Abstract:

Our hypothesis is that "corporate" communication is sub-divided in three entities which enact different rationalities: the discourse of the enterprise, of a legal and economic nature ; the institutional discourse, of a political and ethical nature ; and the discourse of the brand, self-referring and addressing the desire of the receiver. The globalization of corporate communication has as its essential goal the translation of the identity of the enterprise into the different levels of communication, for both the internal and the external public. Global communication is a fundamental element of strategic investment. Its mastery is not marginal in the art of governing, but of central importance. Neither complexity nor dissonance should be shunned.