We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
Multimodal Aspects of Corporate Social Responsibility Communication.
- Authors
Maier, Carmen Daniela
- Abstract
This article addresses how the multimodal persuasive strategies of corporate social responsibility communication can highlight a company's commitment to gender empowerment and environmental protection while advertising simultaneously its products. Drawing on an interdisciplinary methodological framework related to corporate social responsibility (CSR) communication, multimodal discourse analysis and gender theory, the article proposes a multimodal analysis model through which it is possible to map and explain the multimodal persuasive strategies employed by Coca-Cola company in their community-related films. By examining the semiotic modes' interconnectivity and functional differentiation, this analytical endeavour expands the existing research work as the usual textual focus is extended to a multimodal one.
- Subjects
SOCIAL responsibility of business; DISCOURSE analysis; ENVIRONMENTAL protection; SELF-efficacy; BUSINESS communication; ORGANIZATIONAL communication
- Publication
LEA - Lingue e Letterature d'Oriente e d'Occidente, 2014, Vol 3, p245
- ISSN
1824-484X
- Publication type
Article
- DOI
10.13128/LEA-1824-484x-15195