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Discourse, Communication and the Enterprise.- Genres and Trends

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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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General Issues in Research and Practice

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MAURIZIO GOTTI Discursive Changes in Corporate and Institutional Communication* 1. Globalisation in corporate and institutional contexts The last few decades have witnessed great developments in co-opera- tion and collaboration at an international level in all fields, but particu- larly in the business and communication sectors, as part of a continuous process of economic globalisation. This process of globalisation offers a topical illustration of the interaction between linguistic and cultural factors in the construction of discourse, both within specialised domains and in wider contexts. This issue has become so relevant for intercultural communication that it has been the object of several studies in recent years (cf., among others, Scollon/Wong Scollon 1995; Ulijn/Murray 1995; Pan/Wong Scollon/Scollon 2002; Candlin/Gotti 2004, 2007). This process of globalisation has certainly favoured English, and in the last century English undoubtedly became the language of international communication in most international contexts. In several countries English has become the second language of many people who use it regularly, especially for work. This is the case in many European countries, where big companies implement strong English- language policies. The same situation is found in Asia, where inter- national trading among Far Eastern countries relies on local varieties of English rather than on Asian languages (Bargiela-Chiappini/Gotti 2005). In these contexts the use of English is not only seen as fa- vouring international communication within and outside the company, * The research on which this chapter is based contributes to the National Research Programme Tension and Change in Domain-specific Genres funded by the...

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