WK11: Corporate Communication


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WK11: Introduction

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Colonisation & Appropriation




Symbolic added Value (f.o.l)

Constitutive Role (f.o.l)

Access (f.o.l)

Tool (f.o.l)

Industry (f.o.l)


Genre Chain

Genre Colony

Deontic Modality

Epistemic Modality


Participant roles: Institutional

Participant roles: Interactional

Participant roles: Interpersonal

Phatic Communication


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Turning verbs into nouns (“Please send your acknowledgment upon receipt”)

Language provides access to niche markets. This means different languages or varieties of a language help develop approaches specific to a geographical location or social group rather than an undifferentiated global market.

The organisation which grants that right (e.g.: Starbucks).

The individual or group who has been granted that right or license (e.g.: the ‘owner’ of the café).

: the sequence in which genres occur as part of a social practice.

way of expressing obligation (‘must’, ’should’)

way of expressing likelihood (‘might’)

Language is the tool for managing the flow of resources, which now often happen in international transactions across geographical space and under increasing time pressure with greater need for precision.

The ones who are going to be affected by something (business, projects, event, etc.)

: purely relational communication

the roles in a given relationship, depend on roles above and how close they are to each other (e.g. parental) (Background reading, p. 15)

Share a communicative purpose. There are primary, secondary and peripheral.

a conventional way of using language for a particular communicative purpose, with typical linguistic features that help to meet that purpose: where genres are concerned, form follows function.

Language provides symbolic added value to both industrially produced resources and intangibles such as services. Brand names, verbal identity and corporate tone of voice are now a crucial element of brand management and represent an important part of brand equity

The right or license granted by an organization to an individual or group to market its products or services in a specific territory.

Language is the glue that holds work groups together and helps to distinguish the members from outsiders. Language defines organizational boundaries and the culture within. It also reveals hidden assumptions: for example, the root metaphors used to describe a company

Defined by the position they have in the organization (e.g. senior account manager or graduate trainee)

The redefinition of areas of life with promotional language ie. citizen as consumer

The roles taken in a given process (e.g. reviewer and reviewee)

Translation, language teaching, communication training or call centre work, for instance, rely on language as the means of the ongoing work processes, but information in linguistic form such as specific information materials for local markets or verbal branding have now also became end products.