosmanoglu, 2006, p. 850).
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2.1.1. CORPORATE IDENTITY
“A company with a strong identity generates identification.”
(Fombrun & Riel, 2007, p. 62)
Together with construct of corporate identity, the construct of corporate image is
the essential focal point of this thesis. So, in order to establish the proper
theoretical foundation, the following section will concern itself with the
identification of corporate identity as a construct with the purpose of creating a
solid theoretical foundation for the further analysis.
The semiotic perspective on corporate identity is according to Christensen and
Askegaard that: “The total sum of signs that stands for an organisation to its
audiences, we call the corporate identity, recognizing (…) the interplay of
interpretations that construct that totality (Christensen & Askegaard, 2001, p. 304).
Looking at corporate identity from a semiotic, Peircian perspective means to
acknowledge corporate identity to consist of signs: signs which are carefully
designed to represent and promote the organisation (Ibid. p. 305).
While acknowledging the delimitations for this dissertation, it will still be argued
that it is possible to make a valid, thorough and theoretically well-founded analysis
to fit the purpose of this dissertation. Following van Riel and Fombrun’s view
(2007), it will in this dissertation be argued that the construct can be defined in a
manner that fits the applied situation. Literature on corporate identity and
corporate image is vast (Cornelissen, 2011) (Fombrun & Riel, 2007) (Morsing,
Cheney, & Christensen, 2008) (Schultz et al., 2000) (Argenti, 2007) (Christensen &
Askegaard, 2001), and the views on how to define and apply the construct of
corporate identity are numerous.
Distinctiveness, Impact, and Stakeholders are central elements in the theoretical
discussion of what constitutes the construct of corporate identity. A long range of
approaches has been presented throughout the years by scholars and theoretical
thinkers (Schultz et al., 2000). There is the view that corporate identity is all about
the :”(...) aesthetic and visual quest for the organization´s ´true´ authentic and
inherent characteristics” (Csaba, Antorini, & Schultz, 2005 pp. 58-9) and that the
keywords are brand essence, brand values and brand personality. Cornelissen
offers a definition where he focuses on the attempt of the organisation to establish a
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specific character in the minds of its stakeholders via a constant use of graphic
design (Cornelissen, 2011, pp. 254-5). This definition can be argued to be narrow
because it, more or less, has a sole focus on the graphic side of corporate identity. A
sole focus on the graphic side means that the central idea or “heart” of the
organisation is left out and so, the elements of corporate strategy, corporate image
and reputation are not implemented (Schultz et al., 2000, pp. 13-4). -Melewar’s
suggestion focuses on the strategic school of thought (Ibid.), when he states that
corporate identity is about strategically manifesting “(...)the corporate-level vision
and mission underpinned by the strategies which a corporation employs (...)”
(Melewar & Karaosmanoglu, 2006, p. 847). Thus, one can argue that the
identification of corporate identity as a construct can be made by linking two views:
the visual/graphic side and the strategic planning of a corporate identity (Schultz et
al., 2000, p. 14).
According to Van Riel and Fombrun: “Most academic discussions about
“organizational identity” observe that there is little agreement about the way the term
is used” (Fombrun & Riel, 2007, p. 63). Hatch and Schultz for instance speak of the
“Tower of Babel” (Schultz et al., 2000) as a way of describing the multidisciplinarity
of approaches to defining terms within the fields of marketing, organisation studies,
organisational theory etc. Van Riel and Fombrun’s approach to conceptualising
identity makes sense in the context of this dissertation because they divide it into
three categories: Identity: rooted in design, Identity: rooted in corporate culture, and
Identity: rooted in communication (Fombrun & Riel, 2007, p. 65). This dissertation
will focus on the design as its focus is on the corporate website as the virtual face of
the organisation. Also, it will focus on communication as root due to the linguistic
point of departure. Even though culture is highly relevant; however, the discussion
of culture’s impact on the corporate identity is not included in the academic
foundation of this dissertation.
The design approach can be closely linked to the medium from which the empirical
material will be drawn in this dissertation: the website. The corporate culture
approach is linked to the presentation of McKinsey where the values, mission, and
vision will be analysed together with other relevant literature elements in order to
establish a notion of the corporate culture - without having the insider knowledge
at hand. The communication approach is linked to the linguistic angle because this
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approach is interested in the messaging element. These three approaches overlap
and are integrated as the visual, the behavioural, and the symbolic elements of the
Corporate Identity Mix (Ibid.) (Birkigt, Standler, & Funch, 2002).
The key words related to corporate identity are as aforementioned distinctiveness
and reputation. Therefore, the purpose of corporate identity management is to
differentiate the company from others in the market both in terms of product and
services. The aim is to gain that competitive advantage which secures the
economies of scale of a business. However, if the management’s desired identity
clashes with the actual identity (J. M. T. Balmer & Greyser, 2003, pp. 16-8), it can
be harmful to the communicated identity. The consequence can be that it ultimately
affects the perceived identity held by the stakeholders. Inconsistencies in corporate
identity management will often send a signal of a lack of credibility, and the
consequence will most likely be a legitimacy loss in the minds of the key
stakeholders (Ibid. p. 18).
The AC2ID Framework
Corporate identity is a complex phenomenon. It has been argued that the idea that
an organisation can speak with one voice does not have a basis in reality.
Furthermore, that consistency and coherence can have the risk of causing
centralisation and rigidity (Kolstrup, 2010, p. 87).
In the late 1990s Balmer and Wilson via case studies discovered that it would be
more appropriate to speak of corporate identities instead of identity (J. Balmer &
Wilson, 1998, pp. 27-8). Balmer and Greyser have continued this line of thought
with the development of the AC2ID Framework. The purpose of the framework is to
assist organisations to acknowledge the existence of five identity types and to equip
them to cope with misalignments (J. M. T. Balmer & Greyser, 2003). For this
dissertation the framework is highly relevant. However, before discussing this
further, a brief introduction to the five identity types:
The Actual identity refers to the: “(...) current attributes of the organisation” (J. M.
T. Balmer & Greyser, 2003, p. 16) and represents the values, the beliefs and so
forth: what the organisation actually and really is. The Desired identity, on the
other hand, lives in the hearts and minds of corporate leaders; and is triggered by
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personality and ego rather than rational assessments (Ibid. pp. 17-8). The Ideal
identity is rationally assessed, though. It refers to the most favourable positioning
in the market in a given time frame and it is strategically planned based on i.e.
external factors. The Communicated identity refers to “controllable” corporate
communication but also to “non-controllable communication (word-of-mouth,
media commentary, and so forth). Finally, the Conceived identity refers to
perceptual concepts such as corporate image, corporate reputation, and corporate
branding - held by stakeholders. In other words, this type of identity reflects how
the stakeholders perceive the organisation. In that sense it is closely linked to the
communicated identity, which obviously has great impact on how the organisation
is seen (Ibid. pp. 16-7).
The AC2ID Framework is relevant as theoretical foundation for this dissertation,
because it reveals and emphasises the importance of having a clear focus. It
theoretically makes it clear that it is the communicated identity that is the focus
of this dissertation. A delimitation for this study was that of not being able to
extract first-hand information from McKinsey. This means that it is not possible to
investigate the actual identity of McKinsey; rather, it is the communicated identity
which fits purpose due to the corporate websites as target for the data collection.
Consequently, it should be emphasised that in the remaining chapters of this
dissertation, corporate identity should be implicitly understood as the
communicated corporate identity.
2.1.1.1. A Few Notes on the Corporate Image
The corporate identity is the overall corporate profile (values, vision, products,
services etc.) (Argenti, 2007, p. 55) communicated by an organisation. This
communication impacts the corporate image because the corporate image is the
organisation as seen through the stakeholders eyes based on certain messages at a
certain point in time (Ibid. p. 54) (Cornelissen, 2011, p. 255). Connected to this is
the centrality of an integrated communication approach, so Cornelissen: “(...) from
brochures, advertising campaigns to websites in tone themes, visuals, and logo” (Ibid.
p. 10) So, the corporate image is what emerges from the attempt of an organisation
to integrate the communication: it is the: “(...) reception of these communication
efforts by the external world” (Christensen & Askegaard, 2001, p. 296). Therefore,
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image can be identified as the reflection of an organisation’s identity (Argenti, 2007,
p. 68).
An important note is that image is not the same as reputation. An image can be
altered relatively quickly, the perception of the image happens at a certain point in
time, and it is created through communication. A reputation is more complex. It
needs constant nurturing, and it is the sum of perception, experiences and direct
contact with stakeholders over time (Cornelissen, 2011, p. 255).
Consequently, corporate identity is inseparable from corporate image (Melewar &
Karaosmanoglu, 2006, p. 848), and a strong alignment between the corporate
identity and corporate image of the organisation will generate a strong reputation
(Argenti, 2007, p. 67). Christensen and Askegaard argue the close link between
corporate identity and corporate image by looking at the interplay between the two
constructs: “(...) as an ongoing game or negotiation between signs and interpretants”
(Christensen & Askegaard, 2001, p. 311). They furthermore that it is necessary to
deal with symbolic representations of the two constructs in order to make the
conceptualisation (Ibid.) and also, that practitioners should to be forced to apply a
more interpretive perspective (Ibid. p. 294. The arguments fit the scope of this
dissertation because of the semiotic focus that signs should be studied and
interpreted. Hence, the framework developed by Christensen & Askegaard to
identify possible credibility and image gaps in the communication process of an
organisation will be implemented as a tool for the method of this dissertation. It is
Figure 2.1.: Corporate identity and corporate image Source: {{24 Birkigt,K. 2002/f, p. 24;}}
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relevant because it among others focuses on the communication of the corporate
identity and will be explained in further detail in Chapter 5.
2.2. CORPORATE WEBSITE COMMUNICATION
I have a website, therefore I am.
(Vorvoreanu, 2008, p. 1)
The scope of this section is to introduce corporate website communication (CWC) as
a theoretical construct and as a strategic tool in the management of the corporate
communication of an organisation. Communication that takes place on the World
Wide Web (www) goes by many names: i.a. Internet-based communication, online
communication, computer-mediated communication, and web-based communication.
While acknowledging that there are many forms of online communication, the focus
of this dissertation is solely on the linguistic variables of the corporate website. As a
result, CWC is the focal point and it is understood as the written and aesthetic
communication that creates the corporate website. More concretely, it can be
defined as the semantic communication that takes place on the corporate website.
Semantics is the study of meaning communicated via language (Saeed, 2003, p. 3)
and so, the link to a linguistic theoretical approach is defined.
The link between communicating and branding the corporate identity and the
online communicate perspective is this: the corporate website should optimally be a
digital expression which reflects and communicates the values of the company;
clarifies the strategic intentions of the company; presents the linguistic and visual
identity of the company, creates personal communication and interaction, and
finally, measures the effect and value of the online branding (Sandstrøm, 2005, p.
16).
Literature tends to support the idea that the organisation’s objective with the
corporate website is to promote corporate and brand image (Kitchen, Argyriou, &
Melewar, 2006, p. 6) (Pollach, 2011, p. 27-8) (Bøilerehauge, 2006, pp. 152-3).
Therefore, the website serves as an appropriate point of departure for investigating
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the level of an organisation’s integrated communication; whether there is
consistency in the communicative content.
In previous research corporate websites have been studied with the purpose of
looking at content features from a recipient-oriented view and studying the
effectiveness of corporate websites (Pollach, 2011, p. 29) (Vorvoreanu, 2008 pp. 41-
2). However, literature on the actual content; the semiotics of a website; how
language is used to brand a company via its website is hard to come by (Ibid. pp.
Xviii, xxvi, xxviii).So, the sender-oriented approach with a linguistic theoretical
point of departure is up till now not found in literature.
Even though the main focus is the semantic characteristics of the corporate
websites, it is impossible to leave out the aesthetic aspect (Thorlacius, 2007, p. 63)
and therefore a paragraph concerning this variable is included.
2.2.1. CORPORATE WEBSITE COMMUNICATION AS A STRATEGIC TOOL
This chapter has its point of departure with the citation of Vorvoreanu: “I have a
website, therefore I am” (Vorvoreanu, 2008, p. 1). It is a translation of Descartes’
claim: “Cogito, ergo, sum” (Thyssen, 2012, p. 217) and transferred to 2012, it
communicates the fact that the www presence of a company has become as
common and required as it has been to be listed in the phone book.
The development of information and communication technologies has
revolutionised the practice of corporate communication in the sense that the tool of
internet communication has captured a very central place (Pollach, 2011, p. 27).
Organisations have been driven to adopt an online communication strategy. The
website is the major communication force in today’s society (Vorvoreanu, 2008, p.
3) (Wood & Smith, 2005, p. 1). If one looks at it from an organisational perspective,
the corporate website is the virtual face of the company. It makes the corporate
website central in the process of creating the corporate identity which ultimately
has the purpose of achieving the distinct and favourable corporate reputation
(Kolstrup, 2010, p. 85). The internet is the technology behind online communication
(Wood & Smith, 2005, p. 4). The traditional web is defined as being mediated by
computers and accessed through browsers. The widespread use and the success of
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the www started in the mid-1980s (Runkehl, Schlobinski, & Siever, 1998, pp. 9-10),
and in the 1990s the commercial use of companies started (Kolstrup, 2010, p. 216)
. Facts show that in 2002 more than 99 % of Fortune 500 companies had a website
(Vorvoreanu, 2008, p. 13), and in 2008 the number of users globally was estimated
to be around 1.5 billion (Kolstrup, 2010, p. 215). Hurme supports this claim by
stating that the Internet is a high-speed, interactive and border-crossing
communication channel which makes it a very attractive corporate strategic tool
(Hurme, 2001 p. 72).
Corporate branding plays a part in using the corporate website as a strategic
communicative tool, and it has close ties with corporate identity - and corporate
image (Csaba et al., 2005, pp. 58-9). Corporate branding has been defined as: “(...)
the systematic effort to develop and present the organization as one unified brand”
(Morsing et al., 2008, p. 82) and hence, corporate branding aims at branding the
identity of the organisation. A strong corporate brand is characterised by a
harmonious interplay between the culture, vision, and image of an organisation
(Kolstrup, 2010, p. 65).
The corporate website can be described as a “(...) gateway for visitors to find critical
information that shapes their perceptions about the company as a whole as well as
the company’s offerings” (Chakraborty, Srivastava, & Warren, 2005, p. 420). A
study shows that in a B2B context informativeness of a corporate website is
important for both North American and European customers; however the quality of
information is more important to the European customers (Ibid. p. 427). This
suggests that the corporate communication of a global organisation should be
careful not to take a one-sided approach.
Finally, corporate websites can be described as tools for successful relationship
building (Taylor & Kent, 1998) (Golik Klanac, 2009). Even though, the relational
aspect is not explicitly a focal point of this dissertation, it must be acknowledged
that the corporate website is a central means of communication in i.a. B2B
relationships (Ibid. p. 116) and furthermore, in the process of affecting the
stakeholders’ perception of the communicated identity of an organisation. Kent &
Taylor argue that the personal touch makes the website more effective from a public
relations point of view (Taylor & Kent, 1998, p. 323) rather than creating a distant
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site, i.a. through the use of a third person narrative perspective, that may not
create the necessary link with the key stakeholders of the organisation. In fact,
Garzone supports this view when she claims that:”(...) the use of the first personal
pronoun (...) seems to be aimed to establish a more ‘person’ corporate identity”
(Candlin & Gotti, 2004, p. 165), and her view is again supported by Dieltjens and
Heynderickx, who state that the we-form i.a. represents the corporate culture and
corporate image (Garzone & Sarangi, 2007, p. 238).
2.2.2. THE LINGUISTIC AND GRAPHIC PERSPECTIVE
When examining the websites, this research will focus on the selected linguistic
elements and visual design used to communicate the corporate image of McKinsey.
Angelika Storrer refers to net speak or “Websprache” as a “Bündel” of linguistic and
communicative peculiarities (U. Fix, Gardt, & Knape, 2008, p. 2212). Other authors
have stated that websites are not just texts, they are experiences (Vorvoreanu,
2008, p. 7) (McGovern, 2006, p. 9). While this can be agreed, it will nevertheless be
argued that the text is a vital part of optimising the user experience. McGovern
supports this view when he states that content matters, and that it should stand
out in the crowd (Ibid. p. 8). Vorvoreanu furthermore argues that “(...) texts have
audiences, experiences have participants” (Vorvoreanu, 2008, p. 8). While
acknowledging this it should be emphasised that even though the recipients of the
McKinsey corporate website communication, optimally seen, should be participants,
they will in the analysis predominantly be treated like an audience that can react.
Another intriguing view on the website text is the one that claims that it can be
argued to be “(...) deeply rhetorical (...)” (Ibid. p. 36) due to the expression and
interpretation possibilities. Moreover, websites are complex and rich and
characterised by non-linearity, interactivity and openness (Ibid. p. 33).Wood &
Smith support this notion stating that: “A hypertext document (...) dispels this fiction
and accepts a decentered position as one of many texts that contribute to a reading
experience” (Wood & Smith, 2005, pp. 44-5). Linking to the analysis, it is clear that
implemented in the communication of the corporate identity should be the focus of
enhancing the user experience. Also, focus should be on the creation of an
appealing reading experience for the audience. Sandstrøm agrees and underlines
the importance of creating a website in a “(...) linguistic tone and style which is
relevant (...)” (Sandstrøm, 2005, p. 34). Additionally, he identifies six criteria for
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successful online branding. The six criteria will in the following be referred to as
website building blocks.
Figure 2.2.: Sandstrøm’s building blocks Own fabrication based on source: Sandstrøm, 2005, p. 27
The building blocks are interconnected which is shown in Figure 2.2. The six
criteria are Structure, Linguistic Style and Tone, Identity and Integration, Graphic-
Aesthetic Expression, Personalisation, and Availability. While acknowledging that all
of these building blocks are essential when creating a successful corporate website,
it is not the aim of this dissertation to provide a recipe for the successful corporate
website. Rather, the aim is to investigate whether there is congruity in the way
McKinsey communicates its corporate image. This means that, the building blocks
of particular interest to this dissertation are: Linguistic Style and Tone, the Graphic-
Aesthetic Expression, and the Structure. Subsequently, they will function as a
source of inspiration in the process of creating the analytic method.2 Thus, an
introduction follows below.
