Journal Article
Doing Good or Looking Good? Multinational Corporations’ Social Media Discourses on Forcibly Displaced People
David Ongenaert & Anna Pstrokońska
International Journal of Business Communication 0(0)
This study examines how five leading multinational corporations (Google, McKinsey & Company, Airbnb, Starbucks and IKEA) represent forcibly displaced people in their Twitter and YouTube communication (2015–2022). Using Multimodal Critical Discourse Analysis, the authors examined their YouTube videos (n = 25), tweets (n = 65) and embedded organic content (n = 60). The findings reveal interacting liberal, CSR logic-driven discourses, with notable variations across industries, media, activities, populations and motivations.