Ruth Breeze
Ideology in corporate language: discourse analysis using Wmatrix3
2013 Annual Reports from leading companies (16) in financial services, mining, food and pharmaceutical
Parts: first part, non technical, discursive, visually interesting
Reference corpus: 1st BNC Sampler Business & BNC Informative texts but then only BNC Business
Use of semantic categories
Three case studies: size (big), time (begin) and casuse and effect
Size: Focus on growth, large, expanding, substantial. Not only adjectives are interesting here.
Conclusions:
Ideology of cause and effect
Dynamic approach to time
Emphasis on size and importance
Salient semantic areas: investigation, tough, strong, attentive, jelp & give, in power, belonging to a group
Differences: only in domain/topic-focus, probably different stresses on newness and green economy