The Italy-China trade exceeded 50 billion U.S. dollars in 2018 and their investment surpassed 20 billion dollars in accumulative terms. With the growing importance of Sino-Italian trade relations, Italian fashion is immensely popular among Chinese consumers. The present study draws attention to how corporate communication strategies are realized from a corpus linguistic perspective and a multimodal approach through a case study of successful Italian fashion communication. This thesis is designed to identify the female image conveyed by Max Mara: from press releases to articles of Max Mara’s Chinese official account on WeChat and their subsequent news reports, and to investigate the multimodal strategies in the genre of news reports, highlighting corporate communication strategies and the reception of the messages on local media. This research implies a multi-angled study, with corporate communication at the center as well as a secondary focus on media reception of corporate communication. In order to carry out a corpus-based multimodal analysis, the present study is based on two small corpora: the corporate corpus (CC) and the media corpus (MC). The corporate corpus is composed of 12 press releases in Italian and English (PR-IE) issued by Max Mara from 2017 to 2019 and 6 articles in Chinese (WeChat-Ch) issued by the company’s official account on WeChat – Max Mara China for its communication strategy addressed to the Chinese market. The media corpus is composed of 118 news reports (NR-ICE) issued in Italian, English, and Chinese by fashion journalists in online fashion magazines or websites with fashion section covering the same period and events. The analysis applies both qualitative and quantitative research methods to conduct a more inclusive study. The qualitative research is carried out through the KWIC search use of the Concordance tool of the AntConc software in order to investigate the female image conveyed by the three genres. The quantitative analysis emerges by, applying the GeM model (Bateman, 2008), annotations of the base layer, layout layer, and rhetorical layer of each of the news reports in the corpus NR-ICE-T and the building of an XML-based multimodal corpus. The annotated corpus enables an analysis of the various semiotic resources for realizing semantic analysis so as to explore the possible effect of hierarchical rhetorical relations on conveying the female image. Subsequently, these two analytical areas are complemented by a further contextual analysis, which explores how the messages of corporate communication are received by the local media. This study contributes to a more refined understanding of the female image of Max Mara woman conveyed by different genres as well as the understanding of the RST relations between language and images employed in news reports. The results of this study could also facilitate the establishment of a profile of the communication strategies adopted by Max Mara while in China, leading to reflections on cross-cultural corporate discourses in the Chinese fashion world in reference to the Italian model, and improving web-based annotation tools applied to build potential future multimodal corpora.
Nel 2018, i proventi derivanti dagli accordi commerciali conclusi sono stati di 50 miliardi di dollari statunitensi, con investimenti di oltre 20 miliardi di dollari. Attualmente il commercio sino-italiano ha acquistato una rilevanza sempre maggiore, influenzando vari settori produttivi tra cui spicca quello della moda italiana la cui popolarità presso i consumatori cinesi è diventata sempre più eclatante. A partire da una prospettiva linguistica e adoperando un approccio multimodale, il presente studio pone l'attenzione sulla attuazione delle strategie di comunicazione aziendale, prendendo in analisi il caso della celebre azienda di moda italiana Max Mara. Nella fattispecie, l'obiettivo che ci si è posti è quello di identificare il tipo di immagine femminile comunicato da Max Mara attraverso la stampa e i social media, e investigare le strategie multimodali adoperate a tal fine. Per l'analisi linguistico-comunicativa, lo studio si basa su due piccoli corpora: un corpus aziendale e un media corpus. Il corpus aziendale è composto da dodici comunicati stampa in italiano e in inglese (PR-IE),pubblicati da Max Mara tra il 2017 e il 2019, e sei recensioni in cinese (WeChat-Ch) prodotte nello stesso periodo dall’account ufficiale WeChat - Max Mara China come strategia comunicativa rivolta principalmente al mercato cinese. Il media corpus è composto da 118 notiziari (NR-ICE) pubblicati in italiano, inglese e cinese da giornalisti del settore e comparsi su diversi siti internet di moda, sempre tra il 2017 e il 2019. Lo studio si basa sia su metodi di ricerca qualitativi sia su metodi quantitativi al fine di favorire un’analisi più approfondita. La metodologia qualitativa è realizzata tramite l’indice di ricerca KWIC dello strumento Concordance del software AntConc al fine di analizzare la figura femminile trasmessa dai