This paper aims at investigating the linguistic strategies used in promoting Italian agri-food products worldwide by considering how linguistic choices adapt to actors and agents, destination building and branding, and knowledge dissemination. Basing the study on both quantitative and qualitative methods, the English versions of a corpus of Italian websites will be taken into consideration in order to analyse how online narratives promote Italian products and how strategies of dissemination of the “Made in Italy” image influence non-Italian costumers.
Corporate knowledge dissemination through digital storytelling: online discourse strategies in Italian agrifood product companies selling around the world
Sara Corrizzato
2021-01-01
Abstract
This paper aims at investigating the linguistic strategies used in promoting Italian agri-food products worldwide by considering how linguistic choices adapt to actors and agents, destination building and branding, and knowledge dissemination. Basing the study on both quantitative and qualitative methods, the English versions of a corpus of Italian websites will be taken into consideration in order to analyse how online narratives promote Italian products and how strategies of dissemination of the “Made in Italy” image influence non-Italian costumers.
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