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Spatiotemporality and cognitive-semiotic perspectives on corporate discourse for the web

Gatti, Maria Cristina

Spatiotemporality and cognitive-semiotic perspectives on corporate discourse for the web

Series: Linguistik International - Volume 27

Year of Publication: 2013

Frankfurt am Main, Berlin, Bern, Bruxelles, New York, Oxford, Wien, 2013. 202 pp., 28 tables, 19 graphs
ISBN 978-3-631-62881-2 hb.  (Hardcover)

Weight: 0.380 kg, 0.838 lbs

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Book synopsis

The book proposes a multi-perspective analytical model for the understanding of corporate identity meanings embedded in historical discourse for the web. The suggested theoretical framework conflates methodological perspectives derived from Discourse Analysis, Multimodality and Cognitive Linguistics. The contribution of Cognitive Linguistics to the proposed analysis is based on two main assumptions. First, the lack of principled distinction between semantics and pragmatics, whereby meaning is a function of the activation of conceptual knowledge structures in context. Second – and this is crucial for hypertext analysis – language, as the outcome of general properties of cognition, is closely related to visual perception. The originality of this approach to web discourse analysis resides in the deployment of tools considering the cross-modal integration of different resource systems. It also offers interpretive keys for the understanding of mechanisms underlying the formatting of the message as a multimodal construct. The empirical analyses presented in the book illustrate the effectiveness of the proposed methodological approach.


Contents: Spatiotemporality – Cognitive linguistics – Discourse analysis – Multi-perspective analytical model – Corporate identity meanings – Timelines – Multimodal space-time artefacts for the web – Blending theory – Spatiotemporal tools for information visualization – Web corporate histories – Multidisciplinary approaches to organizational discourse.

About the author(s)/editor(s)

Maria Cristina Gatti holds a PhD in English Studies and Linguistics and is Adjunct Professor of English Language at the University of Milan Bicocca and the University of Verona. Her research interests are in the fields of Discourse Analysis, Cognitive Linguistics, LSP, Multimodality and Discourse for the Web.


Linguistik International. Bd. 27
Herausgegeben von Heinrich Weber, Susanne Beckmann, Ingo Warnke, Abraham P. Ten Cate, Wilfried Kürschner, Kazimierz Sroka und Lew Zybatow