Multimodal discursive strategies for building social, intellectual, and symbolic capital for women empowerment

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Abstract

The purpose of this article is to show how to identify and clarify the roles of distinctive discourses in empowering and advocacy communication meant to create bridging and bonding social capital through building new intellectual and symbolic capital. More precisely, the purpose is to explain the roles of multimodal discursive strategies employed when issues of gender equity and empowerment are communicated in corporate context, viz. in employee magazines, by world-acclaimed women professional athletes and corporate employees. For accomplishing this purpose, a series of multimodal interviews appearing in the Puma's online employee magazines, Puma Catch Up, are systematically examined. Overall, the study suggests that especially legitimations used by successful professional women are key discursive resources for empowering women across various kinds of borders and for creating a corporate symbolic capital. By outlining how legitimations constitute empowering and advocacy discursive resources, this research work contributes with a multimodal perspective to the field of social change communication.

Original languageEnglish
Book seriesMultimodal Communication
Volume12
Issue2
Pages (from-to)167-177
Number of pages11
ISSN2230-6579
DOIs
Publication statusPublished - Jul 2023

Keywords

  • gender
  • intellectual capital
  • multimodal discursive strategies
  • social capital
  • symbolic capital

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