“…Such documents have been read and classified by the company, according to its communication assets and brand mission. Then, following the I step of our protocol we computed the lemmas (key-words) of our corpus employing SyN Semantic Center (Neri & Raffaelli, 2004;Neri & Pettoni, 2009), a complex system of text intelligence analytical-linguistic, produced by Synthema, (an Italian company of Human Language Technology). SyN Semantic Center is an advanced technology platform that allows running linguistic and semantic analysis of any piece of information, such as documents, web pages, discussion groups, forums, chats, e-mails, databases, scientific and technical publications.…”