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Spatiotemporality and cognitive-semiotic perspectives on corporate discourse for the web


Maria Cristina Gatti

The book proposes a multi-perspective analytical model for the understanding of corporate identity meanings embedded in historical discourse for the web. The suggested theoretical framework conflates methodological perspectives derived from Discourse Analysis, Multimodality and Cognitive Linguistics. The contribution of Cognitive Linguistics to the proposed analysis is based on two main assumptions. First, the lack of principled distinction between semantics and pragmatics, whereby meaning is a function of the activation of conceptual knowledge structures in context. Second – and this is crucial for hypertext analysis – language, as the outcome of general properties of cognition, is closely related to visual perception. The originality of this approach to web discourse analysis resides in the deployment of tools considering the cross-modal integration of different resource systems. It also offers interpretive keys for the understanding of mechanisms underlying the formatting of the message as a multimodal construct. The empirical analyses presented in the book illustrate the effectiveness of the proposed methodological approach.


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I would like to express my gratitude to the many people who contributed to the writing of this book; to all those who provided support, talked things over with me, read drafts, offered comments, allowed me to quote their remarks and as­ sisted in the editing, proofreading and design. First and foremost, I offer my sincerest gratitude to Francesca Bargiela for her insightful comments on a draft of the manuscript. I will never be grateful enough for her support throughout, her scholarly knowledge, patience and true friendship. Without her guidance and effort this volume would not have been completed. Other scholars have directly or indirectly contributed to this book by ex­ changing ideas, offering invaluable comments, showing interest, supporting my perspective, or simply helping with their inspiring teaching. I am thinking of the people I met and whose lectures I attended at the Berkeley School of Linguistics in 2009, namely George Lakoff, Mark Turner and Gilles Fauconnier. I wish to thank scholars and friends who have read drafts of chapters. In alphabetical order, my gratitude goes to Geert Jacobs, Rita Salvi and Hiro Tana­ ka. I would like to thank Weber Heinrich, Beckmann Susanne, Warnke Ingo, Ten Cate Abraham P., Kürschner Wilfried, Sroka Kazimierz and Zybatow Lew for enabling me to publish this book as part of their series. Special thanks go to Professor Weber and Professor Kürschner for their encouragement and help. Finally, I would like to thank Michael Rücker for helping me in the editorial...

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