Dr Matteo Fuoli

Dr Matteo Fuoli

Department of English Language and Linguistics
Senior Lecturer in Corpus-based Discourse Analysis
International Exchange Tutor

Contact details

Frankland Building
University of Birmingham
B15 2TT

I am a Senior Lecturer in corpus-based discourse analysis. My research focuses on two main areas: business discourse and evaluative language.


  • PhD in English Language and Linguistics, Lund University, Sweden, 2017
  • MA in Language Sciences for Business, International Communication and Tourism, Università di Trento, Italy, 2011
  • BA in Foreign Languages for Business and Tourism, Università di Trento, Italy, 2007


I joined the Department of English Language and Linguistics in Birmingham as a Lecturer in April 2017. Prior to this, I received my PhD in English Language and Linguistics from Lund University, in Sweden. My thesis focused on the phenomenon of trust from a discourse analytical and experimental perspective. Specifically, it examined how companies use language as a strategic tool to manage the trust of relevant audiences.


I currently teach the undergraduate module Discourse Analysis and the module Business Discourse and Communication at both undergraduate and postgraduate level.

Postgraduate supervision

I would be happy to supervise research projects on the following topics:
• business discourse and communication: how companies use language to communicate with different audiences and accomplish important communicative goals
• experimental approaches to (critical) discourse analysis: using experiments to test hypotheses based on exploratory discourse analysis research
• trust from a linguistic perspective: how speakers use linguistic resources to build and repair trust in spoken and written interaction
• evaluative language: how speakers express emotions and opinions in discourse

Find out more - our PhD English Language and Applied Linguistics  page has information about doctoral research at the University of Birmingham.


My research focuses primarily on business communication from a linguistic perspective. I am interested in exploring how business organizations use language as a strategic tool to communicate with stakeholders, accomplish key organizational objectives and negotiate public trust. Another major focus of my research is evaluative language, i.e. how speakers and writers express emotions, attitudes, and opinions in discourse. My research combines multiple methodological perspectives, including qualitative discourse analysis, corpus-based methods, and experimentation.

Other activities

Invited talks

  • Leiden University (Netherlands), 28 February 2020. Exploring trust from a discourse analysis and experimental perspective. Guest lecture. 
  • Languaging Diversity international conference, Teruel (Spain), 25 September 2019. How persuasive is persuasive discourse? Using experimental methods to assess reader response empirically. Keynote speech.
  • University of Sydney (Australia), 29 August 2019. Using the tools of linguistics to explore business communication. Invited talk.
  • University of Sydney (Australia), 19 August 2019. Exploring business discourse. Invited lecture. 
  • University of Sydney (Australia), 6 August 2019. Corpus annotation and analysis with the UAM corpus tool. Invited workshop. 
  • ABC Regional Conference, Alcalá (Spain), 11 July 2018. Trust management strategies in business communication: discourse analytical and experimental perspectives. Keynote speech. 
  • ABC Regional Conference, Alcalá (Spain), 10 July 2018. Exploring meanings and patterns in texts with the UAM Corpus Tool. Invited workshop. 
  • Università di Modena e Reggio Emilia (Italy), 6 November 2018. Analyzing Corporate Discourse Using Corpus & Experimental Methods. Invited lecture.
  • Università di Modena e Reggio Emilia (Italy), 6 November 2018. Corpus annotation and analysis with the UAM corpus tool. Invited workshop.
  • University of Warwick (UK), 2 May 2018. Trust-building strategies in corporate communication: Corpus and experimental perspectives. Invited talk.
  • Università della Svizzera Italiana (Switzerland), 29 May 2017. Methodological strategies for the annotation of evaluative language in discourse. Invited talk.
  • Univeristat Pompeu Fabra (Spain), 18 March 2016. Annotating appraisal in text and corpora: Challenges and strategies. Invited talk. 
  • Lund University (Sweden), Strategic Communication Dept., 15 September 2015. Experimental techniques in crisis communication research. Invited lecture.
  • Linnaeus University (Sweden), 23 October 2013. Trust and trustworthiness in business discourse: A case study analysis of BP’s CEO letters after the Deepwater Horizon oil spill. Invited talk.

