Revistas
Revista:
DOXA COMUNICACION
ISSN:
1696-019X
Año:
2023
Vol.:
37
Págs.:
167 - 191
This study analyses the discursive legitimation of sustainability in hotel chains websites. Key legitimation strategies are examined in relation to different factors, namely the company¿s size, its ownership structure, and the type of website. Data were extracted from the webpages of the 35 largest hotel chains in Spain according to turnover in 2021. Research was organized in three steps: first, content analysis was performed; second, sustainability discourse was quantified; and third, an index of sustainability content was developed. The study found that 76% of the selected hotels used websites to disseminate sustainability information, but the volume of sustainability discourse was different regarding size, ownership structures and website types. The ¿planet¿ dimension was rated with the best sustainability index. The study provides theoretical insights into the mechanisms of sustainability legitimation on corporate and booking websites. From a practical standpoint, the study offers guidance for managers in the tourist sector aimed at improving their corporate communication efforts and generating suitable engagement between firms and stakeholders.
Revista:
IBERICA
ISSN:
1139-7241
Año:
2023
N°:
45
Págs.:
109 - 138
Anchored in the methodology of digital corporate communication, multimodal discourse analysis, legitimation and relevance theories, this research focuses on the contribution of images - photographs and logos- to sustainability meanings conveyed by websites to different stakeholders. The corpus analysis includes 330 images from the five most sustainable hotel chains according to the Sustainability Yearbook 2022. The images were downloaded manually from the English corporate websites and more specifically from websites with header and sub -header related to sustainability. The research procedure was organized in three phases from a quantitative and qualitative perspective by answering the questions: what do you see?, what do the images evoke regarding sustainability issues? and how are visual elements utilized to convey the different dimensions of sustainability on websites?. The results obtained show that the hotel chains preferred photographs of people in order to elicit the people dimension and humanize their image. Photographs of nature depicting the planet dimension are, contrary to the author's expectations, only in the third position. With sustainability communication as a complex area of investigation, the aim of this paper is twofold. On the one hand, it aims at contributing to the studies of sustainability communication from a multimodal perspective. On the other hand, it hope to strengthen and further a methodological tool to critically analyse sustainability discourse as a multimodal digital discursive practice.
Revista:
REVISTA SIGNOS
ISSN:
0035-0451
Año:
2022
Vol.:
55
N°:
110
Págs.:
762 - 789
Desde una perspectiva lingüística, este documento examina cómo la Responsabilidad Social Corporativa (RSC) se legitima en los mensajes de los presidentes a los accionistas publicados en memorias o informes anuales. El propósito es identificar cuáles son los modos discursivos preferidos por los presidentes para legitimar sus discursos sobre sostenibilidad; en concreto, se analizan qué temas surgen en relación con la RSC y qué clase de estrategias de legitimación están presentes en dichos discursos. En cuanto a los tipos de estrategias discursivas, distinguiremos entre morales, pragmáticas o cognitivas (Marais, 2012). Se realiza un análisis cuantitativo y cualitativo de 34 documentos (69.857 palabras) publicados en 2008, 2015 y 2019 por presidentes del sector bancario y energético del Ibex35, principal índice bursátil español. Por una parte, analizar estos años permiten una visión diacrónica del discurso de legitimación; por otra, a través de los sectores elegidos se comprenderá el discurso de legitimación de dos sectores cuya reputación quedó especialmente dañada, aunque por diferentes motivos: en el caso del sector energético, porque su actividad amenaza especialmente al medio ambiente y, en el caso del sector bancario, porque desde la crisis de 2008 el sector bancario ha sido objeto de sospechas. Los resultados obtenidos muestran un comportamiento similar por sector y año en cuanto a estrategias de legitimación; sin embargo, en función de los temas de RSC, se observan importantes diferencias, en el sector energético hay un claro predominio de los temas medioambientales mientras que el sector bancario prefiere los temas sociales.
