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

Anchored in the methodology of digital corporate communication, multimodal discourse analysis, legitimation and relevance theories, the research focuses on the contribution of images – photographs and logos– to sustainability meanings conveyed by the websites to the different stakeholders. The corpu...

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Autor: Fernández-Vallejo, A.M. (Ana María)|||/items/11508593-a606-4743-8de4-282b65341ab2
Tipo de recurso: artículo
Fecha de publicación:2023
País:España
Institución:Universidad de Navarra
Repositorio:Dadun. Depósito Académico Digital de la Universidad de Navarra
Idioma:inglés
OAI Identifier:oai:dadun.unav.edu:10171/111967
Acceso en línea:https://hdl.handle.net/10171/111967
Access Level:acceso abierto
Palabra clave:Análisis multimodal
Comunicación de la sostenibilidad
Páginas web
Sector hotelero
Multimodal analysis
Sustainability communication
Websites
Hospitality sector
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spelling Visual strategies of sustainability communication on corporate websites: A critical multimodal discourse analysis in the hospitality sectorEstrategias visuales para la comunicación de la sostenibilidad en páginas web corporativas: análisis crítico del discurso multimodal en el sector hoteleroFernández-Vallejo, A.M. (Ana María)|||/items/11508593-a606-4743-8de4-282b65341ab2Análisis multimodalComunicación de la sostenibilidadPáginas webSector hoteleroMultimodal analysisSustainability communicationWebsitesHospitality sectorAnchored in the methodology of digital corporate communication, multimodal discourse analysis, legitimation and relevance theories, the research focuses on the contribution of images – photographs and logos– to sustainability meanings conveyed by the websites to the different stakeholders. The corpus analysis includes 330 images coming from the five hotel chains most sustainable according to the Sustainability Yearbook 2022. These images were downloaded manually from the English corporate websites and particularly from the sites with the header and sub-header related to sustainability. The research procedure was organized in three phases from a quantitative and qualitative perspective by answering the questions: “what do you see?”, “what should the images represent regarding sustainability issues?” and “how visual elements are utilized to convey the different dimensions of sustainability on web pages?”. The results obtained show that, on the one hand, the hotel chains preferred photographs of people in order to elicit people's dimension and humanize their image and, on the other hand, the photographs of nature that depict planet dimension and would be the expected, are in the third position. With sustainability communication as a complex area of investigation, the aim of this paper is twofold. On the one hand, it aims at contributing to the studies of sustainability communication from a multimodal perspective. On the other hand, it aims at strengthening and furthering a methodological tool to critically analyse the sustainability discourse as a multimodal digital discursive practice.AELFEDadun. Depósito Académico Digital Universidad de Navarra20232023-01-0120232023-01-01journal articlehttp://purl.org/coar/resource_type/c_6501info:eu-repo/semantics/articleapplication/pdfhttps://hdl.handle.net/10171/111967reponame:Dadun. Depósito Académico Digital de la Universidad de Navarrainstname:Universidad de NavarraInglésengopen accesshttp://purl.org/coar/access_right/c_abf2info:eu-repo/semantics/openAccessoai:dadun.unav.edu:10171/1119672026-06-21T12:47:57Z
dc.title.none.fl_str_mv Visual strategies of sustainability communication on corporate websites: A critical multimodal discourse analysis in the hospitality sector
Estrategias visuales para la comunicación de la sostenibilidad en páginas web corporativas: análisis crítico del discurso multimodal en el sector hotelero
title Visual strategies of sustainability communication on corporate websites: A critical multimodal discourse analysis in the hospitality sector
spellingShingle Visual strategies of sustainability communication on corporate websites: A critical multimodal discourse analysis in the hospitality sector
Fernández-Vallejo, A.M. (Ana María)|||/items/11508593-a606-4743-8de4-282b65341ab2
Análisis multimodal
