The Corporate Video and Achieving Social Acceptance of the Institution: A Semiological Analytical Study of the A-TECH Corporate Video

Abstract

The institution relies on relationships with its audience in the development of its economic, especially customers, as they constitute its ultimate target. One of the fundamental principles governing the establishment of these relationships is engaging in communication to provide them with accurate information about its activities. Among the most essential communication methods that have become necessary and utilized by institutions, particularly with the prevalence of the Internet, are "corporate videos."

Based on that, this study aims to examine how corporate videos contribute to the acceptance of the institution by its audience in the global community it engages with through digital corporate videos. We have identified the acceptance domain to diagnose it in two dimensions: social and cultural. To achieve this, we conducted a semiotic analysis with a socio-communicative perspective on a purposive sample represented by the corporate video of A-TECH Algerian, a producer of personal protective equipment against risks and fire-fighting. We relied on the intellectual foundations of Heider's balance theory. Through this study, we have reached the following important results:

- A-TECH institution appears in the video, emphasizing its social and spatial belonging, and showcasing its inclination towards advanced ideas and technology.

- The cultural identity of the institution as depicted in the video, combines local values referencing the society to which the organization belongs (Algeria), as well as elements resulting from interaction through communication technology.

In conclusion, we were able to confirm the state of balance achieved by the symbolic messages contained in this video concerning the beliefs and attitudes of contemporary society, which expands the domain of acceptance and reduces the domain of rejection.