‘Using the Right Words’: Rebranding Organizations Through Digital Lexicographic Information Platforms

Patrick Leroyer, Henrik Køhler Simonsen

Research output: Contribution to book/anthology/report/proceedingBook chapterResearchpeer-review

Abstract

Even more so in the digital, multimodal age, and in a constantly changing en-vironment, words, and particularly specialized words, still seem to have the pow-er to play a normative and constitutive role in the processing of organizational communication flows. In this light, this paper presents what we call lexicograph-ic meaning construction processes (hereafter LMCPs) in connection with the im-plementation of digital lexicographic information platforms (hereafter DLIPs) in companies and organizations (hereafter C&Os). DLIPs aim at helping C&Os pur-sue their mission and develop their branding efforts. In times of digital change and change communication, the strategic role of such platforms appears to be quite noticeable. The digital revolution in terminology and lexicography in gen-eral has now made it not only possible but also highly relevant for C&Os to de-velop their own, tailor-made, DLIPs to realize mission and branding actions in accordance with their communication and knowledge needs. DLIPs can be seen as the new fully digitalized generation of in-house terminology databases, often multilingual, in which the technical, specialized vocabulary of a C&O, in one or several languages, is stored and can be accessed by staff and/or can be integrated into language technology systems (machine translation, AI text generation).
For the purpose of this discussion, the digitality of DLIPs is taken as a starting point. Analogue – or paper/printed as it were – collections of dictionaries and glossaries are not used extensively in organizational contexts any longer, which puts digitalization at the centre of lexicographic information platforms. Although similar LMCPs must be involved in the development of paper/printed works, the major difference lies in the organizational embedment since DLIPs involve staff and management in all phases: design, implementation, use and updating, and eventually replacement or shutting down. DLIPs are not simply data repositories recording the vocabulary of a C&O in multiple fields (technical, marketing, or-ganization), they also feature interactive functionalities, including the possibility for editors and users of the platform to communicate on the design and content of the platform, suggest new words and articles, comment on meaning explana-tions etc. Consequently, previously well-established boundaries between termi-nology, lexicography and corporate communication have been blurred, as central elements of the three disciplines have merged into a new, emergent discipline, which we here will refer to as corporate lexicography. Our discussion is based on the case study of three DLIPs that bring evidence to how LMCPs trigger and frame change communication in C&Os: TDC A/S, Copenhagen Zoo, and BIVB, the French Vins de Bourgogne wine board.
Original languageEnglish
Title of host publicationWerbung und PR im digitalen Zeitalter : Grenzen, Übergänge und neue Formate
EditorsMartin Nielsen, Marianne Grove Ditlevsen, Anne Grethe Julius Pedersen
Number of pages24
Place of publicationWiesbaden
PublisherSpringer Fachmedien Wiesbaden
Publication dateMar 2023
Pages307-330
ISBN (Print)978-3-658-38936-9
ISBN (Electronic)978-3-658-38937-6
DOIs
Publication statusPublished - Mar 2023
EventEUKO: 20th International and Interdisciplinary Conference of the Research Network „European Cultures in Corporate and Business Communication“ – “Europäische Kulturen in der Wirtschaftskommunikation” (EUKO) - Aarhus University, Aarhus C, Denmark
Duration: 12 Nov 202014 Nov 2020
https://conferences.au.dk/euko2020/

Conference

ConferenceEUKO
LocationAarhus University
Country/TerritoryDenmark
CityAarhus C
Period12/11/202014/11/2020
Internet address
SeriesEuropäische Kulturen in der Wirtschaftskommunikation
Volume34

Keywords

  • Organizational lexicography
  • Corporate branding
  • Terminological sense making

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