Corporate Culture Versus Organizational Identity: Implications for Media Management

Abstract

The concept of organizational identity differs from that of corporate culture in that the perception of the organization by external actors takes on central importance. While the mass media define themselves through external actors—in this case their audience—research on media management has not, paradoxically, recognized the utility of the concept of organizational identity. Our present research aims to enter this unexplored territory of investigation by examining the structuring and conservation of the organizational identity of a pan-Arabic television channel dedicated to children. This study investigates the role of management in the media by showing the factors of identity that contribute to the reputation of a media organization as well as the role played by the facets of identity in establishing the editorial line. It concludes with the interdependence of the editorial promise and the organization’s reputation in satisfying an audience.

Key Words:

• corporate culture
• organizational identity
• reputation
• management
• media