2 The analytic method is presented in Chapter 5.
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2.2.2.1. The Linguistic Style and Tone
Elements of the linguistic style and tone on the corporate website have been
discussed in the above and will be discussed further in section 2.3. Instead, here
follows some perspectives on how to write an expressive and appropriate text for the
website (Ibid. p. 35-6):
Write to target group
Write informative - but short and sharp
Write clearly in order to help the reader create an overview and to
understand the text
2.2.2.2. The Graphic-Aesthetic Expression
An integrated communication approach is central when communicating the
corporate identity, so Cornelissen: “(...) from brochures, advertising campaigns to
websites in tone themes, visuals, and logo” (Cornelissen, 2011, p. 10). Therefore, in
addition to the focus on the expressive text, the corporate communication
strategists should not leave out the graphic side of the experience: the themes,
visuals, logo and so forth. The graphic-aesthetic expression helps the
communication along because it is the visual language that effectuates the
characteristics of the website (Sandstrøm, 2005, p. 36) (Thorlacius, 2007, p. 63).
Graphic design is in this context understood as typography, fonts, the synergy
between visual elements, icons, logo, etc. (Sandstrøm, 2005, p. 37). The aesthetic
dimension is understood as the visual attraction and retention, the use of colours,
the artistic design, the harmony and so forth (Ibid.). Finally, it should be noted that
regardless of a deliberate use of visual elements or not, visual communication on a
website will always be there - it simply cannot be avoided (Thorlacius, 2007, p. 63).
The Structure
The website structure is relevant from a linguistic point of view due to two factors.
Even though the scope of this dissertation does not include an identification of the
level of user-friendliness, it will be argued that it is relevant to relate firstly, to the
names of the menu bars on the websites of the analysis and secondly, to the
balance between width and depth on (Sandstrøm, 2005, pp. 29-30) the three
websites. The text holds great implications for the way in which the communication
is received and so does the structure. Hence, in the areas where the text is catalyst
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for the structure (i.a. menus and balancing depth and width), it is argued that it is
relevant to implement the structure in the theoretical framework and subsequently,
in the method for analysis.
2.3. LINGUISTICS
“Online communication is linguistic communication”
(Amant, 2007, p. 23)
The scope of this section is to introduce the scientific study of language; or more
concretely; to introduce the scientific study of language that is relevant to this
dissertation. Language helps build things and language creates the building blocks
of the corporate website. Necessarily, the theory that approaches the analysis from
a linguistic point of view should be a part of the theoretical foundation.
Firstly, this section will include a brief introduction to what linguistics is all about
and secondly, it will go deeper into the sub-fields of linguistics which are of
particular interest to this thesis.
2.3.1. LINGUISTICS AS A DISCIPLINE -
Linguistics is the scientific study of human language (Akmajian, 2010, p. 5) In
broad terms, linguistics can be divided into three categories: Language form or
structure, language meaning, and language in context (Ibid. pp. 6-7). Each of these
categories features sub-fields and terms used in the attempt to explain how
communication works from a linguistic point of view. However, the field of
linguistics covers an immense range of topics related to language and
communication and thus, focus will be on the sub-fields relevant to the scope of
this dissertation.
The study of linguistics includes the examination of how language is structured,
and how it functions (Ibid. p. 10). Linguists are, i.a. interested in the structure of
words (morphology), speech sounds (phonetics), sound structure (phonology),
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sentence structure (syntax), meaning (semantics), language use & communication
(pragmatics) (Ibid.) (Saeed, 2003, pp. 3-4).
Habermas introduces description for linguistic utterances which is suitable for the
purpose of this dissertation: “(...) I shall describe linguistic utterances as acts by
means of which a speaker wishes to reach understanding (sich verständigen) with
another person about something in the world” (Habermas & Cooke, 1999, p. 215).
Halliday supports the view that language is a system of meaning; a semiotic system
(Halliday & Webster, 2003, p. 2).
Finally, linguistics is too broad a term for the focus of this dissertation because it,
as aforementioned, is the study of all human language; both written and oral. The
focus of this dissertation is on the written text, and therefore it makes sense in the
following to use the sub-branch text linguistics. Text linguistics is particularly
concerned with the structure of the text and places emphasis on the coherence and
cohesion (Chandler & Munday, 2012). The two variables are closely linked to the
scope of this dissertation.
2.3.1.1. Text Linguistics as a Discipline - Fields of Particular Interest
The purpose of this section is to define the theoretical concepts that are relevant
when forming the theoretical foundation for the analysis. As already stated, the
concepts have been selected based on their relevance to the main research
question. This section will include brief discussions of the concepts and their link
to the scope of this dissertation. The sub-branches that will be discussed are:
syntax, semantics, pragmatics, semiotics, and discourse analysis.
Syntax is concerned with the interrelationship between signs. The concept, which
is derived from Greek syntaxis, is described as “Zusammenstellung“ (composition)
(Kunkel-Razum, Scholze-Stubenrecht, Wermke, & Auberle, 2003) (Linke,
Nussbaumer, & Portmann, 2004, p. 84). Linke concludes that Syntaktik is a part of
the semiotic line of thought due to its concern with the connection between signs
and language. So syntax is the study of how words can be combined into sentences
(Saeed, 2003, p. 3), and it is a central part of grammar because it describes types of
signs, systems of signs, what makes a sign etc. (Linke et al., 2004, p. 14). Even
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though an in-depth complete grammatical approach will not be a part of the
analysis, it is nevertheless important to bear in mind that in order to understand
the meaning in the sentence (semantics), it is necessary to acknowledge the
importance of understanding the centrality of the sentence structure when
communicating written messages on i.a. the corporate website.
Semantics is the study of the meaning of words (lexical semantics) or the study of
meaning communicated through language. The basic task in semantics is to show
how people communicate meanings with pieces of language (Saeed, 2003, p. 5), and
so one could argue that semantics is about how signs refer to, describe and
corresponds to objects and relations in the world. Semantics is therefore considered
to be closely linked to syntax because it is the semantic links between the elements
of a sentence that creates the linguistic value (Ibid. p. 12).
Pragmatics enters the scene, so to speak, because once we have understood the
linguistic value, we want to investigate how signs are used by the sign users; how
they are perceived by the sign users, and how they affect them. Pragmatics is
namely about the study of language use and communication (Akmajian, 2010).
McKinsey & Company uses the corporate websites to communicate the corporate
identity, and the pragmatic approach can help answer the question how McKinsey
uses language to communicate the message? However, this can only be done once it
has been established what the actual message means; what kind of world is it that
McKinsey & Company communicates? And to take it down to the basic level: how is
this done from a compositional or syntactic point of view? This is how the three
sub-fields are linked together and provide a piece of the theoretical framework
puzzle.
As aforementioned, semiotics has been argued to be closely linked to syntax;
however, because linguistics is about contracting meaning in language, one could
argue that semiotics should not be considered a discipline within linguistics
because it is more an investigation of the relationship between signs and the
significations of these signs more than it is interested in meaning. But the
philosopher Charles S. Peirce (1839-1941) was interested in both the content and
the expression of the signs in the text and moreover, also in their further life
outside the text. With this approach he moved away from the structuralist thinking
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linguists who were only interested in the signs in the text (Thorlacius, 2002b, p. 23)
(Linke et al., 2004, pp. 14-5). One way to do this is to argue that the meaning lies in
the interactive creation in the process of reading rather than in the text itself: it is
the interpretation that creates the message actually (Vorvoreanu, 2008, pp. 8-9).
This approach is relevant when one considers the corporate website as the channel,
and like Charles S. Pierce, this dissertation is concerned with both the content and
the expression of the signs in the text as well as the further “life” of the signs
outside the actual text. Subsequently, even though the analysis is predominantly
going to be sender-oriented because of the research question’s sender-orientated
focus, it goes without saying that it is impossible to leave out the recipient and the
recipient’s interpretation. The social constructivist line of thought is exactly this: -
that it is in the interpretation that things come to life, including texts (Holm, 2011,
p. 126).
Discourse analysis gathers the linguistic threads that have been discussed so far.
Discourse analysis is the study of an analysis of language use in texts (spoken,
written, or signed) (Gee, 2011, p. 8), and the term discourse flow can be defined as
movement of meanings (Halliday & Webster, 2003, p. 7). Discourse analysis as a
method is built on structuralist linguistic theory and it looks upon language as a
specific social act. A number of discourse approaches exist; however, they all share
social constructivism as their foundation (Kolstrup, 2010, p. 109).
Discourse analysis works with text, discourse and context and although there are
several ways to approach discourse analysis (Halliday & Webster, 2003, p. 10),
discourse analytic approaches have a shared interest in “(…) the constructive
elements of language and are a reflexive (…) (and) interpretive - style of analysis”
(Bøilerehauge, 2006, p. 116). Gee argues that discourse analysis must have a point
and that theory should help explain: “(…) how and why language works the way it
does when it is put into action” (Gee, 2011, p. 12). Linking this directly to the scope
of this dissertation, it will be analysed how the text (and signs) on the three
corporate websites communicate the corporate identity. Hence, this sub-branch of
linguistic theory will serve as a central part of the methodological approach to the
analysis of this dissertation. A linguistic form of discourse analysis pays attention
to the details of grammar and their function in communication, so Gee (Ibid. p.
205). Actually, Gee has made a very interesting distinction between Discourse with
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a capital “D” and discourse with a small “d” (Ibid. p. 29). Bøilerehauge explains this
division well when she says that “(...)”discourse” concerns how language is used in a
specific context whereas “Discourse” comprises discourse mixed with other elements
in order to enact specific identities and activities” (Bøilerehauge, 2006, p. 124). In
this dissertation “discourse” will thus draw on the concepts of syntax, semantics
and pragmatics whereas “Discourse” will involve the semiotic approach where the
recipient’s interpretation gives the message life.
As a concluding remark to this section, a pragmatic approach rather than a
systemic linguistic approach has been taken because where the systemic linguists
are interested in the actual linguistic expressions and how they are built; the
pragmatics ask what kind of utterances are we looking at? Furthermore, pragmatics
is concerned with to what extent the situation is determining the chosen
expression? (Linke et al., 2004, p. 201). That being said, it is impossible to leave out
the systemic linguistic approach completely because it might prove relevant to
investigate the linguistic expressions in a closed context.
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3. METHODOLOGICAL FRAMEWORK
Methodology is concerned with which approach or approaches one should or could
apply in order to produce valid scientific knowledge (Andersen, 1994, p. 19). The
scientific method is rather the underlying reasons for choosing a specific method
(Ibid. p. 81). Consequently, this chapter will start with a discussion of the
theoretical starting point for this dissertation. It finds its foundation in the
hermeneutic school of thought. Firstly, it will be discussed and identified why this
philosophy of science is appropriate for approaching the main research question.
Doing this, the positivist school of thought will be implemented as a comparative
parameter for discussion with the purpose of underlining the forces of the
hermeneutic approach and its relevance for this dissertation.
Moreover, the overall social constructivist idea of the world is included because, as
it will be explained, it is the author’s argument that the social constructivist lines of
thought supplement the hermeneutic viewpoints in a manner that functions
suitably as guiding principle for the methodological structure of this dissertation.
The methodology will be identified and discussed in sections 3.2. and 3.3. Firstly,
details of the theoretical approach, Structuralism, which serves as foundation for
the method, will be presented. Secondly, the case study as research approach for
this study will be presented including a discussion of the qualitative and
quantitative research elements.
3.1. SCIENTIFIC METHOD
The scientific theoretical method is fundamentally about determining what kind of
phenomenon is being examined. Moreover, it is about determining how the
phenomenon is to be examined based on the specific type of world view that it
represents. Studying the focal point of this dissertation from a scientific theoretical
point of view means to study it from a bird’s eye view (Andersen, 1994, p. 19).
This dissertation asks the main research question; whether there is congruity in
McKinsey’s online communication of their communicated corporate identity. As it
will be established in the concluding remarks of this chapter, it is appropriate to
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follow a qualitative methodological approach. A qualitative approach means
collecting empirical material with an interpretative-focused purpose in order to
answer this dissertation’s main research question. Consequently, interpretation is
essential when defining the scientific foundation and thus, method. The common
denominator for the human and social sciences is that these sciences are not
attempting to discover causal relations but rather to interpret expressions of
human activity (Holm, 2011, p. 84).
3.2.1. HERMENEUTICS
The approach to the study field is predominantly based on a hermeneutic line of
thought but links to social constructivism will also be included.
Generally seen, the positivist and hermeneutic lines of thought are considered
“leading” schools of thought within the scientific methods of interpretation
(Andersen, 1994, pp. 157-8), and they each represent a different way of
approaching the world. The positivist approach is considered to be quantitative
(Ibid. p. 61-2), and consequently it will be disregarded as a scientific method for this
dissertation: The core values of positivism are that you believe in absolute valid
knowledge, which means that you always seek to create as valid a knowledge as
possible (Thurén, 1992, p. 24). The overall aim is thus, firstly to collect objective
data/observations which the purpose is to sum up in a theory. Secondly, the
positivists try to verify the theory via further data collection / observations (Holm,
2011, p. 39). The scope of this dissertation is to study empirical data in order to
answer the main research questions and make recommendations - in other words
to interpret subjective content of meaning. The scientific ideal of positivism is to
empirically test theories about causal relations and furthermore, the positivist
world view is to regard our actions as a result of universal legalities (Andersen,
1994, p. 161). Hermeneutics regards our actions as subjective meaningful
utterances and is therefore associated with the comprehension and interpretation of
written texts, dialogues, images, and actions (Barojas, 2008, p. 7). Based on these
distinctions, positivism is disregarded as the scientific starting point for the
analysis. The scope of this dissertation is not to understand our actions as
universal legalities and empirically test causal relations - rather, it is to investigate
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and interpret data based on the view that our actions are subjective and meaningful
utterances.
Furthermore, the hermeneutic school of thought has influenced the approach due
to its focus on the element of understanding (Thurén, 1992, p. 106). Contrary to
positivism, hermeneutics predominantly has a humanistic orientation. The
positivists believe in an absolute knowledge but the hermeneutics often have an
understanding of relativistic ways of thought (Ibid. p. 18). Hermeneutics can also be
defined as the art of interpretation. (Romualdo E. Abulad, 2007, p. 22) It looks for
meanings that can be interpreted in terms related to cognitive, ideological, historical
or linguistic issues (Barojas, 2008, p. 7). As the focus of this dissertation has strong
linguistic roots, it makes sense to follow this scientific paradigm. Additionally, the
hermeneutic approach claims that we, when analysing language, always draw on
the knowledge we have via our experience or Vorwissen. Linke et al. call it “(Der) (…)
hermeneutischen Ansatz der Gesprächsanalyse” (Linke et al., 2004, p. 211), and
this hermeneutic approach, together with Saussure’s structuralistic way of looking
at the world, is closely related to the pragmatic linguistic approach (Ibid, p. 197).
The pragmatic linguistic approach was in section 2.3. identified as an essential part
of the linguistic theoretical framework of this dissertation. Pragmatics is concerned
with what the speech act or message means in the actual context. Linguistics is
concerned with how language is structured and how it functions (Akmajian, 2010,
p. 10). Therefore, the pragmatic linguistic approach is essentially about finding out
what the message means through a structured analysis of the linguistic layers of
the message.
Finally, the Stanford Encyclopedia of Philosophy defines hermeneutics as follows:
“The question “How to read?” is replaced by the question, “How do we communicate
at all?” (Zalta, 2009). In other words, hermeneutics focuses on the understanding of
the sender’s intended message and thus, this school of thought is relevant as
scientific methodological foundation for this dissertation.
Abulad sums up this relevance in a meaningful way, when he states that: “In other
words, one who interprets a text is dealing with utterances, and that is language, but
also with what those utterances might mean in the mind of him who utters them, and
that is the writer or the thinker. On the one hand we try to decode the words, and on
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the other hand we try to read a mind” (Romualdo E. Abulad, 2007, p. 16). For this
case study it is relevant to try to decode the utterances on the three McKinsey
websites because the aim is to establish whether the message is communicated
congruently.
The world is considered a social construction if it is defined from a social
constructivist point of view. The social constructivists believe that the world is
created through the practical use of language in various social contexts, so instead
of defining the world as an objective reality, social constructivism sees the world as
many different understandings of the same phenomenon. The consequence is that
it is not possible to define only one truth (Halkier, 2008, p. 28). This is contrary to
the hermeneutic line of thought, expressed through the hermeneutic cycle in Figure
3.1. It claims that you are only able to understand the various parts of a message, if
you have understood the context - and vice versa you are only able to understand
the context if you understand the parts that makes the context (Holm, 2011, p. 86).
The Hermeneutic Cycle explains that all understanding is contextual which means
that we understand the whole based on its parts; however, we also understand the
parts based on the whole, that they have built (Ibid. p. 84) In other words, the
hermeneutics says that a complete understanding of the message (text) demands an
understanding of the context; i.e. the society and the historical period of which the
sender is a part. Linking this view to the focus of this dissertation, it means that it
is necessary to understand the context in which the websites have been built; in
other words, what are the implications for the content of the German website, and
Fig. 3.1.: The Hermeneutic Cycle
Source: Beck Holm ( 2011)
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what are the implications for the content of the Danish website? Therefore, the
circular process of the hermeneutic way of thinking is a suitable point of departure
for understanding the context.
However, the social constructivist way of seeing the world could also be argued as
an appropriate scientific theoretical starting point because it views the world as a
construct of many truths and as a sum of our many discourses about the world
(Holm, 2011, p. 138). Social constructivism thus has a focus that is combined by
epistemology (knowledge) and ontology (reality). Interpreting the McKinsey websites
will most likely give way for many discussions and many reflections as well as
recommendations and consequently, it makes sense to take a social constructivist
approach when discussing the findings of the analysis and so forth. However, due
to the purpose of this dissertation: to determine whether there is the congruity in
the way that McKinsey communicates the identity through the three websites, it is
argued that the hermeneutic approach is more appropriate as a guiding principle
through the analysis. This is based on an agreement with Kvale’s claim that the
purpose of hermeneutics is to reach a valid and general understanding of the
significance of a text (Kvale, 1997, p. 56).
