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But then something happened: a critical multimodal genre analysis of corporate image repair videos

Jaworska, S. ORCID: (2023) But then something happened: a critical multimodal genre analysis of corporate image repair videos. English for Specific Purposes, 69. pp. 95-108. ISSN 0889-4906

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To link to this item DOI: 10.1016/j.esp.2022.10.004


This study explores an emergent genre of corporate image repair videos that were produced and disseminated on YouTube by three large corporations Facebook, Uber and Wells Fargo following major corporate scandals and mismanagement. Utilising a critical multimodal genre analysis, the generic and semiotic features of this new corporate multimodal ‘product’ are investigated focusing on meanings, values and beliefs that they interactively produce. The analysis shows how the corporations appropriate the generic structure of the canonical narrative, narrative positionality, narrative frames and audio-visual resources in fresh and creative ways to do repair work and diminish their responsibility for wrongdoings. The analysis raises critical awareness of the ‘dark side’ of generic creativity and innovation in the service of corporate interests and public manipulation. This study is intended as a case study showcasing to the community of ESP students, teachers and researchers a workable approach to explore multimodal practices of professional communication mediated online.

Item Type:Article
Divisions:Arts, Humanities and Social Science > School of Literature and Languages > English Language and Applied Linguistics
ID Code:108456
Uncontrolled Keywords:multimodality, corporate communications, image repair strategies, crisis management, videos, narrative, genre analysis


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