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By Francesca Bargiela-Chiappini, Catherine Nickerson, Brigitte Planken (auth.)

This moment variation studies the sector of industrial discourse, centring at the research of commercial language and verbal exchange as perform. It combines research-based discussions with leading edge sensible functions and promotes debate and enquiry on quite a number competing matters, rising from enterprise discourse study and educating practice.

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For: • More ‘going into the company’ to do research on actual communicative practices in business. • More interdisciplinary dialogue and collaborative work with scholars from other disciplines. Quotations: • ‘Looking at things differently – whether the interactional context, other situational factors, or the wider social, historical or economic context – makes for a more innovative approach during the research process. ’ • ‘Communication is interdisciplinary, and with business representing such a complex environment, the use of multimethods is especially able to provide a richer picture.

Varner observes: ‘It is amazing how often we refer to research by Hofstede, Trompenaars, Hall to justify our discussion of German culture, French culture, American culture, or Japanese culture. However, we do not do business with “the” Germans or Italians, or Chinese; we do business with specific people in specific industries who come from specific cultures. Our understanding of culture requires a solid grasp of the history of the culture and how this history has shaped cultural priorities. We also need to understand how rhetorical patterns come out of these cultural priorities and specific world views’ (Victor, 2012: 14).

She comments that ‘the McDonald’s–EDF partnership was at once constrained by this discursive struggle over the environment and a constitutive element in the struggle itself’ (1999: 5). 2. Royal Dutch/Shell Group: the 2001 study of Shell’s public discourse in response to criticisms of its plans to de-commission the Brent Spar and its (controversial) operations in Ogoniland, Nigeria, extends Mauws and Phillips’ (1995) use of Wittgenstein’s term ‘language games’ together with Foucauldian discourse theory, to deconstruct Shell’s engagement with, and ‘cautious embrace of the language of sustainable development’.

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