3.2. THEORETICAL APPROACH
3.2.2. STRUCTURALISM
Linke et al. claim that the hermeneutic approach, together with Saussure’s
structuralistic way of looking at the world, is closely related to pragmatic linguistic
approach (Linke et al., 2004, p. 197). This claim will serve as point for departure for
this section- also due to the interesting view of Andreas Beck Holm, that
structuralism is basically in opposition to hermeneutics. His argument is that
structuralists have the idea that an object is never given but must be constructed
(Holm, 2011, p. 101). Whereas the hermeneutics look at the world as a whole that
is already created, structuralists have the view that where there is no structure,
there is no content (Manning, 1978, p. 139). Holm continues this thought when he
states that the overall claim of the structuralists is that one cannot reach an
understanding of the world by looking at its immediate appearance; instead, the
underlying structures must be investigated. This approach is considered the
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strength of structuralism, that it can disclose structures and patterns that we are
unaware of (Holm, 2011, pp. 115-6) (Manning, 1978, p. 139-40).
The investigation of structures is why structuralism is often considered a linguistic
approach, a consideration that is acknowledged to be ascribed to the Swiss linguist
Saussure (1857-1913) (Holm, 2011, p. 103). Using Saussure’s theoretical views as
starting point, would mean an examination of the structures in the language that
we are not aware of in our everyday language; more concretely it is about looking at
signs and sounds. Additionally, structuralism has its focus on the structures in the
text that even the writer is not aware of (Ibid., p. 102). The analysis of this
dissertation is about investigating the layers in the textual content of the websites
in order to conclude on the main research question. Consequently, structuralism is
identified as a relevant point of departure for the theoretical approach of this thesis.
3.2.4. CONCLUDING REMARKS
This dissertation will follow the hermeneutic scientific philosophy because this view
among others is about understanding texts and furthermore, about seeking to
understand the sender’s intended meaning via the method of interpretation.
Recapitulative, the hermeneutics look for meanings that can be interpreted in terms
related to cognitive, ideological, historical or linguistic issues. - The hermeneutic
perspective is chosen for this dissertation in relation to interpreting and creating
the websites’ content. However, the social constructivist line of thought will
supplement the hermeneutic approach, because of the social constructivists’ idea
that there is more than one truth and that reality is created through our way of
talking about the “reality”.
According to Linke et al. one can speak of “(Der) (…) hermeneutischen Ansatz der
Gesprächsanalyse” (Linke et al., 2004, p. 211), and this hermeneutic approach,
together with Saussure’s structuralistic way of looking at the world is closely related
to the pragmatic linguistic approach (Ibid. p. 197). This leads to the concluding
remarks of the theoretical paradigm of this dissertation, Structuralism. Even
though by some claimed to stand in opposition to the hermeneutic world view, it
nevertheless makes sense to use this scientific approach as the foundation for the
method of the analysis. Hermeneutics will guide the interpretative part of the
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analysis process, whereas structuralism will guide the method design and thus, the
tools for the analysis.
Figure 3.2.: Overview of the scientific and theoretical approach Source: Own fabrication
3.3. RESEARCH APPROACH
This section’s purpose is to clarify the choice of the case study as research method
for this dissertation. The chapter firstly discusses the case study as the appropriate
research approach. Secondly, the pros and cons of the two different research
methods: the Qualitative Method and the Quantitative Method will be identified in
order to argue the qualitative research approach as the more suitable for collecting
the empirical data through the website analysis.
3.3.1. CASE STUDY AS RESEARCH APPROACH
Bent Flyvbjerg stresses that: “If you choose to do a case study, you are (…) not so
much making a methodological choice as a choice of what is to be studied. (Denzin &
Lincoln, 2011, p. 301). Shakir elaborates and states that the case study is suitable
as research strategy if the research addresses: “(...) a contemporary phenomenon,
which the researcher has no control over (...)” and furthermore, if the research has
an exploratory focus (Shakir, 2002,, p. 192). Also, a case study typically involves
data collection methods such as archives and observations (Eisenhardt, 1989, p.
534). The aim of this dissertation is to explore data with the purpose of answering
Method
Analysis
Structuralism
Hermeneutics Social Constructivism
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the main question - but an underlying purpose is the generation of a new way of
approaching corporate website analysis. Therefore, the case study as research
approach is suitable in this context.
That being said, it is also useful to compare the case study to statistical methods
when determining the advantages of the case study as an approach in relation to
this dissertation. The main strength of the case study is depth and detail; for the
statistical methods it is breadth. If you want to understand a phenomenon in any
degree of attention to detail i.e. what causes it, how to prevent it; the optimal
approach is the case study. If you want to understand how common the
phenomenon is, i.a. its correlation with other phenomena, how it varies across
different populations, the level of statistical significance, the optimal approach is a
statistical study (Denzin & Lincoln, 2011, p. 314).
When conducting the case study one needs to ensure the soundness and rigour of
the study, also known as Validity. Daymon & Holloway define several aspects that
they deem essential in this context: internal validity, generalisability, reliability,
relevance, and credibility (Daymon & Holloway, 2011, p. 79)It should be stressed
that validity in this context does not deal with measurements.
Concerning the Internal Validity, the question to be asked is this: Are we
measuring/investigating what we want to measure/investigate? Do the findings
actually reflect the aim of the research? (Ibid. p. 90) However, it will be argued that
in this case it would make more sense to focus on Credibility rather than just the
internal validity. The reason for this argument is that this study only becomes
credible, and thus, valid, if the people in it finds it trustworthy and can relate it to
their own context (Ibid. p. 93). For instance, this dissertation becomes credible and
valid if corporate communication practitioners and / or linguists find that the
framework presented and the findings concluded are relevant to their work and
their view of the world. That being said, it is beyond the scope of this paper to
perform such a “member check” or credibility check (Ibid. p. 90). With regard to
Reliability, a researcher is interested in ensuring that the results of the
investigations can be trusted. A way to ensure this is to consistently record the
data, methods, and decisions made throughout the research; concretely through
this dissertation and in this way guide the reader (Ibid.).
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Generalisability is about determining to what extent the conclusions from the
investigated object can be transferred to other similar settings (Ibid. pp. 90-1). As
aforementioned the sub-aim of this dissertation is to create an analytic framework
that can be applied to similar studies. - Relevance means that the research study
should be meaningful and useful and that it should_ “(...) provide some sort of
solution to (...) practitioners in the field” (Ibid. p. 92). It is therefore closely linked to
the Generalisability aspect because if it is in fact relevant, it will more likely be
possible to transfer the study to other similar settings.
3.3.2. QUANTITATIVE RESEARCH
The quantitative method is focused on measuring the data and presenting the result
in a numeric way. This method is also known as quantification (Andersen, 1994, pp.
59-60). A quantitative investigation thus, always entails some sort of statistics. The
advantage of using this kind of method is that it enables a structured sample of
data. Moreover, it is easily compared to other similar structured samples of data
from which results can be generated and analysed. One of the disadvantages of this
type of research method is that you have a pre-defined sample of research data the
scope of which has been determined in advance, and this creates a very low level of
flexibility (Ibid. p. 61). An example of quantitative research could be a survey that
concludes that the average McKinsey customer is more than satisfied with the
service. The results of the survey are based on telephone interviews with a few
closed questions that can easily be compared with the other X number of
interviews.
3.3.3. QUALITATIVE RESEARCH
The starting point for qualitative researchers is the claim that it is not possible to
measure everything. Every phenomenon entails a unique combination of qualities,
which cannot be systematically counted, measured, or weighed (Ibid. p. 60). Doing
this would mean that it would lose its meaning in the process. For instance, if you
have a number of qualitative interviews; interviews with open questions regarding
McKinsey’s ability to advise XX company, it is impossible to systematically count or
measure the answers. Rather, they should be understood and interpreted, which is
in fact the focus of the qualitative research. The types of research where the
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qualitative point of departure is relevant could be an in-depth satisfaction analysis.
Perhaps company XX has already done a quantitative satisfaction analysis with a
disappointing result. Thus, the company wants to find out why the numbers are
unsatisfactory. Thus, in-depth interviews with open questions such as: “Where can
XX company improve its service?” and “Why have you been dissatisfied with XX
company’s service?” can be initiated with the purpose of understanding the results.
A disadvantage of this approach is that it is very difficult to structure and
standardise the results of a sample. Not two samples are completely comparable
when they have been collected qualitatively with reference to the aforementioned
example. However, the advantage is that it gives you the opportunity to examine
phenomena, which the quantitative method cannot operationalise and thus, cannot
examine (again, with reference to the aforementioned example). In other words, the
flexibility in terms of the research design is very high (Ibid. p. 61).
3.3.4. CONCLUDING REMARKS
In order to define which approach is more appropriate for this dissertation’s scope,
it makes sense to ask the following question: What is more essential: deep
exploration and deep understanding or generalisability?
The aim of this dissertation is to measure the level of congruity of McKinsey’s
communication of its corporate identity via the selected websites. Furthermore, an
underlying scope is to provide a framework for analysing the corporate website with
a linguistic focus. Thus, it is necessary to gain a deep and thorough understanding
of the various aspects relevant to answering this dissertation’s main question. It
has been established that the main strength of the case study is depth and detail,
and of the statistical method it is breadth. Consequently, the case study is the most
suitable approach. Furthermore, it has been established that the qualitative
research approach is optimal for the collection of data because it is useful for the
understanding due to its exploratory basis (Eisenhardt, 1989, p. 538). Conclusively,
the case study will function as the foundation for the research design - a research
design with a qualitative research scope.
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4. CASE PRESENTATION: MCKINSEY & COMPANY, INC.
“McKinsey is to consulting what Goldman Sachs is to banking; it supplies the most
prestigious (…) advise that top corporate and government clients can buy.”
(Hill, 2011, p. 2)
This chapter introduces McKinsey as an organisation. Furthermore, it gives a
presentation of the market in which McKinsey operates. It should be noted that the
discussion will focus on the global management consultancy market: research has
shown that the nature of the management consultancy market generally is very
similar from country to country and from region to region (Datamonitor, 2011b)
(Datamonitor, 2011a) (Datamonitor, 2011c).
4.1. PRESENTATION OF THE CASE STUDY: MCKINSEY & COMPANY, INC.
McKinsey & Company, Inc. (McKinsey) is one of the world's top management
consulting firms and is headquartered in New York City. The number of employees
counts 23,000 people (Datamonitor, 2011d) with roughly 90 offices worldwide
(Hoover's Company Records, 2012). McKinsey is a privately owned company and is
therefore not obligated to disclose any financial details - a right the company has
asserted so far. However, according to Forbes, a sensible estimation on the 2010
turnover is $ 7, 0 bn. This figure makes the company no. 45 on the Forbes list of
the largest private companies, and Forbes further concludes that the McKinsey
figures make the company the “(…) biggest pure consulting firm in the world”
(Forbes.com, 2011).
McKinsey was founded in 1926 by James O. McKinsey. After his death in the late
1930s, Marvin Bower took over the leadership. Bower continued to lead the
company for nearly 20 years, and until his death in 2003 he continued to be a
guiding figure in the company. He is acknowledged as the creator of professional
management consulting (Forbes.com, 2010) (Martin, 2003).
McKinsey has built a strong brand which Datamonitor describes as well-
established. Datamonitor furthermore concludes that it gives the company a
competitive advantage in the market (Datamonitor, 2011d, p. 15).
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4.1.1. SERVICES & CUSTOMERS
McKinsey has the advantage of a global reach and uses it to gain business from
multinational companies that want help in harmonising their operations (Hoover's
Company Records, 2012). So, McKinsey’s customers are identified as B2B
customers. The company advises corporate enterprises, as well as government
agencies, institutions, and foundations on a number of business practices (Hoover's
Company Records, 2012).3 In fact, the company serves more than 70 % of the
“Fortune 1000”, which is Fortune Magazine’s list of most admired companies
(Datamonitor, 2011d).
McKinsey is best described as a decentralised private partner-based company, also
known as “the Firm” among the employees. The global managing director is elected
by the partner group for three years at a time and can be elected for three three-
year terms. Current global managing director since July 2009 is Dominic Barton
(Datamonitor, 2011d) (www.mckinsey.com) (Hill, 2011).
4.1.2. MISSION, VISION, STRATEGY & VALUES
“Our mission is to help our clients make distinctive, lasting, and substantial
improvements in their performance and to build a great firm that attracts, develops,
excites, and retains exceptional people” (www.mckinsey.com). McKinsey builds its
company on and around the employees based on the acknowledgement that it is the
people that make the company. This view is closely connected to the fact that
McKinsey is built around the rules of Marvin Bower. Among others, he said that the
interests of the client should come before the company’s interest in revenue; that
the profit would follow, if the client was looked after professionally (Dearlove &
Crainer, 2003, pp. 139-41). The fact that Bower was focused on working with the
“(…) professional standards of a leading law firm”: it is the Firm; its consultants are
associates; the jobs are engagements and the business is practice (Ibid. p. 140).
Moreover, McKinsey has established the Alumni Network as a benefit for former
McKinsey people. The Alumni Network is a powerful network of former McKinsey
3 Including business technology, corporate finance, marketing & sales, operations, strategy etc.
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people, and it currently counts 24,000 people (www.mckinsey.com) (Hill, 2011, p.
4).
An essential part of the strategy includes the maintaining and continuous
improvement of the network of future, present and former clients and employees.
Rajat Gupta said that:”(…) the three fundamental dimensions of our strategy are
lines, people, and knowledge”(Singh, 2001, p. 35). This indicates, McKinsey puts
great effort into attracting the most talented candidates worldwide, and to use
Denmark as an example, dinners are hosted, competitions are organised for
students to participate in and so forth (Source: www.mckinsey.dk). In Germany,
McKinsey has together with three other consultancy agencies launched an
internship programme for BA students (Standard, 2012).
4.2. PRESENTATION OF THE MARKET AND MCKINSEY’S POSITION
McKinsey operates in a B2B environment characterised by moderate rivalry but
with increasing competition (Datamonitor, 2011a, p. 13) (Datamonitor, 2011b, p. 2)
(Datamonitor, 2011c, p. 2). Overall, both the buyer power and the supplier power
are considered to be strong (Datamonitor, 2011a, pp. 15-6).
In Germany, McKinsey tops the management consultancy ranking lists (Smolka,
2012)(Statista GmbH, 2011).(Rasmussen, 2010) In Denmark, McKinsey is found on
the top ten lists of where the future leaders would like to work (Rasmussen, 2010).
Furthermore, Forbes has, as aforementioned, concluded that McKinsey is the “(…)
biggest pure consulting firm in the world” (Forbes.com, 2011), and Fortune Magazine
has placed it on the list of the 25 top companies for leaders (Fortune Magazine,
2011). So, McKinsey can be acknowledged to be one of the leading players in the
global market.
The clients in the management consultancy industry are most likely individual
businesses and public services (Datamonitor, 2011a, p. 13), so one could assume
that this means that strategic decisions are made rationally and logically. This can
very well be the case, however, according to Datamonitor, reputation is of great
significance in the management consultancy industry (Ibid.). This means that it can
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be difficult for new players to enter the market. Even so, Datamonitor argues that
the consulting market will be facing increased competition in the coming years due
to an anticipation of smaller and specialised players entering the market (Ibid. p. 2).
4.3. PRESENTATION OF DATA
The empirical data will be collected via an analysis of the global, the German, and
the Danish McKinsey websites. Specific elements have been chosen as focal points
for the analysis and these elements (website sections) are outlined in Table 4.1. The
headings from the pages and sub-pages are analysed, but the heading “The front
page” is inserted by the author as the websites’ front pages do not have specific
headings. Thus, for comparative reasons it makes sense to refer to the front page on
all three websites.
It should also be noted that the analysis of the Danish website includes three pages
instead of four. The reason is that the Danish site links directly to the global
McKinsey site instead of having its own About us page like i.a. the German has via
its Profil page. However, it is argued that it is not a limitation. Rather, it will serve
as a functional parameter in the identification of congruity in the communication
on the websites.
Table 4.1.: Elements of McKinsey website for analysis *About is equivalent to About us on the global website.
The reason for choosing these specific pages on the website is threefold. Firstly, the
sections chosen include elements that have been established to include elements
relevant to identifying the communicated corporate identity. Secondly, all three
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sites have numerous sub-pages and sub-sub-pages, and it would be too
comprehensive for the scope of this dissertation to go into this type of analysis, i.a.
career sites, publications, client service, etc. Finally, these sections are comparable
because at a glance they deal with the same type of information. As the purpose is
to do a comparative analysis, it is suitable to include comparable sources.
It should be noted that the majority of the data was retrieved from all three sites
April 19. However, the data from the following pages was retrieved on April 28:
http://www.mckinsey.com/About_us/Our_people,
http://www.mckinsey.de/html/profil/ueber_mckinsey/ueber_mckinsey.asp,
http://www.mckinsey.com/locations/Copenhagen/our_work.aspx.
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5. METHOD
Ein Text ist eine komplexe (...) sprachliche Einheit, mit der ein Sprecher eine
sprachliche Handlung mit erkennbarem kommunikativem Sinn vollzieht“
(Linke et al., 2004, p. 275)
5.1. INTRODUCTORY REMARKS
The aim of this chapter is to introduce the method for the collection of the data
necessary to answer this dissertation’s main research question. A method for the
analytic approach has been developed on the basis of the theoretical framework.
The method is designed to pinpoint the elements that signify McKinsey’s
communicated corporate identity.
Figure 5.1.: Data collection model Source: Own fabrication
The model is divided into steps. Step 1 includes the parametric analysis of the
global McKinsey website. The parametric analysis will serve as benchmark for
comparative analysis of the German and Danish websites. Step 2 includes the first
part of the comparative analysis: the analysis of the German website. Step 3
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includes the second part of the comparative analysis: the analysis of the Danish
website. Step 4 includes the discussion of the findings and the conclusion. It
should be noted that the final conclusions will be made in chapter 7.
