"Multimodal Narratives on Corporate Websites: An Overview"

This chapter's main goal is to shed light onto the most characteristic meaning making processes in corporate narratives by analysis ten corporate narratives of wellknown international companies from a multimodal-narrative perspective.This is a qualitative study that examines the modal affordances provided by image, lay-out and color, as well as the language choices and elements that make up different narratives.The hypothesis is that corporate narratives have identifiable patterns that are used to create a sense of community, directed towards present and potential customers.Findings presented here can be of interest for corporate discourse analysis and researchers working on multimodality and narrative.