EMPLOYER AND EMPLOYEE BRANDING IN JOB ADVERTISEMENTS VIA MULTIMODAL DISCOURSE ANALYSIS

Back to Page Authors: Gunay Rasulova

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Keywords: Multimodal Discourse Analysis, Mode and Multimodality, Interpersonal metafunction, Recruitment Advertisements, White and Blue collar occupations, Social class differences, Employer and employee branding principle

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Abstract: This study presents a multimodal discourse analysis of job advertisements underlining the social class differences between white and blue-collar categories and their role in the employer and employee branding. The data are analyzed using the Kress and van Leeuwen’s social semiotic framework and Halliday’s systemic metafunctional principles for visual and linguistic analysis, respectively. The visual analysis of the recruitment advertisements is represented using visual semiotic modes including social distance, contact, background, color saturation while the usage of personal pronouns, tense considered for the linguistic analysis. The research conducted indicates social class differences between the construction of the job advertisements identifying the different interactive meanings of these visual and linguistic modes for both higher and lower level separately. The analysis found out the relationship between the recruitment advertising of higher-end positions and the branding value principles and management.

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