Digital media and business communication

Publication: Chapter in book/Conference proceedingChapter in edited volume


This chapter discusses the use of digital media in the context of business communication and shows how corpus linguistic methods can be used to gain new insights into these media. It focuses on the latter and mainly discusses interactions between companies and the outside world, which may take place via a variety of digital media, including social media platforms such as Facebook, online review platforms such as TripAdvisor, or corporate websites and blogs. The case study in this chapter examines the use of the microblogging platform Twitter to communicate with customers. It is based on the Airlines Twitter Corpus which includes tweets passengers addressed to 10 British and 3 Irish airlines over a period of 4 months in 2016 and 2017 as well as the airlines' replies. In the keyword analysis, the customers' tweets were used as the target corpus and compared against the reference corpus comprising the airlines' tweets.
Original languageEnglish
Title of host publicationThe Routledge Handbook of Corpus Approaches to Discourse Analysis
EditorsEric Friginal, Jack A. Hardy
Place of PublicationLondon
ISBN (Electronic)9780429259982
ISBN (Print)9780367201814
Publication statusPublished - 2020

Austrian Classification of Fields of Science and Technology (ÖFOS)

  • 602004 General linguistics
  • 602
  • 602011 Computational linguistics

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