This work uses a social-interactional and activity based framework to investigate through thematic and interactional mapping how equity analysts and CEOs manage the production of questions and answers to achieve multiple communicative purposes and which factors orient participant production in earnings conference calls of three publicly traded Brazilian companies accessed via the Internet. The analysis considers the effects of technological mediation on participant structure; and the influence of roles-relational, expert orientation and agenda alignment on the interpretation of questions made by executive and their argumentative strategies; and on executive and analyst communicative ability to deal with power play features and activity ends-objectives: safe investment decisions by expert and lay players.