Revistas
Revista:
SEECI 2000
ISSN:
1576-3420
Año:
2021
N°:
54
Págs.:
119 - 143
En nuestra civilización digitalizada, en la que el compartir información e interactuar sobre ella está cada vez más a disposición de todos, se necesitan estudios sobre las prácticas de comunicación empresarial de la Responsabilidad Social Corporativa (RSC) en los medios sociales. El presente estudio de corpus contribuye a llenar este vacío mediante un análisis de contenido y lingüístico multimodal de la forma en que una empresa energética del IBEX 35, Iberdrola, comunica sobre su política de RSC en los medios sociales. El corpus consta de 438 posts en Twitter y 126 posts en Facebook. Los resultados permiten sacar las siguientes conclusiones: 1) la estrategia informativa de Iberdrola varía según el canal: en Twitter el enfoque está en medio ambiente, sostenibilidad, inversión social, grupos de interés y artes, mientras que en Facebook se dirige principalmente a los grupos de interés, motivándolos a comprometerse con la RSC; 2) existe indudablemente una estrategia interactiva que caracteriza el discurso digital, como las estructuras que suscitan emociones (positivas), el uso de lenguaje informal (los emoticones y el uso de la primera y segunda persona) y otros elementos multimodales como los hashtagsy tags, que todos sirven para aumentar la confianza y el compromiso por la marca; 3) hay patrones subyacentes en la estrategia informativa e interactiva, en el sentido de que Iberdrola quiere comunicar su política de RSC a través de un lenguaje informal y emocional (positivo), con l
Revista:
SEECI 2000
ISSN:
1575-9628
Año:
2021
N°:
54
Págs.:
119 - 143
In our increasingly digitalized civilization where sharing information and interacting about it is ever more made available to the general public, research into corporate communication practices of Corporate Social Responsibility (CSR) content on social media is desperately needed. This study makes a contribution to fill this research gap by performing a corpus-based content and multimodal linguistic analysis of the way in which an IBEX 35 energy company, Iberdrola, communicates about its CSR policy on social media. The corpus consists of 438 posts on Twitter and 126 posts on Facebook. The results allow to draw the following conclusions: 1) Iberdrola's information strategy varies from social media channel, where on Twitter the focus is through the environment, sustainability, social investment, stakeholders and arts, and on Facebook the focus is directed at stakeholders, thus motivating them to engage with CSR-related information; 2) there is certainly an interactive strategy, with many elements that characterize digital discourse, such as structures that elicit (positive) emotions, informal language use (like emojis and use of 1st and 2nd person) and other multimodal elements like hashtags and tags, which are all efforts at increasing brand trust, engagement, and admiration; 3) there are some underlying patterns within the informative and the interactive strategy, being that the overall way in which Iberdrola wants to communicate its CSR information is through informal and (positive) emotional language, with an exception of negative emotional language when discussing environmental themes, most probably to avoid accusations of greenwashing.
Revista:
ESP TODAY
ISSN:
2334-9050
Año:
2020
Vol.:
8
N°:
2
Págs.:
250 - 274
Primer cuartil en SCIMAGO
Revista:
RESLA. REVISTA ESPAGNOLA DE LINGUISTICA APLICADA
ISSN:
0213-2028
Año:
2020
Vol.:
33
N°:
1
Págs.:
55 - 83
Communication between company and client has changed with the arrival of social networks on the corporate communication: the bidirectional communication becomes multidirectional (client to client o client to company) and the emotional element constitutes a part of this message. This article is an attempt to analyse how the emotions are communicated throughout the corporate social network. After identifying the emotions with higher presence, we tackle the analysis of evaluation, intensification and approximation strategies that help to conceptualize or evoke the emotions. To do so, we collected a corpus of 3128 publications, which appeared during the last quarter of 2016 and the data was organized in three corpus: postspublished by Dia, commentaries of followers and commentaries of the company itself. The findings afford us the following conclusions: (1) the high frequency of emotions in corporate digital communication, especially throughout the networks such as Facebook, (2) the prevalence of positive emotions in the three subcorpus, (3) the devices of evaluation, intensity and approximation strategies are similar in the three subcorpus; however the use of icon-graphics devices is more free in the comments of followers.