Comunicación de la sostenibilidad
Páginas web
Sector hotelero
Multimodal analysis
Sustainability communication
Websites
Hospitality sector
title_short Visual strategies of sustainability communication on corporate websites: A critical multimodal discourse analysis in the hospitality sector
title_full Visual strategies of sustainability communication on corporate websites: A critical multimodal discourse analysis in the hospitality sector
title_fullStr Visual strategies of sustainability communication on corporate websites: A critical multimodal discourse analysis in the hospitality sector
title_full_unstemmed Visual strategies of sustainability communication on corporate websites: A critical multimodal discourse analysis in the hospitality sector
title_sort Visual strategies of sustainability communication on corporate websites: A critical multimodal discourse analysis in the hospitality sector
dc.creator.none.fl_str_mv Fernández-Vallejo, A.M. (Ana María)|||/items/11508593-a606-4743-8de4-282b65341ab2
author Fernández-Vallejo, A.M. (Ana María)|||/items/11508593-a606-4743-8de4-282b65341ab2
author_facet Fernández-Vallejo, A.M. (Ana María)|||/items/11508593-a606-4743-8de4-282b65341ab2
author_role author
dc.contributor.none.fl_str_mv Dadun. Depósito Académico Digital Universidad de Navarra
dc.subject.none.fl_str_mv Análisis multimodal
Comunicación de la sostenibilidad
Páginas web
Sector hotelero
Multimodal analysis
Sustainability communication
Websites
Hospitality sector
topic Análisis multimodal
Comunicación de la sostenibilidad
Páginas web
Sector hotelero
Multimodal analysis
Sustainability communication
Websites
Hospitality sector
description Anchored in the methodology of digital corporate communication, multimodal discourse analysis, legitimation and relevance theories, the research focuses on the contribution of images – photographs and logos– to sustainability meanings conveyed by the websites to the different stakeholders. The corpus analysis includes 330 images coming from the five hotel chains most sustainable according to the Sustainability Yearbook 2022. These images were downloaded manually from the English corporate websites and particularly from the sites with the header and sub-header related to sustainability. The research procedure was organized in three phases from a quantitative and qualitative perspective by answering the questions: “what do you see?”, “what should the images represent regarding sustainability issues?” and “how visual elements are utilized to convey the different dimensions of sustainability on web pages?”. The results obtained show that, on the one hand, the hotel chains preferred photographs of people in order to elicit people's dimension and humanize their image and, on the other hand, the photographs of nature that depict planet dimension and would be the expected, are in the third position. With sustainability communication as a complex area of investigation, the aim of this paper is twofold. On the one hand, it aims at contributing to the studies of sustainability communication from a multimodal perspective. On the other hand, it aims at strengthening and furthering a methodological tool to critically analyse the sustainability discourse as a multimodal digital discursive practice.
publishDate 2023
dc.date.none.fl_str_mv 2023
2023-01-01
2023
2023-01-01
dc.type.none.fl_str_mv journal article
http://purl.org/coar/resource_type/c_6501
dc.type.openaire.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv https://hdl.handle.net/10171/111967
url https://hdl.handle.net/10171/111967
dc.language.none.fl_str_mv Inglés
eng
language_invalid_str_mv Inglés
language eng
dc.rights.none.fl_str_mv open access
http://purl.org/coar/access_right/c_abf2
dc.rights.openaire.fl_str_mv info:eu-repo/semantics/openAccess
rights_invalid_str_mv open access
http://purl.org/coar/access_right/c_abf2
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv AELFE
publisher.none.fl_str_mv AELFE
dc.source.none.fl_str_mv reponame:Dadun. Depósito Académico Digital de la Universidad de Navarra
instname:Universidad de Navarra
instname_str Universidad de Navarra
reponame_str Dadun. Depósito Académico Digital de la Universidad de Navarra
collection Dadun. Depósito Académico Digital de la Universidad de Navarra
repository.name.fl_str_mv
repository.mail.fl_str_mv
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