This is a series of research projects directed by USC Center on Public Diplomacy Faculty Working Group member Craig Carroll. The projects examine the reputation of multinational U.S. firms that interact in the contemporary Chinese Marketplace.

The mass media are one of the primary ways that organizations develop corporate reputations (Carroll & McCombs, 2003) and one way organizations can evaluate how successful they are at having their messages conveyed to the public. However, mass media coverage is not always neutral, and one must consider ideological factors that affect the production of media content. Moreover, the evaluation of media coverage, particularly for global firms, must not be limited to national boundaries or to global media printed in English (Freitag, 2002). This project uses a case study of five organizations who operate in Los Angeles and Hong Kong or Beijing to determine how or whether the portrayals of these companies are different based on whether the coverage is in English, Chinese or both English and Chinese. Further, we expect there to be differences based on whether the media are from Hong Kong or Beijing.

Project Directors: Phoebe Ho and Jeff Shupack
Project Advisor: Craig Carroll

Corporate Reputation

The objective of this research paper is to identify the differences in company perception in the United States and in China. By comparing the public image of multinational corporations with dependencies in Hong Kong and Beijing this research will identify ways of measuring and evaluating company perception in two very different markets.

Project Directors: Lisa Garmat and Bo Loy
Project Advisor: Craig Carroll

Corporate Ethics and Social Responsibility

Within this research project we will discover and analyze the ethical code used by international Corporations within China / Hong Kong. Furthermore we will contrast the ethical code used in China to the one implemented in the U.S. and how the companies account for any differences that occur.

Project Directors: Frederik Vogel and Carl Magnuson
Project Advisor: Craig Carroll

Corporate Diplomacy

To what extent do U.S. corporations feel compelled to compensate for the ill-reputation of their home country in foreign markets? What actions are these corporations taking?

Project Directors: Christine Chu and Kerry MacDonald
Project Advisor: Craig Carroll

Media Portrayals of Corporate Philanthropy and the Tsunami Relief Effort

The tsunami on December 26, 2005 was one of the most widespread and damaging world disasters in history. An immediate worldwide effort to help the areas affected was publicized heavily by the media. Multi-national companies were among the many who responded with monetary and personnel support to aid in the relief effort. This project will explore how the Chinese, Indian, and US media portrayed these donations and the firms as a result. The companies' previous giving will also be explored for comparison.

Project Advisor: Craig Carroll

Project Advisor

Craig Carroll
Assistant Professor
USC Annenberg School for Communication