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

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

Authors
Shuyue Luo1, *
1The Faculty of Arts, The University of Melbourne, Melbourne, 3010, Australia
*Corresponding author. Email: 987596843@qq.com
Corresponding Author
Shuyue Luo
Available Online 7 May 2025.
DOI
10.2991/978-94-6463-706-9_36How to use a DOI?
Keywords
Corporate Culture; Internal Communication; Communication Mechanism; New Media
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.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2024 2th International Conference on Economic Management, Financial Innovation and Public Service (EMFIPS 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
7 May 2025
ISBN
978-94-6463-706-9
ISSN
2352-5428
DOI
10.2991/978-94-6463-706-9_36How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Shuyue Luo
PY  - 2025
DA  - 2025/05/07
TI  - Research on the Internal Communication Mechanism of Corporate Culture in the New Media Era
BT  - Proceedings of the 2024 2th International Conference on Economic Management, Financial Innovation and Public Service (EMFIPS 2024)
PB  - Atlantis Press
SP  - 398
EP  - 406
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-706-9_36
DO  - 10.2991/978-94-6463-706-9_36
ID  - Luo2025
ER  -