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Not so ‘innocent’ after all? : exploring corporate identity construction online
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PAD research group (Including: Schnurr, Stephanie, Wharton, Sue, Alansari, Suha, Angouri, Jo, Chimbwete Phiri, Rachel, Chiriatti, Teresa, Debray, Carolin, Efthymiadou, Christina, Hah, Sixian, Harrison, Tilly, Kedveš, Ana , Khamkhien, Attapol, Kim, Kyoung-mi, Mohd Omar, Nor Azikin, Nguyen, Thi Hong Nhung and Reissner-Roubicek, Sophie). (2016) Not so ‘innocent’ after all? : exploring corporate identity construction online. Discourse and Communication, 10 (3). pp. 291-313. doi:10.1177/1750481315623902
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WRAP_schnurr_wharton_PAD_Discourse_and_Communication_post-print_2016.pdf - Accepted Version - Requires a PDF viewer. Download (968Kb) | Preview |
Official URL: http://dx.doi.org/10.1177/1750481315623902
Abstract
While a lot of attention has been paid to online branding and the construction and communication of a company’s identity via its website (e.g. Bravo et al., 2013; Halliburton and Ziegfeld, 2009; Pollach, 2005), there is only very little research that looks at the processes involved in these activities from a discourse analytical perspective. This paper aims to address this gap by conducting a case study of innocent, a UK producer of fruit juices. Combining corpus analytical tools with discourse analytical techniques and considering both text and multimodal features, we explore some of the strategies through which innocent creates a set of inter-related and closely intertwined identities on its website thereby constructing the company’s brand image. However, our findings also reveal that some of the company’s identity claims (especially in relation to being an inclusive and welcoming ‘family’) are relativised and to some extent contradicted by the discursive processes through which these claims are articulated.
| Item Type: | Journal Article | ||||||
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| Subjects: | P Language and Literature > P Philology. Linguistics | ||||||
| Divisions: | Faculty of Social Sciences > Centre for Applied Linguistics | ||||||
| Library of Congress Subject Headings (LCSH): | Internet marketing, Corporate image, Discourse analysis, Corpora (Linguistics) | ||||||
| Journal or Publication Title: | Discourse and Communication | ||||||
| Publisher: | Sage Publications Ltd. | ||||||
| ISSN: | 1750-4813 | ||||||
| Official Date: | 4 June 2016 | ||||||
| Dates: |
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| Volume: | 10 | ||||||
| Number: | 3 | ||||||
| Page Range: | pp. 291-313 | ||||||
| DOI: | 10.1177/1750481315623902 | ||||||
| Status: | Peer Reviewed | ||||||
| Publication Status: | Published | ||||||
| Access rights to Published version: | Restricted or Subscription Access | ||||||
| Funder: | University of Warwick. Centre for Applied Linguistics (CAL) | ||||||
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