Earnings conference calls : objectivity and management of impressions by Microsoft and Apple.

Abstract

This is a detailed study of linguistic choices in earnings conference call based on a case study of two companies: Microsoft Corporation and Apple Incorporation. The underlying purpose was to study the impact of linguistic strategies for expression of their respective corporate performance and management of reader/audience impressions. Two quarter’s earnings calls transcripts from the two companies were sampled and analysed by applying Appraisal Theory [Martin & White, 2005], a framework found to be necessary for studying linguistic resources of evaluation . A comparative study was subsequently made of the findings in order to discuss salient features of evaluative linguistic resources. A major finding is that Appraisal Theory is useful for accounting for how linguistic resources deployed in earnings call might influence or position readers/listeners to take a positive or negative position of the financial performance that is portrayed by the earnings calls. The major conclusion of the research is that Appraisal framework allows us to distinguish supposedly ‘objective’ and subjective’ elements in calls which work to align investors towards a positive impression of the company. The practical significance of the research is that evaluative resources applied in earnings conference calls can be used as a strategic resource for attracting stakeholders.