Linguistic strategies for the construction and dissemination of corporate identity and image: An approach through public business communication corpus

Abstract

The aim of this paper is to analyse the linguistic strategies used in public business communication by means of two corpora of texts issued by two relevant Spanish companies that are accessible through their website or other digital media, combining computational and psycholinguistic perspectives. Regarding the former, we have subjected these texts to automated processing in order to gather absolute and relative frequency data, with the purpose of addressing the main selection and combination lexical mechanisms. According to the second view, we will focus on the correlation of the data obtained with the neurocognitive processes involved in linguistic production, and on their productivity in public communication.