The development of a new multimodal genre for corporate communication: the case of video CEO statements
The digitization of the world is continuously developing, with corporate genres migrating to the web. Annual Corporate Reports (ACR) now appear in digital formats ranging from static PDFs to interactive websites. This shift significantly impacts report narratives, which are often enhanced by corpora...
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| Format: | Article |
| Language: | English |
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E-JournALL
2025-07-01
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| Series: | EuroAmerican Journal of Applied Linguistics and Languages |
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| Online Access: | https://e-journall.org/index.php/ejall/article/view/3284/3165 |
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| author | Miguel Ruiz-Garrido Juan Carlos Palmer-Silveira |
| author_facet | Miguel Ruiz-Garrido Juan Carlos Palmer-Silveira |
| author_sort | Miguel Ruiz-Garrido |
| collection | DOAJ |
| description | The digitization of the world is continuously developing, with corporate genres migrating to the web. Annual Corporate Reports (ACR) now appear in digital formats ranging from static PDFs to interactive websites. This shift significantly impacts report narratives, which are often enhanced by corporate videos, as they represent a versatile communication tool. This is particularly relevant for students, who are naturally digitally literate and accustomed to visual and auditory content. Our study has two objectives. From a research perspective, we aim to identify key multimodal features of Video CEO Statements (VCS). From a pedagogical standpoint, we will demonstrate how these videos enhance students' multimodal literacy within corporate digital genres. This, in turn, could improve essential business communication skills, including leadership, audience engagement, and digital communication strategies, thus equipping students with competencies that are vital for today’s corporate landscape. |
| format | Article |
| id | doaj-art-da3fdf9198bc496da8cdc70e6cb093d2 |
| institution | Kabale University |
| issn | 2376-905X |
| language | English |
| publishDate | 2025-07-01 |
| publisher | E-JournALL |
| record_format | Article |
| series | EuroAmerican Journal of Applied Linguistics and Languages |
| spelling | doaj-art-da3fdf9198bc496da8cdc70e6cb093d22025-08-20T03:41:04ZengE-JournALLEuroAmerican Journal of Applied Linguistics and Languages2376-905X2025-07-0112198114https://doi.org/10.21283/2376905X.1.12.1.3284The development of a new multimodal genre for corporate communication: the case of video CEO statementsMiguel Ruiz-Garrido0https://orcid.org/0000-0002-9647-1039Juan Carlos Palmer-Silveira1https://orcid.org/0000-0002-4032-7353Universitat Jaume IUniversitat Jaume IThe digitization of the world is continuously developing, with corporate genres migrating to the web. Annual Corporate Reports (ACR) now appear in digital formats ranging from static PDFs to interactive websites. This shift significantly impacts report narratives, which are often enhanced by corporate videos, as they represent a versatile communication tool. This is particularly relevant for students, who are naturally digitally literate and accustomed to visual and auditory content. Our study has two objectives. From a research perspective, we aim to identify key multimodal features of Video CEO Statements (VCS). From a pedagogical standpoint, we will demonstrate how these videos enhance students' multimodal literacy within corporate digital genres. This, in turn, could improve essential business communication skills, including leadership, audience engagement, and digital communication strategies, thus equipping students with competencies that are vital for today’s corporate landscape.https://e-journall.org/index.php/ejall/article/view/3284/3165annual reportvideo ceo statements (vcs)corporate discoursemultimodal literacynon-verbal communication |
| spellingShingle | Miguel Ruiz-Garrido Juan Carlos Palmer-Silveira The development of a new multimodal genre for corporate communication: the case of video CEO statements EuroAmerican Journal of Applied Linguistics and Languages annual report video ceo statements (vcs) corporate discourse multimodal literacy non-verbal communication |
| title | The development of a new multimodal genre for corporate communication: the case of video CEO statements |
| title_full | The development of a new multimodal genre for corporate communication: the case of video CEO statements |
| title_fullStr | The development of a new multimodal genre for corporate communication: the case of video CEO statements |
| title_full_unstemmed | The development of a new multimodal genre for corporate communication: the case of video CEO statements |
| title_short | The development of a new multimodal genre for corporate communication: the case of video CEO statements |
| title_sort | development of a new multimodal genre for corporate communication the case of video ceo statements |
| topic | annual report video ceo statements (vcs) corporate discourse multimodal literacy non-verbal communication |
| url | https://e-journall.org/index.php/ejall/article/view/3284/3165 |
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