The local and the global: an exploration into the Finnish andEnglish Websites of a Finnish company

摘要

This paper compares the Finnish and English Web sites of a Finnishncompany to find out what culturally geared strategies emerge and whatnconstitutes the genre of company information on the Internet. Drawing onngenre theory and cultural studies, the paper further explores thenrelationship between linear texts and nonlinear hypertext genre. Thenpaper shows how the Web sites aimed at the English-speaking readers arendifferent from the sites targeted to the Finnish readers. It furthernillustrates the company strategies employed to establish the Web site innFinnish and English. These are endorsed by a company representative whonwas interviewed for the paper. The Finnish Web site meant for localnFinnish readers contained detailed and itemized information andnportrayed a retail-oriented strategy. The Internet presence targetedntoward English-speaking readers portrayed an investor-oriented strategy.nThe characteristics of hypertext that distinguish it from linear textsnare high rate of repetition and low macrolevel cohesion