In the discourse map of Coca-Cola’s 157 page annual report, the most-used words don’t come as a surprise. Words like “company,” “income,” “net,” “operations,” “investment” and other business-related words are typical of a company’s focus. Coca-Cola is a widely successful company, and as an established and stable company, they mostly focus on budget and expenses.
Coca-Cola's 2013 Annual Report http://assets.coca-colacompany.com/d0/c1/7afc6e6949c8adf1168a3328b2ad/2013-annual-report-on-form-10-k.pdf
AdAge’s discourse map has a lot of variety in the most-used words. Words like “marketing,” “member,” “datacenter,” and “media” are typical of AdAge’s focus on marketing techniques. Other than that, it is difficult to place just what the main focus of the articles is.
"Coca-Cola Boosts Media Spending as Demand Slows" by Natalie Zmunda http://adage.com/article/news/coca-cola-boosts-marketing-spend-demand-slows/291747/
"'Coca-Cola has Always been about Inclusion': In defense of Coke's Superbowl Ad" by Simon Dumenco http://adage.com/article/the-media-guy/coca-cola-inclusion/291503/
"How PepsiCo and Coca-Cola are Creating the Cola of the Future" by E.J. Schultz http://adage.com/article/news/pepsico-coca-cola-creating-cola-future/245457/
"Coca-Cola loses top Marketer as Alison Lewis Departs" by Natalie Zmunda http://adage.com/article/cmo-strategy/coca-cola-loses-top-north-america-marketer/244860/
"Coca-Cola Would Like to Teach the World to Move" by Natalie Zmunda http://adage.com/article/creativity-news/coca-cola-teach-world-move/244097/
Reading the headlines of the Coca-Cola search results on IFC surprised me. Most articles about food/beverage companies these days are negative press, but not for Coca-Cola. Almost every article on the first two pages was about how Coca-Cola is building jobs in China, their new economically-friendly “Plantbottle” and their generous $1million donation to Haiti relief efforts. The noticeable words in the discourse map are “food,” “resources,” “bottling,” (also found in the annual report discourse map) “China,” and “sustainability,” which all seem normal for a food technology-focused website.
"Coca-Cola PlantBottle: Creating Winning Sustainability Initiatives" by Mary Ellen Kuhn http://live.ift.org/tag/coca-cola-plantbottle/
"Coca-Cola Restructuring North American Business" http://www.ift.org/food-technology/daily-news/2013/december/19/coca-cola-restructures-north-american-business.aspx
"Coca-Cola Opens two Plants in China" http://www.ift.org/food-technology/daily-news/2009/june/30/coca-cola-opens-two-plants-in-china.aspx
"Former Chicago Mayor Named to Coca-Cola Board" http://www.ift.org/food-technology/daily-news/2011/december/19/former-chicago-mayor-named-to-coca-cola-board.aspx
"Coca-Cola Fund Donating 1M to Haiti Relief Effort" http://www.ift.org/food-technology/daily-news/2010/january/14/coca-cola-fund-donating-1m-to-haiti-relief-effort.aspx
The UIUC library data-base discourse map is dominated by long words such as “endoscpoic,” “phytobezoars,” “dissolution,” and “gastric.” These words are not surprising due to the fact that they come from scientific scholarly journals. The UIUC database discourse map is definitely the smartest sounding discourse map.
"Systematic Reviews: Coca-Cola can Effectively Dissolve Gastric Hytobezoars as a first-line treatment" by Ladas S. D.
"Sustainable Development - Essential Business Strategy Vector of Coca-Cola HBC Romania"
"When Business and Community Meet: A Case Study of Coca-Cola" by Tamar Barkay
"'Have a Coke and a Smile': Is the Aqueduct Alliance Coca-Cola's Solution to Escape Future Liability for Groundwater Depletion" by Alyssa Carroll
"Coca-Cola, Communication, and Confusion" by J. S. B. Morse
In “The Omnivore’s Dilemma” by Michael Pollan, Pollan outlines the changing role of corn in America and it’s effect on past and modern day farms. He tells of the development of corn from playing a small, balanced role in a farmer’s produce, to becoming a cash crop that took over most farms in the midwest. He discusses how this was encouraged by the government but lead farmers to struggle to provide for themselves. He also compares corn crops to the growth of cities in an extended simile. He tells of the advantages and disadvantages of using new hybrids of corn. He tells of how corn transformed from a simple food source to the essential ingredient in so many things we use as consumers.
In a book about Coca-Cola that outlined each discourse map in a chapter, the first chapter title would be “Company Operations” that focused on Coca-Cola’s annual report. The words that stand out are words that have to deal with big business and finances. The next chapter about AdAge’s view of Coca-Cola would be called “In the Public Eye” because it deals with what Coca-Cola produces advertising-wise to monitor people’s perception of their brand. The next chapter would be called “Coca-Cola: Saving the world one bottle at a time” because of Coke’s great image according to IFT. The last chapter would be called “Diospyrobezoars, endoscopy, and Phytobezoars... Oh My!” because of the scientific nature (and the scary gibberish to most people like me) of the articles.