"Multimodal Narratives on Corporate Websites: An Overview"
This chapter’s main goal is to shed light onto the most characteristic meaning making processes in corporate narratives by analysis ten corporate narratives of well-known international companies from a multimodal-narrative perspective. This is a qualitative study that examines the modal affordances provided by image, lay-out and color, as well as the language choices and elements that make up different narratives. The hypothesis is that corporate narratives have identifiable patterns that are used to create a sense of community, directed towards present and potential customers. Findings presented here can be of interest for corporate discourse analysis and researchers working on multimodality and narrative.
"Multimodal Narratives on Corporate Websites: An Overview"
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DOI: 10.22533/at.ed.9293122211210
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Palavras-chave: multimodal analysis, corporate discourse, digital storytelling
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Keywords: multimodal analysis, corporate discourse, digital storytellin
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Abstract:
This chapter’s main goal is to shed light onto the most characteristic meaning making processes in corporate narratives by analysis ten corporate narratives of well-known international companies from a multimodal-narrative perspective. This is a qualitative study that examines the modal affordances provided by image, lay-out and color, as well as the language choices and elements that make up different narratives. The hypothesis is that corporate narratives have identifiable patterns that are used to create a sense of community, directed towards present and potential customers. Findings presented here can be of interest for corporate discourse analysis and researchers working on multimodality and narrative.
- SILVIA MOLINA PLAZA
