She Impacts@CityUHK｜Deconstructing the power of language: Building culture and identity through interdisciplinary research
How do subtle differences in language influence public understanding and decision-making regarding green finance and ESG values? How do symbols and images subtly shape corporate image, cultural industries and the future of cities?
“Language does not simply describe the world; it frames, interprets and contributes to shaping it.” For Professor Esterina Nervino from the Department of English and the Department of Marketing at CityUHK, language is more than a simple communication tool; it is also a powerful force capable of “constructing reality” and “creating value”. With deep roots in the College of Liberal Arts and Social Sciences (CLASS) and the College of Business, she has a unique interdisciplinary perspective, combining linguistic analysis with marketing insights to explore how language influences corporate strategy, sustainable development communication and social identity.
Since the beginning of her academic career, and particularly since joining CityUHK in 2021, Professor Nervino has been dedicated to establishing the core role of “discourse” in the corporate, financial and cultural fields. As sustainable development becomes a ubiquitous global issue, Professor Nervino argues that the limitations of sustainable development lie not only in policy and managerial issues but also in a fundamental communication challenge rooted in trust and values. Her extensive research echoes UN Sustainable Development Goal 12 (Responsible Consumption and Production), focusing on how businesses and financial institutions can shape brand identity and guide stakeholders’ ESG understanding and decision-making through effective communication strategies.
In research published in top international journals, such as Applied Linguistics Review (2025), she used corpus-assisted and multimodal discourse analysis to reveal that when promoting green financial products and services, banks often do not simply emphasise environmental responsibility or compliance requirements; they portray sustainable development as an opportunity to create new business opportunities, drive growth and deliver long-term value.
She points out that subtle differences in language can influence public decision-making. For example, when banks refer to their clients as “clients” rather than “customers”, people are more likely to see themselves as active participants with a stronger sense of control over their financial decisions. Related research deepens society’s understanding of ESG communication and confirms that discourse analysis is more than theoretical; it offers empirical references for companies to build their brand image and communicate effectively with stakeholders.
In addition to publishing academic works, Professor Nervino actively promotes knowledge transfer. After obtaining her doctorate, she worked in the private sector, an experience that gave her a deep understanding of the value of academic research in solving real-world business challenges and allowed her to accumulate a rich industry network.
After joining CityUHK, she secured funding from the Research Grants Council’s “Early Career Scheme” and various government grants. She has collaborated with numerous large corporations and international organisations, including being commissioned by the Hongkong Land Foundation to conduct several research projects, focusing particularly on sustainable development at the social level and assisting in the expansion of new development strategies. She has also collaborated with international organisations and companies to write reports and conduct professional workshops, extending her research to the policy and industry levels.
Recently, Professor Nervino and her team from CLASS co-authored the white paper titled “Enhancing Social Impact Measurement in Hong Kong’s Cultural Sector”, which provides a systematic framework for the social value assessment of cultural projects in Hong Kong.
With the support of Professor Alfred Ho Tat-kei, Dean of CLASS, she initiated and coordinated an international project titled “Fashion to Reconnect”. Funded by the Hong Kong Cultural and Creative Industries Development Agency and supported by the Consulate General of Italy in Hong Kong, the project connects the Camera Nazionale della Moda Italiana, the Fondazione Pistoletto Cittadellarte and fashion designers from both regions to explore the relationship between fashion, culture and sustainable development, showcasing how research can move from academia to the international community.
Professor Nervino believes that for the new generation of scholars, especially female researchers, it is crucial to establish a unique academic viewpoint and maintain high research standards. At the same time, they need to be bold enough to cross disciplinary boundaries, proactively build collaborative networks and actively participate in industry-academia-research collaborations. For her, the most meaningful aspect of scientific research lies in translating theoretical insights into practical impact, bringing about change for businesses, policies and society.
About the “She Impacts@CityUHK” Series
CityUHK is committed to attracting outstanding research talent from around the world and actively nurturing the next generation of scholars. Recently, CityUHK's Hong Kong Institute for Advanced Study (HKIAS) and Communications and Institutional Research Office jointly hosted the “Getting Noticed, Getting Networked” workshop. Esteemed guests, including Professor Dame Madeleine Atkins, Senior Fellow of the HKIAS and President-Emeritus of Lucy Cavendish College at the University of Cambridge, shared valuable experiences of female scholars in research communication, personal branding and professional development.
Championing the spirit of the workshop, this series will introduce outstanding women scholars from CityUHK, showcasing their important role in driving knowledge innovation and social progress through their research stories and academic insights.