Step 1 as well as Steps 2 & 3 start with the Website Visual and Aesthetic Analysis
(WVAA) followed by the Text Structural Analysis (TSA). This order is suitable
because the findings in the WVAA are necessary to implement in the TSA. It should
be noted that these two analytic methods will be applied to every sub-page of the
three websites. The Triangular Model Analysis functions as the sub-conclusion to
the parametric and the comparative analyses of the WVAA and TSA, respectively.
The Credibility Gap Analysis is visualised as a cross-disciplinary analysis because
it encompasses findings of all three steps. This approach is suitable in order to
make an overall attempt to identify whether a credibility gap is present.
5.2. WEBSITE VISUAL AND AESTHETIC ANALYSIS (WVAA)
The graphic-aesthetic expression and thus, the visual language characterises the
website (Sandstrøm, 2005, p. 36) - and the corporate identity. Graphic design is in
this context understood as typography, fonts, the synergy between visual elements,
icons, logo, etc. (Ibid. p. 37). The aesthetic dimension is understood as the visual
attraction and retention, the use of colours, the artistic design, the harmony and so
forth (Ibid.).
In order to analyse the visual communicative elements, this dissertation will rely on
Lisbeth Thorlacius’ model of visual and aesthetic communication on websites
(Thorlacius, 2002a). Given the scope of this dissertation, the focus will be on the
expressive function (EF) as a sub-element in Thorlacius’ model (Ibid. p. 88). The
expressive function “(...) covers the feelings, opinions, etc. that the addresser
expresses in the products (...)” (Ibid.). The expressive function can be realised
directly based on the analysis of the website because the use of the term: “(...)
relates exclusively to the addresser (...)” (Ibid.) and therefore, the analytic focus is
not on the effect on the addressee. The expressive functional analysis will help
uncover McKinsey’s website personality and present the company’s attempt to
establish ethos (the attempt to present the organisation as credible with the aim of
obtaining the recipient’s trust) (Thorlacius, 2002b, p. 64) and pathos (appealing to
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the recipient’s emotions). Ethos can, for instance, be established by looking at the
colour choices of a website. Blue is conventionally looked upon as a referral to
reliability and authenticity (Thorlacius, 2002a, p. 90) (Aslam, 2006, p. 20), so if a
corporate website is dominated by a blue colour, one could argue that the website
tries to create an ethos appeal. The ethos appeal is apparent in a text if the sender
seeks the recipient’s trust by attempting a credible appearance (Thorlacius, 2002b,
p. 65). Pathos becomes apparent when the sender tries to affect the recipient’s
emotions (joy, anger, pity etc.) through the use of i.a. images ((Thorlacius, 2002b,
pp. 65-6).
Further to the visual elements, the formal aesthetic function (FAF) is central as a
parameter for discovering whether congruity can be identified. FAF is directly
related to the message (Ibid. p. 92) and consequently, it does not call for a
perception analysis of the recipient’s experience (Ibid. p. 93). The formal aesthetic
functional approach means investigating whether the visual language
communicates the aesthetic expression and concretely, it entails analysing the
colour use, layout, design type, the composition, and so forth (Ibid.). In other words,
the aesthetic aspects are formal functions because they can be described and
classified (Ibid. p. 94).
5.3. TEXT STRUCTURAL ANALYSIS (TSA)
Figure 5.2.: Graphic presentation of the Text Structural Analysis Source: Own fabrication
Text Structural Analysis
Grammatical Level
Wiederaufnahmestruktur
Thematic Level
Theme Development
Pragmatic Level
Text Functional Aanalysis
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The text structural analysis is relevant for this dissertation because it can help
establish whether the websites on a textual and visual level are coherent and
cohesive. Cohesion is in this context understood as the quality of the deep structure
of the text, more concretely as the means through which the text is linked together
(Linke et al., 2004, p. 245). Coherence is understood as the quality of the text’s
surface structure and it can be identified through the linking of the knowledge
presented in the text with the presupposed (world) knowledge of the recipient (Linke
et al., 2004, pp. 254-5).
The TSA enables a structural approach because it is concerned with the structures
of a text on several levels: the grammatical level (Grammatische Ebene), the
thematic level (Thematische Ebene), and the pragmatic level (Pragmatische
Ebene) (Brinker, 2000, pp. 164-5). German linguist, Klaus Brinker, (1938 - 2006)
explains that: ”Bei der Analyse der Beschreibungsebenen genau zu unterschieden,
nicht aber voneinander zu isolieren (…)“ (Ibid. p. 164); the three levels are
interconnected, and this interconnectedness offers a unique opportunity to
investigate the corporate website as a textual element.
5.3.1. GRAMMATICAL LEVEL (G)
The essence of the analysis on the grammatical level is the Wiederaufnahmestruktur
(resumption structure) which in broad terms should be understood as the elements
through which the text is tied together and through which, subsequently, textual
coherence is created (Ibid. p. 165).
This resumption structure is identified via Explizite Wiederaufnahme (i.a. via
recurrence, substitution etc.) and Implizite Wiederaufnahme (semantic contiguity).
Coherence in a text can also be identified through Isotopieketten (U. Fix, Poethe, &
Yos, 2002, p. 215). An isotopy can be detected when a repetition of basic meaning
traits is identified. It helps establish some sort of familiarity within the text and
allows for an interpretation of the text (U. Fix et al., 2002, p. 215) because it is the
link between coherence and cohesion as it: “(…) eine Verknüpfung durch die
semantischen Übereinstimmungen der Wörter erreicht” (Linke et al., 2004, p. 260). It
is also known as semantic isotopy, and it is built through the use of related or
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repeated words and phrases. As an example, the isotopy of Nature can be identified
via text elements such as “forest”, “wilderness”, “ecology”, “nature preservation” etc.
(Dudenredaktion, 2009, p. 1136). In the analysis focus is placed in identifying
isotopies via the variables that constitute the explicit resumption structure. These
isotopies will provide an insight to the immediate message of the text, and they will
furthermore provide a foundation for the analysis on the next level: the thematic
level.
5.3.2. THEMATIC LEVEL (T)
The thematic level analysis is concerned with investigating and determining what
the text is all about. (Brinker, 2000, p. 168). This is done by investigating the deep
structure of a text. (Linke et al., 2004, p. 254). The analytic identification of the
theme is primarily realised through interpretative measures (Brinker, 2000, p. 168).
The theme or themes can be realised in the headline but it is also possible that it is
necessary to dissect the text in order to extract the resumption structure
(Wiederaufnahme) (Brinker, 2005, p. 57).
Two approaches are possible in the attempt to define the theme: Das
Ableitbarkeitsprinzip (Principle of Deducibility) and Das Kompatibilitätsprinzip
(Principle of Compatibility). This analysis will mainly apply the principle of
compatibility because this approach combines the structural analysis with the
interpretative form more: It is concerned with the analysis of the resumption
relations in the text through the means of recurrence, a specification of the
situation and the division of the text into sub-themes. Furthermore, it has a close
link to the function of the text which will be presented in section 5.3.3. (Brinker,
2000, p. 170). It should be noted, however, that the two approaches overlap and
that the principle of deducibility will also to some extent be implemented because it
creates the possibility of deducting more sub-themes (Ibid.).
There are four types of theme developments according to Brinker (Brinker, 2005,
pp. 55-87): The Descriptive is characterised by a theme development which is
arranged according to time and place. News stories, user manuals and
encyclopaedic articles fall into this category (Ibid. pp. 65, 69). The Narrative theme
development is connected to stories from everyday life and are mostly verbally
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realised and thus, this type of theme development is closely linked to the fictional
literary field of study (Ibid. p. 69). In the Explanatory theme development, a context
(Explanandum) is explained through other contexts within the text (Explanans) -
consequently, this is mostly used implicitly and an example could be the
explanatory part of a user manual (Ibid. pp. 75, 79). Finally, the Argumentative
theme development is important to all appellative texts. Appellative texts can be
described as texts that have the aim of affecting or persuading the recipient. It is
often used in marketing texts (Ibid. pp. 79-87).
For the analysis, it is relevant to be able to determine the theme development
because it is the link between the grammatical and the pragmatic levels. If the
identified theme(s) is supported by the text function(s) identified on the pragmatic
level, it is a solid linguistic indication that the text is coherent. However, it should
be noted that in order for the analysis to provide a clear conclusion, it is necessary
that the theme or themes are consistent and traceable (Linke et al., 2004, p. 254).
5.3.3. PRAGMATIC LEVEL (P)
On the pragmatic level, the text is perceived as a complex linguistic act (Brinker,
2000, p. 171). On the thematic level, the analysis is concerned with the semantics
of the text. On the pragmatic level, the purpose is to identify the actions of the text
in order to determine the main aim of the text.
It is through the dominant illocutionary act that the main aim of the text is
identified. An example of an illocutionary act could be: “You are ill. Please, go to the
doctor’s. His practice is close by. Do you know it?” The illocutionary structure in the
example is: ascertainment - plea - ascertainment - question. Thus, the predominant
illocutionary act is identified as “the plea” because it is substantiated through the
first ascertainment, and specified through the second ascertainment Ibid.).
Generalised forms of illocutionary acts are also known as Brinker’s text functions
(Brinker, 2005, pp. 109, 113) and these text functions are consequently central to
the pragmatic level of analysis. Based on Searle’s illocutionary speech acts (Linke et
al., 2004, pp. 217-8), Brinker developed the text functional analysis the approach of
which is concerned with the function or aim of the text Ibid., p. 201). The thematic
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stand is, according to Brinker, not an unequivocal text-functional indicator but it
does influence the text function’s characteristics (Brinker, 2000, p. 180).
5.3.3.1. Text-Functional Analysis
The function of a text is equivalent to the actual goal of the communication
(Brinker, 2005). It could be argued that it is not possible to determine the actual
goal of a communication without having asked the sender of his or her intentions.
However, applying the pragmatic linguistic approach and consequently, identifying
texts as linguistic acts, means that one presupposes that it is possible to link the
linguistic act (the communication) to the actual act (the sender’s intention) (Linke et
al., 2004 p. 276). Consequently, it is argued that it is possible to determine the goal
of an utterance without having direct access to the source.
Brinker states that textual as well as contextual indicators are of importance
when identifying the text function (Brinker, 2000, p. 180). In order to briefly explain
the difference, textual indicators i.a. entail investigating the types of sentences,
performative utterances (primary indicators) (Linke et al., 2004, pp. 207) and also,
investigating pictures, graphics, bold types in the text etc. (secondary indicators)
(Brinker, 2000, p. 179). Contextual indicators are concerned with the context in
which the text is arisen: the media channel, the text type tec. (Ibid., p. 180). The
analysis will concern itself with the textual indicators because the contextual
indicators are already established with the website as media channel and the text
type as the corporate website. The identification of the relevant textual indicators
will provide the basis for determining which of Brinker’s text functions support the
sender’s message (Ibid.).
The introduction to Brinker’s text functions will focus on the informative and the
appellative functions as they are relevant to this dissertation’s scope. They are
moreover regarded as the functions that to some extent always are present in texts
(Grove Ditlevsen, 2007, p. 68). The remaining three functions are mentioned in
order to present the entire method. Before presenting the functions, it should be
noted that one function does not rule out the others; a text can have both an
informative as well as an obligation function, for instance (Brinker, 2005).
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Figure 5.3.: Graphic presentation of Brinker’s text functions Source: Own fabrication
The informative function (Informationsfunktion) is indicated when the sender
makes it clear that the purpose of the communication is to give information. This
can be done through the use of various grammatical measures such as performative
verbs, modal verbs etc. and this type of function is typically found in text types
such as announcements, news, descriptions (Ibid. pp. 113-5).
The appellative function (Appellfunktion) is indicated when the sender makes it
clear that the purpose of the communication is to influence the recipient either in
terms of changing an attitude (Meinungsbeeinflussung) or in terms of influencing
the recipient to perform a specific action. (Verhaltensbeeinflussung) (Ibid. p. 117).
Grammatical indicators are the infinitive construction, interrogative sentences etc.
This type of function is typically found in commercials, propaganda, user manuals
etc. (Ibid. pp. 117-25).
The obligation function (Obligationsfunktion) is indicated when the sender makes
it clear that the purpose of the communication is to inform the recipient that he is
obligated to perform a certain act. It is typical for contracts etc. (Ibid. pp. 126-7).
The contact function (Kontaktfunktion) is indicated when the sender makes it
clear that the purpose of the communication is to communicate a personal
relationship. It is typical for notes of congratulations or condolences etc. Ibid. pp.
127-8)
Finally, the declarative function (Deklarationsfunktion) which is indicated when
the sender makes it clear that the purpose of the communication is to inform about
a certain fact of reality. It is typical for wills etc. (Ibid. p. 129).
To summarise, the pragmatic level analysis and more concretely, the text functional
analysis, identifies the communication situation (Grove Ditlevsen, 2007, p. 56).
Function
Informative Function
Appellative Function
Obligation Function
Contact Function
Declarative Function
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Furthermore, it can establish whether it supports the message and gets it across.
Consequently, this level of the analysis provides a valuable tool for determining if
the three websites communicate the corporate identity of McKinsey consistently. If
the text functions of the websites are identified as different, it could indicate a gap
in the corporate communication practice of McKinsey.
5.4. THE TRIANGULAR MODEL
The Triangular Model has been selected as the sub-concluding analytic tool due to
its focus on the relations between the various elements of the text: the situation,
the function, and the linguistic and visual elements.
As shown in Figure 5.4., these three elements are mutually interdependent and
their core scope is to explain which type of communicative act is performed with the
text or with parts of the text (Grove Ditlevsen, 2007, pp. 99-100)
Applied to the three websites, the model will help conclude whether there is a
linguistic pattern to be uncovered.
The situation (S) is understood as the situational frame which includes identifying
the sender as well as the recipient or audience (Grove Ditlevsen, 2007, p. 102).
Identification of the recipient can be done through the identification of the function,
which is established through the text functional analysis. The aim of the text and
consequently, syntactic and semantic construction of the text, is decisive for which
type of audience we are looking at. More concretely, it is about identifying the
Figure 5.4.: The Triangular Model Source: {{3 Grove Ditlevsen,Marianne 2007/f, p. 99;}}
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connotations in the text (Ibid. pp. 101-3). The information about McKinsey
presented in chapter 4 will also serve as a determining parameter.
The function (F) is the element through which it is attempted to describe what the
overall purpose with the text is (Ibid. p. 68). Through a detailed analysis (see section
5.5.1.3.) the differences and the similarities can be located in the selected websites
in order to determine another parameter important as a point of orientation for
answering this dissertation’s main research question.
The linguistic and visual elements (LV) are the conclusions based on the analysis
on the grammatical level (see section 5.5.1.1.) and on the analysis of the visual and
aesthetic communicative elements (see section 5.5.2.).
5.5. CREDIBILITY GAP ANALYSIS
The Credibility Gap Analysis can help determine whether McKinsey’s
communication of the corporate identity via the three websites can be argued to
suffer from a credibility gap. A credibility gap occurs when i.a. an organisation
implicitly or explicitly communicates a profile (communicated corporate identity) -
claims to be something - that does not match its actual identity.
Figure 5.6.: Credibility and Communication Gap Triangle Source: (Christensen & Askegaard, 2001, p. 203)
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Christensen and Askegaard have developed a framework based on Pierces’
signifying process which is described as a: (...) dynamic relation between three
elements: a sign, an object and an interpretant” (Christensen & Askegaard, 2001, p.
303). They have developed the framework due to the argument that there are many
examples of inconsistencies in the way scholars and practitioners approach the
constructs of corporate identity and corporate image (Ibid. pp. 292-94).
The profile is the communicated identity of the organisation and thus, based on
the summarised findings in the Triangular Model. The identity is the actual
identity of the organisation. The image is the recipient’s perception of the sender
(Ibid. p. 306).
It has been necessary to revise the framework to fit this dissertation’s purpose, and
the reasons are twofold. Firstly, the identity is in this context based on second-hand
information and external secondary source materials: McKinsey website, reports,
articles etc. Due to the non-existent access to primary source information from
McKinsey it has been necessary to take this approach. However, it should be
underlined that the author acknowledges that external source material can never
represent the actual identity of the organisation. Still, it is argued that the material
at hand provides a solid indication on which a relevant analysis can be based.
Secondly, it should be noted that the framework also entails the possibility of
locating possible communication gaps. However, this analytic approach necessitates
a recipient-oriented approach because it requires information about the audience’s
reception of the image. A communication gap occurs when the recipient perceives a
different image of the organisation than the one the organisation seeks to
communicate through its profile. This dissertation has a sender-oriented focus and
therefore, it is not relevant to include this element of the analysis. The sender-
oriented approach fits the credibility gap analysis.
In order to understand whether there is a credibility gap, the following question will
be asked: Does the profile correspond to the identity? The credibility gap analysis will
be performed on the three websites simultaneously which means that they in reality
will function as the profile together.
The purpose of including the credibility gap analysis is to include another angle
that could help answer the main research question of this dissertation. The
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argument is that if a credibility gap is proved, it could be an indicator to a lack of
congruity in the websites’ communication of the corporate identity. On the other
hand, if there is no gap, this could indicate the opposite.
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6. ANALYSIS
6.1. INTRODUCTORY REMARKS This chapter will begin with an “at a glance” presentation of the analytic corpus: the
global, the German, and the Danish McKinsey websites. The purpose is to provide
the reader with a first-impression insight of the websites. Secondly, the analysis will
follow, and finally, the chapter will end with a discussion of the analytic findings.
Browsing the McKinsey & Company northern European websites makes it apparent
that no two websites are the same. Each page has an individual look, an individual
structure, and individual user functions. There is no apparent congruity in the use
of native language: The French, German, Swiss, Swedish, and Norwegian websites
are in their native languages, whereas the Danish and Finnish are in English.
Figure 6.1.: Display of selected northern European McKinsey websites
Source: Own fabrication based on: www.mckinsey,ch,www.mckinsey.dk, www.mckinsey.co.uk,
www.mckinsey.fi, www.mckinsey.com, www.mckinsey.de, www.mckinsey.no, www.mckinsey.se,
www.mckinsey.fr
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Figure 6.1. above displays selected northern European sites4: the Swiss, the
Danish, the British, the Finnish, the German, the Norwegian, the Swedish and the
French. In the middle with a black background is the “mother site”: McKinsey
global. Even though all the sites have different looks, it becomes obvious that of all
these sites, the German web site stands out the most due to the lack of images with
people and the use of long textual bodies. As the comparative field of study, the
Danish site has been chosen. The reason for choosing the Danish site is threefold:
1) The Danish site is in English and has a closer link to the global site with more
direct links than the German site. 2) The Danish site includes many images with
people and visual elements supported by short textual elements. 3) The website
design is overall different from the German site.
