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PR, Trust and Linguistic Methods: How modern approaches to meaning can help companies assess their presented image

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In this paper, I investigate from the point of view of Knowledge Communication the role of specialized knowledge and expertise demonstrated in the communication of a corporation in engendering trust with its stakeholders. Object is an excerpt from a brochure presenting the application of products of a company. For the analysis, text-oriented approaches to the analysis of trustworthy communication are combined with a frame-approach to the description of textual content, thus presenting a novel analytical approach to the study of corporate communication. The analysis shows the mixture of presented and presupposed knowledge, indicating a specific level of expertise on the side of the sender as well as of the receivers, and presents possible trust mplications.
Original languageEnglish
Title of host publicationLinguistica e comunicazione d’impresa. Linguaggi e competenze. Linguistics and business communication. Languages and competences. Linguistik und Unternehmenskommunikation. Sprachen und Kompetenzen.
EditorsNatascia Leonardi, Antonella Nardi
Number of pages12
Place of publicationItalien
Publication year2018
ISBN (print)978-88-6056-579-2
Publication statusPublished - 2018

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