本研究以網際網路做為企業行銷溝通之互動性媒介為觀點，以內容分析法進行兩部分之研究。第一部份以分析跨國運動商品企業網站首頁為題；第二部分則測度傳播策略呈現在跨文化運動商品網頁中的標準化程度，以期對跨國運動商品企業建置各國家地區網站與網頁之現況有一概括性的瞭解。 第一部份將運動商品企業網站首頁劃分為「內容」與「設計」兩項架構，分析12家跨國運動商品企業在美國、中國與台灣共計33個首頁樣本，發現中國與台灣併計為大中華地區所列載之內容項目與功能設計，與美國運動商品網站首頁之差異不大；但在線上購物機制上則仍未有成熟的環境與建置，此結果可呼應於其他跨文化行銷傳播研究的相關論述。 第二部分研究植基於傳統廣告內容的分析技術，變項涵括：「資訊內容」、「文化價值」與「創意策略」等三面向，檢測跨國運動商品企業設置於美國、中國與台灣地區共計211個網頁樣本。結果發現運動商品網頁確實是涉入度高、資訊承載量大的互動性媒體，偏向使用「獨立性文化價值」以傳達個體性而非集體性的文化概念。然而大中華區在廣告運用與網路媒體的開放性，複雜紛呈的文化價值表現，亦造成運動商品網頁的跨文化差異化。創意策略則使用商品的論點與細節，結合象徵性聯想與品牌熟悉度的方式，同時傳達品牌名稱、商標符號與名人代言的情境，以行銷每一季推陳出新的運動商品。 / This study regards the Internet as an interactive medium of corporate marketing communication, engages in two parts of studies by content analysis method. The first part analyzes sports-commodity multinational corporations’ home pages; the second part evaluates the degree of standardizations’ online communication strategies across differing cultures. And to comprehend summarized about how the sports-commodity MNCs set up regional websites. Divides into two frames of “content” and “design” categories, the first part analyzes 33 home-page samples in 12 sports-commodity MNCs among USA, China, and Taiwan. So that sports-commodity home pages’ content items and design functions have no remarkable difference. But the systems of online shopping environment are not mature in China and Taiwan. The result is coherent with past cross-cultural studies that compared marketing communications. On the basis of traditional advertising content study techniques, three explanatory variables are conducted, i.e. “information content”, “culture value” and “creative strategies”. Examining the 211 web-page samples in sports-commodity MNCs among USA, China, and Taiwan, the finding suggests that the high involvement nature of interactive medium is closely related to the informative web pages. And the predominant usage of “independent culture value” conveys individualism but collectivism cultural concepts. However, the liberalization of the Internet media and advertising usage; representation of complicated culture values, are the reasons to cause the cross-cultural diversity between localized sports-commodity MNCs’ web pages. To weed through the old to bring forth the new sports commodity every season, the MNCs have adapted their web creative strategies by products’ arguments and specifics, and integrating symbolic association and brand familiarization, with context of brand name, trademark and celebrity endorsers.

