Digital Communication Strategies and Corporate Identity: The Case of Alltech

This dissertation investigates how Alltech, a multinational company operating in the agri-food industry, constructs and communicates its corporate identity across its digital communication channels: corporate website, Instagram, Facebook, LinkedIn and press releases. The first part of the dissertation introduces the theoretical framework, covering key concepts from corporate identity to the linguistic construction of corporate discourse. The analytical chapters examine each sub-corpus separately, focusing on four grammatical categories (pronoun use, verb choices, evaluative adjectives and lexical fields) as well as visual elements. The cross-channel discussion then brings together the findings of the individual analyses to address the study's research questions. The findings reveal four recurring themes (scientific expertise, sustainability, people and founding legacy) that directly reflect Alltech's declared corporate identity and values. The analysis also identifies that despite the register variations a coherent corporate narrative emerges, one in which the same values and themes are consistently expressed through communicative forms appropriate to each channel and its target audience. The interviews with Alltech communication professionals further confirm that the patterns identified in the corpus are the result of conscious strategic choices, revealing a high degree of alignment between the company's declared communication strategy and its actual linguistic and visual practices.