"We are prepared to play our part...": A case study of the use of first-person references in e-releases from two oil companies

[EN] This study looks into the meta-pragmatics of e-releases by providing corpus-based data on variations in the use of first-person references in e-releases from two oil companies: BP and Repsol. Previous research on corporate press releases had approached this particular feature (Jacobs, 1999a, 1999b), but no further attempts have been made to look into their usage in press releases published on corporate websites of different organizations. Two corpora of nearly 100,000 tokens have been examined for first-person pronouns and determiners in order to identify their frequencies and their referents. The results reveal an interplay of multiple first-person voices that enhance the dialogic nature of e-releases and possibly their persuasive effectiveness. The variations detected show that BP uses first-person references far more frequently than Repsol, yet lower frequencies seem not to correlate with higher frequencies of third-person references. The range of referents identified is also broader for BP. The differences suggest distinct approaches to exploiting the communicative potential served by the use of first-person references, and thus different communication strategies applied by companies operating on a global scale but within the same industry.I would like to thank the Department of Applied Linguistics, Universitat Politecnica de Valencia for the travel grant to present preliminary results of this research at DICOEN 2017. I would also like to thank Alex Lostado from the Erasmus University of Rotterdam for his help with the statistical treatment of the corpus data.Skorczynska Sznajder, HT. (2020). "We are prepared to play our part...": A case study of the use of first-person references in e-releases from two oil companies. Journal of Pragmatics. 155:1-14. https://doi.org/10.1016/j.pragma.2019.09.013S114155Catenaccio, P. (2008). Press releases as a hybrid genre. The discourse of news management, 18(1), 9-31. doi:10.1075/prag.18.1.02catFasulo, A., & Zucchermaglio, C. (2002). My selves and I: identity markers in work meeting talk. Journal of Pragmatics, 34(9), 1119-1144. doi:10.1016/s0378-2166(01)00051-0Fetzer, A., & Bull, P. (2012). Doing leadership in political speech: Semantic processes and pragmatic inferences. Discourse & Society, 23(2), 127-144. doi:10.1177/0957926511431510Goffman, E. (1976). Replies and responses. Language in Society, 5(3), 257-313. doi:10.1017/s0047404500007156Harwood, N. (2005). ‘Nowhere has anyone attempted … In this article I aim to do just that’. Journal of Pragmatics, 37(8), 1207-1231. doi:10.1016/j.pragma.2005.01.012Harwood, N. (2005). ‘We Do Not Seem to Have a Theory … The Theory I Present Here Attempts to Fill This Gap’: Inclusive and Exclusive Pronouns in Academic Writing. Applied Linguistics, 26(3), 343-375. doi:10.1093/applin/ami012Harwood, N. (2006). (In)appropriate Personal Pronoun Use in Political Science. Written Communication, 23(4), 424-450. doi:10.1177/0741088306293921Harwood, N. (2007). Political scientists on the functions of personal pronouns in their writing: An interview-based study of ‘I’ and ‘we’. Text & Talk, 27(1). doi:10.1515/text.2007.002Hyland, K. (2001). Humble servants of the discipline? Self-mention in research articles. English for Specific Purposes, 20(3), 207-226. doi:10.1016/s0889-4906(00)00012-0Hyland, K. (2002). Authority and invisibility. Journal of Pragmatics, 34(8), 1091-1112. doi:10.1016/s0378-2166(02)00035-8JACOBS, G. (1998). Projected discourse: An analysis of receiver roles in press releases. Text - Interdisciplinary Journal for the Study of Discourse, 18(4). doi:10.1515/text.1.1998.18.4.505Jacobs, G. (1999). Self-reference in press releases. Journal of Pragmatics, 31(2), 219-242. doi:10.1016/s0378-2166(98)00077-0Kranert, M. (2017). ‘Today I offer you, and we offer the country a new vision’: The strategic use of first person pronouns in party conference speeches of the Third Way. Discourse & Society, 28(2), 182-203. doi:10.1177/0957926516685463Lassen, I. (2006). Is the press release a genre? A study of form and content. Discourse Studies, 8(4), 503-530. doi:10.1177/1461445606061875McLaren-Hankin, Y. (2008). `We expect to report on significant progress in our product pipeline in the coming year’: hedging forward-looking statements in corporate press releases. Discourse Studies, 10(5), 635-654. doi:10.1177/1461445608094216Maat, H. P. (2007). How Promotional Language in Press Releases Is Dealt With by Journalists: Genre Mixing or Genre Conflict? Journal of Business Communication, 44(1), 59-95. doi:10.1177/0021943606295780Pennycook, A. (1994). The politics of pronouns. ELT Journal, 48(2), 173-178. doi:10.1093/elt/48.2.173Serrano, M. J., & Aijón Oliva, M. Á. (2010). La posición variable del sujeto pronominal en relación con la cortesía interactiva. Pragmalinguistica, (18), 170-204. doi:10.25267/pragmalinguistica.2010.i18.08Skorczynska Sznajder, H. T. (2016). A COMPARATIVE STUDY OF KEYWORDS IN ENGLISH-LANGUAGE CORPORATE PRESS RELEASES FROM EUROPEAN COMPANIES: INSIGHTS INTO DISCURSIVE PRACTICES. Discourse and Interaction, 9(1), 49. doi:10.5817/di2016-1-49Sleurs, K., & Jacobs, G. (2005). Beyond preformulation: an ethnographic perspective on press releases. Journal of Pragmatics, 37(8), 1251-1273. doi:10.1016/j.pragma.2004.11.007Stirling, L., & Manderson, L. (2011). About you: Empathy, objectivity and authority. Journal of Pragmatics, 43(6), 1581-1602. doi:10.1016/j.pragma.2010.12.002Strobbe, I., & Jacobs, G. (2005). E-releases: A view from linguistic pragmatics. Public Relations Review, 31(2), 289-291. doi:10.1016/j.pubrev.2005.02.009Vaughan, E., & Clancy, B. (2013). Small Corpora and Pragmatics. Yearbook of Corpus Linguistics and Pragmatics, 53-73. doi:10.1007/978-94-007-6250-3_4Whitley, M. S. (1978). Person and Number in the Use of We, You, and They. American Speech, 53(1), 18. doi:10.2307/45533

