La dimensión cultural del individualismo y su impacto en el discurso transaccional de las páginas web de negocios españolas y estadounidenses


  • Francisco Miguel Ivorra Pérez Universidad de Alicante



intercultural communication, discourse analysis, business websites


This paper hypothesizes that the different cultural orientations that Spain and USA hold with respect to Hofstede’s (2003/1991) Individualism cultural dimension may promote different professional discourse cultures in business we sites. A corpus of 100 business websites from the toy industry (50 from Spain and 50 from USA) was chosen for the analysis. With the help of the computer program SPSS Statistics 18 Software, a quantitative analysis is carried out to determine if there are significant statistical differences in relation to the linguistic variables that are used to convey information about the company in the business websites of both societies. An international company should know the different cultural values that make up the “modus operandi” of individuals from different societies and how these values influence in the transactional discourse of a professional digital genre like the business website


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Author Biography

Francisco Miguel Ivorra Pérez, Universidad de Alicante

Doctor en Filología Inglesa por la Universidad de Alicante.Mis principales líneas de investigación: análisis del discurso, comunicación intercultural, pragmática intercultural, lenguajes para fines específicos. Cargo que desempeño: Profesor Asociado (LOU), a tiempo parcial, en el Departamento de Filología Inglesa de la Universidad de Alicante.


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