本研究主要探討Facebook企業粉絲頁進行危機溝通之效果。由於企業粉絲頁在訊息與互動策略上都與傳統官方網站截然不同，其中如同朋友般對話口吻的「人性化語調」（conversational human voice），可說是現今國內企業粉絲頁的主要溝通特色。然而，在危機溝通的情境下，企業粉絲頁卻往往採用官方口吻，使用較傳統的新聞稿模式，似乎未因應粉絲頁特性而採取相適的溝通策略，其溝通效果如何值得加以探討。同時，綜觀過去危機溝通文獻，多數研究仍聚焦於驗證危機情境與回應策略間對應關係，預測危機溝通效果的實用性，並未深入討論訊息策略的內容，也尚未有粉絲頁平台上的效果研究。因此，本論文即以「人性化語調」的概念切入，檢視該訊息策略於危機情境中的溝通效果，以探討企業於粉絲專頁上進行危機溝通的可能之有效策略，以及企業於社群媒體進行危機溝通之可行性。 實驗設計主要以「產品瑕疵」為危機情境，三個操弄變項包含危機責任程度（小╱大）、回應策略（遞減╱重建）、與人性化語調（低╱高），以2 × 2 × 2之組間設計實驗設計，驗證危機溝通的效果（組織聲譽，正負面口碑行為意向）。 研究結果發現，不論組織責任大小，重建策略皆帶來正面溝通效果；而人性化語調雖然在組織聲譽、正面口碑行為意向上無顯著的效益，但能有效減緩負面口碑行為意向，尤其在危機責任大的情境下，採取重建策略與人性化語調高的溝通組合能更加強其緩和負面口碑行為之成效。顯示危機回應策略相關理論在企業粉絲專頁的情境依然適用，但在具體溝通策略與內容的設計上，必須進一步考量危機情境與所使用之溝通平台，也表示國內企業對於社群媒體之公關管理必須加以重視。 / “Conversational human voice” is one of the key features in how Taiwan’s corporations communicate on their Facebook fanpages, which is quite different from how they communicate on their corporate websites. And yet, how such communication strategies work during a time of crisis remains unknown; thus, the current study aims to investigate the effect of conversational human voice in the scope of crisis communication. In the experimental design, the independent variables included: human voice (low/high), crisis responsibility (low/high), and crisis communication strategy (diminish/rebuild); the dependent variables included corporate reputation and word-of-mouth (WOM) intentions. The key finding included positive effects of constructive strategies on corporate reputation and WOM intentions, which is consistent with past literature. Although human voice was found with no main effects on reputation or WOM intentions, human voice was effective in reducing negative WOM, when the crisis responsibility was high and constructive communication strategy was employed. This implies that consumers who are exposed to more human-tone messages on the fanpages are less likely to boycott the product should there be a relevant crisis, and thus, social media play an important role in crisis communication and should be valued and managed in corporate public relations efforts.

在使用外國語言表達的時候，語言學習者經常會遇到不會說的單字。為了使溝通能夠繼續下去，語言學習者經常會採用溝通表達策略(C.S)來幫助自己表達意見。除了口語之外，人們還可以用書面語來溝通。但目前尚未有研究關於溝通表達策略在這兩種語言形式中有何異同之處。比較溝通表達策略在這兩種語言形式中有何不同之處是我們其中的一個目標。另外，我們還檢視受試者說的能力(speaking ability)與寫的能力(writing ability)如何影響兩種形式的溝通表達策略。結果顯示只有情境策略(situation strategy)和同義字策略(synonym strategy)在兩種語言形式中呈現顯著差異。受試者說的能力只會影響策略數量上(number)的使用，並不會影響到種類上(type)的選擇。而寫的能力則與策略數量上(number)的使用以及種類上(type)的選擇都沒有關聯。策略種類上(type)的選擇不會隨著說的能力或寫的能力增加的結果使我們提出英文老師應該加強學生溝通表達策略的概念與使用的建議，期使學生提升他們的溝通能力。 / Communication strategies (C.S.) are the strategies used by language learners to deal with lexical problems when they are using a target language for communication. In addition to oral language, people can also communicate in written language. However, no study has looked into the similarities and differences of the C.S. used in the two modes. An aim of our study is to compare the use of C.S. in the two modes. The second aim is to examine the use of C.S. in the two modes through speaking proficiency and writing proficiency respectively. Subjects were asked to express prompted words to the native English interlocutor and then to write down the same set of the prompted words without using the exact words. Results shows that only situation strategy and synonym strategy display significant differences in the two modes. Besides, speaking proficiency influences the number of C.S. but is unrelated to the types of C.S. Writing proficiency does not affect the number and the types of C.S. The result that the types of C.S. do not increase according to proficiency level makes us suggest English teachers to enhance learners’ awareness of C.S. with an aim to developing learners’ communicative competence.