6.2. FIRST IMPRESSION OF THE THREE WEBSITES
The global McKinsey website
(www.mckinsey.com) is
dominated by a large dark blue
“box”. A big headline “Social
Media” is centre of attention. The
McKinsey logo is placed in the
upper left corner with a white
font. The right column contains
the menu bar. In the middle of
the column, a link with an arrow
provides the possibility of going to
the McKinsey Overview. A line
divides the blue box into two and below the line; more insights from McKinsey are
placed supported by images.
4 See appendix 5 for a larger image.
Figure 6.2.: The global McKinsey website Source: www.mckinsey.com
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The German McKinsey Website
(www. mckinsey.de) is in
German. The site is white with a
dark blue header bar. In the top
left corner the McKinsey logo is
placed. The site is built in four
columns. To the left the menu
bar and a search field is placed.
A graphic which changes every
five seconds dominates the
upper middle and right space of
the site. The image changes five
times until it rests with the
image as inserted above in Figure 6.3. Below the image are three columns. The
columns in the middle informs about a McKinsey study. The column to the left
informs about various other news.
The Danish Website (www.mckinsey.dk) is in English. Images of people dominate
the site. The background is white,
and the site is divided into four
columns of which the two centre
columns are merged and contain
the headline “Copenhagen Office”
in a blue font with an introductory
text. The McKinsey logo in white is
placed in the upper left corner in a
dark blue top bar which to the
right contains a menu bar and a
search field. In the top bar are
three images that signify the
location to be Copenhagen. The
four images in the top bar are
supported by an ocean green bar.
Figure 6.3.: The German McKinsey website Source: www.mckinsey.de
Figure 6.4.: The Danish McKinsey website
Source: www.mckinsey.dk
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Common for all images to the left and in the middle is that links encourage the
visitor to learn more i.a. applying for a job with McKinsey, recruiting events etc.
The third column includes another menu bar with the headline Copenhagen. Below
the menu bar the visitor can use Quick Links and FAQ.
6.3. PARAMETRIC ANALYSIS OF THE GLOBAL MCKINSEY WEBSITE (STEP
1)5
6.3.1. WEBSITE VISUAL AND AESTHETIC ANALYSIS
6.3.1.1. Front page
The blue colour is dominant on the front page and is represented in two colour
scales. By using the blue colour, McKinsey attempts approval by the use of ethos
because the blue colour conventionally is connected to credibility and
trustworthiness and considered the corporate colour in the US (Aslam, 2006, p. 20).
Consequently, McKinsey attempts to present the organisation as credible with the
aim of obtaining the recipient’s trust. The blue colour is supported by earth colours
in the images in the lower left/middle part of the page. Orange and blue are
complementary colours. Complementary colours make each other seem brighter
and which improves the process of creating a feel good experience for the viewer
(Christopher Willard, 1998, pp. 15-6). The formal aesthetic function is present as
well: The lines are sharp; however, the social media-image constructed by words
gives the front page a circular composition. The contrasts between the round and
the sharp lines make it dynamic. The use of the complementary colours also
underline that the formal aesthetic function is implemented.
6.3.1.2. Front page About us, Our people, Our values
The composition of all the pages is harmonious and it creates a good overview of the
pages. Again, the blue and orange colours of which the menu bars (left and top) and
headlines consist are complementary colours that emphasise each other. So, the
formal aesthetic function shows that there is congruity in the pages from a visual
5 Please see Appendix 1 for analytic notes and print screens which include all pages of the McKinsey global
website.
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aesthetic point of view. Another formal aesthetic function, which should be
mentioned, is the graphic right to the headline which recurs in different shapes on
all the pages. With unsaturated colouring, it seems to visualise the collection of the
prices or the gathering of the threads on the Overview page. On the Our people
page, the graphic resembles a line of pillars supporting each other and finally, on
the Our values page, it seems to represent a tower or a tall building. These graphics
are the visualisation of the topic of the page and supplement the texts.
The use of the colour scheme, like abovementioned, suggests the use of ethos in
order to convince the recipient of McKinsey’s trustworthiness and credibility. The
formal aesthetic function on all three sites thus shows that from a visual and
aesthetic perspective, there is congruity on the pages.
Pictures of people support the body text on all three subpages; however Our Values
stand out as this page only includes one image. This shows Marvin Bower, the
founder of the core McKinsey values. This image can be argued to appeal pathos
because it may affect some people’s emotions: Bower was a significant person in the
field of management consultancy.
The Overview page has the most images. They all supplement the text, and their
placement creates a harmonious site. Four of the images will be emphasised here.
Firstly, an image shows black women with the supporting text: “Saving mothers’
lives in Namibia”. Placed next to the paragraph with the headline: “We strive for
world-shaping client impact” the image and the supporting text suggest that
McKinsey attempts to create a pathos appeal. This means that the aim is to affect
the recipient’s emotions to regard the company as conscious and socially
responsible. Secondly, the image of Dominic Barton, who is the managing director,
is an attempt to create ethos because he is the representative for McKinsey with the
purpose of “radiating” authority and credibility.
In the bottom of the page, three images support the “External Recognition” headline.
The two images have a female focus: the first one informs that McKinsey is one of
the 100 best companies for working mothers, and the other presents a female
McKinsey consultant as a part of the Fortune magazine 40 under 40 list. These two
images have the purpose of creating ethos: affecting the visitor to acknowledge
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McKinsey as a credible and trusted company. Also, one could argue that McKinsey
attempts to create a pathos appeal: it will most likely affect the female visitors’
emotions that the company is on a best companies-list for working mothers - and
they will most probably perceive McKinsey in a favourable light.
Our People has four images which all show a McKinsey person. The same picture of
Dominic Barton as on the Overview page is placed to the right of the “Who we are”
paragraph. Besides the attempt to use the ethos appeal, the recurrence of Barton’s
image creates recognition and thus, coherence. In the bottom of the page, three
images of McKinsey directors support the theme of “Our People”: three, at glance
very different types of people, are displayed, one woman and two men. From an
aesthetic point of view one could argue that the three images and text visualises
three pillars which support the rest of the page.
6.3.1.3. Concluding remarks
Due to these means of effects, the global website makes McKinsey appear as an
organisation that priorities high aesthetic standards. The use of colour, the
harmonious construction of the pages and the use of images and graphics with a
clear purpose all create an aesthetic expression. It has furthermore been shown
that the website attempts to make use of ethos and pathos appeal in order to affect
the recipient. Conclusively, the WVAA analysis indicates that the global McKinsey
site seeks to communicate an identity that encompasses credibility and reliability
as a business partner. Also, it communicates an identity of an organisation which
focuses on the employees. All in all, it fits well with the mission statement
presented on the Our values page.
6.3.2. TEXT STRUCTURAL ANALYSIS (TSA)
6.3.2.1. Grammatical Level
The Front Page
The front page is characterised by headlines and not much body text. Therefore, it
is not possible to detect an explicit resumption structure. However, it can be argued
that social media-image implicitly shows cohesion; “social media” is mentioned both
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in the headline and in the text. Furthermore, words linked to the concept of social
media are placed behind the social media headline creating an ellipsis: mobile, user-
generated, online, company, brand and so forth. The ellipsis motivates the
recipient’s need for interpretation.
The sub-pages are all characterised by more extensive textual bodies and their
findings are presented in tables.
ABOUT US OVERVIEW
Recurrence
Leading * 2 Leadership * 2 Leaders * 2 Knowledge * 3
Trust * 2 Expertise * 2 We * 20 Our * 10
Us * 2
Partial Recurrence
Leading - leadership - leaders - trusted
Global - world - world-shaping -
Knowledge - expertise - breadth - unique
Passion - passionate - engaged - caring - strive
We - our - us
Derivation
Leading - leadership - leaders
Substitution
Passionate (l. 12) - engaged (l. 20) -
Global (l. 1) - world-shaping (l. 8)
Expertise (l. 11) - knowledge (ls. 10, 25 ,26) - breadth (l. 12).
Isotopies:
Leader Leading, expertise, breadth, leaders,
Passion Passionate, engaged, connected, passion, creativity
People / Values Values, culture of support, caring, trust, respect,
interdependence
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Proactiveness /
power
Build, bring out, help, working, invest, apply, convene (=active
verbs)
Solid partner knowledge, interdependence, deep functional and industry
expertise, knowledge base, knowledge development,
understanding, macroeconomic perspectives, sharp analytic
mind
Table 6.1.: Findings grammatical level / Front page About us Overview
The isotopies show a text body that presents McKinsey as a leader with a passion
for the work they do and a focus on proactiveness. Attention-generating adjectives
underline this view; leading, passionate, caring etc. Conclusively, the website aims
to present the organisation as a solid partner with the right people that enforce the
McKinsey values.
FRONTPAGE ABOUT US OUR PEOPLE
Recurrence
Diversity * 3 People * 3 Leadership * 2 Helping / to help *
5
World * 3 Our * 7 We * 16
Partial Recurrence
People - 120 languages - 100 nationalities - experts - MDs - PhDs - MAs - JDs - MBAs -
problem solvers - colleagues - alumni - consultants - individuals - entrepreneurs -
Leadership - leaders
Trusted - influential - admired - global
World - global
Problem solving - problem solvers
Substitution
Diversity (ls. 4, 17, 20) -richness (l. 18)
Significant (l. 8) - influential (l. 10) - admired (l. 12)
Experts (l. 15) - expertise (l. 18) - knowledge (l. 27)
Isotopies:
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McKinsey People Experts, problem solvers, consultants, individuals,
entrepreneurs
Knowledge Experts, expertise, knowledge, intellectual
Image Trusted, influential, admired, significant, exceptional, unique
Passion Entrepreneurs, passionate, passion, new,
Problem solvers Problem solving, problem solvers, help, helping
One organisation We, us,
Table 6.2.: Findings grammatical level analysis / Front page About us Our people
The isotopies show a text that is concerned with presenting the McKinsey people in
a favourable light. Knowledge, passion, and problem-solvers are concluded as
isotopies and also, attention-generating adjectives are used to create the identity
that is the aim of the communication and thus, the textual content.
FRONTPAGE ABOUT US OUR VALUES
Recurrence
People * 5 Client(s) * 7 Integrity * 2 Successful * 3
Firm * 6 Mission * 2 Our * 16 We * 24
Repetition
Successful - successful (l. 9)
Hardest problems (l. 10) - hardest problems (l. 11)
Best people (l. 10) - best people (l. 10)
Partial Recurrence
Exceptional - best - successful - strong - enduring -
Help - support - developing - coaching
Confidential - integrity - respect -
Structure - research - analyzed
Substitution
Help (ls. 3, 27) - support (l. 39)
People (ls. 8, 10, 30, 32, ) - minds (l. 33) - individuals (l. 35)
Firm (ls. 6, 11, 12, 30, 32, 41) - organization (l. 14)
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Coaching (l. 41) - developing (l. 39)
Isotopies:
Proactiveness Help, build, develop, attract, excite, retain, maintain
One firm Firm, one firm, our firm, organisation, our, we us
Image Trusted, influential, admired, significant, exceptional, unique
Passion Entrepreneurs, passionate, passion, new,
Problem solvers Problem solving, problem solvers, help, helping, developing,
coaching
Professional,
Knowledge
Professionals, best people, industry and functional experience,
structured problem-solving approach, researched, analysed,
team of minds
Value-driven Integrity, respect, independent, unconventional, truth
Table 6.3.: Findings grammatical level analysis / Front page About us Our values
The isotopies show a text that combine the isotopies located in the previous two
subpages. There is proactiveness; the image, passion - and also there is the
problem solving element and the knowledge factor. Finally, value-driven is
concluded to be an isotopy.
Sub-concluding Remarks
The grammatical level analysis shows a website with a consistent resumption
structure and therefore, cohesion is present. Only the front page stands out due to
its limited text body. Even so, it reveals a semantic contiguity through the “social
media”-image and further, through the other feature stories.
The other three pages which all have large textual bodies reveal the resumption
structure through the main and consistent use of recurrence, derivations,
substitution and isotopies. Furthermore, attention-generating adjectives are to a
large extent present. As a result the grammatical findings reveal a text that presents
McKinsey as a global leader, a solid business partner and an organisation with the
best people to help the clients.
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6.3.2.2. Thematic Level
Front Page
It has been established that recurrence is almost non-existent. However, semantic
congruity is vivid, which makes it possible to give a suggestion to which type of
thematic development characterises the front page. Overall, the purpose of the site
is to give the visitor an impression of the great insight that McKinsey possesses.
This is done implicitly through the four subjects of information: Making sense of
social Media, Urban America’s clout, Sapped by “strategic inertia”?, and Solar
power’s next shining. Strictly speaking, the four “teasers” imply a descriptive
approach because they fall into the category of news stories. However, the
argumentative approach is argued to be predominant. The stories are placed on the
front page with a purpose: to affect the visitor to perceive McKinsey as an
organisation of knowledge and expertise.
Further, the front page includes the menu bars and consequently, it is also a direct
invitation to the visitor to learn more.
Conclusively, two theme developments are apparent:
McKinsey as a partner with knowledge & expertise.
Invitation to learn more about McKinsey.
About Us Overview
It was established that this subpage contains a communication that consistently
presents McKinsey in a favourable light. The derivation with leading - leadership -
leaders underlines this argument with, for instance, the partial recurrence of
Knowledge - expertise - breadth - unique. Also, the isotopies identified support the
argument. So, the argumentative approach is dominant.
Conclusively, it is concluded that the following themes are prevailing:
McKinsey is the global leading partner.
McKinsey is diversity, knowledge, and dedication.
About Us Our People
The examples of repetitivenesss are, among others, help and diversity. The isotopy:
Experts, expertise, knowledge, intellectual underline that the communication has
the purpose of presenting the McKinsey people as a diverse group with the aim of
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helping the clients and an ability to do so due to the knowledge they possess. The
argumentative approach can once again be argued as dominant.
Conclusively, the following themes are identified:
McKinsey is an organisation with a diversity of skilled people / problem
solvers / entrepreneurs.
McKinsey is the partner able to and willing to help.
McKinsey is a global, influential and trusted leader.
About Us Our Values
People, clients, and firm are the most repeated words on the page as well as we and
our. The isotopies underline the purpose of introducing the values and the mission
and that McKinsey is one firm. Also, the purpose is to communicate the importance
of creating successful relationships with the clients. Again, the approach is
argumentative.
Conclusively, the following themes are identified:
McKinsey is an organisation of people and “us”.
The McKinsey success relies on the client’s success.
McKinsey is the successful and exceptional partner.
Sub-concluding Remarks
In summary to the thematic level, there are some theme developments that recur:
McKinsey as the global, leading partner.
McKinsey as the partner with the best and most skilled people.
McKinsey as the trusted and experienced partner with integrity.
The thematic approach is concluded to be predominantly argumentative: the
content is produced with the purpose of marketing a certain identity in order to
affect the recipient to perceive McKinsey in a certain way. The thematic
developments discovered support this conclusion.
6.3.2.3. Pragmatic Level
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The primary indicators which dominate the front page are 1) informative, short,
and concise content and 2) no performative expressions. This suggests that the
function is overall informative. The secondary indicators are 1) a domineering dark
blue colour supported by complementary colour orange. 2) Big letters in the middle
of the site, and 3) Informative images supported by text. This suggests that the
function is also appellative because the colour choice indicates the purpose of
McKinsey wanting to be perceived as a credible business partner. Finally, the site
encourages the visitor to “learn more” and to find out “How to see through it” which
means a direct encouragement to perform an act. The purpose of the visitor
performing that act is again to be affected to perceive McKinsey as a credible and
trustworthy organisation.
Conclusively, the front page is equally dominated by the informative and the
appellative function as it has the aim of inviting the visitor to learn more. McKinsey
has presupposed that the visitors need solid and relevant information in order for
them to want to visit the sub-pages. The findings on the pragmatic level are
therefore concluded to support the conclusion made on the thematic level.
The About Us Overview and About Us Our People pages have a large number
of relevant primary and secondary indicators. These two pages are very similar in
their construction and thus, they will be analysed together.
The text bodies are i.a. dominated by performative utterances. The examples below
are furthermore all declarative, major sentences:
About Us Overview
We bring out the capabilities of clients... (l. 17), We look to hire individuals...(l. 19),
We invest significant time and effort in...(l. 24), We apply our understanding of
market...(l. 29).
About Us Our People
We serve more than... (l. 11), We operate as... (l. 15), We value... (l. 17)
Common for the syntactic structure is that the sentences are short. There are few
examples of compound or complex sentences and there are no modal verbs. This
suggests that the texts are meant to pass on information. However, attention-
generating adjectives and nouns dominate the texts: trusted, leading, expertise,
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passionate, respect, integrity, creativity etc. and this, on the other hand suggests
that the texts aim to send a certain appeal.
The recurrence structure was established above and it was furthermore established
that About Us Overview includes two themes:
McKinsey is the global leading partner.
McKinsey is diversity, knowledge, and dedication.
About Us Our People was concluded to have three themes:
McKinsey is an organisation with a diversity of skilled people / problem
solvers / entrepreneurs.
McKinsey is the partner able to and willing to help.
McKinsey is global, influential and trusted leader.
Regarding the secondary indicators, the Overview page includes images of people as
supplements to the texts: “Saving mothers’ lives in Namibia”, “Dominic Barton,
Managing Director”, “McKinsey’s Mona Mourshed - Fortunes’ 40 under 40”. Colour
choice is blue and orange, complementary colours. Blue is considered business
colour / the colour of trust. Orange is used to enhance the effect of the blue via the
headlines and the “global cities...”-graphic. The Our people page only has images of
McKinsey people: Dominic Barton and three leading directors. This creates
familiarity and makes the page personal. The colour choice is the same.
The About Us Our Values page is fairly different from the other two subpages.