A comparative study of keywords in English-language corporate press releases from european companies: insights into discursive practices

[EN] This study provides insights into discursive practices through a comparative study of keywords in English-language press releases from British, Spanish and Polish energy companies. Even though corporate press releases have been extensively researched, there is a lack of cross-cultural and corpus-based studies in this fi eld. In the present research three corpora of approximately 120,000 words each, containing English-language press releases from British, Spanish and Polish energy companies, were used. The keywords were identifi ed with the Wmatrix tool (Rayson 2009) and the reference corpus consisted of business periodical articles. The analysis of corpus keywords usually provides insights that would be diffi cult to gain by means of manual analyses of texts or qualitative approaches. The results obtained in this study show notable diff erences between the corpora with regard to the keywords identifi ed. The use of more general meaning keywords by British companies or more technical keywords by Polish companies suggest that lexical choices might be indicative of diff erent discursive practices used to reach stakeholders and the general public.Skorczynska Sznajder, HT. (2016). A comparative study of keywords in English-language corporate press releases from european companies: insights into discursive practices. Discourse and Interaction (Online). 9(1):49-64. https://doi.org/10.5817/DI2016-1-49S496491Bell, A. (1991) The Language of News Media. Oxford: Blackwell.Bhatia, V. (1993) Analysing Genre: Language Use in Professional Settings. Harlow:Longman.Bhatia, V. (2004) Worlds of Written Discourse. London: Continuum.Boxer, D. (2002) ‘Discourse issues in cross-cultural pragmatics.’ Annual Review ofApplied Linguistics 22, 150-167. https://doi.org/10.1017/S0267190502000089Catenaccio, P. (2007) ‘Constructing identities in the fashion industry: Building brand andcustomer image through press releases.’ In: Garzone, G. and Ilie, C. (eds) The Use ofEnglish in Institutional and Business Settings. An Intercultural Perspective. Berlin:Peter Lang. 31-56.Catenaccio, P. (2008) ‘Press releases as a hybrid genre: Addressing the informative/promotional conundrum.’ Pragmatics 18(1), 9-31. https://doi.org/10.1075/prag.18.1.02catConnor, U., Nagelhout, E. and Rozycki, W. V. (eds) (2008) Contrastive Rhetoric. Reachingto Intercultural Rhetoric. Amsterdam and Philadelphia: John Benjamins.Handford, M. (2012) ‘Professional communication and corpus linguistics.’ In: Hyland,K., Huat, C. M. and Handford, M. (eds) Corpus Applications in Applied Linguistics.London and New York: Continuum International Publishing Group. 13-29.Hofstede, G. and Hofstede, G. J. (2005) Cultures and Organizations: The Software of the Mind. 2nd ed. New York: McGraw Hill.Hofstede, G., Hofstede, G. J. and Minkov, M. (2010) Cultures and Organizations:Software of the Mind: Intercultural Cooperation and its Importance for Survival. 