Abstract:Research argues that the rhetorical dialogue theory (Yu.V. Rozhdestvensky) is a sound approach to the analysis of corporate media. The first part of the research briefly outlines the evolution of corporate media and dwells on communication technologies used in magazines for employees today. Digital technologies have reinforced the emotional impact produced by the multimodality of media texts and made the narration which embodies various corporate values more explicit. Then the discussion addresses the rhetoric… Show more
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