Visual strategies of sustainability communication on corporate webpages. A critical multimodal discourse analysis in the hospitality sector

  1. Ana María Fernández Vallejo
Revue:
Ibérica: Revista de la Asociación Europea de Lenguas para Fines Específicos ( AELFE )

ISSN: 1139-7241,  2340-2784

Année de publication: 2023

Número: 45

Pages: 109-137

Type: Article

DOI: 10.17398/2340-2784.45.109 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

D'autres publications dans: Ibérica: Revista de la Asociación Europea de Lenguas para Fines Específicos ( AELFE )

Résumé

Tomando como marco de estudio la comunicación corporativa digital, el análisis del discurso multimodal y las teorías de legitimación y relevancia, este trabajo analiza cómo las cadenas hoteleras utilizan los recursos visuales para representar sus estrategias de sostenibilidad en sus sitios web. El análisis del corpus incluye330 imágenes (fotografías y logos) de las cinco cadenas hoteleras más sostenibles según Sustainability Yearbook 2022. Estas imágenes se han descargado manualmente de los sitios web corporativos en inglés y, en concreto, de las secciones relacionadas con la sostenibilidad. El procedimiento de investigación, desde una perspectiva cuantitativa y cualitativa, responde a las siguientes preguntas: “¿qué ve el espectador?” (Q1), “¿qué representan las imágenes en relación con las cuatro dimensiones de sostenibilidad?” (Q2) y “¿cómo se utilizan dichos elementos visuales para transmitir las diferentes dimensiones de la sostenibilidad?” (Q3). Los resultados obtenidos muestran que las cadenas hoteleras prefieren fotografías de personas para evocar la dimensión humana; las fotografías de la naturaleza, que serían las más esperables, solo alcanzan el tercer lugar. Dado que la comunicación de la sostenibilidad es un área de investigación compleja, la contribución de este trabajo es doble: por un lado, pretende ser una aportación a los estudios de comunicación de la sostenibilidad desde una perspectiva multimodal; por otro, tiene como objetivo presentar una herramienta metodológica para analizar críticamente el discurso de la sostenibilidad como práctica discursiva digital multimodal.

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