It can be advocated (following for example Jakobson) that communication has usually at least four dimensions :
1 . convey meaning, that is to say, relation to the world, which can be a. a non-invasive point of view (Weltanschauung), b. will of act on the world (for example, imperative, orders, projects, etc.
2 . have relationship with hearers, others speakers (interpersonal dimension, à la Goffman) ;
3 . involve speaker's identity ;
4 . formal aspects (for example, syntactic, orthographic, politeness, genres and discourse norms, etc.).
From this point of view, when an institution (for example, a private undertaking, an administration, an university) communicates, I think it raises problems that show a certain specificity of this entity. An institution does not have the same relationships or links with its environment as a person. Its identity is deeply different, etc.
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