The text body is still vast; however, bullet points dominate the text body.
Still, the primary indicators are similar to the other pages: short and concise
sentences. Only the mission statement which introduces the page can be
considered a complex sentence. Due to the bullet point structure, this page is
argued to be more direct informative than the other two pages wherefore, the
informative function is more visible here. However, the appellative function is
undoubtedly predominant because the overriding purpose is to appeal to the
recipient to gain a favourable image of McKinsey as an organisation.
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Sub-concluding Remarks
The pragmatic level analysis shows that the global website has an overall
appellative function, which means that overall aim is to convince the recipient of a
certain message. The supplementary informative approach indicates that the aim of
affecting the recipient is also attempted via the provision of information to the
recipient.
6.3.3. SUB-CONCLUSION BASED ON THE TRIANGULAR MODEL
Function
The pragmatic level analysis showed that the pages analysed have an overall
appellative function which means that the aim is to convince the recipient of a
certain message. The supplementary informative approach indicates that the aim of
affecting the recipient is also attempted via the provision of information to the
recipient. The visual and aesthetic analysis supported this conclusion as it was
evident that ethos appeal was attempted via the use of blue colours and certain
images. Pathos was also attempted - an example being the image showing McKinsey
as a good workplace for mothers. The syntax and semantic congruity of especially
the subpages (all with large textual bodies) show that the informative element must
have been concluded to have high relevance in terms of creating the necessary
appeal to the recipient that will help McKinsey to be perceived in a favourable light.
Situation
The overall sender is identified as McKinsey, but the actual sender must be the
McKinsey corporate communication managers responsible for the website. They
have a certain aim with the communication that takes place on the global corporate
website. The recipients are argued to be potential partners (B2B customers), future
employees and other stakeholders relevant to McKinsey’s success or failure. This is
based on the function that was identified as appellative, which means that the
website is aimed at key stakeholders in order to affect their perception of the
organisation. Still, the informative function is also argued to be present because the
use of informative elements shows an acknowledgement that the audience also
needs to be stimulated via a certain level of professional information.
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The linguistic and visual elements
It was shown that the front page does not make much use of recurrence due to the
small textual body. However, the common denominator for the three subpages is
that they all make vast use of various resumption structural elements, for example;
leading, knowledge, people, global etc. are used on all three pages. Repetitiveness
and substitution are represented on all the pages. Also, it has been established that
the sentences are short and concise; a fact which supports the conclusion of the
presence of the informative approach. Finally, it was established that the use of
attention-generating adjectives (and nouns) is also often revealed.
6.4. COMPARATIVE ANALYSIS OF THE GERMAN & DANISH MCKINSEY
WEBSITES (STEPS 2 + 3)6,7
It should be noted that About us links directly to the global website and thus, the
analysis of the Danish website will only include 3 pages: Front page, Our work, and
Our people.
6.4.1. WEBSITE VISUAL AND AESTHETIC ANALYSIS (WVAA) - GERMAN
WEBSITE
From a formal aesthetic point of view, the pages on the German website reflect a
minimalist design with a menu bar to the left, a text body in the middle, and a
column with other information and links to the right. The use of images is almost
non-existent and only the front page includes a graphic. This design indicates that
focus is on presenting the company verbally rather than visually.
The front page is dominated by a flash-designed graphic which changes every five
seconds. The colours are shades of blue and green and dark clouds dominate the
graphics. Only the fourth graphic shows a little bit of room for the sun. On every
graphic a person holds or drags something, one of the five graphics includes a
6 Please see Appendix 2 for analytic notes and print screens which include all pages of the McKinsey Germany
website. 7 Please see Appendix 3 for analytic notes and print screens which include all pages of the McKinsey Denmark
website.
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woman. The persons have no faces. The images all have a question which is
business-related - the question marks support this argument. The final and sixth
graphic includes a picture of a book and says: “Erfahren Sie mehr” (“Learn more”) -
and it is implicitly stated that McKinsey has the answer to the problem stated on
each graphic.
The focus on complementary colours is non-existent. Furthermore, the text is in
white fonts and is as a result difficult to read. Therefore, if the purpose is to create
ethos or pathos, from an expressive point of view, the website does not succeed.
The Profil page encompasses a green box which functions as header in cooperation
with the white text: Wo ein starker Wirtschaftmarkt ist, ist meist auch McKinsey. The
colour is best described as an ocean green with a slight resemblance to the
unsaturated green on the various graphics of the subpages of the global website.
Also, the green is used to mark the place of location on the website in the menu
bar. The two other pages: Über McKinsey and Unsere Werte also encompass the
box, but the colour used is reversed and thus, the box is white with green fonted
text.
The green colour is perceived to signify “good” (Osgood & Adams, 1973, p. 15) and it
is also a primary colour(Aslam, 2006, p. 17). It is culturally considered a business
colour and stands for innovative, caring organisations (Ibid. pp. 23, 25). As a
consequence, the colour use can once again be argued as an attempt to create
ethos. That being said, the colour is, at a glance, very far from the colour use on
the global website. The colour in the top bar, however, links to the global site
because it has the same saturation as i.a. the front page of the global website. The
headlines are all in the same green colour which creates synergy on the pages.
Finally, the top bar in the dark McKinsey blue presents the McKinsey logo in the
top left corner.
6.4.2. WEBSITE VISUAL AND AESTHETIC ANALYSIS (WVAA) - DANISH
WEBSITE
The front page of the Danish site graphically links the global and the German
websites.
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The green colour which is dominant on the German site, marks the bottom of the
top image bar while the blue colour dominant on the global site, marks the top of
the top image bar. The use of colours is both an attempt to create congruity (the
dark blue is the McKinsey colour) and again, also an attempt to create an ethos
appeal to perceive McKinsey as a credible and serious business partner. Also, the
top bar in the dark McKinsey blue holds the McKinsey logo in the top left corner.
From an aesthetic point of view, the Danish website is different from the other two
pages due to the fact that it has more images and less text and consequently, less
information. Instead, the website often links to the global website. Nevertheless, the
site is minimalist in its construction and the placement of images and text creates
harmonious pages. The front page does not vary from the other pages as is the case
on both the German (and the global) site.
The consistent use of images, which mainly show people, creates a familiarity which
is very different from the German page. On all three sites, a top bar is constructed
by four images and the most distinct, is the image of three women in the right
corner. This placement has the purpose of creating pathos; to make the recipient
feel positive towards McKinsey because they focus on women. The three other
images in the top bar of old buildings in Copenhagen, a map of Denmark and an old
bike are all elements in the creation of an atmosphere of cosiness or “hygge”, which
is an attempt to make the recipient “feel good” and thus, see McKinsey in a
favourable light. Of 11 images in the body text areas of the pages, only two images
exclude people. Males dominate the images except for one on the front page, which
can be argued to be an attempt to create authority as ethos appeal. Furthermore,
the images reveal smiling people, which creates a sense of openness and a “feel
good” emotion. No doubt that this is an attempt to create pathos.
The textual bodies are quite small compared to both the global and the German
websites on all three pages. Instead of heavy textual bodies, the pages are
dominated by links to more information, especially with the purpose of learning
more about how it is to work with the Copenhagen McKinsey office, but also to
learn more via the global website.
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Sub-concluding Remarks
The two websites are very different in their construction. The German site makes no
use of images of real people and is best described as minimalistic in its design. The
Danish site, on the other hand, is dominated by images of people and images to
signify the location as Denmark. The German site uses the language (German) to
signify its connection with Germany.
The Danish site prioritises the blue colour to a much larger extent than the German
site, which is dominated by white and ocean green colouring. Both pages have the
dark blue top bar with the McKinsey logo, and this creates a link between the two
sites. Therefore it is argued that the two websites use different aesthetic and visual
techniques to create ethos and pathos. The Danish website attaches great
importance to the use of visual elements, whereas the German site attaches little
importance to this tool. Only the front page includes a changing graphic which
includes text that is considered to be just as important as the visual element.
Overall, the WVAA analysis indicates a German site which seeks to communicate
an identity of knowledge, credibility and a focus on the services. The Danish site
seeks to communicate an identity of an organisation that emphasises the
importance of employees and a pleasant atmosphere.
6.4.4. TEXT STRUCTURAL ANALYSIS (TSA) - GERMAN WEBSITE
Note: The data will be drawn from the main textual element. The menu bar is not
included.
The front page encompasses the flash-designed graphic with six changing images.
As the images include text, they are included in the text structural analysis.
6.4.4.1. Grammatical Level (G)
FRONT PAGE
Recurrence
Studie * 3 Wirtschaft * 2 Volatilen * 6 ? * 4
Welt * 6 (7 incl. McKinsey * 3
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Weltwirtschaft)
Partial Recurrence
Wirtschaft - Exportorientierung - Binnenmarkt - Schlüsselindustrien - Weltwirtschaft -
Volatilität - Wachstumsfelder - staatlicher Regulierung
Derivation
Weltwirtschaft (Image no. 3) - erwirtschaften ( - Wirtschaftsmodell
Volatilen (all images) - Volatilität (Image 4)
Deutschland (Image no. 2, l. 14, l. 30 ) - deutschen (Image no. 3)
Substitution
Deutschland (Image no. 2, l. 14, l. 30) - Binnenmarkt (Image no. 2)
Isotopies:
Market Knowledge Sclüsselindustrie - Weltwirtschaft - Exportorientierung -
Binnenmarkt - Volatitlät - Rendite - staatlicher Reguliering -
Studie
World market
knowledge
Deutschland - Frankreich - Großbritannien - Italien -
Bangladesch - Barcelona - Studie
Table 6.4.: Findings grammatical level analysis / Front page
The front page does not disclose many examples of a consistent resumption
structure. However, the changing images of the graphic reveal a clear resumption
structure through the use of the same sentence: Willkommen in der volatile Welt.
Also the fact that all the images present a question underlines a resumption
structural semantic congruity. In the remaining text, the word that recurs is
“Studie”. Along with the image texts, this indicates that in the deep text structure
the implicitly repeated word is “knowledge”.
FRONT PAGE PROFIL
Recurrence
McKinsey * 2 Wir * 4 Unser * 7 Beratung * 2
Beraten * 2 Klienten *2 + Herausforderungen Aufgaben * 2
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Klientenorganisationen,
Klientenerfordnisse
* 2
Partial recurrence
Beratern - Mitarbeiter - Mitarbeiterinnen
Aufgaben - Arbeit - Arbeitsgebiete - Projekte -
Derivations
Klientenorganisationen (l. 10) - Klientenerfordernisse (l. 19)
Beratung (ls. 3, 30) - Beratern (l. 4) beraten (l. 6)
Mitarbeiter (l. 22) - Mitarbeiterinnen (l. 22)
Wachstumsstarken (l. 6) - Wachstum (l. 12)
Substitution
Industrieunternehmen (l. 5) Klientorganisationen (l. 10) - Gesamtunternehmens (l. 11)
- Klienten (ls. 5, 29) -
Wachstum (l. 12) - Entwicklung (l. 17) - Aufbau (l. 13)
Isotopies:
Knowledge Weltweit führende Topmanagement-Beratung - Strategie- und
Organisationsstudien - Forschungsarbeiten -
Managementtheorie - Fachwissen
Clients Wirtschaftsmarkt - Industrieunternehmen - Banken -
Versicherungsstellen - Regierungstellen - Instiutionen -
Services Marketing - Vertrieb - Produktion - Logistik - Corporate Finance -
Informationstechnologie
Growth Wachstumsstark - Wachstum - Aufbau - Entwicklung - Aus-
und Weiterbildung
Table 6.5.: Findings grammatical level analysis / Front page Profil
The findings show a focus on displaying the knowledge; introducing the clients and
services, and finally to send the information that McKinsey focuses on growth. The
use of attention-generating adjectives is almost non-existent: only weltweit führende
finds its way into the text.
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HOME PROFIL ÜBER MCKINSEY
Recurrence
McKinsey * 9 Unser * 8 Weltweit * 3 Anspruch * 2
Herausforderungen * 2 Practices * 2 Beratung * 4
(incl. derivations)
Topmanagement * 3
Topmanagementberatung
* 2
Klienten * 2 Wissen * 2
Partial recurrence
Klienten - von uns beratenen Unternehmen und Organisationen
Global - weltumspannenden
(System)technologischen - Technologien - Technology - IT
Derivations
Topmanagementberatung (l. 1) - Unternehmensberatung (l. 12) - Beraterinnen ( -
Berater -
IT- Beratungskompetenz
Weltweit (ls. 4, 10, 21)- Weltumspannenden (l. 16)
Substitution
Expertise (l. 15) - Know-how (l. 16) - (Branchen)Kenntnis (l. 17) - Wissen (l. 17) -
Fachwissen (l. 27)
Vorgehens (l. 15) - Practices (l.18)
Isotopies:
Global Weltweit - weltumspannenden - global
Leader Führende Topmanagementberatung - global - expertise -
McKinsey-Wissen
Knowledge Expertise - know-how - Wissen - Branchenkenntnis -
Beratungskompetenz - Fachwissen
Consultancy Topmanagementberatung - Unternehmensberatung -
Beraterinnen - Berater - IT- Beratungskompetenz
Technology Systemtechnologischen - Technologien - Technology - IT-
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Beratungskompetenz
Table 6.6.: Findings grammatical level analysis / Front page Profil Über McKinsey
The grammatical level analysis shows that this page focuses on the McKinsey as a
global partner. It presents the company as leading with expertise (see Isotopy for
Leader above). Furthermore, knowledge is once again one of the focal points of the
communication - this time in connection with consultancy as a profession and
technology as a vital element.
HOME PROFIL UNSERE WERTE
Recurrence
McKinsey * 7 Beratung * 4 Client * 2 / Klienten *
4
Berater * 3 /
Beraterinnen * 2
Professionelle * 2 Ziel * 2 Topmanagement * 2 Werte * 2
Partial recurrence
Klienten - von uns beratenen Unternehmen und Organisationen
Global - weltumspannenden
Leistung - Leistungsfähigkeit
(System)technologischen - Technologien - Technology - IT
Werte - Grundsätze
Derivations
Beraten (l. 2) - Unternehmensberatung (l. 2) - Beratungstätigkeit (l. 6) - Berater (ls. 8,
18, 30) Beraterinnen (ls. 18, 30) - Beratung (ls. 10, 12)
Klient (ls. 3, 9, 23, 24, 38) - Klienteninteresses (l. 7) - Klienteninformationen (l. 17)
Vertrauen (l. 17) - vertrauensvolle (l. 16)
Weiterentwicklung (l. 25) - weiterentzuwickeln (l. 28)
Lösung (l. 8) - Lösungsstrategien (l. 23)
Substitution
Berater / Beraterinnen (ls. 18, 30) - Consultant (l. 25)
Vorgehens (l. 15) - Practices (l.18)
McKinsey (ls. 2, 13, 20, 25, 26, 32, 34) - die Fima (l. 19)
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Isotopies:
The Client Klient - Klienteninteresses - Klienteninformationen
McKinsey McKinsey - die Firma - Marvin Bower
Table 6.7.: Findings grammatical level analysis / Front page Profil Unsere Werte
On this page, an English paragraph is introduced: the mission as we have seen it
on the global website. Furthermore, on this page the use of the third person
singular is much more dominant than any of the other pages analysed so far. Only
the paragraph starting with line five is in the first person plural. Isotopies have
been difficult to locate as well as a solid recurrence other than McKinsey,
Berater/Beratung, and Klienten.
Sub-concluding Remarks
The grammatical level analysis showed the presence of a resumption structure -
both on the individual pages as well as on the site in general. The front page,
however, stands out because the resumption structure identified was in the
changing graphic. The focus on studies and news overview was argued to
semantically underline the resumption structure. Hence, the site is concluded to
have cohesion. Generally, the overall resumption structure is indicated via
substitution and partial recurrence due to the vast content of technical business-
related words. Also, a consistent description of McKinsey’s knowledge is vivid and
is, above all, the word that recurs on the site both directly and from a semantic
contiguity point of view. The isotopies identified on the pages support this view.
Also, it was shown that the use of attention-generating adjectives is almost non-
existent.
Conclusively, the grammatical level analysis reveals a text that presents McKinsey
as a business partner with knowledge and which places emphasis on knowledge.
6.4.4.2. Thematic Level (T)
Front page
It has been established that a resumption structure is revealed through the
changing images of the graphic. Also, the recurring word Studie has been identified
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as significant. The isotopies all had Knowledge as focal point and hence, it makes
it clear that the purpose with the front page is to signal the knowledge and
expertise that McKinsey wants to communicate its possession of. Many business-
related technical terms are used and they imply a descriptive approach that seeks
to inform the recipient. The use of attention-generating adjectives is scarce and as
such does not support an appellative approach. However, the images portraying a
McKinsey consultant as the “helper”, and also the final image stating: Erfahren Sie
mehr, support the argumentative approach as dominant.
Conclusively, one theme development is identified:
1. McKinsey is a partner with market knowledge on a local and global level.
Profil
This page is dominated by an informative text piece which notifies the recipient of
McKinsey as leading global player, who the clients are, which services McKinsey
offers, and finally how McKinsey through the constant focus on applying and
nurturing knowledge is always able to provide the best service to the client. The
almost non-existent use of attention-generating adjectives underlines the
dominance of the descriptive approach. Only the attention-generating adjective
welt-weit führende indicates directly that the text has the purpose of affecting the
recipient. Conclusively, two themes are identified.
1. McKinsey as the partner with knowledge and ability to help the client.
2. McKinsey as the partner able to help a large range of types of clients with a
large range of services.
Profil Über McKinsey
This page is actually quite similar to the Profil page. However, the focus is more
directly on presenting the Topmanagementberatung of McKinsey. Beratung recur in
various derivations and also, Weltweit is repeated. Quick links are also presented
appealing to the recipient to want to learn more. Thus, attention-generation
sentences with intensiver Branchenkenntnis and again the führende
Topmanagementberatung weltweit are included and phrases such as expertise,
funktionalem Know-how. The argumentative approach is concluded to be more
evident on this page; however, the informative level and the many business-related
technical terms show that the descriptive approach nevertheless is most significant
as well.
