APPLE’S KEYNOTE THROUGH THE PRISM OF THE MEDIA

Abstract

The effectiveness and impact of keynotes in Apple’s communications strategy, where the launch of new products is turned into a show, is largely due to the considerable media coverage this event generates around the world. A lexicometric analysis based on a corpus of articles makes it possible to characterize this Apple’s presence in the media and to highlight the main dimensions of the press discourse on the keynote, where both the promotion of the brand’s products and that of the group’s strategy are played out.