Peer-reviewed conference presentations

  • Fuoli, M., Clarke, I., Wiegand, I., Ziezold, H., Mahlberg, M. (2019). Responding effectively to customer feedback on Twitter: A mixed-methods approach. Corpus Linguistics conference, 23–27 July, Cardiff, UK.
  • Fuoli, M. (2019). Communicating transparency and rebuilding trust after a crisis - an experimental study. DICOEN 2019, 3 - 5 June, Leuven, Belgium.
  • Fuoli, M. and Hart, C. (2018). Trust-building Strategies in Corporate Discourse: An Experimental Study. CADAAD, 4-6 July, Aalborg, Denmark.
  • Fuoli, M. (2018). Exploring the language of business. KOTESOL International Conference, October 13-14, Seoul, South Korea.
  • Fuoli, M. and Hart, C. (2017). Combining corpus and experimental methods to investigate trust-building strategies in corporate discourse. Corpus Linguistics conference, 24–28 July, Birmingham, UK.
  • Fuoli, M. and Hart, C. (2017). Are companies’ narratives actually persuasive? An experiment testing the effectiveness of trust-building strategies in corporate texts. DAFC 2017, 3–6 July, Lugano, Switzerland.
  • Fuoli, M. (2016). Using experimental methods to assess the persuasiveness of corporations’ trust-repair discourse strategies. CADAAD, 5–7 September, Catania, Italy.
  • Fuoli, M. (2016). Pictorial and multimodal metaphors of distrust in subverted BP logos from Greenpeace’s ‘Behind the logo’ competition. RaAM 11, 1–4 July, Berlin, Germany.
  • Põldvere, N., Fuoli, M. and Paradis, C. (2016). Combining corpus and experimental methods to gain new insights into appraisal in spoken discourse. Corpora and Discourse International Conference, 30 June – 2 July, Pontignano, Italy.
  • Fuoli, M., Põldvere, N. and Paradis, C. (2016). Combining corpus and experimental methods to study dialogic engagement in spoken discourse: an analysis of complement-taking predicates. ICAME 37, 25–29 May, Hong Kong, China.
  • Fuoli, M. (2016). ‘I am proud to be on this team and believe that our best days are ahead’: Stance in corporate reports. ICAME 37, 25–29 May, Hong Kong, China.
  • Fuoli, M. (2015). Repairing public trust after a crisis: an experiment comparing the effectiveness of apology and denial strategies. CRISIS4, 7–10 October, Helsingborg, Sweden.
  • Fuoli, M. (2015). A step-wise methodology for annotating Appraisal. ISFC 42, 27–31 July, Aachen, Germany.
  • Fuoli, M. (2015). Combining appraisal and CDA in the analysis of corporate discourse. ISFC 42, 27–31 July, Aachen, Germany.
  • Fuoli, M. (2014). Towards a model of trust-repair discourse. CADAAD, 1–3 September, Budapest, Hungary.
  • Fuoli, M. and Hommerberg, C. (2014). Constructing trustworthiness through pictorial and multimodal metaphor: an exploration of corporate visual rhetoric. RaAM 10, 20–23 June, Cagliari, Italy.
  • Moretti, G., Fuoli, M. and Sprugnoli, R. (2014). CAT: an advanced environment for the manual annotation of text and corpora. ICAME 35, 30 April–4 May, Nottingham, UK.
  • Fuoli, M. (2014). Rebuilding trust through discourse: a critical examination of BP’s CEO letter after the Deepwater Horizon oil spill. ABC Europe Symposium, 6–7 March, Modena, Italy.
  • Fuoli, M. (2013). Negotiating TRUST during a corporate crisis: a corpus-assisted discourse analysis of BP’ public letters after the Gulf of Mexico oil spill. Corpus Linguistics Conference, 22–26 July, Lancaster, UK.
  • Fuoli, M. (2013). Negotiating trust during a corporate crisis: a corpus-assisted discourse analysis of CEOs’ public letters after the Gulf of Mexico oil spill. ICAME 34, 22–26 May, Santiago de Compostela, Spain.
  • Fuoli, M. and Glynn, D. (2013). Manual annotation of evaluative language expressions: bridging discourse and corpus approaches. Evaluative Language and Corpus Linguistics Workshop - Corpus Linguistics Conference, 22 July, Lancaster, UK.
  • Sprugnoli, R., Moretti, G., Fuoli, M., Bentivogli, L., Giuliani, D., Gretter, R., Brugnara, F. & Pianta, E. (2012). Comparing two methods for crowdsourcing speech transcription. IEEE ICASSP Conference, 26–31 May, Vancouver, Canada.
  • Fuoli, M. (2011). Assessing ethical performance: a quantitative analysis of Appraisal in BP and Ikea’s Sustainability Reports. Corpus Linguistics Conference, 20–22 July 2011–Birmingham, UK.
  • Fuoli, M. (2011). Assessing social responsibility: a corpus-based analysis of Appraisal in BP and Ikea’s social reports. ICAME 32, 1–5 May 2011–Oslo, Norway.
  • Fuoli, M. (2011). Taking a legitimating stance: the role of Appraisal in the discursive negotiation of BP and Ikea’s social responsibility”. DIS First International Young Scholars Symposium, 18–20 March 2011–Łódź, Poland.


