Cultural Values and their Correlation with Interactional Metadiscourse Strategies in Spanish and us Business Websites

  1. Francisco Miguel Ivorra Pérez
Revista:
Atlantis: Revista de la Asociación Española de Estudios Anglo-Norteamericanos

ISSN: 0210-6124

Año de publicación: 2014

Volumen: 36

Número: 2

Páginas: 73-95

Tipo: Artículo

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Otras publicaciones en: Atlantis: Revista de la Asociación Española de Estudios Anglo-Norteamericanos

Resumen

En este estudio se explora en qué medida la dimensión cultural del individualismo se refl eja en el discurso interaccional de páginas web de negocios españolas y estadounidenses. Esta dimensión se relaciona con el modo en que los miembros de una cultura conciben su identidad y su relación social con otras personas. Según el índice de valores culturales con que España y los Estados Unidos de América responden a la dimensión cultural del individualismo, en este estudio intento alcanzar dos objetivos: (a) analizar el tipo de estrategias metadiscursivas interaccionales que se emplean en la página de presentación de la empresa en páginas web de negocios españolas y estadounidenses y (b) examinar si el índice de valores culturales individualistas de España y de los Estados Unidos de América se muestra en estrategias metadiscursivas diferentes en el momento de establecer una relación social y persuadir a un posible cliente a comprar los productos de la empresa. Los resultados obtenidos confi rman diferencias en el discurso interaccional de este género digital, que pueden ser útiles para empresas exportadoras que desean introducir sus productos en países extranjeros a través de sus webs de negocios.

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