Revista:
OBSERVATORIO
ISSN:
1646-5954
Año:
2018
Vol.:
12
N°:
3
Págs.:
175 - 194
Redes sociales, como Twitter o Facebook, están permitiendo un espacio esencial para el desarrollo del debate político. En este estudio, investigamos cómo se comunican las emociones en este entorno público prestando una especial atención a qué emociones emergen, qué estimulo las provoca, y con qué objetivo y de qué modo se comunican. Se analiza un corpus de 1353 tuits, que contiene #Maduro (Subcorpus1) o @NicolasMaduro (Subcorpus2). Estos tuits se publicaron el 24 de julio de 2017, fecha equidistante entre el 16 de julio, día en que la oposición a Maduro convoca un referéndum y, el 30 julio, día de la votación oficial para la Asamblea Constituyente. A través de la lectura directa de tuits y combinando el método cuantitativo y cualitativo, demostramos que las emociones son una parte esencial de esta red y, entre ellas, las más frecuentes son `ira¿ y `temor¿. Asimismo, el análisis reveló que este corpus, claramente polarizado, reúne más tuits en contra de Maduro que a favor. Respecto a las funciones, cabe destacar cómo Twitter se convierte en una herramienta persuasiva de campaña, con dos funciones clave `criticar¿ o `apoya¿ a Maduro. Finalmente, el análisis formal arroja un mayor número de expresiones emocionales negativas (léxico emocional, trolling e insultos).
Revista:
CIRCULO DE LINGUISTICA APLICADA A LA COMUNICACION
ISSN:
1576-4737
Año:
2018
Vol.:
73
Págs.:
125 - 144
Over the last few years, research on emotions in Twitter has considerably increased, especially in areas like Marketing and Human Resources, but there are no studies to date that investigate the figurative expression of emotions in digital business communication. This article is an attempt to analyse the metaphors that describe or evoke emotions in the corporate Twitter of Acciona and Iberdrola, two Ibex 35 companies that stand out for their use of social media (Epsilon Technologies, 2016). To do so, we collected a corpus of 798 tweets, published during the second trimester of 2016. We first identified the emotions with more recurrence and the lexical systems that describe these emotions; second, we classified a corpus of metaphors in terms of discourse field 'emotions' and analysed them according to cognitive linguistics (Lakoff and Johnson, 1980 and Kovecses, 2005). Findings allow us to draw the following conclusions: 1) the importance of emotions in corporate digital communication, 2) the relevance of metaphors in the expression of emotions, 3) the influence of mission, vision and values in the conceptual map of metaphors built with reference to emotions.
Revista:
ESTUDIOS DE LINGUISTICA
ISSN:
0212-7636
Año:
2017
Vol.:
2017
N°:
31
Págs.:
151 - 170
In recent years companies have created new customer channels making use of the various social networks, including Twitter. The aim of this paper is to analyze how companies express their apology via Twitter. This paper offers a linguistic-discursive analysis of corporate apologies, supported by corpus linguistics (Page, 2014) and a further pragmatic analysis of the apology (Harris et alii, 2006). The analysis is applied to a body made up of 1567 tweets published during the first half of July 2017 by Iberia and Banco Santander; two companies listed on the Ibex 35 which stand out for their attention to customers offered through this channel. The two companies utilize a common structure of tweets, as well as direct or indirect recognition of the offense; however, Banco Santander has a more bureaucratic and distant style than Iberia, whereby omitting the explanations.
Revista:
INTERDISCIPLINARY STUDIES JOURNAL
ISSN:
1799-2702
Año:
2011
Vol.:
1
N°:
3
Págs.:
23 - 28
This paper explains what INTER-ES project is, how it was designed, how it was implemented and what the results were.
INTER-ES project is a learning experience based on the use of Moodle as a work platform and Spanish business language
course, with the following aims: improving communication skills, promoting intercultural communication, implementing
business knowledge and abilities, improving those specific skills for the information society, and developing negotiation
strategies and teamwork.
The novelty of the project lies in the approach taken. For one thing, INTER-ES project is not based on a ¿teaching method.¿
It is a method of collaborative learning opportunities. Students put into practice the language skills and business knowledge
acquired in the course of their respective degrees. Also, INTER-ES project is a business language course that combines
the use of technology and distance learning with face-to-face activities, or ¿blended learning.¿
The assigned tasks and role-plays foster dialogue and negotiation skills. Oral abilities are practised first off platform among
the team members of the same country, and then on the platform, where we find a communication structure that promotes
intercultural dialogue while training written skills. The final result is a complex structure of interrelated tasks implemented in
a way that integrates the contents of business/administration studies, the cultural standards of each country, ICT skills and
foreign languages.
Internacionales y Europeos
Título:
Committed
Código de expediente:
2020-1-DE01-KA226-005742
Investigador principal:
Sarali Gintsburg
Financiador:
COMISIÓN EUROPEA
Convocatoria:
KA202-Strategic partnerships for vocational education and training
Fecha de inicio:
01/03/2021
Fecha fin:
28/02/2023
Importe concedido:
38.070,00€
Otros fondos:
-
Título:
KINESIS
Código de expediente:
IP620114001
Investigador principal:
Ruth Grace Johnson Davies
Financiador:
COMISIÓN EUROPEA
Convocatoria:
KA2 KNOWLEDGE ALLIANCES ERASMUS
Fecha de inicio:
01/01/2021
Fecha fin:
30/06/2024
Importe concedido:
94.265,00€
Otros fondos:
-
