Applied semiotics
An isotopy is the thread of meaning that runs through a text and holds it together: the recurrence of a theme or a register that makes pages written months apart feel like a single voice.
In corporate communication it is what lets a website and a catalogue sound like the same company. When it breaks, readers struggle to say why, and meanwhile they stop trusting.
An example
An engineering company talks about precision on every page of its website, then sends out a promotion written like a supermarket flyer. Each text is correct on its own, and together they break the isotopy the reputation rested on.
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