This volume explores the impact on corporate communication of new multi-modal technologies. Their spread has enabled companies to enact more effective interpersonal and inter-organizational communication and enhance all forms of communication that contribute to corporate image-building and promotion, not only in the business environment proper but also in marketing activities and in relations with customers, investors and other stakeholders. Taking an essentially discursive perspective, the papers in this volume analyse a range of “traditional” as well as emerging genres, from press releases to blogs, from financial reports to newsletters thay identify the changes in discursive identities that are specifically connected with increasing recourse to multi-modality in communication, also accounting for their effects in terms of textual strategies, rhetorical practices and language use. Special attention is given to the theoretical issues raised by the pervasive use of multi-modality and its implications for the semiotics ofcorporate communication.
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