Cases and Corpora
Edited By Sylvain Dieltjens, Paul Gillaerts, Priscilla Heynderickx, Geert Jacobs and Elizabeth de Groot
PAUL GILLAERTS, ELIZABETH DE GROOT, SYLVAIN DIELTJENS, PRISCILLA HEYNDERICKX, GEERT JACOBS Researching Discourse in Business Genres: Cases and Corpora 7
PAUL GILLAERTS / ELIZABETH DE GROOT / PRISCILLA HEYNDERICKX / SYLVAIN DIELTJENS / GEERT JACOBS Researching Discourse in Business Genres: Cases and Corpora In general, the business genres employed by a corporation are organ- ized around three communication functions, i.e. supporting sales, de- veloping a shared vision and maintaining trust in the corporation’s leadership, and establishing a positive company image (Van Riel/ Fombrun 2008). While multiple studies have focused on different genres aimed at generating sales (advertisements, brochures and pro- motional letters, e.g. Bhatia 2005; Osman 2008), research on the di- verse genres articulating corporate vision, leadership and image has been relatively scarce. This volume therefore seeks to explore the discursive features of various genres used for employee, CEO and organizational communication. Here, genres of employee communica- tion refer to written business texts produced and exchanged in the workplace among co-workers or between management and employ- ees. Genres of CEO communication specifically involve written and oral messages by the chief executive in an attempt to affect employ- ees’ and the general public’s perceptions of management. The genres of organizational communication discussed in this volume are texts that address corporate audiences (e.g. financial analysts) and that con- tain corporate information in particular (cf. Van Riel/Fombrun 2008). The chapters of this volume approach the genres of employee, CEO and organizational communication from different angles. They analyze how the author’s position in the company influences the con- struction of these genres, what content and linguistic style characterize them, and how the discourse of...
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