Corporate video as a channel for communicating sector identity. The case of mining
DOI:
https://doi.org/10.31637/epsir-2024-878Keywords:
audiovisual communication, corporate identity, corporate video, externa communication, internal communication, mining, public relations, Sustainable Development GoalsAbstract
Introduction: In terms of corporate identity, each organization has its own features, but when analyzing a specific sector as a whole, a common identity might also be found. The aim of this article is to analyze the identity projected by the global mining sector through the corporate videos of its leading companies. Methodology: A descriptive study was conducted using a quantitative methodology based on content analysis applied to the corporate videos of 36 major mining companies. Results: The selected videos show some common characteristics, such as greater presence of employees or the inclusion of women in a traditionally male-dominated sector. Discussions: As in other sectors, the use of corporate videos in mining companies aims to communicate a certain identity. However, in this case, it does not generate high levels of interaction. Conclusions: Therefore, corporate video is a communication resource that allows companies convey their identity both individually and at a sector level.
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