“Learning the language of corporate messaging and the language of learning in internal organizational communication".

This uses an original corpus of in-house corporate oral presentations, “webinars”, a form of audio-conferencing. The study focuses on inter-textuality and inter-discursivity, tracing the migration and adaptation of one discourse domain into another, education, into the discourse of internal company communications. The rapidly-evolving oral presentation genre is becoming a tool of “groupware”, part of “virtual organizing” in a time of “distributed work”, allowing the effective communication of corporate goals and a positive identity, as a Community of Learning. The linguistic and pragmatic patterning of the embedded learning subtexts are analysed, in particular the interactivity and structure of metaphorical networks and their cognitive impact. A multi-strata methodology includes valuable ethnographic participant feedback about the quantity and quality of corporate communications.