A Multimodal Critical Analysis in Business Discourse: the Case of the Corporate Annual Report of Tesco

DOI

10.2991/icelaic-18.2018.94How to use a DOI?

Keywords

Multimodal Critical Discourse Analysis; non-verbal language; visual grammar; annual report

Abstract

Drawing on the theory of Multimodal Critical Discourse Analysis (MCDA), this paper explores the language use in the strategic part of Tesco’s corporate annual report. By focusing on both visual and verbal modes employed in the selected text, the paper not only discusses their discursive features separately, but also investigates how they work as a whole in conveying the integrated messages and reflecting the ideology of the speakers. In addition, it adopts a new framework to further dig out the social issues and power relations hidden behind the discourse from three different layers. The main finding is: the text producers of the annual report intend to create a positive image of Tesco and narrow the relationship with their target readers via the employment of discursive strategies.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Tang Xinyun
PY  - 2018/12
DA  - 2018/12
TI  - A Multimodal Critical Analysis in Business Discourse: the Case of the Corporate Annual Report of Tesco
BT  - Proceedings of the 5th International Conference on Education, Language, Art and Inter-cultural Communication (ICELAIC 2018)
PB  - Atlantis Press
SP  - 433
EP  - 440
SN  - 2352-5398
UR  - https://doi.org/10.2991/icelaic-18.2018.94
DO  - 10.2991/icelaic-18.2018.94
ID  - Xinyun2018/12
ER  -