Title page for ETD etd-07092002-201906


Type of Document Master's Thesis
Author Jiang, Jing
Author's Email Address jijiang1@vt.edu
URN etd-07092002-201906
Title Linking East with West: Websites as a Public Relations Tool for American and Chinese Banks Operating in a Culturally-Evolving Chinese Society
Degree Master of Arts
Department English
Advisory Committee
Advisor Name Title
Tedesco, John C. Committee Chair
Dubinsky, James M. Committee Member
Holloway, Rachel L. Committee Member
Keywords
  • Website
  • Banks
  • Chinese culture
  • American culture
  • Two-way Symmetrical Public Relations
Date of Defense 2002-06-13
Availability unrestricted
Abstract
In this thesis, three websites are explored in-depth and serve as a case study for an intercultural comparison of websites as public relations tools. The websites of Industrial and Commercial Bank of China (ICBC), Shanghai Pudong Development Bank (SPDB), and Citibank were evaluated for this specific study because they represent three models of current banks operating in a culturally-evolving Chinese society. The two-way symmetrical model of public relations and the personal influence model have provided basic framework for this thesis. To establish the two-way symmetrical public relations via the website, these three banks employ different public relations strategies due to the different organizational structure and operating systems. In addition, culture has played an important role for banks to build relationships with their various publics. Specifically, Confucian ideology, the foundation for Chinese culture, provides insights for this thesis. To cater to the publics, ICBC adhered more strictly to Chinese culture norms, while SPDB's website is a reflection of a hybrid of Western and Chinese culture. Moreover, although Citibank does not make many efforts to culturally cater to its Chinese publics, Citibank successfully built its reputation and image through building a business-oriented and expert website.
Files
  Filename       Size       Approximate Download Time (Hours:Minutes:Seconds) 
 
 28.8 Modem   56K Modem   ISDN (64 Kb)   ISDN (128 Kb)   Higher-speed Access 
  part1.pdf 4.20 Kb 00:00:01 < 00:00:01 < 00:00:01 < 00:00:01 < 00:00:01
  part2.pdf 14.83 Kb 00:00:04 00:00:02 00:00:01 < 00:00:01 < 00:00:01
  part3.pdf 554.05 Kb 00:02:33 00:01:19 00:01:09 00:00:34 00:00:02

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