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The social role ofStarbucks in itsTwitter brand: A comparative transitivity analysis ofcorporate we in tweets and traditionaladvertising
Stockholm University, Faculty of Humanities, Department of English.
2020 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

With social media emerging as a new way for corporations to reach out to consumers, this study seeks to compare corporate Twitter branding with branding in traditional advertising. It does so by analyzing the sociocognitive structure of a major corporate brand on Twitter – Starbucks – with that of typical corporate brands in traditional advertising. For this study, brands are treated as discourses in the sense that they are specific world views revolving around a social practice. However, in brands, the company is the central agent. Concepts from Systemic Functional Linguistics are used to analyze the different types of transitivity (agency) of corporate we in both a corpus of Starbucks tweets and a subcorpus of advertisements from the BNC, in addition to the transitivity of other agents in the subcorpus. It was found that mental processes are skewed in favor of the company in advertisements but especially in favor of Starbucks in its Twitter brand. Furthermore, the types of mental processes were investigated. It was found that the agent role of Starbucks skews heavily towards the obligation type mental processes in contrast to companies in traditional advertising. This indicates a shift in the types of modality and in the social role of the company across the modes of discourse.

Place, publisher, year, edition, pages
2020. , p. 28
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URN: urn:nbn:se:su:diva-178895OAI: oai:DiVA.org:su-178895DiVA, id: diva2:1392285
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Språkkonsultprogrammet
Available from: 2020-02-09 Created: 2020-02-07 Last updated: 2020-02-09Bibliographically approved

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CiteExportLink to record
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  • apa
  • ieee
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  • Other locale
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  • asciidoc
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