Autore
Gatti, Maria Cristina

Titolo
The Construction of Company Identity through Memory. 'Specialised' Metaphorical Meanings for Pastness on Italian Business Web Pages
Periodico
Textus
Anno: 2013 - Fascicolo: 1 - Pagina iniziale: 69 - Pagina finale: 80

This paper proposes a metaphor-based approach to the discourseabout the company's past in a cross-cultural perspective. Specifically, itanalyses the metaphorical schemata used to build corporate identitythrough the conceptualisation of "social forms" of organisational culturein a context of remembering. The paper contends that the discourse ofItalian companies deployed for the construction of a corporate memoryhinges on 'specialised' aspects of the war/game/building metaphors usedto conceptualise company success in terms of collective achievements,stability and strategic leadership.



SICI: 1824-3967(2013)1<69:TCOCIT>2.0.ZU;2-2
Testo completo: http://www.mulino.it/download/article/10.7370/75499
Testo completo alternativo: http://www.mulino.it/doi/10.7370/75499

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