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Strategy of CSR Storytelling with the application of Greimas Actantial Model -focusing on Hyundai Motor Company's CSR website

그레마스 행위소 모델을 통해 본 기업의 CSR스토리텔링 전략-현대자동차 CSR홈페이지를 중심으로

  • 홍숙영 (한세대학교, 미디어영상학부)
  • Received : 2016.07.26
  • Accepted : 2016.10.20
  • Published : 2016.10.28

Abstract

This study is designed with an intention to understand CSR story strategies that the corporates use, focusing on analyzing the method of composition of Hyundai Motor Company's CSR website stories. When analyzing based on interactivity, ease of use, newest, and informativity, interactive dialogue feature was mostly lacking. It is not the most up-to-date data and lacks the newest. However, as sharing information feature was presented, information spread quickly. When applying Greimas' Actantial Model into the 'CSR News' that conveys the news about corporate philanthropic activities, it turned out that the CSR strategies were authenticity, consistency and flexibility. When doing CSR storytelling, a corporate should not only use pre-existing executives and staff members but should use new icons including civic organizations and the youth if possible, and perform its role as a supporter. At the same time, a corporate must build strategical storytelling to the new values and engage in systematic corporate philanthropic activities that meets the need of the time period.

Keywords

CSR;Storytelling;Story Strategy;Greimas Actantial Model;Authenticity

Acknowledgement

Supported by : 한세대학교

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