3rded. New York: McGraw-Hill.Jacobs, G. (1998) ‘Projected discourse: An analysis of receiver roles in press releases.’Text 18, 505-523. https://doi.org/10.1515/text.1.1998.18.4.505Jacobs, G. (1999a) Preformulating the News: An Analysis of the Metapragmatics of PressReleases. Amsterdam: John Benjamins.Jacobs, G. (1999b) ‘Self-reference in press releases.’ Journal of Pragmatics 31, 219-242. https://doi.org/10.1016/S0378-2166(98)00077-0Jacobs, G. (2014) ‘Press releases.’ In: Schneider, K. and Barron, A. (eds) Pragmatics ofDiscourse. Berlin: Mouton de Gruyter. 583-599.Kaasa, A., Vadi, M. and Varblane, U. (2013) ‘European Social Survey as a source of newcultural dimensions estimates for regions.’ International Journal of Cross CulturalManagement 13(2), 137-157. https://doi.org/10.1177/1470595813485379Kolman, L., Noorderhaven, N. G., Hofestede, G. and Dienes, E. (2003) ‘Cross-culturaldifferences in Central Europe.’ Journal of Managerial Psychology 18(1), 76-88. https://doi.org/10.1108/02683940310459600Lassen, I. (2006) ‘Is the press release a genre? A study of form and content.’ DiscourseStudies 8(4), 503-530. https://doi.org/10.1177/1461445606061875McLaren-Hankin, Y. (2008) ‘“We expect to report on significant progress in our productpipeline in the coming year”: Hedging forward-looking statements in corporate pressreleases.’ Discourse Studies 10, 635-654. https://doi.org/10.1177/1461445608094216McLaren, Y. and Gurău, C. (2005) ‘Characterising the genre of the corporate pressrelease.’ LSP & Professional Communication 4(1), 10-30.Pander Maat, H. (2007) ‘How promotional language in press releases is dealt with byjournalists.’ Journal of Business Communication 44(1), 59-95. https://doi.org/10.1177/0021943606295780Rayson, P. (2008) ‘From key words to key semantic domains.’ International Journal ofCorpus Linguistics 13(4), 519-549. https://doi.org/10.1075/ijcl.13.4.06rayRayson, P. (2009) Wmatrix: A web-based corpus processing environment, ComputingDepartment, Lancaster University [online]. http://ucrel.lancs.ac.uk/wmatrix/15 January 2015.Sagiv, L. and Schwartz, S. H. (2007) ‘Cultural values in organisations: Insights forEurope.’ European Journal of International Management 1(3), 176-190.Scott, M. (1997) ‘PC analysis of key words – and key key words.’ System 25(2), 233-245.Scott, M. and Tribble, C. (2006) Textual Patterns: Key Words and Corpus Analysis inLanguage Education. Amsterdam: John Benjamins. https://doi.org/10.1016/S0346-251X(97)00011-0Strobbe, I. and Jacobs, G. (2005). E-releases: A view from linguistic pragmatics. PublicRelations Review, 31(2), 289-291. https://doi.org/10.1016/j.pubrev.2005.02.009Stubbs, M. (2010) ‘Three concepts of keywords.’ In: Bondi, M. and Scott, M. (eds)Keyness in Texts. Amsterdam: John Benjamins. 21-42.Swales, J. M. (1990) Genre Analysis. English in Academic and Research Settings.Cambridge: Cambridge University Press.United Nations Statistics Division (2013) ‘Composition of macrogeographical(continental) regions.’ Standard Country and Area Codes Classifi cations (revised 31October 2013). From unstats.un.org. Online document 8 January 2015.Wierzbicka, A. (2003) Cross-Cultural Pragmatics. The Semantics of Human Interaction.Berlin: Walter de Gruyter.Yates, J. and Orlikowski, W. J. (1992) ‘Genres of organizational communication:A structurational approach to studying communication and media.’ Academy ofManagement Review 17(2), 299-326

