Globalization and Webpage Analysis: A Social Semiotic Approach
Corporations and governments are increasingly becoming global players due the nature of the economic, social and political convergence of international markets. This requires organizations to make decisions on everything from product design, production and delivery challenges. Further, corporations must have coordinated strategic and business level strategies to take advantage of such opportunities. The present paper will discuss one of the implications of this globalization relating to the communication and marketing efforts of a globalized strategy.
Developing corporate websites to address local markets represents a challenge for today’s global businesses. Taking a social semiotic approach to this issue, the present paper compares corporate websites between English and Spanish speaking countries and discusses how local cultural differences impact on the corporate message presented using the Internet as an advertising media, as well as on the website’s layout, language and visuals.
Keywords: Globalization, Communication, Social Semiotics, Websites, Corporate Strategy
Dr. Hilary Becker
Assistant Professor, Sprott School of Business, Carleton University