Recent publications


Fuoli, M, Littlemore, J & Turner, S 2021, 'Sunken ships and screaming banshees: metaphor and evaluation in film reviews ', English Language and Linguistics . https://doi.org/10.1017/S1360674321000046

Hart, C & Fuoli, M 2020, 'Objectification strategies outperform subjectification strategies in military interventionist discourses', Journal of Pragmatics, vol. 162, pp. 17-28.

Fuoli, M, Clarke, I, Wiegand, V, Ziezold, H & Mahlberg, M 2020, 'Responding effectively to customer feedback on Twitter: a mixed methods study of webcare styles', Applied Linguistics, vol. 2020, amaa046. https://doi.org/10.1093/applin/amaa046

Fuoli, M 2018, 'A stepwise method for annotating APPRAISAL', Functions of Language, vol. 25, no. 2, pp. 229-258. https://doi.org/10.1075/fol.15016.fuo

Fuoli, M 2018, 'Building a trustworthy corporate identity: a corpus-based analysis of stance in annual and corporate social responsibility reports', Applied Linguistics, vol. 39, no. 6, pp. 846-885. https://doi.org/10.1093/applin/amw058

Fuoli, M & Hart, C 2018, 'Trust-building strategies in corporate discourse: an experimental study', Discourse and Society, vol. 29, no. 5, pp. 514-552. https://doi.org/10.1177/0957926518770264

Fuoli, M, van de Weijer, J & Paradis, C 2017, 'Denial outperforms apology in repairing organizational trust despite strong evidence of guilt', Public Relations Review, vol. 43, no. 4, pp. 645-660. https://doi.org/10.1016/j.pubrev.2017.07.007

Põldvere, N, Fuoli, M & Paradis, C 2016, 'A study of dialogic expansion and contraction in spoken discourse using corpus and experimental techniques', Corpora, vol. 11, no. 2, pp. 191-225. https://doi.org/10.3366/cor.2016.0092

Fuoli, M & Hommerberg, C 2015, 'Optimising transparency, reliability and replicability: annotation principles and inter-coder agreement in the quantification of evaluative expressions', Corpora, vol. 10, no. 3, pp. 315-349. https://doi.org/10.3366/cor.2015.0080

Fuoli, M & Paradis, C 2014, 'A model of trust-repair discourse', Journal of Pragmatics, vol. 74, pp. 52-69. https://doi.org/10.1016/j.pragma.2014.09.001

Fuoli, M 2012, 'Assessing social responsibility: A quantitative analysis of Appraisal in BP’s and IKEA’s social reports', Discourse and Communication, vol. 6, no. 1, pp. 55-81. https://doi.org/10.1177/1750481311427788

Chapter (peer-reviewed)

Fuoli, M 2021, Structural Equation Modeling in R: a practical introduction for linguists. in D Tay & M Xie Pan (eds), Data Analytics in Cognitive Linguistics. Applications of Cognitive Linguistics, vol. 41, De Gruyter.

Fuoli, M 2013, Texturing a responsible corporate identity: A comparative analysis of Appraisal in BP's and IKEA's 2009 corporate social reports. in G Andersen & K Bech (eds), English Corpus Linguistics: Variation in Time, Space and Genre. Rodopi, pp. 209-235.

Book/Film/Article review

Fuoli, M 2015, 'Geoff Thompson and Laura Alba-Juez (eds.) Evaluation in Context. (Pragmatics & Beyond New Series 242) Amsterdam and Philadelphia: John Benjamins 2014: Reviewed by Matteo Fuoli (Lund University)', Functions of Language, vol. 22, no. 2, pp. 278-287. https://doi.org/10.1075/fol.22.2.06fuo

Conference contribution

Sprugnoli, R, Moretti, G, Fuoli, M, Bentivogli, L, Giuliani, D, Gretter, R, Brugnara, F & Pianta, E 2013, Comparing two methods for crowdsourcing speech transcription. IEEE ICASSP, 2013. in Proceedings of the IEEE International Conference on Acoustics, Speech and Signal Processing (ICASSP 2013). Institute of Electrical and Electronics Engineers (IEEE), pp. 8116-8120.

View all publications in research portal


  • How business organizations use discourse to negotiate public trust and social legitimacy