Metaphor and education: Reaching business training goals through multimodal metaphor

As an Open Access publication the Procedia Social and Behavioral Sciences is published under Creative Commons license – Attribution-NonCommercial-NoDerivs 3.0 Unported (CC BY-NC-ND 3.0)Metaphor facilitates education by allowing for new perspectives or in aiding categorization and memorization. This study looks into the use of metaphor in a business training talk. The results show that the speaker repeatedly used words and gestures to express the journey metaphor. The project was also conceptualized as a physical object and managing a project as conducting an orchestra, both verbally and in the co-speech gesture. Other verbal war and sports metaphors were supported by either co-speech gestures or metaphoric images. Metaphors in business training settings seem to actively assist in persuading the business practitioners of the need to acquire a particular management ability.Skorczynska Sznajder, HT. (2014). Metaphor and education: Reaching business training goals through multimodal metaphor. Procedia Social and Behavioral Sciences. 116:2344-2351. doi:10.1016/j.sbspro.2014.01.570S2344235111

Un estudio interdisciplinar de intensificadores verbales en artículos de investigación de ingeniería, medicina y lingüística: Frecuencias y variaciones en el co-texto

[ES] Resumen El presente estudio analiza las variaciones de las frecuencias y las funciones pragmáticas de los marcadores metadiscursivos conocidos como intensificadores, y en particular de sus formas verbales. Se recopilaron tres corpus para este fin, que cubrían el campo de ingeniería, medicina y lingüística. Los corpus fueron anotados manualmente por un grupo de anotadores para identificar todos los marcadores discursivos, incluyendo los intensificadores. Un listado predeterminado de marcadores fue utilizado para la anotación. Dicho listado fue posteriormente completado durante el proceso de la anotación. La comparación de las frecuencias de los intensificadores verbales muestra claras diferencias entre los corpus, lo cual confirma estudios previos de este tipo. Sin embargo, el rango de verbos identificados fue muy similar indicando considerables coincidencias entre ellos. Asimismo, los tres verbos más frecuentes eran iguales en los corpus de ingeniería y medicina, pero diferentes en lingüística. Este estudio fue llevado a cabo dentro del proyecto de investigación financiado por el Ministerio de Economía, Industria y Competitividad del Gobierno de España (FFI2016-77941-P).[EN] The present study looks into the variations in the frequencies and pragmatic functions of the metadiscourse markers known as boosters, and in particular, with regard to their verb forms. Three corpora have been compiled to this end, covering the fields of Engineering, Medicine and Linguistics. The corpora were manually annotated for metadiscourse markers, boosters included, by a group of annotators. A predetermined list was used for annotation, but throughout the annotation process, the list was modified to better reflect the use of metadiscourse in the corpora. The raw count of the occurrences of verb boosters shows clear differences between the corpora, which in turn confirms previous studies of this type. However, the range of verbs identified was very similar, pointing to a large overlap among the three. The three top frequency verb boosters also showed a clear overlap for Engineering and Medicine, but revealed considerable differences with Linguistics. This study has been conducted within a research project financed by the Spanish Ministry of Economy, Industry and Competitiveness (FFI2016-77941-P).Skorczynska Sznajder, HT.; Carrió-Pastor, ML. (2021). A cross-disciplinary study of verb boosters in research articles from Engineering, Medicine and Linguistics: Frequency and co-text variations. Revista Signos. Estudios de Lingüística (Online). 54(106):575-599. https://doi.org/10.4067/S0718-093420210002005755755995410

Variation in Letters to Shareholders from British, Polish and Spanish Companies A Comparative Study

This journal provides immediate free open access to its content on the principle that making research freely available to the public supports a greater global exchange of ideas. Articles are free for personal use, but are protected by copyright, in the sense that they may not be used for other purposes than personal use without the permission of the author and the Journal of Intercultural Communication.This study analyzes the moves and the communicative intentions in the letters to shareholders from selected British, Polish and Spanish companies, in order to provide data on variations in intercultural business communication within Europe, a field of research in need of growth. A qualitative approach was used to examine a corpus of letters from energy companies based in these three countries. The variations identified in the use of the moves, and the related salient communicative intentions are discussed with regard to possible cultural influences and the company s current situation. The results confirm the view that companies tend to align with the values of the societal and cultural environmnet in which they are nested by means of communicative strategies adjusted to this end.Skorczynska Sznajder, HT.; Giménez Moreno, R. (2016). Variation in Letters to Shareholders from British, Polish and Spanish Companies A Comparative Study. Journal of Intercultural Communication. (40):1-21. http://hdl.handle.net/10251/79612S1214