Revista:
SEECI 2000
ISSN:
1575-9628
Año:
2021
N°:
54
Págs.:
119 - 143
In our increasingly digitalized civilization where sharing information and interacting about it is ever more made available to the general public, research into corporate communication practices of Corporate Social Responsibility (CSR) content on social media is desperately needed. This study makes a contribution to fill this research gap by performing a corpus-based content and multimodal linguistic analysis of the way in which an IBEX 35 energy company, Iberdrola, communicates about its CSR policy on social media. The corpus consists of 438 posts on Twitter and 126 posts on Facebook. The results allow to draw the following conclusions: 1) Iberdrola's information strategy varies from social media channel, where on Twitter the focus is through the environment, sustainability, social investment, stakeholders and arts, and on Facebook the focus is directed at stakeholders, thus motivating them to engage with CSR-related information; 2) there is certainly an interactive strategy, with many elements that characterize digital discourse, such as structures that elicit (positive) emotions, informal language use (like emojis and use of 1st and 2nd person) and other multimodal elements like hashtags and tags, which are all efforts at increasing brand trust, engagement, and admiration; 3) there are some underlying patterns within the informative and the interactive strategy, being that the overall way in which Iberdrola wants to communicate its CSR information is through informal and (positive) emotional language, with an exception of negative emotional language when discussing environmental themes, most probably to avoid accusations of greenwashing.
Revista:
ESP TODAY
ISSN:
2334-9050
Año:
2020
Vol.:
8
N°:
2
Págs.:
250 - 274
Primer cuartil en SCIMAGO
Revista:
RESLA. REVISTA ESPAGNOLA DE LINGUISTICA APLICADA
ISSN:
0213-2028
Año:
2020
Vol.:
33
N°:
1
Págs.:
55 - 83
Communication between company and client has changed with the arrival of social networks on the corporate communication: the bidirectional communication becomes multidirectional (client to client o client to company) and the emotional element constitutes a part of this message. This article is an attempt to analyse how the emotions are communicated throughout the corporate social network. After identifying the emotions with higher presence, we tackle the analysis of evaluation, intensification and approximation strategies that help to conceptualize or evoke the emotions. To do so, we collected a corpus of 3128 publications, which appeared during the last quarter of 2016 and the data was organized in three corpus: postspublished by Dia, commentaries of followers and commentaries of the company itself. The findings afford us the following conclusions: (1) the high frequency of emotions in corporate digital communication, especially throughout the networks such as Facebook, (2) the prevalence of positive emotions in the three subcorpus, (3) the devices of evaluation, intensity and approximation strategies are similar in the three subcorpus; however the use of icon-graphics devices is more free in the comments of followers.
Revista:
OBSERVATORIO
ISSN:
1646-5954
Año:
2018
Vol.:
12
N°:
3
Págs.:
175 - 194
Redes sociales, como Twitter o Facebook, están permitiendo un espacio esencial para el desarrollo del debate político. En este estudio, investigamos cómo se comunican las emociones en este entorno público prestando una especial atención a qué emociones emergen, qué estimulo las provoca, y con qué objetivo y de qué modo se comunican. Se analiza un corpus de 1353 tuits, que contiene #Maduro (Subcorpus1) o @NicolasMaduro (Subcorpus2). Estos tuits se publicaron el 24 de julio de 2017, fecha equidistante entre el 16 de julio, día en que la oposición a Maduro convoca un referéndum y, el 30 julio, día de la votación oficial para la Asamblea Constituyente. A través de la lectura directa de tuits y combinando el método cuantitativo y cualitativo, demostramos que las emociones son una parte esencial de esta red y, entre ellas, las más frecuentes son `ira¿ y `temor¿. Asimismo, el análisis reveló que este corpus, claramente polarizado, reúne más tuits en contra de Maduro que a favor. Respecto a las funciones, cabe destacar cómo Twitter se convierte en una herramienta persuasiva de campaña, con dos funciones clave `criticar¿ o `apoya¿ a Maduro. Finalmente, el análisis formal arroja un mayor número de expresiones emocionales negativas (léxico emocional, trolling e insultos).
