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Discourse, Communication and the Enterprise.- Genres and Trends

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Edited By Giuliana Elena Garzone and Maurizio Gotti

This book brings together a selection of papers originally presented at the fifth conference on Discourse, Communication and the Enterprise (DICOEN V) held in Milan in September 2009, and mainly focuses on the relevance of discourse and communication to the world of business and organizations as seen from a variety of disciplines (linguistics, communication studies, management studies, sociology, marketing). What unites the contributions is the discursive framework they adopt for the analysis of corporate communication, looking at it as a situated activity in a broadly constructionist paradigm. The various sections are organized along an internal-to-external-communication gradient, starting from the analysis of communication within a company’s ordinary operational activities and moving gradually towards types of discourse that are specifically aimed at communication to the public at large, including their representation in the media. The picture that emerges is a good approximation to an accurate and updated snapshot of the state of the art in research and expertise in the area of corporate and institutional communication.

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GIULIANA GARZONE / MAURIZIO GOTTI Discourse, Communication and the Enterprise. An Introduction ......... 9 General Issues in Research and Practice MAURIZIO GOTTI Discursive Changes in Corporate and Institutional Communication ....................................................... 29 MIRJALIISA CHARLES Seeing the Woods for Trees: A Research Agenda with a New Focus .............................................. 49 Corporate Communication as Professional Discourse SYLVAIN DIELTJENS / PRISCILLA HEYNDERICKX Instructive Discourse in Internal Business Communication: Comprehensibility and Target Group Orientation .............................. 69 MARTIN WARREN Realisations of Intertextuality, Interdiscursivity and Hybridisation in the Discourses of Professionals ........................ 91 OLIVER ENGELHARDT Management of Multilingualism in Multinaltional Companies of German Origin in the Czech Republic ......................................... 111 FRANCA POPPI Companies’ Websites as Vehicles for Expressing Corporate Identity: A Case Study on the Use of English as a Lingua Franca ........ 131 Corporate Reporting and Social Responsibility PAUL GILLAERTS / FREEK VAN DE VELDE Metadiscourse on the Move: The CEO’s Letter Revisited ............... 151 PAOLA CATENACCIO Social and Environmental Reports: A Short-Term Diachronic Perspective on an Emerging Genre ................................ 169 DONATELLA MALAVASI ‘Doing Well by Doing Good’: A Comparative Analysis of Nokia’s and Ericsson’s Corporate Social Responsibility Reports ........ 193 GIORGIO STRAFELLA Virtue and its Eloquence: CSR Reporting in China ......................... 213 PAOLA COTTA RAMUSINO ‘Our Mission and our Values’: An Approach to Russian Banks’ Communication Strategies ................................................................ 235 LIANA GOLETIANI Gazprom Environmental Report: Peculiarities of an Emerging Genre .................................................. 255 Corporate Communication and the Media GEERT JACOBS / ELS TOBBACK Saving Opel: Discursive Perspectives on News Management ......... 281 CHIARA DEGANO Business and National Identity: The Press Coverage of Fiat’s Bids for Chrysler and Opel ................................................ 301 MARIA CRISTINA PAGANONI...

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