Multimodality in Corporate Communication. Web genres and discursive identity

This volume explores the impact of new multi-modal technologies on corporate communication. Their spread has enabled companies to enact more effective interpersonal and inter-organizational communication and en-hance 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. They identify the changes in discursive identities that are specifically connected with increasing recourse to multi-modality in communication, also account-ing 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 of corporate communication.