Revista:
CIRCULO DE LINGUISTICA APLICADA A LA COMUNICACION
ISSN:
1576-4737
Año:
2018
Vol.:
73
Págs.:
125 - 144
Over the last few years, research on emotions in Twitter has considerably increased, especially in areas like Marketing and Human Resources, but there are no studies to date that investigate the figurative expression of emotions in digital business communication. This article is an attempt to analyse the metaphors that describe or evoke emotions in the corporate Twitter of Acciona and Iberdrola, two Ibex 35 companies that stand out for their use of social media (Epsilon Technologies, 2016). To do so, we collected a corpus of 798 tweets, published during the second trimester of 2016. We first identified the emotions with more recurrence and the lexical systems that describe these emotions; second, we classified a corpus of metaphors in terms of discourse field 'emotions' and analysed them according to cognitive linguistics (Lakoff and Johnson, 1980 and Kovecses, 2005). Findings allow us to draw the following conclusions: 1) the importance of emotions in corporate digital communication, 2) the relevance of metaphors in the expression of emotions, 3) the influence of mission, vision and values in the conceptual map of metaphors built with reference to emotions.
Revista:
ESTUDIOS DE LINGUISTICA
ISSN:
0212-7636
Año:
2017
Vol.:
2017
N°:
31
Págs.:
151 - 170
In recent years companies have created new customer channels making use of the various social networks, including Twitter. The aim of this paper is to analyze how companies express their apology via Twitter. This paper offers a linguistic-discursive analysis of corporate apologies, supported by corpus linguistics (Page, 2014) and a further pragmatic analysis of the apology (Harris et alii, 2006). The analysis is applied to a body made up of 1567 tweets published during the first half of July 2017 by Iberia and Banco Santander; two companies listed on the Ibex 35 which stand out for their attention to customers offered through this channel. The two companies utilize a common structure of tweets, as well as direct or indirect recognition of the offense; however, Banco Santander has a more bureaucratic and distant style than Iberia, whereby omitting the explanations.
Revista:
INTERDISCIPLINARY STUDIES JOURNAL
ISSN:
1799-2702
Año:
2011
Vol.:
1
N°:
3
Págs.:
23 - 28
This paper explains what INTER-ES project is, how it was designed, how it was implemented and what the results were.
INTER-ES project is a learning experience based on the use of Moodle as a work platform and Spanish business language
course, with the following aims: improving communication skills, promoting intercultural communication, implementing
business knowledge and abilities, improving those specific skills for the information society, and developing negotiation
strategies and teamwork.
The novelty of the project lies in the approach taken. For one thing, INTER-ES project is not based on a ¿teaching method.¿
It is a method of collaborative learning opportunities. Students put into practice the language skills and business knowledge
acquired in the course of their respective degrees. Also, INTER-ES project is a business language course that combines
the use of technology and distance learning with face-to-face activities, or ¿blended learning.¿
The assigned tasks and role-plays foster dialogue and negotiation skills. Oral abilities are practised first off platform among
the team members of the same country, and then on the platform, where we find a communication structure that promotes
intercultural dialogue while training written skills. The final result is a complex structure of interrelated tasks implemented in
a way that integrates the contents of business/administration studies, the cultural standards of each country, ICT skills and
foreign languages.
Internacionales y Europeos
Título:
Committed
Código de expediente:
2020-1-DE01-KA226-005742
Investigador principal:
Sarali Gintsburg
Financiador:
COMISIÓN EUROPEA
Convocatoria:
KA202-Strategic partnerships for vocational education and training
Fecha de inicio:
01/03/2021
Fecha fin:
28/02/2023
Importe concedido:
38.070,00€
Otros fondos:
-
Título:
KINESIS
Código de expediente:
IP620114001
Financiador:
COMISIÓN EUROPEA
Convocatoria:
KA2 KNOWLEDGE ALLIANCES ERASMUS
Fecha de inicio:
01/01/2021
Fecha fin:
30/06/2024
Importe concedido:
94.265,00€
Otros fondos:
-
