Discourse, identities and genres in corporate communication : sponsorship, advertising and organizational communication

This voume presents a collection of studies that contribute to shedding light on the multi-faceted complexity and stratifica-tion of identity within the context of corporate communication, by definition characterized by the interplay and intersection among genres, discursive practices and communicative events involving both individual and collec-tive actors. The texts investigated include openly promotional genres specifically aimed at constructing and promoting a company’s image in the marketplace, such as those used in sponsorship and advertising, as well as organizational genres which in spite or their primarily operational purpose also incorporate cues aimed at the planned self-representation of the enterprise. The arguments presented in the various chapters and the research results supporting them bring evidence to the crucial role discourse plays in the construction of corporate iden-tity at all levels.