Recent years have seen a growing body of literature ceoncerned with the World Wide Web as a new form of communication, and numerous discussions on composition, structure and design of successful company websites are being held in all kinds of forums within and outside the Internet. However, most these discussions seem to focus on the technological properties of the Internet or tend to serve purely practical purposes and only few researchers discuss the rhetorical features of web communication, the exception being a litited number of researchers dealing with metaphors on the Web. In this paper I will discuss the functional and the compositional aspects of corporate communication on the World Wide Web by comparing company websites with traditional market communication media. I will focus on linguistic and visual features of the company website and briefly account for some of the media constraints related to the production and reception of company websites.
Skrifter Fra Center for Internetforskning, 2002, Issue 6, p. 3-30
World Wide Web; Corporate websites; Hypertext; Rhetorical strategies