EAN: 9783034305914

DISCOURSE IDENTITIES AND GENRES IN CORPORATE CO...

The studies collected in this volume contribute to shedding light on the multi-faceted
complexity and stratification of identity within the context of corporate communication  by
definition characterized by the interplay and intersection among genres  discursive practices
and communicative events involving both individual and collective actors. The texts
investigated include openly promotional genres specifically aimed at constructing and promoting
a company's image in the marketplace  such as those used in sponsorship and advertising  as
well as organizational genres which in spite of their primarily operational purpose also
incorporate cues aimed at the planned self-representation of the enterprise. The arguments
presented in the various chapters and the research results supporting them bring evidence to
the crucial role discourse plays in the construction of corporate identity at all levels.

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