| Keywords [eng] |
korporacinė tapatybė, freimai, FrameNet, multimodalumas, "Twitteris" corporate identity, framing, FrameNet, multimodality, Twitter |
| Abstract [eng] |
The present MA Thesis, Fast Food Chains on Twitter: The Formation of Corporate Identity through Frames and Multimodality, investigates the formation of corporate identity of five fast food chains: Wendy’s, Burger King, Starbucks, Chipotle, Pizza Hut. The study analyzes the semantic and pragmatic framing patterns and multimodal signs, such as emojis, links and others. This study is conducted at two levels and employs the quantitative and the qualitative research methods. The quantitative analysis identifies the most frequent content words and their semantic frame patterns. The qualitative analysis investigates the framing patterns and multimodal signs, which are jointly used to form each brand’s corporate identity. The analysis reveals that all five fast food chains employ similar semantic frame patterns, greeting expressions and personal pronouns for the formation of their corporate identities. However, the corpus of the present study This study presents the quantitative analysis of the most frequent content words and their semantic frame patterns, qualitative analysis of framing patterns, multimodality and the corporate identity formation. The analysis shows that all five fast-food chains employ similar semantic frame patterns, greeting expressions and personal pronouns for the corporate identity formation. The extended corpus used in the present study can be beneficial for the future studies of frames, multimodality and identity formation. |
