Cultural Values and Digital Discourse An Intercultural Communication Approach to the Transactional Discourse of Spanish and US Sales Websites

Francisco Miguel Ivorra Pérez (1)
(1) Departamento de Filología Inglesa Facultad de Filosofía y Letras (Filología) University of Alicante (Spain) , Spain


The aim of this paper is to analyse the impact of the cultural dimension of masculinity (Hofstede 1991) on the linguistic variables that shape the transactional discourse of Spanish and US sales websites when transmitting information about their products. It is hypothesized that the different cultural orientations that both countries hold with respect to Hofstede’s masculinity indexes may promote different professional discourse cultures. The corpus consists of 100 sales websites from the toy industry (50 from Spain and 50 from the USA). Both a qualitative and quantitative analysis is followed. The results obtained reveal significant differences in the way Spanish and US companies describe and promote their products on-line as a result of their different cultural values.

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Francisco Miguel Ivorra Pérez
(Primary Contact)
Author Biography

Francisco Miguel Ivorra Pérez, Departamento de Filología Inglesa Facultad de Filosofía y Letras (Filología) University of Alicante (Spain)

Francisco Miguel Ivorra Pérez, PhD, is a lecturer of English language in the English Studies Department at the University of Alicante, Spain. His main areas of research include intercultural pragmatics, discourse analysis and ESP. He has published different articles and book chapters related to this line of research.

Pérez, F. M. I. (2014). Cultural Values and Digital Discourse An Intercultural Communication Approach to the Transactional Discourse of Spanish and US Sales Websites. Journal of Intercultural Communication, 14(3), 1–16.

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