Comunicar emociones en Facebook: Análisis discursivo en la página corporativa de empresa Dia
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.