文章基本信息

标题：Multimodal Aspects of Corporate Social Responsibility Communication
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作者：Carmen Daniela Maier
期刊名称：LEA - Lingue e Letterature d'Oriente e d'Occidente
印刷版ISSN：1824-484x
出版年度：2014
卷号：3
期号：1
页码：245-258
DOI：10.13128/LEA-1824-484x-15195
语种：English
出版社：Firenze University Press
摘要：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 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.
关键词：corporate social responsibility; discourse analysis; environmental protection; gender empowerment multimodality