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Conclusively, two themes are identified:
1. McKinsey is the global leading management consultancy.
2. McKinsey is knowledge within many fields of business.
Profil Unsere Werte
This page is the only page which predominantly makes use of the third person
singular. The use of the third person creates a more descriptive text, because it
implies a narrative perspective.
It was established that it has been difficult to locate recurrence that corresponds to
the page title Unsere Werte. However, the recurrence that was located corresponds
to the mission statement, which, in fact, also introduces an English paragraph. The
mission statement focuses on helping the clients and implicitly includes the
consultants as the helpers and the most repeated words are indeed
Berater/Beratung, and Klienten. Also, the headline: “…consulting is a role, not a job”
implies an attempt to tell a story and thus, the argumentative approach is
dominant on this page. However, as with the other pages, the descriptive approach
is present, the narrative perspective underlines this fact.
Conclusively, two themes are identified:
1. Focus for McKinsey is the client.
2. Presentation of McKinsey as an organisation.
Sub-concluding Remarks
In summary to the thematic level, there is one theme developmens that recurs:
McKinsey is and has the knowledge to advise and service the client.
The thematic approach is concluded to be predominantly descriptive: the content is
produced with the purpose of informing the recipient of McKinsey as a business
partner. The use of the third person narrative underlines this conclusion because it
creates some distance between the sender and the recipient. A constant use of we
would, on the other hand, indicate a wish on the sender’s part to create a more
personal communicative approach. That being said, the argumentative approach is
present as well: even though it has been established that the presence of the
argumentative approach is more implicit, the thematic developments identified
support his view. The purpose of informing the recipient about McKinsey is
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ultimately to market McKinsey. On the German site this is however mostly done
through the descriptive approach.
6.4.4.3. Pragmatic Level (P)
Due to the similarity of the four pages, this part of the analysis will be performed on
the pages simultaneously.
The primary indicators which dominate the pages are:
1) Informative content with a vast use of performative verbs. Examples of
performative verbs are: Wir verstehen uns… (Profil, ls. 3-4), McKinsey berät...
(Unsere Werte, l. 2), McKinsey versteht… (Über McKinsey, l. 11).
2) Little use of attention-generating adjectives. The only expression that recurs is
(welt weit) führende (Front page, Profil, Über McKinsey).
3) On all pages (except the front page) Beratung appears in various derivations:
Topmanagement-Beratung (Über McKinsey), Berater/-innen (all excl. front page),
Unternehmensberatung (Über McKinsey, Unsere Werte), Beratungskompetenz (Über
McKinsey).
These primary indicators suggest a use of the informative function. Although, the
use of an implicit infinitive construction on the Unsere Werte page suggests that the
appellative function is in play. An example is: “(...), (um) die Leistungsfähigkeit ihrer
Klienten (...) zu verbessern“ (ls. 3-4). The infinitive construction is not a part of the
other pages and based on this, the primary indicators suggest that the use of the
appellative function is very limited.
The secondary indicators
The images on the front page include significant secondary indicators. The text:
“Erfahren Sie mehr” on the sixth image is a direct appeal to the recipient to perform
the act of learning more. It is actually the only place that the website appeals
directly to the recipient to perform a certain act. The use of the colours on the
changing graphic supports the appellative function, however understated: blue and
green colours, which have been identified as colours that signal credibility, are
dominant. On the remaining pages, the use of dominant colours is more obvious on
the Profil page with the green rectangular box that holds the headline for this page.
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This green colour is also used on the headlines on all the pages. However, due to
the very scarce use, it is fair to argue that this underlines a dominant appellative
function. Instead, the non-existing use of images that support the text and the non-
existing use of images of people that attempt to create ethos and/or pathos, argue
that the dominant function on the subpages is the informative.
Sub-concluding Remarks
Conclusively to the pragmatic level analysis, the informative, as well as the
appellative functions, are present. The primary indicators suggest that the
informative function is more dominant because textual indicators pointing towards
the appellative function are very few. It seems that the visual elements have almost
been completely disregarded and this understated approach actually supports the
informative function as the dominant function: no noisy visuals to cloud the
informative aim with the text.
6.4.5. TEXT STRUCTURAL ANALYSIS (TSA) - DANISH WEBSITE
The Danish website is closely linked to the global McKinsey website. For instance,
the About Us page on the site is directly linked to the About us page on the global
site. This fact in itself suggests that there is cohesion in the way the global and the
Danish websites communicate McKinsey communicated corporate identity. Also,
the Danish site is in English.
6.4.5.1. Grammatical Level (G)
FRONT PAGE
Recurrence
Copenhagen * 4 McKinsey * 5 We * 7 Our * 5
You * 5 Challenging * 2 People * 3 Professional * 2
Opportunity * 2 Career * 3 Recruiting * 2
Substitution
Advisers (l. 3) - consultants (ls. 9, 17)
Leaders (l. 3) - management (ls. 6, 9)
Career (ls. 9, 11, 28) - McKinsey experience (l. 18)
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Isotopies:
McKinsey as global and
successful partner
Trusted - success - reputation - the world - personal
A career with McKinsey Career - recruiting process - professional and social life -
career opportunities - recruiting events - application
process
Table 6.8.: Findings grammatical level analysis / Front page
This page introduces McKinsey Copenhagen. Copenhagen recurs four times and
McKinsey is mentioned five times. It is a text with a vast occurrence of we and you.
Words connected with career and recruitment appear repeatedly and as a result,
the two isotopies identified are about McKinsey as a global and successful partner
and a career with McKinsey.
FRONT PAGE ABOUT US This page links to the McKinsey global page About us.
Therefore, this page will not be included in this part of the analysis. The direct link
indicates a focus on the underlining of the close connection between the
Copenhagen office and the global headquarter.
HOME OUR WORK
Recurrence
Project * 3 We * 4 Our * 4 Work (noun) * 3
Work (verb) * 2 Impact * 2 Learn * 3
Substitution
Work (ls. 1, 6, 10…) - project (ls. 6, 14) - practices (l. 19)
Serve (l. 2) - help (l. 3)
Isotopies:
The McKinsey work Strategy - M&A, portfolio restructuring, industry and
functional practices - consultants - work - project
Dedication We serve - substantial and lasting impact - bring impact -
help
Table 6.9.: Findings grammatical level analysis / Front page Our work
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The most reappearing word in the limited text body is work. The substitution project
recurs three times. Again, the text is predominantly first person plural.
Furthermore, the texts include a heavy use of the imperative: Learn through,
Experience the..., Learn about, Learn more. The isotopies identified support the
headline Our work.
HOME OUR PEOPLE
Recurrence
People * 2 We * 3 Our * 6 You * 2
Consultant * 3
Partial recurrence
We - our - us
Derivations
Diverse (l. 4) - diversity (l. 21)
Commitment (l. 21)- committed (l. 3)
Valuable (l. 5) - values (l. 23)
Substitution
People (ls. 1, 3, 12) - hires (l. 6) - Associate position (l. 8) - consultant (ls. 13, 16, 18, )
- colleagues (l. 13) - junior associate (ls. 6-7)
McKinsey (ls. 14, 20) - us (l. 6)
Learn more (ls. 20, 23) - Get to know (l. 13)
Isotopies:
McKinsey people Master’s, Ph.D., MBA, advanced professional degrees in
engineering or science, legal and medical professions and
government, consultant, associate position, junior
associate
The best people Talented, best, advanced professional degrees
Table 6.10.: Findings grammatical level analysis / Front page Our people
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Once again the text body is limited. Nevertheless, the use of derivations and
substitution underline that the focus is Our people as the headline indicates. People
recurs only twice but substitution such as hires, associate position and consultant
* 2 emphasises the people focus. Attention-generating adjectives such as talented
and best along with advanced (professional degrees) emphasise the focus on hiring
the best.
Sub-concluding Remarks
The resumption structure on the Danish site reveals a text body which is
characterised by the use of first person plural and “you”. Also, the isotopies
identified clearly support the headlines of Our work and Our people. Resumption
structure variables such as substitution and recurrence reveal three sites which
have focus on the recipient through the vast use of you, on McKinsey as a place to
work and McKinsey as an experienced partner. Furthermore, the pages all make
use of imperatives which indicates a direct communication to the recipient.
Conclusively, the grammatical level analysis identifies a text that presents
McKinsey as an interesting place to work and as an experienced partner.
6.4.5.2. Thematic Level (T)
Front page
Resumption structure is revealed through the reappearance of Copenhagen and
McKinsey. Furthermore, the text is dominated by we and you. Words connected
with career and recruitment are repeated and subsequently, two isotopies about
McKinsey as a global and successful partner and a career with McKinsey were
identified in the grammatical level analysis. Furthermore, attention-generating
adjectives such as trusted, professional together with leaders and world emphasise
the purpose of presenting McKinsey as a leading, successful partner. This indicates
an aim of marketing McKinsey to the recipient - which supports the argumentative
approach. The repeated use of you and the appeal to read more appeals directly to
the recipient to seek more information and thus, the page also makes some use of
the descriptive approach.
Conclusively, two theme developments are identified:
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1. McKinsey as a solid partner.
2. McKinsey as a workplace.
Our Work
It was established that the most used word in the limited text body is work and that
the substitution project appears three times. Also, attention-generating adjectives
are implemented: leading, challenging, substantial, and lasting. Furthermore, the
text includes a profound use of the imperative: Learn through, Experience the...,
Learn about, Learn more. The isotopies identified support the headline Our work.
Accordingly, it is argued that the argumentative approach is dominant: the purpose
is to present the work as important and impact contributing. However, given the
fact that this site also encourages the recipient to seek more information, the
descriptive approach also has some significance.
Conclusively, one theme development identified which supports the headline:
1. The work of McKinsey.
Our people
The use of derivations and substitution emphasise the resumption structure and
furthermore, that the focus is Our people as the headline indicates. People appears
only twice but substitution such as hires, associate position and consultant * 2
highlights the people focus. Attention-generating adjectives such as diverse,
talented and best together with advanced (professional degrees) emphasise the
argumentative approach because the purpose is to market McKinsey as a place for
talents.
The second paragraph includes a summary of the background necessary in order
to apply for a job and thus, it can be argued to hold a descriptive function. The
imperative function is implicitly repeated through the links. Its purpose is to appeal
to the recipient to seek more information, and therefore the use of the imperative
argues in favour of the descriptive approach due to the tacit informational level. But
also, it argues for the argumentative approach because the purpose is to tell the
story and to communicate McKinsey in an approving light.
Conclusively, two theme developments are identified which both support the
headline:
1. McKinsey as a talented community
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2. The background/profile of the McKinsey people
Sub-concluding Remarks
In summary to the thematic level, there are two theme developments that reappear
on the pages:
McKinsey as an attractive workplace.
McKinsey as a talented community.
The thematic approach is concluded to be predominantly argumentative: the
content is produced with the purpose of marketing McKinsey Copenhagen to the
recipient. The use of we and you which has been emphasised both on the
grammatical and thematic level analyses, support this view. This way of
communicating is done to try to affect the recipient to perceive the company in a
complimentary light. However, it has also been established that the descriptive
approach is implicitly present due to the many links that encourages the recipient
to learn more. The links all contain more information and as a result, the site
indicates an acknowledgement that the recipients must be “fed” with business-
related informative content.
6.4.5.3. Pragmatic Level (P)
Due to the similarity of four pages, this part of the analysis will be performed on the
pages simultaneously.
The primary indicators which are prominent are:
1) Performative verbs. Examples are: We help, we focus (Front page ls. 5 and 7), We
serve, We work (Our work ls. 2 and 6), We are committed (Our people l. 3).
2) A significant use of superlatives and examples are: trusted, challenging,
professional (Front page ls. 3, 6, 8), leading, challenging, substantial (Our work, ls.
2, 3, 6), diverse, valuable, advanced (Our people ls. 4, 5, 9).
3) A significant use of the imperative function: seven examples on the front page (ls.
15, 17, 19, 24, 27, 29, 31), 11 examples on the Our work page (ls. 10, 12, 13, 14,
16, 18, 20, 21, 22, 23), and ten examples on the Our people page (ls. 12, 13, 14, 15,
17, 19, 20, 22, 23, 24).
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4) A considerable use of the first person plural. The narrative perspective is present,
though only in a few of the links to learn more, i.a. on the Our work page: Learn
about some of McKinsey’s industry... (l. 18).
The use of performative verbs indicates the presence of the informative function.
The texts seek to inform about McKinsey Copenhagen as a business partner and a
place to work. The use of the performative verbs is supported by a heavy use of we,
us, our and also you which on the other hand indicates the appellative function
because it creates a personalisation which is an attempt to appeal to the recipient
to perceive McKinsey as a place of people. The significant use of the imperative
function suggests an attempt to affect the recipient to perform a specific action and
that also supports the appellative functions. Finally, the use of attention-generating
adjectives support the appellative function as conspicuous based on the primary
indicators.
The secondary indicators that help identify the function of the pages are firstly, the
images in the top bar. It was established that the images in the top bar create a
sense of familiarity and personalises McKinsey Copenhagen, attempting to create
pathos. This suggests the use of the appellative function. With regard to the
colouring, it is predominantly blue with the ocean green colour supporting the top
bar. The colours thus attempt to create an ethos appeal of McKinsey as a serious
business partner. Finally, the vast use of images of people personalise the Danish
website: it gives the impression that the recipient is invited into the office. The
people are young, good looking males and females in business outfits. The attempt
is therefore to create an ethos appeal but also a pathos appeal due to the focus of
women. Conclusively, the secondary indicators identify the appellative function as
the dominant function: the main purpose is to affect the recipient to perceive
McKinsey in a favourable light. The informative function is not present.
Sub-concluding Remarks
The appellative function is dominant on the Danish website. Several factors
contribute to this conclusion; i.a. the use of we, us, our and also you because it
creates personalisation and a sense of familiarity; and the use of the imperative
function suggests an attempt to affect the recipient to perform a specific action. The
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dominance of images of people on the pages support the appellative function; it was
established that it was both attempted to create ethos and pathos.
The informative function is present via the identification of performative verbs. That
being said, it is not prevalent and the secondary indicators showed no sign of the
informative function.
6.4.6. SUB-CONCLUSION BASED ON THE TRIANGULAR MODEL
Function
The pragmatic level analysis of the German website identified two functions: the
informative and the appellative functions. It was concluded, though, that the
informative function was dominant and that the purpose of the German website is
to inform the recipient of McKinsey’s abilities. However, the inclusion of the
appellative function means that the second purpose is to convince the recipient to
perceive McKinsey as the reliable business partner.
The visual and aesthetic analysis supports the conclusion that the informative
function is prevailing due to the fact of the non-use of images. Also, it was
concluded that from a theoretical point of view the attempt to create ethos and/or
pathos is not achieved.
The pragmatic level analysis of the Danish website identified the appellative
function to be prevalent. Besides the attempt to affect the recipient to receive
McKinsey in a certain way, the Danish site also proved to be very focused on
attempting to affect the recipient to perform a specific action. This was done
through the use of links, use of the imperative and direct communication to the
recipient via “you”. It was also concluded that the informative function to some
extent is present via the identification of performative verbs.
The visual and aesthetic analysis supports this. The Danish site makes much use
of visual elements, more concretely images of people which dominate the pages and
support every text piece. It was established that this image use indicates a clear
attempt to create ethos and pathos.
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Situation
The senders are identified as the German McKinsey headquarter and the Danish
McKinsey office, respectively. More concretely, it is the McKinsey corporate
communication managers responsible for communication on the websites. The
German recipients are identified as B2B customers and other stakeholders relevant
to McKinsey’s success or failure. The identification is based on the function that
was identified as dominantly informative. The Danish recipients are identified as
future employees, B2B customers and other stakeholders. The identification is
based on the function that was identified as predominantly appellative with a very
strong appeal to the recipient to perform an act.
The linguistic and visual elements
In the German website analysis, it was shown that the use of recurrence was
mostly focused on derivations of Beratung and Klienten. Also, attention-generating
adjectives were close to non-existent. Furthermore, the use of visual elements is
scarce and so, it is only the front page that includes a graphic. This graphic
includes text to support and explain the images. Consequently, the text is the
centre of the German website and therefore concluded to be the main linguistic tool.
In the Danish website analysis, it became obvious that the textual bodies are
limited compared to the German website and that much space is allocated to
images. Also, the use of links to learn more dominates the pages inviting the
recipient to perform an act. The website gives the impression of inviting the
recipient into the office due to the images of people and the use of the direct
addressing of you.
6.4.8. CREDIBILITY GAP ANALYSIS
The identity is understood as the corporate identity (who or what is McKinsey?)
based on second hand information and external secondary source materials.8 The
profile is the communicated identity (what is it that McKinsey wants to
communicate?) of the organisation. The arguments are based on the website
analysis, more concretely on the overall findings and the concluding remarks of the
Triangular Model analyses. Therefore, it should be noted that the credibility gap
8 Consequently, this analysis is also based on the conclusions made in chapter 4, the presentation of McKinsey.
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analysis is based on the linguistic findings of this dissertation - and not on
McKinsey’s overall behaviour.
Identity
McKinsey is a global management consultancy agency working in a market where
success or failure is closely linked to the company’s reputation. The company has a
long history and has been in constant growth since its establishment in 1926.
Today it has offices in 90 different countries. Thus, McKinsey has the advantage of
a global reach. McKinsey’s customers are identified as B2B customers. The
company serves more than 70 % of the “Fortune 1000”. Also, the company is no. 17
on Fortune Magazine’s list of the 25 top companies for leaders. It is not a surprise
the Alumni network for former employees count a number of very influential people
in the world of business and politics (Foster, 2011). McKinsey is privately held and
is generally seen as a secretive and closed organisation (Cyran et al., 2011) - they
do not disclose any financial figures, they never talk about their clients, and people
speak of the “McKinsey mystique” (Hill, 2011, p. 1).
The company has a mission of retaining the best people to be able to service the
clients in the best possible way. McKinsey is built around the rules of Marvin
Bower, who was focused on working with the “(…) professional standards of a
leading law firm”(Dearlove & Crainer, 2003, p. 140): it is the Firm; its consultants
are associates; the jobs are engagements and the business is practice (Ibid.).
