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This Open-Access book investigates corporate diplomacy as a legitimation strategy of multinational companies in the United Arab Emirates. The author applies a neo-institutional public relations perspective, according to which societal expectations significantly shape corporate diplomacy communication. Using a multi-method research design, the author shows how corporate diplomacy is used in the host country, what role local media coverage and relationship management fulfill, and what effects corporate diplomacy has on corporate legitimacy in the host country community, i.e., UAE residents. The findings provide substantial insights into how multinational corporations seek legitimacy through corporate diplomacy and demonstrate how these efforts and the legitimation of corporations are affected by the media and the host country's public.

Media studies --- Diplomacy --- Political science & theory --- Corporate Diplomacy --- Public Relations --- Organizational Legitimacy --- Neo-Institutional Theory --- Stakeholder Engagement --- Media Framing

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Als Schriftsteller und Maler experimentiert Gottfried Keller gezielt mit unterschiedlichen Medien und ihren Formen – mit literarischen ebenso wie mit bildkünstlerischen Genres. Den verschiedenen intermedialen und transmedialen Beziehungen in Kellers Werk nachzugehen, ist das Ziel dieses Bandes. Den Schwerpunkt der Beiträge bilden die Prozesse der literarisch-sozialen Institutionalisierung, die mit den Form- und Gattungsexperimenten einhergehen. As an author and painter, Gottfried Keller deliberately experimented with different media and their forms – with genres from both literature and the fine arts. The objective of this volume is to trace the various intermedial and transmedial connections in Keller’s oeuvre, focusing on the processes of literary and social institutionalization that accompanied his experiments with form and genre.

LITERARY CRITICISM / Modern / 19th Century . --- Formalism. --- genre theory. --- institutional theory. --- literary theory. --- Keller, Gottfried, --- Keller, Gotfryd, --- קלר, גוטפריד --- Keller, Gottfried --- Keller, Gotfryd