Discourse, Communication and the Enterprise.- Genres and Trends

This book brings together a selection of papers originally presented at the fifth conference on Discourse, Communication and the Enterprise (DICOEN V) held in Milan in September 2009, and mainly focuses on the relevance of discourse and communication to the world of business and organizations as seen from a variety of disciplines (linguistics, communication studies, management studies, sociology, marketing). What unites the contributions is the discursive framework they adopt for the analysis of corporate communication, looking at it as a situated activity in a broadly constructionist paradigm. The various sections are organized along an internal-to-external-communication gradient, starting from the analysis of communication within a company's ordinary operational activities and moving gradually towards types of discourse that are specifically aimed at communication to the public at large, including their representation in the media. The picture that emerges is a good approximation to an accurate and updated snapshot of the state of the art in research and expertise in the area of corporate and institutional communication.

Autorentext

Giuliana Garzone is Professor of English Linguistics and Translation at Università degli Studi di Milano. Her main research interests are in specialized discourse in its different domains, and in translation and interpreting studies. She has co-ordinated several research projects and published extensively on legal language, scientific discourse, business communication, political discourse and on translation and interpreting. Maurizio Gotti is Professor of English and Director of the Research Centre on Specialized Languages (CERLIS) at the University of Bergamo. His main research areas are the features and origins of specialized discourse, English syntax and English lexicography. He is a member of the Editorial Board of national and international journals, and edits the Linguistic Insights series for Peter Lang.

Inhalt

Contents: Giuliana Garzone/Maurizio Gotti: Discourse, Communication and the Enterprise. An Introduction - Maurizio Gotti: Discursive Changes in Corporate and Institutional Communication - Mirjaliisa Charles: Seeing the Woods for Trees: A Research Agenda with a New Focus - Sylvain Dieltjens/Priscilla Heynderickx: Instructive Discourse in Internal Business Communication: Comprehensibility and Target Group Orientation - Martin Warren: Realisations of Intertextuality, Interdiscursivity and Hybridisation in the Discourses of Professionals - Oliver Engelhardt: Management of Multilingualism in Multinaltional Companies of German Origin in the Czech Republic - Franca Poppi: Companies' Websites as Vehicles for Expressing Corporate Identity: A Case Study on the Use of English as a Lingua Franca - Paul Gillaerts/Freek Van de Velde: Metadiscourse on the Move: The CEO's Letter Revisited - Paola Catenaccio: Social and Environmental Reports: A Short-Term Diachronic Perspective on an Emerging Genre - Donatella Malavasi: 'Doing Well by Doing Good': A Comparative Analysis of Nokia's and Ericsson's Corporate Social Responsibility Reports - Giorgio Strafella: Virtue and its Eloquence: CSR Reporting in China - Paola Cotta Ramusino: 'Our Mission and our Values': An Approach to Russian Banks' Communication Strategies - Liana Goletiani: Gazprom Environmental Report: Peculiarities of an Emerging Genre - Geert Jacobs/Els Tobback: Saving Opel: Discursive Perspectives on News Management - Chiara Degano: Business and National Identity: The Press Coverage of Fiat's Bids for Chrysler and Opel - Maria Cristina Paganoni: Food for Thought: The Discursive Rehearsal of the Milan Expo 2015 - Giuliana Garzone: Genre Variation in Tobacco Advertising - Francesca Santulli: Tourist Brochures as a Means to Convey Corporate Image: The Analysis of a Case Study in a Rhetorical Perspective - Barbara Berti: Illocution and Perlocution in Advertising: Advising, Promising, Persuading - Christopher M. Schmidt: The Impact of Globalization on Holistic Brand Communication Strategy Online and Offline: The Cognitive Dimension - Andrea Nava/Luciana Pedrazzini: Advertising ELT Materials on the Web: What Identity for Local Teachers?