Estrategias lingüísticas para la construcción y la difusión de la identidad y de la imagen corporativa: aproximación a través de los corpus de comunicación pública empresarial

• Varo Varo, Carmen ^[1]
  1. [1] Universidad de Cádiz

     Universidad de Cádiz

     Cádiz, España

     
• Localización: Círculo de lingüística aplicada a la comunicación, ISSN-e 1576-4737, Nº. 89, 2022 (Ejemplar dedicado a: Monográfico: El debate sobre el lenguaje inclusivo en la prensa española), págs. 183-200
• Idioma: español
• DOI: 10.5209/clac.76111
• Títulos paralelos:
  • Linguistic strategies for the construction and dissemination of corporate identity and image: an approach through public business communication corpus
• Enlaces
  • Texto completo
• Resumen
  • español

    El propósito de este trabajo es analizar las estrategias lingüísticas presentes en la comunicación empresarial de carácter público a través de dos corpus de textos emitidos por dos empresas españolas de gran relevancia internacional y accesibles a través de su web o de otros medios digitales, combinado las perspectivas computacional y psicolingüística. En cuanto a la primera, hemos sometido estos textos a tratamiento automatizado para obtener datos de frecuencia absoluta y relativa, con el objetivo de delimitar los mecanismos de selección y combinación léxicas dominantes. Respecto a la segunda, nos detendremos en la correlación de los datos obtenidos con los procesos neurocognitivos implicados en la producción lingüística, y atendiendo a su productividad en la comunicación pública.

  • English

    The aim of this paper is to analyse the linguistic strategies used in public business communication by means of two corpora of texts issued by two relevant Spanish companies that are accessible through their website or other digital media, combining computational and psycholinguistic perspectives. Regarding the former, we have subjected these texts to automated processing in order to gather absolute and relative frequency data, with the purpose of addressing the main selection and combination lexical mechanisms. According to the second view, we will focus on the correlation of the data obtained with the neurocognitive processes involved in linguistic production, and on their productivity in public communication.

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