| 11. |
- Fuoli, Matteo, et al.
(författare)
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Manual annotation of evaluative language expressions : bridging discourse and corpus approaches
- 2013
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Konferensbidrag (refereegranskat)abstract
- The analysis of evaluation in text poses significant methodological challenges, which mainly arise from the fact that: a) evaluative meanings can be expressed through an open-ended range of lexico-grammatical resources; b) they can span multiple words; c) context and co-text play a key role in determining the evaluative meaning of words or phrases; d) the interpretation of evaluation in text depends on the reader’s/analyst’s reading position and is, therefore, necessarily subjective. These complexities have so far seriously limited the development of corpus-driven description of this phenomenon. This study addresses these methodological issues through the application of multivariate usage-feature / profile-based analysis (Geeraerts et al., 1994; Gries, 2003). This method bridges quantitative and qualitative perspectives and has been successfully applied to the description of various semantic and morphosyntactic phe- nomena. The method relies on the use of manual annotation software and is based on explicit criteria for the identification of evaluative items, including inter-annotator agreement metrics to control for rater bias. The results of the annotation are modelled with mutlivariate statistics. This step identifies structural patterns in the data and tests the accuracy of the description with predictive modelling.
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| 12. |
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| 13. |
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| 14. |
- Fuoli, Matteo, et al.
(författare)
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Optimising transparency, reliability and replicability: annotation principles and inter-coder agreement in the quantification of evaluative expressions
- 2015
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Ingår i: Corpora. - : Edinburgh University Press. - 1755-1676 .- 1749-5032. ; 10:3, s. 315-349
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Tidskriftsartikel (refereegranskat)abstract
- Manual corpus annotation facilitates exhaustive and detailed corpus-based analyses of evaluation that would not be possible with purely automatic techniques. However, manual annotation is a complex and subjective process. Most studies adopting this approach have paid insufficient attention to the methodological challenges involved in manually annotating evaluation - especially concerning transparency, reliability and replicability. This article illustrates a procedure for annotating evaluative expressions in text that facilitates more transparent, reliable and replicable analyses. The method is demonstrated through a case study analysis of APPRAISAL (Martin and White, 2005) in a small-size specialised corpus of CEO letters published by the British energy company, BP, and four competitors before and after the Deepwater Horizon oil spill of 2010. Drawing on Fuoli and Paradis's (2014) model of trust-repair discourse, we examine how ATTITUDE and ENGAGEMENT resources are strategically deployed by BP's CEO in the attempt to repair stakeholders' trust after the accident.
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| 15. |
- Fuoli, Matteo
(författare)
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Organizational Trust : Discourse Analytical and Experimental Perspectives
- 2017
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Doktorsavhandling (övrigt vetenskapligt/konstnärligt)abstract
- This thesis employs a combination of quantitative and qualitative methods of linguistic analysis to investigate how business organizations use discourse as a strategic tool to build and repair stakeholders’ trust. In addition, the thesis makes a methodological contribution by developing a novel corpus annotation method that offers solutions to some of the most significant challenges involved in reliably identifying and quantifying evaluation.The thesis comprises five original articles. The first article examines the trust-building strategies used by companies in annual reports and corporate social responsibility (CSR) reports. It investigates how companies use evaluative language to build a trustworthy corporate identity, and how they strategically adapt their communication style to appeal to and persuade the specific stakeholder groups that each text type targets.The second article proposes a novel theoretical framework for examining the strategies used by companies to try to restore stakeholders’ trust following a crisis. The framework is applied to the analysis of the CEO letter published by the energy company BP one year after the Deepwater Horizon oil spill of 2010. The analysis has the twofold purpose of demonstrating the viability of the model and determining the discourse strategies deployed by the CEO to repair trust in the company after the accident.Articles iii and iv are primarily methodological in nature. They present and illustrate an original step-wise method that is designed to optimize the reliability, replicability, and transparency of quantitative analyses of evaluation in text and corpora. Article iii describes the method in detail. Article iv gives a practical illustration of the method by applying it to the analysis of a specialized corpus of CEO letters published by BP and four competitors before and after the Deepwater Horizon oil spill.Finally, the fifth article uses experimental methods to test the effects of two basic strategies that are commonly used by companies in situations where trust is at stake: apology and denial. More specifically, it investigates whether denial is more effective than apology in repairing trust in a company accused of corruption, and whether and how evidence of the company’s guilt influences stakeholders’ reactions to the strategies. By addressing these questions, the article seeks to shed new light on the pragmatic effects and implications of apology and denial, and to contribute to solving some empirical and conceptual issues raised in the scholarly domains of organizational studies and crisis communication.
