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Discourse, Identities and Genres in Corporate Communication

Sponsorship, Advertising and Organizational Communication


Edited By 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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JANE LUNG - A Closer Look at Identities AffectingIntercultural Business Communication - 27


JANE LUNG A Closer Look at Identities Affecting Intercultural Business Communication 1. Introduction Globalisation is becoming more prominent and is rapidly reshaping the world. Bhatia and Lung (2006) state that it has gradually dis- mantled trade barriers, which has led to corporate mergers to create huge conglomerates across national boundaries and trade barriers. It has thus changed the present-day world of business, trade and commerce in a number of ways. For instance, from an industrial aspect, worldwide production markets have emerged which enable broader access to a range of foreign products for consumers and companies. At the same time, worldwide financial markets have also emerged enabling better access to external financing for corporate, national and subnational borrowers. Possibilities thus arise of a global common market which could enable the freedom of exchange of goods and capital. Lung (2007) also argues that management in the East could very well be conducted in a different style to that in the West, due to political and cultural differences, and that the same could be applied to law. Even marketing would have to be conducted according to the sensibilities of the community. This situation has undoubtedly increased the need for intercultural communication across national boundaries resulting in the growth of cross-cultural contacts and cultural diffusion. However, in order to be competent in an intercultural context, what is the essential knowledge that one has to possess and what are some of the obstacles which create tension or conflict in intercultural communication? This chapter discusses some...

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