Family register in British English: The first approach to its systematic study

Under a Creative Commons license: Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0)The present study looks into an unexplored area of research as it is the family register. An alternative to recording family conversations is the use of popular TV series, as their success lies in the audience s identification with their characters and their communicative style. This work analyses two highly popular series in UK. The results suggest that this register has its own communicative richness and internal variation, the knowledge of which may be of great help for students and professionals travelling to English-speaking countries and living or relating with native speakers in family environments.Giménez Moreno, R.; Skorczynska Sznajder, HT. (2015). Family register in British English: The first approach to its systematic study. Procedia Social and Behavioral Sciences. 173:222-227. doi:10.1016/j.sbspro.2015.02.056S22222717

Business communication across three European cultures: A contrastive analysis of British, Spanish and Polish email writing

Articles' copyright each individual author[EN] Today the most international written mode of communication within the business world is electronic correspondence. Diverse analyses of emails written in different cultures have been carried out revealing interesting differences and similarities in their discourse features and rhetorical strategies. However, a comparative examination of business emails from representative European cultures such as British (Northern Europe), Spanish (Southern Europe) and Polish (Eastern Europe) has not been undertaken so far. With this aim a large corpus of emails of response to business requests written in English by companies set up in these three cultures has been compiled and analysed. The main research targets are to observe the main parameters of variation across these cultures, the existent variation regarding the prototypical move structure and how register variation fluctuates depending on each culture. The results will indicate that across these cultures the move structure of this genre is more complex than current templates and existing publish materials show. The study also demonstrates that, while there is a tendency to standardize email correspondence at European level, there are certain parameters of variation that may help business learners and users to adequate their messages depending on the recipient s culture.Giménez Moreno, R.; Skorczynska Sznajder, HT. (2013). Business communication across three European cultures: A contrastive analysis of British, Spanish and Polish email writing. Ibérica. 26:77-98. http://hdl.handle.net/10251/59663S77982

Collaborative learning and communication technologies in teaching business English

Peer-review under responsibility of the Universidad Politécnica de Valencia, Departamento de Lingüística Aplicada.Collaborative learning has acquired a new dimension with the widespread use of information and communication technologies (McCafferty, Jacobs and Dasilva Iddings, 2006). The main advantages of using technology for language learning are a greater exposure to authentic language, access to a wide range of sources of information and to different varieties of language, opportunities for interaction and communication and more intensive learner participation (Carrió Pastor, 2009a, 2009b). The practical case presented in this study shows the collaborative learning experience in two English for business subjects, taught at the undergraduate and postgraduate levels. The activity was intended to simulate a real-life situation, in which members of business organizations are required to collaborate on projects in geographically distant locations. It has provided many opportunities for written interaction through a chat, in which students had to refine their communicative skills in English in order to collaborate successfully in the assignment set. The survey conducted after the assignment revealed that students felt more motivated and found the online collaboration an enriching context in learning business English.Carrió Pastor, ML.; Skorczynska Sznajder, HT. (2015). Collaborative learning and communication technologies in teaching business English. Procedia Social and Behavioral Sciences. 178(1):32-37. doi:10.1016/j.sbspro.2015.03.142S3237178