No âmbito do ensino-aprendizagem de línguas adicionais, pesquisas acerca do desenvolvimento da oralidade têm demonstrado que se trata de um fenômeno multidimensional. Nakatani (2010) mostrou que o domínio de estratégias comunicacionais são indicadores de desempenho linguístico e se relacionam com a proficiência do aprendiz; Kang, Rubin e Pickering (2010) observaram que os traços fonológicos afetam a percepção sobre inteligibilidade e proficiência; Hewitt e Stephenson (2011), e Ahmadian (2012) indicaram que as condições psicológicas individuais interferem na qualidade da produção oral. Escribano (2004) sugeriu que a referência contextual é essencial na construção de sentido; Gao (2011) apontou os benefícios do ensino baseado na construção do sentido, a partir de metáforas conceptuais (LAKOFF e JOHNSON, 1980), codificação dupla (CLARK e PAIVIO, 1991) e esquemas imagéticos (LAKOFF, 1987); e Ellis e Ferreira-Junior (2009) demonstraram que as construções exibem efeitos de recência e priming, afetando o uso da linguagem dos parceiros interacionais. Tais estudos apontam para a natureza complexa da aquisição de L2, mas o fazem dentro do paradigma experimental da psicolinguística. Já Larsen-Freeman (2006), demonstra que a fluência, a precisão e a complexidade desenvolvem-se com o tempo, com alto grau de variabilidade, dentro do paradigma da Teoria da Complexidade. Em viés semelhante, Paiva (2011) observa que os sistemas de Aquisição de Segunda Língua (ASL) são auto-organizáveis. Esses trabalhos, no entanto, não abordaram aprendizes de L2 com proficiência inicial, como pretendo fazer aqui. Tendo como referenciais teóricos a Teoria da Complexidade e a Linguística Cognitiva, o presente trabalho apresenta um estudo de caso, qualitativo-interpretativista, com nuances quantitativos, que discute os processos de adaptação que emergiram na expressão oral de um grupo de aprendizes iniciantes de inglês como língua adicional no contexto vocacional. Parte do entendimento de que na sala de aula vários (sub)sistemas complexos coocorrem, covariando e coadaptando-se em diferentes níveis. A investigação contou com dados transcritos de três avaliações coletados ao longo de 28 horas de aula, no domínio ENTREVISTA DE EMPREGO. Após observar a produção oral das aprendizes, criei uma taxonomia para categorizar as adaptações que ocorreram na sintaxe, semântica, fonologia e pragmática da língua-alvo. Posteriormente organizei as categorias em níveis de prototipicidade (ROSCH et al, 1976) de acordo com as adaptações mais frequentes. Finalmente, avaliei a inteligibilidade de cada elocução, classificando-as em três níveis. A partir desses dados, descrevi como a prática oral dessas participantes emergiu e se desenvolveu ao longo das 28 horas. Os achados comprovam uma das premissas da Linguística Cognitiva ao mostrarem que os níveis de descrição linguística funcionam conjuntamente em prol do sucesso comunicacional. Além disso, demonstram que a função do professor, como discutem LARSEN-FREEMAN e CAMERON (2008), não é gerar uniformidade, mas sim oportunizar vivências que estabeleçam continuidade entre o mundo, o corpo e a mente / In the field of second and foreign language learning, research on oral communication development has been demonstrating that it is a multi-dimensional phenomenon. Nakatani (2010) showed that the ability to use communicative strategies is related to linguistic performance and learners proficiency level; Kang, Rubin and Pickering (2010) affirmed that learners phonology affects perception over proficiency and intelligiblity; Hewitt and Stephenson (2011), as well as Ahmadian (2012), contended that individual psychological conditions interfere in the quality of production. Escribano (2004) suggested that contextual knowledge is essential to conceptualization; Gao (2011) pointed out the benefits of an approach based on conceptual metaphors (LAKOFF and JOHNSON, 1980), dual coding (CLARK and PAIVIO, 1991), and image schemas (LAKOFF, 1987); Ellis and Ferreira-Junior (2009) demonstrated that constructions exhibit priming and recency effects, which influence participants language use. These studies together instantiate the complex nature of L2 acquisition on the experimental psychology paradigm. In the scope of Complexity Theory, Larsen-Freeman (2006) demontrated that fluency, accuracy, and complexity increase over time, despite exhibiting high individual variability. By the same token, Paiva (2011) observed that SLA systems are self-organisable. Nevertheless, none of the above-mentioned studies addressed beginners, as we intend to do herein. By overlapping Complexity Theory and Cognitive Linguistics, we present a case study, with sprinkles of quantification, in order to specifically discuss the adaptation processes that emerged from the oral practice of a group of six English beginner female learners (n=6) in the vocational context. We understand that several complex (sub-) systems co-occur in the classroom, covarying and coadapting in different levels. The investigation counted on transcribed data (ATKINSON and HERITAGE, 1984) from three oral evaluations collected over 28 class hours, in the JOB INTERVIEW domain. After observing the learnersoral production, we created a taxonomy to categorise the adaptations that emerged in target language syntax, meaning, fonology and pragmatics. Later, we displayed the categories in prototype levels (ROSCH et al, 1976) in terms of frequency. Finally, we classified the inteligibility of each learners utterance in three levels. By means of these data, we were able to describe how participants oral expression emerged and evolved over 28 hours. The results reaffirm one of Cognitive Linguistics premises when showing that language description levels work jointly in favor of communicative success; and demonstrate that the teacher, rather than generate uniformity, ought to give rise to learning opportunities that provides a continuum between the world, the body and the mind, as discussed by Larsen-Freeman e Cameron (2008)

