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Research on the Internal Communication Mechanism of Corporate Culture in the New Media Era

In: Proceedings of the 2024 2nd International Conference on Economic Management, Financial Innovation and Public Service (EMFIPS 2024)

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  • Shuyue Luo

    (The University of Melbourne, The Faculty of Arts)

Abstract

The continuous updating of new media technology has changed the communication method of corporate culture. To explore the impact of new media on the internal communication mechanism of corporate culture and the reconstruction of corporate culture, the communication content of the WeChat subscription established by Bank A for employees was investigated through text analysis, interviews, and participant observation. Besides the previous research, three new mechanisms and their cross-functional relationships were proposed: indirect induction, persona shaping, and grassroots feedback. It was found that in the internal communication mechanism of corporate culture under the new media situation, “indirect placement” replaced “direct propaganda,” “two-way interaction,” iterated “single-line communication,” and “identity recognition” was accompanied by “cultural recognition.” The boundaries between internal and external communication of corporate culture are disappearing.

Suggested Citation

  • Shuyue Luo, 2025. "Research on the Internal Communication Mechanism of Corporate Culture in the New Media Era," Advances in Economics, Business and Management Research, in: Peng Dou & Keying Zhang (ed.), Proceedings of the 2024 2nd International Conference on Economic Management, Financial Innovation and Public Service (EMFIPS 2024), pages 398-406, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-706-9_36
    DOI: 10.2991/978-94-6463-706-9_36
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