Our language is a wondrous thing. Some words by their very nature evoke positive associations (blossom, sweet, caring, hero, hugable, etc) just as others (festering, bitter, conniving, villain, spiny, and so on) evoke negative ones. What fascinates me is when seemingly neutral words come adopt similar associations through our experience. Politics makes for some fine examples: in the latter half of the 20th century, propaganda convinced Americans that communism (which arguably refers to a political party like any other) would bring disaster, and that anyone adhering to it despised their country. Today, the Right tries its best to tarnish the word "liberal" in people's minds with a variety of narrow-minded accusations. "Different" is just a word for something that is not similar to something else, but in the right context it becomes a catalyst for all the anxiety of not fitting in.
"Corporation" is a fine example of this phenomenon, as I find most sensible individuals associate the word with massive, inhumane, robotic, cold, merciless, unforgiving, ever-expanding, stubborn, bureaucratic, treacherous, manipulative, scheming, labyrinthine, unwieldy, selfish, antagonistic entities bent on tormenting the defenseless individual at every possible opportunity. "Company" is far more neutral in comparison, but if I want to create a distinctly negative impression, "corporation" suits my purpose perfectly. Or, I can just as soon omit any title at all to give the entity a more personal feel. Consider:
Nijiag has big plans for the future.
This fictitious (not to mention hastily assembled) example conveys an optimistic feeling; as if Nijiag were a person we knew well and was trusting us with his or her mission for positive change. The syntax in the sentence is the same as if Nijiag were an individual. Now consider:
The Nijiag Corporation has big plans for the future.
Suddenly, our subject doesn't seem so friendly. The article "the" opening the sentence turns Nijiag into an nonliving thing lacking human characteristics, and "corporation" removes all doubt. Nijiag is not a person, it is an assembly of people and business ventures combined for the purpose of profit. It is mammoth, frightening, and appears to have ambitions of its own. Those upcoming plans suddenly feel a tad more sinister.
This negative use of "corporation" is achieved wonderfully in the Bond film Moonraker (despite its countless other shortcomings) where the villain's business enterprise is constantly referred to as the Drax Corporation. Blade Runner achieves a similar effect with the Tyrell Corporation. I hope that one day I too have the opportunity to use this superbly loaded word in my own writing.