Del trabajo cooperativo al trabajo colaborativo: el rol del líder

[EN] The main objective of the activity presented in this paper is to practise the competence called effective communication. The learning results were analysed considering written and oral skills. This experimental approach made us consider the way in which students collaborate in teamworks and this is why in this paper we focus on the competences of teamwork and leadership. The activity that we describe has been carried out during the academic year 2015-16 in two faculties at Universitat Politècnica de València: Escuela Técnica Superior de Ingeniería Informática and Facultad de Administración y Dirección de Empresas, with the subjects: “Inglés intermedio-alto para la informática”, an optional subject that lasts 90 hours and is scheduled in the fourth year of the degree, and “Inglés para finanzas”, taught at Máster en Dirección Financiera y Fiscal. The activity presented has focused on preparing an oral presentation in English about a specific topic using the tools PoliformaT and Google Docs.[ES] El objetivo principal con el que esta actividad fue diseñada fue trabajar la competencia transversal que se denomina comunicación efectiva. Los resultados de aprendizaje se analizaron tanto a nivel escrito como oral. Esta experiencia nos ha llevado a reflexionar sobre la manera en que los alumnos trabajan en equipo, por lo que en este artículo nos centraremos en las competencias de trabajo en equipo y liderazgo. La actividad que presentamos se ha desarrollado durante el curso 2015-16 en dos centros de la Universitat Politècnica de València: la Escuela Técnica Superior de Ingeniería Informática y la Facultad de Administración y Dirección de Empresas, en las asignaturas “Inglés intermedio-alto para la informática”, una asignatura optativa de grado con una duración de 90 horas para alumnos de 4º curso, e “Inglés para finanzas”, impartida en el Máster en Dirección Financiera y Fiscal. La actividad ha consistido en preparar una presentación/exposición formal en inglés sobre un tema de especialidad utilizando Tareas y Chat de PoliformaT y Google Docs.Carrió Pastor, ML.; Skorczynska Sznajder, HT.; Soler Monreal, C. (2016). Del trabajo cooperativo al trabajo colaborativo: el rol del líder. En In-Red 2016. II Congreso nacional de innovación educativa y docencia en red. Editorial Universitat Politècnica de València. https://doi.org/10.4995/INRED2016.2016.4297OC

Un estudio de caso de las metáforas de construcción y de animales en el discurso especializado: ¿Están las conceptualizaciones metafóricas de los académicos representadas en el discurso?

[EN] This study provides corpus-based evidence for the claim that metaphorical conceptualizations postulated by scholars in a particular discipline are expressed in specialized discourse. Scholars often propose alternative metaphors to address particular issues, and these metaphors may become more or less linguistically productive in specialized discourse. This corpus-based study looks into project management discourse to find evidence of two conceptual metaphors, proposed by scholars to enhance the understanding and management of real-life projects. The Chinese wall metaphor (Angling, 1988) was first postulated to depict situations in which several projects are managed simultaneously in a stone wall building-like manner. The alternative Chinese dragon metaphor (Eskerod, 1996) was later proposed to highlight the complexity and unpredictability of multi-project management. This study follows Philip’s (2010) method to identify conceptual metaphors or metaphor themes in specialized discourse. The corpus of nearly 400,000 words used in this study included research papers as well as periodical journal articles. The results show a higher frequency and a broader range of metaphorical expressions for the animal theme, including the Chinese dragon metaphor. The study discusses how metaphorbased theoretical claims are reflected in specialized discourse and the consequences for management practices.[ES] Este estudio aporta pruebas basadas en los datos de corpus sobre cómo las conceptualizaciones metafóricas postuladas por los académicos en una disciplina encuentran su expresión en el discurso especializado. Los académicos a menudo proponen aproximaciones teóricas alternativas para afrontar problemáticas concretas. Estas aproximaciones pueden llegar a ser más o menos productivas a nivel lingüístico en el discurso especializado. En este trabajo se analiza el discurso sobre la gestión de proyectos para buscar evidencias del uso de las metáforas conceptuales que en su momento fueron propuestas por los académicos para mejorar el entendimiento y la gestión de los proyectos reales. La metáfora de la muralla china (Angling, 1988) fue postulada para describir las situaciones en las que se gestionan simultáneamente varios proyectos de una manera similar a la construcción de un muro. La alternativa metáfora del dragón chino (Eskerod, 1996) fue lanzada para realzar la complejidad de la gestión de proyectos múltiples. El estudio siguió el método de Philip (2010) para identificar las metáforas conceptuales o temas metafóricos en el discurso especializado. Un corpus de aproximadamente 400.000 palabras que incluye artículos de investigación, así como los artículos de revistas profesionales fue creado para este estudio. Los resultados obtenidos muestran los usos más frecuentes y expresiones metafóricas más variadas correspondientes al tema metafórico de animales, incluyendo la metáfora del dragón chino. El estudio comenta como las reivindicaciones basadas en metáforas se reflejan en el discurso especializado y sus consecuencias para la práctica empresarial.Skorczynska Sznajder, HT. (2015). A case study of building and animal metaphors in specialized discourse: Are scholars metaphorical conceptualizations represented in discourse?. Revista Signos. 48(87):121-143. doi:10.4067/S0718-09342015000100006S121143488