tre generi. La metodologia quantitativa, invece, emerge attraverso l’applicazione del modello GeM (Bateman, 2008), l’annotazione dello strato di base, di impaginazione e dello strato retorico per ciascun reportage all’interno del corpus NR-ICE-T, e infine, la creazione di corpus multimediale XML. L’annotazione del corpus permette un’analisi delle varie risorse semiotiche al fine di realizzare analisi semantiche così che si possa esplorare il potenziale effetto delle relazioni di gerarchia retorica circa la trasmissione dell’immagine femminile. Inoltre, queste due aree analitiche sono supportate da una ulteriore analisi contestuale, che esplora come i messaggi aziendali di comunicazione vengano recepiti dai media locali. Questo studio contribuisce a concepire un’immagine più sofisticata della donna Max Mara così come pensata da diversi generi e delle relazioni RST tra lingua e immagini all’interno dei reportage. I risultati di questa ricerca potrebbero, inoltre, facilitare la creazione di un profilo di strategie comunicative per Max Mara durante il proprio soggiorno in Cina. Così facendo sarà possibile riflettere sul tema delle relazioni inter-culturali tra aziende all’interno del mondo della moda cinese in riferimento al modello italiano e migliorare le annotazioni basate sullo strumento web per la realizzazione di potenziali corpora multimediali nel futuro.
Le strategie di comunicazione aziendale di Max Mara: un'analisi multimodale basata su corpus di comunicati stampa, articoli su WeChat e notiziari / Ting Zan , 2020 Sep 30. 32. ciclo, Anno Accademico 2018/2019.
Le strategie di comunicazione aziendale di Max Mara: un'analisi multimodale basata su corpus di comunicati stampa, articoli su WeChat e notiziari
ZAN, TING
2020
Abstract
The Italy-China trade exceeded 50 billion U.S. dollars in 2018 and their investment surpassed 20 billion dollars in accumulative terms. With the growing importance of Sino-Italian trade relations, Italian fashion is immensely popular among Chinese consumers. The present study draws attention to how corporate communication strategies are realized from a corpus linguistic perspective and a multimodal approach through a case study of successful Italian fashion communication. This thesis is designed to identify the female image conveyed by Max Mara: from press releases to articles of Max Mara’s Chinese official account on WeChat and their subsequent news reports, and to investigate the multimodal strategies in the genre of news reports, highlighting corporate communication strategies and the reception of the messages on local media. This research implies a multi-angled study, with corporate communication at the center as well as a secondary focus on media reception of corporate communication. In order to carry out a corpus-based multimodal analysis, the present study is based on two small corpora: the corporate corpus (CC) and the media corpus (MC). The corporate corpus is composed of 12 press releases in Italian and English (PR-IE) issued by Max Mara from 2017 to 2019 and 6 articles in Chinese (WeChat-Ch) issued by the company’s official account on WeChat – Max Mara China for its communication strategy addressed to the Chinese market. The media corpus is composed of 118 news reports (NR-ICE) issued in Italian, English, and Chinese by fashion journalists in online fashion magazines or websites with fashion section covering the same period and events. The analysis applies both qualitative and quantitative research methods to conduct a more inclusive study. The qualitative research is carried out through the KWIC search use of the Concordance tool of the AntConc software in order to investigate the female image conveyed by the three genres. The quantitative analysis emerges by, applying the GeM model (Bateman, 2008), annotations of the base layer, layout layer, and rhetorical layer of each of the news reports in the corpus NR-ICE-T and the building of an XML-based multimodal corpus. The annotated corpus enables an analysis of the various semiotic resources for realizing semantic analysis so as to explore the possible effect of hierarchical rhetorical relations on conveying the female image. Subsequently, these two analytical areas are complemented by a further contextual analysis, which explores how the messages of corporate communication are received by the local media. This study contributes to a more refined understanding of the female image of Max Mara woman conveyed by different genres as well as the understanding of the RST relations between language and images employed in news reports. The results of this study could also facilitate the establishment of a profile of the communication strategies adopted by Max Mara while in China, leading to reflections on cross-cultural corporate discourses in the Chinese fashion world in reference to the Italian model, and improving web-based annotation tools applied to build potential future multimodal corpora.File | Dimensione | Formato | |
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