2023
DOI: 10.17398/2340-2784.45.109
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Visual strategies of sustainability communication on corporate webpages. A critical multimodal discourse analysis in the hospitality sector

Abstract: 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 particul… Show more

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