University of Naples - L'Orientale
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The Twitter Crier: A Comparative Discourse Analysis of How British Grocery Retailers Target Their Market Through Microblogging
No full textThe present research examines the discursive features employed by British grocery retailers in their social media communications over Twitter and outlines how they address and construct their target customers in terms of social class, buying preferences, and lifestyles. For the purposes of this chapter, Christmas time was selected, as it represents the peak selling season of the year in the western world, involving tradition and consumerism and disclosing social differences or aspirations (see Pitts et al. 2007). A corpus of posts including pictures published in December 2016 by thirteen UK supermarket chains, roughly distinguished by their target in the macro categories of upper market, middle market and lower market, was collected and investigated from a genre, content, and multimodal perspective. Results were compared with the data on social stratification and cultural taste in the UK collected in “The Great British Class Survey” (Savage et al. 2013)
-Il testo impubblicato. Varianti d’autore nelle Osservazioni sulla tortura di Pietro Verri, in Il testo violato e l’inchiostro bianco Varianti d’autore e potere, a cura di Paola Italia e Monica Zanardo, Roma, Viella, 2023, pp. 37-52 (ISBN 979-12-5469-308-7)
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Tamerlano: il conquistatore delle steppe che assoggettò l’Asia dando vita ad una nuova civiltà, written by Michele Bernardini
No full textRecensione della monografia: Tamerlano: il conquistatore delle steppe che assoggettò l’Asia dando vita ad una nuova civilt
A Soundscape of Urban Modernity: Voices and Din in 1874 Hanjōki
No full textThis article focuses on aural patterns retraceable in four hanjōki (chronicles of prosperity) published in 1874 that deal closely with urban everyday life and constitute a valuable record of life in post-Restoration Tokyo, when things seen and heard in the city began to be treated by writers as indexes of the country's modernization. Sound representation is a useful tool to investigate multiple layers of meaning within a text, and hanjōki are a perfect example of cultural critique applied to urban environments. Through comparison with the genre's archetype, Terakado Seiken's Edo hanjōki (An account of the prosperity of Edo; 1832–1836), I emphasize auditory elements that reveal the authors' attitudes toward urban life in the 1870s and the complex intertextual system that is an essential feature of the hanjōki corpus. This focus on previously neglected issues encourages alternative understandings of established concepts of disruption and continuity in the modernization process
Shop Smart, Stay Safe: A CDA of CSR Reports by Amazon and Walmart before and after COVID-19 Pandemic
No full textCorporate Social Responsibility (CSR) reports complement the information of financial accounts and enable stakeholders to estimate the intangible value drivers and sustainability-related achievements of a company. The genre is characterised by high hybridity, combining informational with promotional elements and contributes to the rhetorical construction of an ethical corporate identity, shaping the communicated corporate image. CSR reports tend to be a display of successful systems and positive performance, while problematic issues are often relativised and even exploited to reaffirm the company’s ability to overcome them.
Disasters directly impact a company and its stakeholders, potentially causing business disruption and resulting in high costs of recovery. Nevertheless, the company can use the problem to its own benefit, especially when it had no responsibility in the crisis, as in the case of COVID-19 disease outbreak and pandemic. The organisation can indeed employ its communication channels to extol its disaster response mechanisms and its efforts to support the communities affected.
This study focuses on the genre of CSR reports by analysing, in a diachronic perspective, texts published before and after the COVID-19 pandemic by two of the largest businesses in the world, Amazon and Walmart, both based in the United States. Although the two companies offer a different range of products, both were able to grant necessary services in the period of stay-at-home orders, closure of nonessential businesses, and strict limitations on people’s movement.
The analysis aims at investigating how the companies adapted their promotional strategies in their most recent CSR reports compared to the previous ones, how they framed COVID-19 and how they exploited the issue for the rhetorical construction of an ethical corporate image. The study will examine the texts from a Corpus-Assisted Critical Discourse Analysis approach, to identify issues, motifs, and actions foregrounded by the companies in their narrative of the pandemic. Since sustainability reports are multimodal texts, representing a union of written elements, graphs, and images, the paper will also examine how the companies represent COVID-19-related issues in their visuals, always to enact a self-presentation of the attributes they wish to promote as central to the organisation’s ethics
Living in the Age of Anger. Representing ‘Negative Solidarities’ in Contemporary Global Culture. An Introductory Note
No full textLIVING IN THE AGE OF ANGER. REPRESENTING ‘NEGATIVE SOLIDARITIES’ IN CONTEMPORARY GLOBAL CULTURE
No full textSound, Smell, Objects, and the Discursive Space of Nagai Kafū’s 1920s Fiction
No full textThroughout his life, Nagai Kafū (1879–1959) tackled crucial issues of modernity, such as the urban experience and conflicting notions of selfhood. This article explores some aspects of his narrative practice that enrich our understanding of his literary output while suggesting new avenues for future research on space-time representation in twentieth-century literature. I focus on passive senses such as hearing and smell, and on material objects and physical sensations as narrative devices employed by the author in order to broaden comprehension and enrich the experience of objective reality. In particular, I examine Yukidoke (Melting Snow), a 1922 short story understudied thus far but that offers useful insights as regards the author’s intent to defy superimposed notions of affect and space