ASAMBLEA CONSTITUTIVA

To provide a research framework for this thesis, it was important to carry out a review of existing analytical frameworks to understand how they tie into this research and also to highlight any gaps in the existing frameworks. The main frameworks reviewed to determine a fit to this research where Hofstede’s culture framework, Edward Hall’s High and Low Context culture categorisation and the findings from the GLOBE study. Based on the review of these existing frameworks, the researcher identified that the criteria set out in the various existing frameworks do not really deal with questions of semiotics such as what symbols and images are being represented on websites, particularly Oil and Gas websites. This supports previous research on company websites (Koller 2007) which identified similar shortcomings of not finding suitable criteria from the existing cultural dimensions. It was therefore important to come up with a framework which would provide clarity to the main theoretical concepts being investigated and also fill the existing gap for a framework specifically suited the Oil and Gas industry.

As this research studies language and culture as two separate subjects, the researcher decided to build two separate frameworks: the first for the semiotic and linguistic analysis and the second for the culture and design analysis of the websites. The criteria for the frameworks were derived primarily from the existing frameworks of Hofstede, Hall and the GLOBE theory. This was further adapted and supplemented with the addition of criteria based on secondary literature where these frameworks have been used for similar research on websites, as well as specific criteria which are more relevant to the Oil and Gas industry. Also taken into consideration is the fact that most Oil and Gas websites are used for promotion and dissemination of information rather than for retail purposes which is the area on which other research frameworks have been based on. The following frameworks were therefore created to be used for this research.

4.4.1 Semiotic and Linguistic Framework

The semiotic and linguistic framework involved each website being evaluated by language related criteria such as translation, the number of language options available, differences in language used for communication and localisation practices. In order to effectively carry out this analysis, the framework was divided into two main sections based on criteria identified by the researcher which were relevant to the study and similar research carried out by Koller (2007) and Chiaro (2004) on semiotic translation. The intersemiotic framework was mainly based on adapted components created to respond to the research questions while the majority of the analysis in the intrasemiotic translation framework was carried out based on De Swaan’s (2001) language classification as identified below:

1) Intersemiotic Framework

 Intersemiotic image analysis of corporate websites with language options.  Language used on corporate website/country websites – French case study.  Extent of translation and localisation of websites – French case study.  Extent of adaptation of websites to suit local culture and language needs.

 Analysis and comparison of the Francophone websites with the corporate website.

2) Intrasemiotic Framework

 Language options on corporate websites – (Crystal 2011).  Language use on country specific websites – (De Swaan 2001).  Language options on country specific websites – (De Swaan 2001).  Image analysis of country specific websites.

4.4.2 The Cultural and Design Framework

According to Singh et al (2005 p. 132), to study “the web as a cultural document we need a conceptual framework that is grounded in theory, integrates diverse cultural perspectives, is empirically validated, and explains culture-level variation in the depiction of values, beliefs and symbols of a society”. Singh and Matsuo (2004) in their research also identified that language and culture were the main reasons for major cultural differences in content and design features of websites. The design analysis section of this research focused on the presentation and navigational features of the websites while the cultural component focused on the information that was included in each website. That is, the type or trend of information included on these websites. Each of the dimensions studied in each component are discussed in more detail in the analysis section of this Thesis.

Following a detailed literature review, it was identified that to understand the localisation practices in the Oil and Gas industry, there was a need to create a framework specifically positioned to respond to the research questions. Most of the components of the cultural and design framework were based on a hybrid following a review of Hofstede’s culture frameworks, the GLOBE theories and Hall’s High and Low context culture classification. Other components were based on secondary research works which had used these theories as basis for analysis and also based on components that are more specific to the Oil and Gas industry. The main objective was to understand the extent of cultural adaptation on these websites and to possibly class these websites into broader categories that are more relevant to the Oil and Gas industry. The framework used for analysis and their sources are as detailed in Figure 9.

GEERT HOFSTEDE

Singh (2002) in his research on Power Distance highlighted that websites would place more emphasis on rank or prestige, testimonials and pictures of CEOs). Based on this, the following components were identified:  Representation of managerial

expertise Representation of

technical expertise

GLOBE

Based on GLOBE’s framework on Gender Egalitarianism, the following component was identified:

 Gender Representation

EDWARD HALL

Based on Würtz’s (2006) cultural analysis of websites, the following components were identified:

 Fully designed website and plain websites

 Standardised website layouts  Use of animations or multimedia

ADAPTED/ OIL & GAS SPECIFIC

Components were derived from secondary sources based on Oil and Gas specific requirements:

 Use of celebrities/celebrity endorsements – (Koller 2007)

 Country specific website/domain name – (Singh and Pereira 2005)

 Grouped or regional website strategy – (Oil & Gas specific).

 Representation of local content information – (Oil & Gas specific).

 Image building/CSR (Local promotions, Sponsorship of local events, representation of achievements) – (Oil & Gas specific).

 Culturally relevant images and symbols e.g flags and colour – (Barber and Badre 1998).

 Image of local iconic locations – (Koller 2007).

 Representation of motor vehicles – (Oil & Gas specific).  The use of Company Logos – (Shin and Huh 2009).  Depiction of animals – (Oil & Gas specific).

 Use of local office buildings/petrol stations – (Oil & Gas specific).

 Use of historical symbols and images – (Koller 2007).  Environmental sensitivity– (Oil & Gas specific) Figure 9: Derivation of Culture and Design framework from the literature

4.4.3 Procedures Used For Website Analysis

The main stages of the website analysis were as detailed below:

The main unit of analysis in this research was the first page or home page of each company’s website. In some parts of the research, it was necessary to go further and analyse hyperlinks which provided more information such as links which lead to local content information and company reports. These hyperlinks gave access to the country specific websites for each company which were also units of analysis in certain sections of

the research. Each company’s home page was accessed using their dot.com web address and saved for further reading and analysis. Links to other languages or country websites were also identified from the company home page. Each available link was followed to determine which language or languages was used and to check for links that were available to help people either access other languages or return back to the home page.

A detailed analysis of the home pages and country specific websites of the companies was carried out in order to understand the trends and patterns that exist in the language use of Oil and Gas websites on their internet web pages. The home page in this study refers to the initial page a user sees once the user logs on to the home page or the country specific websites. This process helped the researcher to identify and list out the themes that were showing up on the websites studied. An analysis of all the country specific websites was also carried out and all the websites were viewed page by page. Particular attention was paid to the corporate home page which was the main focus of the research. Analyses were also carried out of the country specific and regional websites.

All the websites studied were classified and grouped according to language regions in order to highlight any variations or similarities in language used. A linguistic analysis was then carried out on the headquarters (dot.com) websites, together with country-specific and regional (sub-national) websites (in the case of countries with more than one language). This analysis was carried out in order to identify the languages which the websites were created in. The dot.com page in this research refers to the main page corporate headquarter site and the site from which users can have access to other country sites.

An analysis was carried out on the websites to identify the semiotic translation strategies used on these websites and the reoccurring themes and methods of translation with the main focus being on Francophone websites. For this analysis, French speaking countries or regions represented amongst the company websites studied were identified mainly through links on the company’s main corporate page. A further analysis was carried out to identify the number of French language websites in each region. A comparison of the website content in the local website and that of the main corporate website was carried out. Cultural aspects such as images and local news stories that are relevant to the French culture were identified as well as visual elements that are culturally significant such as colours.