Intercultural Communication and Translation: Deconstructing Amazon Corporate Communication in Multimodal Advertising and Media Channels
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In the run to brand their image and engage stakeholders, international organizations and fast-growing companies have to deal with different cultures and languages daily. Advertising the image of a large corporation is, in fact, a process often carried out globally on intercultural bases; however, the ideology behind the company, the driving forces, the goals, the values and their meanings are also unique. How do corporations maintain unique missions whilst conveying the same universal message to a variety of target audiences? This thesis tackles this question by investigating how Amazon corporate communication employs strategies on different media to achieve their business goals on a global and local level. Stemming from Intercultural Communication theories, this research draws upon a multidisciplinary approach that intertwines organizational and business concepts, semiotic, discourse analysis, translation studies and imagology. This wide range of theories is necessary to investigate multimodal corporate communication from diverse media channels. This consequently sheds light on the changes content undergoes when subject to communication processes between cultures. Due to the recent trend in exploiting sustainability issues in this context, Corporate Social Responsibility (hereinafter CSR) strategies acquired major relevance during the analysis. Among the results, this research detects an array of techniques varying according to the medium and target audience: exertion of power, use of common images and representations, and a strong appeal to emotions. The thesis also touches upon the ethical dimension of employing CSR strategies when these do not reflect actual behavior but only benefit the company image.