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TerezaKlab.kováRábová,SoňaSchneiderová,LadislavJanovec
CzechCorporateWebsiteDiscourseattheBeginning
ofthe21stCentury:MethodologicalPerspective1
1.WebsiteDiscourse
Discourseanalysisviewslanguageasaformofsocialpractice.It,therefore,
presentslinguisticanalysisdependingonthecontextofaparticularsocial
situationandtakesintoaccountthepluralityoffactorsaffectingtheresulting
form/choiceoflinguistictoolsduringtextcreation.Inadditiontothecurrent
linguisticcontextofcommunication,italsotakesintoaccountextra-linguistic
elements,suchasanticipatedtextcreationconditions,intentionsofthe
producerandeffectsofreader/userreceptionandinterpretation.Duringthe
analysis,itconcentratesonthesignificanceoflinguisticmeans,theidentityof
communicationsubjects,variousmanifestationsofthesubjectsandobjects
incommunicationandsocialenvironment,methodsofargumentation,
meaningsandideology.Oneoftheareas,whichisofparticularimportance
forthispaper,ismarketingcommunicationoncorporatewebsites.
Itispossibletoassumethatinthisresearchsetting,discoursealsorepresents
anarrowperspectiveoftheworldviewbydenyingorattributingthemeaning
ofcertainphenomena(Mills,2004).Moreover,inanydiscourse,acertain
powerofdominationisapplied(notnecessarilyintheideologicalandradical
sense,butinthesenseofspecificity,uniqueness,otherness,non-inclusionand
separability)withrespecttootherdiscourses.
WebsitesareapartoftheInternetmediaenvironmentandareintended
forgeneralpublicandnarrowertargetaudiences.Itis,therefore,possible
1
ThisstudywassupportedbytheCharlesUniversityResearchProgramme
nProgresuQ18-SocialSciences:FromMultidisciplinaritytoInterdisciplinarity.
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