Finally, the company has created a an Alumni network for previous McKinsey
consultants; a network which can only be characterised as powerful due to the
many former McKinsey consultants who hold top positions in business and politics
(Foster, 2011).
Profile
The global website gives the impression that McKinsey wants to communicate an
identity of a globally leading, trustworthy business partner with a strong team of
dedicated consultants. Images of i.a. Bower and present managing director Dominic
Barton seek to create an ethos appeal together with the colour use of blue, which is
considered the “colour of trust and credibility”. The texts are dominated by short
and concise information with attention-generating adjectives. Modal verbs are
interwoven which gives the impression that the global website aims at presenting
McKinsey as a dedicated and proactive partner. The word help, for instance, is
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repeated across the pages. Overall, the website presents a large global organisation
which emphasises the importance of the best employees to create the best solutions
for the client.
The German website gives the impression that McKinsey Germany wants to
communicate an identity of a business consultant with knowledge. Derivations of
Wissen recur often and also implicitly knowledge is a focal point on the pages: It is
done through information about the German market conditions and also about
European market conditions. Also, business-related technical terms underline this
focus on knowledge as the central message. Furthermore, the use of attention-
generating adjectives is close to non-existent and the use of images as is the case
on the global website is not included in the pages analysed. Only the graphic on the
front page shows a direct aim to visually send a message, however this is done with
the help of dominant text paragraphs. Overall, the website presents a McKinsey
branch which emphasises the provision of information and furthermore, knowledge
and professionalism.
The Danish website gives the impression that the Copenhagen office wants to
communicate an identity that is focused on people. To underline this, images of
people in office situations characterise the pages and also, the text revolves around
career opportunities, recruiting events, and how it is to work in the Copenhagen
McKinsey office. Moreover, the people focus is characterised by the spotlight on the
recipient; you recurs a number of times and the use of this pronoun creates a
notion of familiarity and attempt to create a personal link between the sender and
the recipient. Furthermore, the website underlines a close link to the global
headquarter of McKinsey through the various links to the global site. This creates
the impression that the Danish office is a part of a global organisation. Overall, the
Danish website presents a McKinsey branch which emphasises McKinsey as both a
personal and interesting place to work and as an experienced partner with very
close ties to the McKinsey headquarters.
6.4.8.1 Concluding Remarks - Credibility Gap or not?
From a linguistic point of view, it can be concluded that McKinsey does not suffer
from a credibility gap. The actual identity (based on secondary data) does not
collide significantly with the identities communicated on the websites. Even though
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the three websites show differences and that they, at a glance, seem to have
different focal points, they communicate messages that support the actual identity
as it is presented based on secondary data.
6.5. DISCUSSION (STEP 4) The WVAA showed that the global website makes the impression that McKinsey
overall seeks to communicate an identity that encompasses credibility and
reliability as a business partner - and which has focus on the employees. The
German site seeks to communicate an identity of knowledge, credibility and a focus
on the services, whereas the Danish site communicates an identity of an
organisation that emphasises the importance of employees and a pleasant
organisational atmosphere. The WVAA also showed that the websites have different
approaches to the aesthetic standards and use different visual techniques to create
the ethos and pathos appeals attempted to affect the recipient. According to
Thorlacius (Thorlacius, 2007, p. 67), the aesthetics play a significant role because
they support the information purpose of i.a. a corporate website by creating the
profile of the sender. If this is true, then one could argue that the lack of visual
elements on the German website indicates that the website might fail its overall
purpose to affect the recipient to perceive McKinsey favourably? That being said,
one could also assume that the German website purposely avoids the use of images
of people, for instance, because the website managers have concluded that it would
take focus away from the essentiality: the communication of information about
McKinsey’s abilities as a business partner. Then again, Kent & Taylor argue that
the personal touch makes the website more effective from a public relations point of
view (Taylor & Kent, 1998, p. 323) rather than creating a distant site that may not
create the necessary link with the key stakeholders. If one follows this line of
thought, then the Danish site is more successfully on par with the global site which
emphasises the use of images to support the textual elements. One could conclude
that this is done with the aim of presenting the identity of McKinsey as an
organisation of people. This approach in fact underpins the mission statement
(http://www.mckinsey.com/About_us/Our_Values) which has people as a focal
point.
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The global site makes very much use of the dark blue as well as orange which
creates a harmonious colour choice due to the fact that they are complementary
colours. Studies show that this creates a more enjoyable experience for the viewer.
Again the Danish site follows this link, but the German site displays a very different
look. So what are the implications that the German website visually is so different?
From an aesthetic point of view the only link between the German site and the
global site is the McKinsey logo in the top left corner. One could argue that this is
sufficient - because it does produce the link. However, that being said it is a fact
that aesthetically there is no link between the German and the global sites. It can
be argued that this lack of aesthetic cohesion has the implication that the visual
communication fails to produce the link between the two sites. From a corporate
communicative theoretical point of view this could prove to be problematic if one
follows the line of thought of the literature who argues for a consistent
communication strategy - also for global organisations. But is it necessary to have a
distinct cohesive approach when communicating a global organisation’s corporate
identity? From a narrow corporate communication theoretical view, the answer
would be yes. The argument is that in order for the recipients to get the impression
of one image, one product, one service the communication needs to be consistent. -
Both in terms of linguistics and aesthetics (Cornelissen, 2011, p. 5). However,
another argument is that it is naive to believe that a global organisation can speak
with one voice and that forcing consistency and coherence will suppress innovation
and creativity (Kolstrup, 2010, p. 87). Linking to McKinsey, the analysis indicates
that the organisation has not initiated a one-sided communicative path to follow.
Even though, it has been argued that the websites to a large extent communicate a
one-firm image; still, the aesthetic line and to some extent the textual content do
not see this strategy through. Then again, it could be argued that although the
German website obviously is very different in style from the global site, it does, by a
long way, communicate the same content as the global site.
The cross-disciplinary use of central terms such as consultancy / Beratung, leading,
global, diversity, professional, people, and so forth, reveals a common denominator
that presents McKinsey mainly from an appellative point of view - but as it has been
revealed also with the information function as helper. Still, the three websites show
significant differences concerning the textual bodies - both in terms of content and
body structure. The parametric analysis of the global website revealed a site which
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1) had a vast use of attention-generating adjectives; 2) combined the use of the first
personal pronoun and the third person narrative; 3) displayed a strong cohesive
structure, and 4) generally had an appellative function. The comparative analysis
showed that the German site had an overall focus on the informative function and
that it mainly used the third person narrative to achieve this goal while placing very
little emphasis on attention-generating adjectives. The Danish site actually
displayed very little text compared to the German site; it used a direct address to
the recipient and was overall concluded to have an appellative function. What is
interesting is that the global site largely encompasses content that the Danish and
the German sites focus on, respectively. As an example, the global and the Danish
sites have a page named Our people. The German site does not. Instead, the
German site gives a thorough introduction to the work and business practices on
the Profil and Über McKinsey pages - just like the global site does it via the Overview
page. The Danish site very briefly introduces the work and then links to more
information, for instance directly to the global site.
Consequently, it is conceivable that the German and Danish sites, respectively,
have implemented content from the global website which fits the specific local
purpose. Thus, a cultural factor can be argued to play a role in this context.
Without getting into a cultural discussion on the differences and similarities of the
German and Danish websites, it is fair to argue that there are cultural factors that
play an important part when defining the content on a website. - For example the
choice of language. The German site is in German, which means that its recipients
are narrowly defined to the German-speaking markets. This language choice
indicates that McKinsey Germany acknowledges that communication in the native
language is a necessity in order to get the message across. However, it is the
author’s claim that the argument cannot be proficiency related because according
to EF EPI, the Germans rank number 8 in the world when it comes to English
proficiency (Education First, 2011, p. 5). What is fascinating, then, is that the
Danish site is in English. According to Dansk Sprognævn (Danish Language
Council), the Danes are in fact not as keen on English as we would perhaps like to
think (Faber, 2010) (1 2008dr.dk/P1, 2008). Even so, the Danes rank no. 3 on the
English proficiency index (Education First, 2011, p. 5). Therefore, the main reason
for the use of English is rather that website speaks of serving both Denmark and
the rest of Scandinavia
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(http://www.mckinsey.com/locations/Copenhagen/our_work.aspx). This implies a
broader business perspective and makes one wonder whether the Danish office is in
direct competition with its Norwegian and Swedish colleagues?
Another interesting parameter to discuss is the way the sites address the recipient.
The global site charts a course which mainly uses the first personal pronoun, but
which also uses the third person narrative for informational purposes. In chapter 2
it was demonstrated that scholars argue that the use of the first personal pronoun
helps establish a more personal corporate identity and that it represents the
corporate culture and thus, the corporate image (Candlin & Gotti, 2004, p. 165)
(Garzone & Sarangi, 2007, p. 238). Therefore, it could be argued that the
predominant use of the third person narrative on the German website creates a
distance that does not correspond to the course charted by the global website.
However, the site does include the use of the first person pronoun occasionally and
therefore; it is conceivable that the German site seeks to communicate the identity
without compromising on the cultural aspect. It has been touched upon that
literature has shown that quality of information is very important to European
recipients (Chakraborty et al., 2005, p. 420) and thus, one could assume that this
decreases the need for the “personalisation”. However, the argument becomes
untenable given the results drawn from the analysis of the Danish website. What is
significant is that Danish site through the vast use of we and more importantly of
you creates the personal identity to a much larger extent than the global site - and
even more when comparing it to the German site. Another angle would be to argue
that the vast use of personalising elements on the Danish site such as the
imperative, the direct addressing, people and office images moves the site so far
away from the way of communicating the corporate identity on the global site that it
fails the coherence aspect. On the other hand, it has been concluded that the
Danish site nevertheless communicates the central elements that the global site
focuses on and furthermore, it does link to global site and in this way it creates the
close link to the organisation as a whole.
It has been established that McKinsey has the goal of upholding a one-firm image
(Wetfeet Inc., 2004, p. 33). Furthermore, that every office and consultant, despite
location, will act uniformly and that the McKinsey template is that no matter where
in the world, you contact a McKinsey consultant, you can expect the same level and
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the same product (Singh, 2001). This is interesting when linking to the website
analysis: because if McKinsey has such a stern focus on a consistent image: why
are the websites not directly reflecting this? There is no simple answer to this
question; many parameters can be included and discussed. From a strictly
linguistic point of view, it can be argued that it is possible to have semantic
congruity even though the syntactic elements are not identical. The analysis
revealed that the global site from a linguistic point of view focuses on the knowledge
and expertise aspects as well as the people aspect. The Danish site has an overall
focus on the people aspect, also on the Our work page, whereas the German site
has an overall knowledge or expertise aspect and not much time is spent on the
people aspect. Furthermore, it was in the credibility gap analysis concluded that
despite the different content and linguistic approaches, the three websites in
general succeeds in communicating the actual identity of McKinsey. Linguistically
speaking, it can thus be argued that the three websites communicate the corporate
identity with three different sets of linguistic tools.
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7. CONCLUSIONS Four sub-questions were set up to help answer the main research question. The
following paragraphs take them up and provide answers before the final conclusion
to the problem statement of this dissertation will be made.
1. What is communicated corporate identity? Further, what does the communication
of an organisation’s communicated corporate identity (via its website) entail?
The first part of this dissertation presented and discussed several aspects and
elements in connection with the construct of corporate identity. They show that a
variety of corporate identity views and definitions exist. The corporate identity was
defined as the overall corporate profile communicated by an organisation, i.a.
values, vision, products, and services (Argenti, 2007, p. 55). Furthermore, it was
concluded that the semiotic view that the corporate identity consists of signs fits
this dissertation. Furthermore, the AC2ID Framework proved to be central in the
process of identifying the communicated corporate identity as focal point of this
dissertation. The communicated corporate identity was identified as the
“controllable identity” and not to be confused with the actual identity.
Communicating via the corporate website includes the communication to the key
stakeholders and holds a number of central parameters to be aware of in order to
secure the successful communication; among others linguistic style and tone, the
graphic-aesthetic expression, and the structure.
2. Which contribution can the linguistic angle offer to an analysis of a company’s
communication of its communicated corporate identity via its website?
The first part of this dissertation presented and discussed key elements of
linguistics relevant for this dissertation, and it was shown how various theoretical
variables can help provide a solid foundation for a website analysis. The linguistic
angle makes it apparent how and to some extent why the organisation is
communicated in the way that it is. Furthermore, through the discussion it was
made evident that language is central when communicating a message via the
corporate website; it ultimately determines the theme and thus, the function or
main aim of the text. Examples are the use of the first personal pronoun as opposed
to the third person narrative, the use of resumption and attention-generating
adjectives.
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3. What are the communicated corporate identities of the global, the German, and the
Danish McKinsey websites?
The discussion in section 6.5 as well as the credibility gap analysis provided an
answer to this question. Overall, the global website communicates an identity of a
global leader with an emphasis on people, world-impacting issues and solving cases
for clients, whereas the German website communicates an identity of a company
with knowledge and insight more than it focuses on branding the “global leader”
aspect. The Danish site gives an impression of having a focus more on presenting
the office than the company. However, links to the global McKinsey site underlines
the strong link between the Danish sub-branch and the headquarters.
4. Is congruity present if a message is communicated in different ways visually and
textually but the meaning is essentially the same?
The discussion of the findings showed that congruity is present even though
different linguistic tools - both visually and textually - are used. It was evident that
the German site for instance used the informative function to a much larger extent
than both the global and the Danish sites. Therefore, it can be concluded that even
though the syntactic structure and to some extent the semiotic elements are not
identical, the semantics of the texts can still be coherent - thus, creating the
congruity.
This leads this dissertation to the conclusion to the main research question:
From a corporate identity theoretical and linguistic point of view, based on
the global, German, and Danish McKinsey & Company websites: is there
congruity in the way that McKinsey & Company communicates its
communicated corporate identity?
Gee’s discourse analysis is a relevant starting point for providing the concluding
remarks. The discourse shows that the language - both visually and textually - is
used differently on the three websites. The German and Danish in different ways
use elements that the global site presents. However, the Discourse shows that the
German and Danish websites succeed in communicating an overall identity of a
business partner with knowledge, global reach and with a stern focus on having the
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right people. - The identity that was identified as the communicated identity of the
global website. The credibility gap analysis supports this conclusion as it was
recognised that the corporate website communication(s) do not suffer from a
credibility gap. Consequently, there is congruity in the way that McKinsey &
Company communicates its corporate identity via the global, German, and Danish
websites.
7.1. LIMITATIONS Regarding the validity and credibility of this research it is important to take into
consideration that the analysis is a result of interpretation. This means that the
research is built on the author’s subjective evaluations. In order to secure a neutral
observational approach, the implementation of internationally acknowledged
literature has been applied. However, it should be noted that the author’s
presuppositions and cultural background can be argued to have had an impact on
this dissertation and the final results. In order to live up to the hermeneutic quality
demands, every step of the research process has been accounted and argued for.
Concretely, it was done through meta-communication and explanations of the
structure and method.
This dissertation has some limitations. First of all, the closedness of McKinsey as
an organisation has meant that (as it was mentioned in section 1.3.) it was
necessary to take a sender-oriented approach. The approach fitted the linguistic
method, however, it has had the implication that the recipient-oriented has been
left out. Thus, no analysis has been performed to test the results identified in the
linguistic analysis. This could have been relevant due to the argument is that it is
through the encounter of a company’s communication about the product and the
brand that key stakeholders create their own understanding of the company’s
identity. Therefore, such an analysis could have contributed to a more
comprehensive and credible analytic result.
Secondly, the closedness had an implication on the validity of the credibility gap
analysis. It was necessary to conduct the analysis based on second-hand material;
if primary source material had been included, the author acknowledges that it
would provide a more credible data foundation.
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Moreover, the decision not to include the cultural aspect can be regarded as a
limitation. Even though, the overall text linguistic scope did not as such call for a
cultural angle on things, the inclusion could have contributed to a broader angle
and also an understanding of the reasons for the choice of communicative tools on
the websites.
7.2. IMPLICATIONS & FUTURE RESEARCH
This dissertation fills a gap in existing literature on the analysis of corporate
websites. The method developed investigates the corporate website from a sender-
oriented view, and it places linguistic theoretical methods in the centre. As a result,
a text analytic model for analysing the corporate website from a linguistic point of
view has been developed. The model can be applied by 1) communication
practitioners who want to have a stern focus on the congruity of the sender’s
communication, and 2) scholars with an interest in developing this type of
framework even further.
The method may be applied to other types of websites; i.a. B2C websites and other
lines of businesses where the credibility of the organisation’s communication is just
as important. The amount of research within the field of linguistics and corporate
communication is limited; therefore, it could be argued that it is an area that calls
for further analysis, discussion and perspectives. The framework and method can
also be applied to an image analysis if recipient interviews are implemented. This
would create the foundation for an in-depth reception analysis.
Furthermore, the analysis inspires to further investigation of the aspect of culture
and the theme of global/glocal/local. McKinsey & Company is a global organisation
with subsidiaries all over the world. It would be fair to assume that they are
dependent on the balancing of the global and local reputation, which is a huge
managerial challenge even though “the world has grown smaller”. An interesting
question to ask would be whether culture is important when constructing the
corporate communicative online platform? Or if the world has grown so global that
we can stay globally focused and disregard the local aspect?
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APPENDIX
APPENDIX 1 - The global McKinsey Website
Website pages with notes
Screen dumps without notes
APPENDIX 2 - The German McKinsey Website
Website pages with notes
Screen dumps without notes
APPENDIX 3 - The Danish McKinsey Website
Website pages with notes
Screen dumps without notes
APPENDIX 4 - Transcripts of Mails to McKinsey
APPENDIX 5 - Collage of Northern European websites
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APPENDIX 1 - The global McKinsey Website
Website pages with notes
Screen dumps without notes
Page 116 of 119
APPENDIX 2 - The German McKinsey Website
Website pages with notes
Screen dumps without notes
Page 117 of 119
APPENDIX 3 - The Danish McKinsey Website
Website pages with notes
Screen dumps without notes
Page 118 of 119
APPENDIX 4 - Transcripts of Mails to McKinsey
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APPENDIX 5 - Collage of Northern European Websites
