Multimodal Corporate Communication

Among the main factors that have contributed to the expansion of the multimodal corporate communication research field is the appearance of some complex issues that define the multimodal corporate communication globally. It is thus of interest to call attention to how some of these key issues that surface recurrently in multimodal corporate communication (i.e., crisis, environmental sustainability, and human sustainability) have been examined by researchers. What links all the recent multimodal research agendas is the belief in the exceptional potential of multimodal perspectives upon contemporary communicative practices in and around corporations. The interest in multimodal perspectives is motivated by the fact that companies' dealings with crises and their commitment to improving environmental sustainability and human sustainability are multimodally displayed on corporate websites and other digital communication platforms including social networking sites, video‐sharing sites, blogs, etc. The research work on multimodal crisis communication in a corporate context has gained momentum because, first of all, globally, we are living in a crisis society, and, second, various multiliterate audiences are more alert and eloquent when confronted with corporate wrongdoings. The growing awareness and anger of environment‐focused actors force the companies to be proactive both in their environmental sustainability initiatives and in their multimodal communication about these initiatives. Aspects of human sustainability are also recurrently touched upon in multimodal corporate communication because issues related to gender and diversity have to be carefully dealt with in the corporate context for securing legitimacy to operate and for addressing the expectations of audiences and of society at large.

Communication studies · Context (archaeology) · Corporate communication · Corporate social responsibility · Corporate sustainability · Legitimacy · Multimodality · Paradigm shift · Sustainability

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