A Content Analysis of Media Language in the Corporate Discourse of Government Institutions and Its Role in Public Relations Management

Abstract

This study aims to analyze the content of media language in the institutional discourse of Iraqi governmental institutions and to examine its role in managing public relations and building relationships with the public. The study adopts the analytical survey method, using content analysis as a research tool to examine the linguistic and communicative characteristics of institutional discourse published on Facebook pages of the Ministry of Interior and the Ministry of Higher Education and Scientific Research. The sample consists of 100 posts published during the period from 30/10/2025 to 31/12/2025. The analysis focuses on language type, stylistic formulation, dominant themes, embedded values, and public relations strategies. The findings reveal clear variations in the use of media language between the two institutions: the Ministry of Interior predominantly employs simple, awareness-oriented language, whereas the Ministry of Higher Education relies mainly on formal and explanatory discourse. The results also indicate that building trust and credibility with the public constitutes the primary function of public relations in both institutions, with a notable reliance on dialogic communication strategies. The study concludes that the effectiveness of institutional discourse depends largely on the appropriate use of media language to enhance communication, strengthen institutional image, and promote transparency and public engagement.