To Entertain or to Serve: Chinese and US Banks’ Online Identity Based on a Genre Analysis of Social Media

Background: Social media, increasingly conceptualized as communicative genres, has become a tool for individuals to promote social bonds, as well as a platform for corporations to engage with the public and build corporate identity. Literature review: Genre analysis has seldom been used in investigating social media use and corporate identity construction, especially the relationship between corporate identity and the interaction of message content and communicative style. Therefore, this study intends to implement Lomborg's framework of genre analysis for social media studies to compare Weibo posts of Chinese banks with Twitter tweets of US banks in terms of thematic orientations (message content) and communicative styles (indicated by speech act use) and thus examine their corporate identities. Research questions: 1. What thematic orientations do Chinese and American banks develop in their microblogging messages? 2. What communicative styles do Chinese and American banks develop in their microblogging messages? 3. How are corporate identities formed through the interaction of thematic orientations and communicative styles of the microblogging messages of Chinese and American banks? Methodology: We collected posts and tweets from the official microblogging accounts of 10 Chinese and US banks on the Fortune Global 500 list, identified thematic orientations and communicative styles, and conducted a comparative analysis of corporate identities based on the interaction of thematic orientations and communicative styles. Results and conclusions: In analysis of thematic orientations, Chinese banks are more likely to post messages of entertainment, operation, and product . In terms of communicative styles, their messages are more likely to be characterized by directness, inexpressiveness, and independence politeness overall. Specifically, they tend to send entertainment posts directly and in the involvement politeness style, operation posts indirectly and in the independence politeness style, and product posts in the independence politeness style. As such, Chinese banks may best be described as the audience's friendly companions, objective and authoritative press spokesmen, and competitive innovators, a combination that implies values of relationship, authority, and competition in collectivism-oriented, high-power distance, and high-context cultures. By contrast, US banks are more likely to tweet messages of service . Overall, their messages are more likely to be characterized by indirectness, expressiveness, and involvement politeness. Specifically, they tend to send service tweets indirectly and in the involvement politeness style. As such, US banks may best be described as financial product sellers and considerate service providers, a combination that suggests customer-oriented values in individualism and high uncertainty avoidance cultures. In addition, both Chinese and US banks claim to be good corporate citizens. This comparative analysis sheds light on identity construction and provides instructive frameworks for cross-cultural communication on social media platforms.