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / This dissertation investigates an online co-creation network as a communication strategy and it is delimited to analyze the co-creation of value between organizations and their public as a communication strategy in the network society. The problem that leads the study focuses on the assumption that co-creation in online network enables new forms of interactions and relationships between organizations and their public and it is structured as follows: "How does Natura use an online co-creation network as a communication strategy in the network society?" The general objective of the research is to analyze the co-creation of value by Natura as an organizational communication strategy. The specific objectives are defined as follows: (1) Describing the main digital social media used. (2) Checking the strategic appropriation of an online network for the co-creation of value; (3) Describing the online co-creation network created by Natura; (4) Analyzing the forms of interactions provided by the online co-creation network of Natura s Cocriando Program. The methodological approach of the research consists in the articulated application of different and complementary methods and techniques that seek to investigate how the communication strategies through co-creation in the digital ambience of the researched organization shape up. The course includes the study through non-participant observation in digital social media and in online co-creation network of Natura s Cocriando Program. In addition, there is the indepth interview with the person responsible for the company's innovation management and the asynchronous interview through structured questionnaire with the participants that contributed the most with ideas on Jornada SOU. We used the analytical model structured for the analysis of digital platforms proposed by Proulx (2012) and the interaction blocks proposed by Prahalad and Ramaswamy (2004) so there would have co-creation. From the merger of these two methodological perspectives we created a third model of analysis that includes five categories: the platform's technical architecture; dialogue; user experience, riskbenefit and user contribution. In this context, we found out that the co-creation of value made strategic communication processes between Natura and its public possible. The co-creation network can be considered a complex and unprecedented tool when it comes to structure different stakeholders in network, in order to jointly create ideas through online interactions, aiming at innovation. / Esta dissertação investiga uma rede de cocriação online como uma estratégia de comunicação e está delimitada em analisar a cocriação de valor entre organizações e seus públicos como estratégia de comunicação na sociedade em rede. A problemática que conduz este estudo centra-se no pressuposto de que a cocriação em rede online possibilita novas formas de interações e relacionamentos entre as organizações e seus públicos e está assim estruturada Como a Natura utiliza-se de uma rede de cocriação online como estratégia de comunicação na sociedade em rede? O objetivo geral da pesquisa consiste em analisar a cocriação de valor da Natura como estratégia de comunicação organizacional. Os objetivos específicos estão assim definidos: (1) Descrever as principais mídias sociais digitais utilizadas. (2) Verificar a apropriação estratégica de uma rede online para a cocriação de valor; (3) Descrever a rede de cocriação online criada pela Natura; (4) Analisar as formas de interações proporcionadas pela rede de cocriação online do Programa Cocriando Natura. O percurso metodológico da presente pesquisa consiste na aplicação articulada de diferentes e complementares métodos e técnicas que buscam investigar como configuram-se as estratégias comunicacionais através da cocriação na ambiência digital da organização pesquisada. O percurso compreende o estudo através da observação não participativa nas mídias sociais digitais e da rede de cocriação online do Programa Cocriando Natura. Além disso, entrevista em profundidade com a responsável pela gestão de inovação da empresa e entrevista assíncrona através de questionário estruturado com os participantes que mais contribuíram com ideias na Jornada SOU. Utilizamos o modelo analítico estruturado para análise de plataformas digitais proposto por Proulx (2012) e os blocos de interação para que exista cocriação proposto por Prahalad e Ramaswamy (2004). A partir da junção dessas duas perspectivas metodológicas criamos um terceiro modelo de análise que contempla cinco categorias: a arquitetura técnica da plataforma; diálogo; experiência do usuário, riscobenefício e a contribuição do usuário. Nesse contexto, averiguamos que a cocriação de valor viabilizou processos comunicacionais estratégicos entre a Natura e seus públicos. O cocriando Natura pode ser considerado um programa complexo e inédito, no sentido de estruturar em rede, diferentes públicos de interesse, com objetivo de criar conjuntamente ideias, através de interações online, que visam à inovação.

