In this context not only the specialized lexis is analysed, but rather the ways in which different geo-political cultures construe, manifest and establish their identities. Although it is difficult to classify pragmatic usages of language, the six chapters in the first section deal with language and culture following a genre-based approach, whereas the six chapters of the second section specifically consider corporate identity in intercultural interactions.
This volume, which aims to avoid stereotypes and promote mutual understanding, is the offspring of a two-day seminar as part of the 10th ESSE (European Society for the Study of English) Conference, held in Turin, August 2010.
MARIA CRISTINA GATTI Re-constructing Time and Space to Persuade: An Eastern-European Case-study of Organizational Discourse 119
MARIA CRISTINA GATTI Re-constructing Time and Space to Persuade: An Eastern-European Case-study of Organizational Discourse 1. Introduction In this chapter I will investigate the meaning-making discourse struc- tures built around the notions of time and space in the historical texts of Baltic companies’ websites. I will discuss the findings of a dis- course analytical approach to multimodal texts and I will focus on the representations of time and space, as emerging from the analysis of the corpus data at the grammatical and semantic levels. Organizational history sits at the intersection of two sets of practices. The first refers to the selection, interpretation and ‘packag- ing’ of events as evidence for claims about the connection between the past, the present and the future of a company (Ooi 2001, 2002). In this process, History is selectively organized and re-constructed. The sec- ond practice involves discourse structures and meaning-making strategies used by corporate entities which depict the ‘tacit knowl- edge’ stored in the past of the company to persuade and convince their various audiences (Carroll 2002; Taylor/Freer 2002). In this process, History is re-framed and ‘locally’ contextualized; consequently, cul- turally loaded and socially defined. The present study rests on a twofold assumption. First, that the corporate history, intended as a facet of the organization’s memory, is culturally shaped. Second, that History is encoded in the spatio- temporal dimension. This entails that the modalities and meaning re- sources chosen to encode the past and the development of the organi- zation are an instantiation of...
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