Home > Research > Publications & Outputs > An ideological content analysis of corporate ma...

Electronic data

  • sem_2015_0115_1_

    Final published version, 1.46 MB, PDF document

    Available under license: CC BY-NC-ND: Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License

Text available via DOI:

View graph of relations

An ideological content analysis of corporate manifestos: a foundational document approach

Research output: Contribution to Journal/MagazineJournal articlepeer-review

<mark>Journal publication date</mark>01/2016
Issue number208
Number of pages23
Pages (from-to)79-101
Publication StatusPublished
Early online date5/11/15
<mark>Original language</mark>English


This project involves a socio-linguistic look at corporate discourse in the form of “mission statements.” The analysis is performed by utilizing the foundational document model (FDM) as a theoretical framework for performing ideological content analyses. The FDM is a semantic grammatical model consisting of five sociological categories (ethical norms, folklore narrative, utopian schemes, strategic planning, and role attribution). Stark contrasts are observed between manifestos produced by the two most successful companies in the soft beverage industry (Coca-Cola and PepsiCo.). The comparative analysis performed in this study shows great potential regarding a possible extension and application of the content-analytical framework for those primary texts used when mobilizing collective action.