No âmbito do ensino-aprendizagem de línguas adicionais, pesquisas acerca do desenvolvimento da oralidade têm demonstrado que se trata de um fenômeno multidimensional. Nakatani (2010) mostrou que o domínio de estratégias comunicacionais são indicadores de desempenho linguístico e se relacionam com a proficiência do aprendiz; Kang, Rubin e Pickering (2010) observaram que os traços fonológicos afetam a percepção sobre inteligibilidade e proficiência; Hewitt e Stephenson (2011), e Ahmadian (2012) indicaram que as condições psicológicas individuais interferem na qualidade da produção oral. Escribano (2004) sugeriu que a referência contextual é essencial na construção de sentido; Gao (2011) apontou os benefícios do ensino baseado na construção do sentido, a partir de metáforas conceptuais (LAKOFF e JOHNSON, 1980), codificação dupla (CLARK e PAIVIO, 1991) e esquemas imagéticos (LAKOFF, 1987); e Ellis e Ferreira-Junior (2009) demonstraram que as construções exibem efeitos de recência e priming, afetando o uso da linguagem dos parceiros interacionais. Tais estudos apontam para a natureza complexa da aquisição de L2, mas o fazem dentro do paradigma experimental da psicolinguística. Já Larsen-Freeman (2006), demonstra que a fluência, a precisão e a complexidade desenvolvem-se com o tempo, com alto grau de variabilidade, dentro do paradigma da Teoria da Complexidade. Em viés semelhante, Paiva (2011) observa que os sistemas de Aquisição de Segunda Língua (ASL) são auto-organizáveis. Esses trabalhos, no entanto, não abordaram aprendizes de L2 com proficiência inicial, como pretendo fazer aqui. Tendo como referenciais teóricos a Teoria da Complexidade e a Linguística Cognitiva, o presente trabalho apresenta um estudo de caso, qualitativo-interpretativista, com nuances quantitativos, que discute os processos de adaptação que emergiram na expressão oral de um grupo de aprendizes iniciantes de inglês como língua adicional no contexto vocacional. Parte do entendimento de que na sala de aula vários (sub)sistemas complexos coocorrem, covariando e coadaptando-se em diferentes níveis. A investigação contou com dados transcritos de três avaliações coletados ao longo de 28 horas de aula, no domínio ENTREVISTA DE EMPREGO. Após observar a produção oral das aprendizes, criei uma taxonomia para categorizar as adaptações que ocorreram na sintaxe, semântica, fonologia e pragmática da língua-alvo. Posteriormente organizei as categorias em níveis de prototipicidade (ROSCH et al, 1976) de acordo com as adaptações mais frequentes. Finalmente, avaliei a inteligibilidade de cada elocução, classificando-as em três níveis. A partir desses dados, descrevi como a prática oral dessas participantes emergiu e se desenvolveu ao longo das 28 horas. Os achados comprovam uma das premissas da Linguística Cognitiva ao mostrarem que os níveis de descrição linguística funcionam conjuntamente em prol do sucesso comunicacional. Além disso, demonstram que a função do professor, como discutem LARSEN-FREEMAN e CAMERON (2008), não é gerar uniformidade, mas sim oportunizar vivências que estabeleçam continuidade entre o mundo, o corpo e a mente / In the field of second and foreign language learning, research on oral communication development has been demonstrating that it is a multi-dimensional phenomenon. Nakatani (2010) showed that the ability to use communicative strategies is related to linguistic performance and learners proficiency level; Kang, Rubin and Pickering (2010) affirmed that learners phonology affects perception over proficiency and intelligiblity; Hewitt and Stephenson (2011), as well as Ahmadian (2012), contended that individual psychological conditions interfere in the quality of production. Escribano (2004) suggested that contextual knowledge is essential to conceptualization; Gao (2011) pointed out the benefits of an approach based on conceptual metaphors (LAKOFF and JOHNSON, 1980), dual coding (CLARK and PAIVIO, 1991), and image schemas (LAKOFF, 1987); Ellis and Ferreira-Junior (2009) demonstrated that constructions exhibit priming and recency effects, which influence participants language use. These studies together instantiate the complex nature of L2 acquisition on the experimental psychology paradigm. In the scope of Complexity Theory, Larsen-Freeman (2006) demontrated that fluency, accuracy, and complexity increase over time, despite exhibiting high individual variability. By the same token, Paiva (2011) observed that SLA systems are self-organisable. Nevertheless, none of the above-mentioned studies addressed beginners, as we intend to do herein. By overlapping Complexity Theory and Cognitive Linguistics, we present a case study, with sprinkles of quantification, in order to specifically discuss the adaptation processes that emerged from the oral practice of a group of six English beginner female learners (n=6) in the vocational context. We understand that several complex (sub-) systems co-occur in the classroom, covarying and coadapting in different levels. The investigation counted on transcribed data (ATKINSON and HERITAGE, 1984) from three oral evaluations collected over 28 class hours, in the JOB INTERVIEW domain. After observing the learnersoral production, we created a taxonomy to categorise the adaptations that emerged in target language syntax, meaning, fonology and pragmatics. Later, we displayed the categories in prototype levels (ROSCH et al, 1976) in terms of frequency. Finally, we classified the inteligibility of each learners utterance in three levels. By means of these data, we were able to describe how participants oral expression emerged and evolved over 28 hours. The results reaffirm one of Cognitive Linguistics premises when showing that language description levels work jointly in favor of communicative success; and demonstrate that the teacher, rather than generate uniformity, ought to give rise to learning opportunities that provides a continuum between the world, the body and the mind, as discussed by Larsen-Freeman e Cameron (2008)

The syllabi for the subject English in both Swedish compulsory and upper secondary school state in the core content for English that it should provide the opportunity to learn how to use linguistic strategies in speech, i.e. oral communication strategies. However, we as teachers are not informed by these documents what oral communication strategies are and which ones are to be preferred. For this reason, we as future teachers of English, posed the following research questions: What are oral communication strategies according to the literature, and how are these assessed in terms of being positive and negative strategies? According to research what factors correlate with strategy use, and what are the potential pedagogical implications for the Swedish school context? To answer these questions, we have read and analyzed fourteen different empirical studies regarding communication strategies. The first question was answered by analyzing the empirical studies and relevant theory. We found various definitions in our studies, stemming from different theoretical perspectives. However, they all define oral communication strategies as serving the purpose of furthering interaction. Furthermore, by comparing the definitions in the Swedish syllabi for English and the Common European Framework of Reference for Languages to our literature, we were able to answer the second part of the first question. The literature shows that there is a preference for achievement strategies over avoidance or reduction strategies. To answer the first part of the second question, some studies indicated a positive correlation between strategy use and the level of proficiency. Regarding pedagogical implications, some studies indicate that explicit strategy training has a positive effect on oral performance. Drawing on the results of these studies and the theoretical framework provided, we conclude that achievement strategies are to be preferred and that they should be taught explicitly.