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| 16. |
- Fuoli, Matteo
(författare)
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Pictorial and multimodal metaphors of DISTRUST in subverted BP logos from Greenpeace’s ‘Behind the logo’ competition
- 2016
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Konferensbidrag (refereegranskat)abstract
- Trust is a valuable relational asset for companies. A high level of public trust can bring a number of benefits to business organizations, including increased customer satisfaction, higher investor confidence, and fewer regulatory restrictions (Barney and Hansen, 1994; García-Marzá, 2005; Ingenhoff and Sommer, 2010; Pirson and Malhotra, 2011). But trust is also a fragile commodity; it takes a long time to build, but just moments to destroy. Episodes of wrongdoing or negligence can generate distrust in a company. Recent history has provided a number of such examples – from Enron and WorldCom in the early 2000s to the more recent BP, FIFA and Volkswagen controversies.What happens when trust is broken? How do we perceive and understand trust- breaking events? How do we communicate distrust? This paper is part of a larger project that investigates the cognitive underpinnings and discursive dynamics of TRUST and DISTRUST, which are still poorly understood (Fuoli and Paradis, 2014). It examines the pictorial and multimodal metaphors (Forceville 1996, 2002; Forceville and Urios-Aparisi, 2009) used by participants in the ‘Behind the logo’ rebranding competition launched online by Greenpeace in the aftermath of BP’s Gulf of Mexico oil spill of 20101. As part of the competition, participants were asked to re-design BP’s sunflower logo to reflect what they thought are the ‘real’ values and principles guiding the company’s behavior. The result is a collection of culture-jammed or ‘subverted’ logos (see e.g. Harold, 2007; Kukuk, 2014; Rumbo, 2002) that capture the widespread feelings of distrust and resentment towards BP after the spill and the controversies that arose from it.The analysis aims to (i) identify and describe the pictorial and multimodal metaphors found in the subverted logos that relate to the concept of DISTRUST, and (ii) uncover regularities in how this construct is conceptualized and understood by the participants in the competition. The identification and analysis of the metaphors follows the criteria outlined by Forceville (1996, 2002). Preliminary results reveal consistent patterns in the way that DISTRUST in BP is conceptualized and expressed, and in how the company portrayed. Common pictorial metaphors found in the corpus include TRUST IS A FRAGILE OBJECT, BEING UNTRUSTWORTHY IS BEING DOUBLE-SIDED, BEING UNTRUSTWORTHY IS HIDING SOMETHING, and UNETHICAL IS DIRTY.In addition to advancing our understanding of the cognitive and discursive dynamics of TRUST and DISTRUST, this paper adds to the literature on pictorial and multimodal metaphor by examining the phenomenon of subvertising, which, to date, has not been systematically investigated.
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| 17. |
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| 18. |
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| 19. |
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| 20. |
- Fuoli, Matteo, et al.
(författare)
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Texturing a responsible corporate identity: A comparative analysis of Appraisal in BP's and IKEA's 2009 corporate social reports
- 2013
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Ingår i: English Corpus Linguistics: Variation in Time, Space and Genre. Selected papers from ICAME 32. - 0921-5034. ; :77, s. 209-235
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Bokkapitel (refereegranskat)abstract
- In response to a growing public demand for corporate accountability and social responsibility, large companies are investing increasing efforts in the communication of their responsible conduct. Through corporate social reports, they voluntarily account for the social and environmental effects of their operations and document their efforts to implement sustainability principles. This paper presents a comparative analysis of BP’s and IKEA’s 2009 corporate social reports. The analysis combines Appraisal theory and corpus-linguistic methods to identify and compare patterns of evaluative language and modality in the two reports. The main goal of the analysis is to explore how, through these language resources, BP and IKEA construct their corporate identity and negotiate their relationship with their audience. The analysis reveals significant differences in the use of Appraisal resources between the two reports, which reflect broader differences in the relative emphasis the companies put on certain traits of their corporate persona.
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