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Abstract

Research background
Corporate ideology is perceived as a set of fundamental beliefs held by company members about how the company and its members should behave in relation to one another and the outside world. In this paper, corporate ideology is treated as the basis for creating an organization's identity and as an extremely important factor in its success.


Purpose
The aim of this paper is to analyze the corporate ideologies of banks operating in the Republic of Croatia, to classify different ideologies, and finally, to determine what kind of identity the surveyed banks communicate through their corporate ideologies.


Research methodology
A comparative and content analysis are applied as qualitative methods of research of an interpretative character.


Results
The corporate ideologies of two of the analyzed banks (ZABA and Erste) are described as social institutionalism, and PBZ's ideology is labeled as social corporatism. Detected corporate ideologies do not serve to build the authenticity of banks' identities.


Novelty
The main novelty of this research is in the methodology of reaching corporate ideologies. Unlike previous works on corporate ideology, in this paper public messages communicated in (digital) media were the main sources for the analysis of an organization's core values and ideologies resulting from it. Also, a simple framework for the possible classification of different corporate ideologies was provided.

The way we talk about complex and abstract ideas is abundant in metaphors. Many research studies have shown that even the most subtle metaphor can have a significant influence on the way people try to tackle various social problems. Thus, the assumption is that metaphors are not just a simple rhetorical tool, but also have a profound effect on how we conceptualize reality and respond to important social issues. In the last two decades, scientists have studied the impact of metaphorical framing on political discourse from different research perspectives. Metaphors are often used for framing political topics, and these metaphorical frames are considered to affect the way people regard these issues, perceive the world, and act, on both the individual and collective level. In accordance with these research studies, in this paper, we will regard the metaphor as a cognitive tool that classifies our conceptual system and enables the understanding of our experiences. The objective of this paper is to examine the use of conceptual metaphors in media discourse on the corona crisis and the earthquake crisis caused by the quake in Petrinja. The research was conducted in three steps, following the methodology of critical metaphor analysis (Charteris-Black, 2004). In the first step, the identification of metaphorical expressions was performed by using a big data corpus of articles published by Croatian web-portals from the beginning of the pandemic (from January 2020 to April 2021) and after the Petrinja earthquake (from 29 December 2020). In the second step, the dominant conceptual metaphors employed in communicating the two crises were interpreted. The results of this interpretation are that war metaphors are ubiquitous in reporting on the COVID-19 disease pandemic, and the apocalypse metaphor is used in reporting on the earthquake. In the third step of the analysis, the reasons and implications of the occurrence of these metaphors are explained. ; Način na koji razgovaramo o složenim i apstraktnim idejama prožet je metaforama. Mnoga istraživanja pokazuju da čak i najsuptilnija metafora može imati snažan utjecaj na to kako ljudi pokušavaju riješiti razne društvene probleme. Dakle, pretpostavka je da metafore nisu puki retorički alati, već da one duboko utječu na to kako konceptualiziramo zbilju i postupamo s obzirom na važna društvena pitanja. Tijekom posljednjih dvaju desetljeća znanstvenici iz različitih istraživačkih perspektiva proučavaju učinke metaforičnog uokvirivanja na politički diskurs. Metafore se često koriste za uokvirivanje političkih tema, a za te se metaforične okvire tvrdi da utječu na to kako ljudi razmišljaju o tim pitanjima, opažaju svijet i ponašaju se, na razini individualnog i kolektivnog. Na tragu tih istraživanja, metaforu u ovom radu shvaćamo kao kognitivno sredstvo koje ustrojava naš pojmovni sustav i omogućuje razumijevanje iskustva. Cilj je ovog rada istražiti upotrebu konceptualnih metafora u javnom diskursu vezanom uz koronakrizu i krizu izazvanu potresom u Petrinji. Istraživanje je provedeno u tri koraka, slijedeći metodologiju kritičke analize metafora (Charteris-Black, 2004). U prvom koraku, identifikacija metaforičnih izraza provedena je korištenjem velike baze podataka (big data corpus) objava s hrvatskih mrežnih portala nastalih u periodu pandemije (od siječnja 2020. do travnja 2021. godine) te za i nakon petrinjskog potresa 29. 12. 2020. U drugom koraku, interpretirane su dominantne konceptualne metafore korištene u medijskom komuniciranju tih dviju kriza. Rezultati te interpretacije pokazuju da su u slučaju epidemije bolesti COVID-19 sveprisutne metafore rata, dok se u izvještavanju o potresu koristila metafora apokalipse. U trećem koraku analize, nastojali su se objasniti razlozi i implikacije pojavljivanja tih konceptualnih metafora u medijskom diskursu.