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L'objectif de la présente étude était d'examiner l'utilisation des stratégies communicatives (SC) dans les interactions verbales entre apprenants de français langue étrangère dans le secondaire. À cette fin, un corpus contenant les interactions verbales de 36 apprenants de français de quatre écoles secondaires différentes du Royaume-Uni a été sélectionné et analysé pour les SC, en s'appuyant sur la taxonomie de Dörnyei et Scott (1997) utilisant une optique interactionniste. Les résultats révèlent que les apprenants ont utilisé principalement des stratégies indirectes, notamment des mots de remplissage et des auto-répétitions, afin de gagner du temps pour réfléchir et maintenir la conversation. Des stratégies directes ont également été fréquemment utilisées, en particulier l'auto-correction et le passage à une première langue (L1) partagée. L'auto-correction a principalement servi à ajuster le message pour atteindre et améliorer le sens partagé, tandis que le passage à la L1 était généralement utilisé pour atténuer les difficultés de communication et établir une relation avec les interlocuteurs sur la base d'une L1 partagée. Il est à noter que les stratégies interactionnelles, en particulier les questions en langue seconde (L2), n’étaient pas souvent présentes dans les interactions. Cela met en évidence la nécessité d'un enseignement plus explicite, en particulier en ce qui concerne des stratégies interactionnelles, afin que les apprenants soient capables de négocier le sens en posant des questions et en clarifiant le problème, de parvenir à un sens partagé et de soutenir une conversation en L2 sans avoir à recourir à la L1. / The aim of the current study was to examine the use of communication strategies in verbal interactions between secondary students of French as a Foreign language. To this end, a corpus containing the verbal interactions of 36 secondary students of French from four different high schools in the UK, was selected and scanned for communication strategies, drawing on Dörnyei and Scott’s taxonomy (1997) employing an interactionist lens. Findings reveal that students used mostly indirect strategies, notably filler words and self-repetitions in order to gain time to think and to maintain the conversation. Direct strategies were also employed frequently, in particular self-correction and code-switch, the change to a shared first language (L1). Self-correction served mainly the purpose of adjusting the message to achieve and enhance shared meaning, while the switch to the L1 was usually employed to alleviate communication difficulties and establish a relationship with the speaking partners based on a shared L1. It is noteworthy that interactional strategies, especially questions in the second language (L2), did not feature highly in the interactions. This points to a need for more explicit instruction, particularly in interactional strategies, so that students are able to negotiate meaning by asking questions and clarifying issue, achieve shared meaning and can sustain a conversation in the L2 without having to resort to the L1.

La presente investigación analizará cómo la planificación y aplicación de la comunicación interna de crisis en una empresa de retail es empleada para difundir el plan de reactivación post-cuarentena a sus colaboradores. En la misma se identificarán los factores que influyeron en la elección de la estrategia y el desarrollo de su implementación desde la perspectiva de los comunicadores organizacionales. Para realizar el estudio con un diseño fenomenológico desde un paradigma interpretativo, la técnica de recolección de datos será la entrevista semiestructura. Los informantes de esta investigación serán los líderes del departamento de comunicación interna de la empresa de retail, dedicados al planeamiento e implementación del plan de comunicación, así como a los consultores de su agencia de comunicación interna, encargados de brindar soporte a la implementación del plan de reactivación post-cuarentena. Se realizará un análisis temático para analizar las entrevistas dado que permitirá buscar e identificar temas importantes para la descripción del fenómeno. / This research will analyze how the planning and application of internal crisis communication in a retail company is used to disseminate the post-quarantine recovery plan to its employees. It will identify the factors that influenced the choice of strategy and the development of its implementation from the perspective of organizational communicators. To carry out the study with a phenomenological design from an interpretive paradigm, the data collection technique will be the semi-structured interview. The informants of this investigation will be the leaders of the internal communication department of the retail company, dedicated to the planning and implementing the communication plan, as well as the consultants of its internal communication agency, responsible for providing support to the implementation of the post-quarantine recovery plan. A thematic analysis will be carried out to analyze the interviews given that will seek and identify important topics for the description of the phenomenon. / Trabajo de investigación