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Discourse, Identities and Genres in Corporate Communication

Sponsorship, Advertising and Organizational Communication

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Paola Evangelisti Allori and Giuliana Elena Garzone

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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PAOLA EVANGELISTI ALLORI / GIULIANA GARZONE - Identities, Discourse and Genres in Corporate Communication:An Introduction - 9

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PAOLA EVANGELISTI ALLORI / GIULIANA GARZONE Identities, Discourse and Genres in Corporate Communication: An Introduction 1. Business communication and corporate identity This volume deals with the aspects of business communication that are most relevant to the construction of corporate personality, image and identity, looking at some of the genres that are most widely used in the business context.1 This is a highly topical theme, as the last few years have seen all forms of communication efforts rise on the list of company’s priorities in terms of planning, investment and resource allocation, together with a surge in researchers’ interest for identity related issues in various disciplinary domains, and in particular in marketing and in organizational studies.2 These developments are the result of profound changes in the structure and organization of the business enterprise and the way it operates in post-industrial society (cf. e.g. Morelli 2004; Argenti 2007). Nowadays an enterprise functions as a partially open socio-technical system interacting with various groups of primary and secondary stake- holders – investors, shareholders, employees, customers, business part- ners, etc. – and social actors – local communities, media, NGOs, 1 The studies collected in this volume are based on papers originally presented at three events organized within the framework of projects 2005109911_004 (Identity and Culture in English Domain-Specific Discourse) and 2007JCY9Y9_002 (Tension and change in English domain-specific genres) financed by the Ital- ian Ministry for University. The collection also contains an invited contribu- tion, by G. E. Hynes and Marius Janson, which has been added to...

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