Edited By Vijay K. Bhatia, Christopher N. Candlin and Maurizio Gotti
GIULIANA GARZONE Promoting Arbitration and Mediation on the Web 23
GIULIANA GARZONE Promoting Arbitration and Mediation on the Web 1. Introduction In the last few years, as recourse to arbitration to settle disputes has become ever more frequent, there has been an increase in the amount of informative material about arbitration and other forms of ADR made available by arbitral institutions around the world to inform/ persuade potential clients of the advantages of these kinds of dispute resolution over litigation. This form of communication was originally effected by means of brochures, with very limited circulation, reach- ing only those who were already interested and aware of the options. Only relatively recently, thanks to the increasing importance of the Web as a medium, has it taken the form of a real information effort addressed to an ever wider audience. The different semiotic configuration of the institutions’ infor- mative materials due to the shift to a web-based Hypermedia Com- puter Mediated Environment (HCME: Hoffman/Novak 1996) and to the extension of the audience addressed has involved the revision of the materials used for communication (texts and graphics), if not the drafting of totally new materials to meet the requirements of Web de- sign. Through their websites, arbitration institutions present them- selves and the services they offer to a potentially global audience, although of course their target addressees belong to limited interest groups, essentially businesses – from the sole trader to multinational corporations – and public and private organizations. In consequence, the analysis of the discourses they deploy on their websites can help shed light not...
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