The A Cross-Cultural Multimodal Study Hua, Ying. creator author. aut http://id.loc.gov/vocabulary/relators/aut SpringerLink (Online service) text si 2024 1st ed. 2024. monographic eng

electronic

electronic resource

access XXII, 206 p. 108 illus., 76 illus. in color. online resource. Using top Chinese and American airlines as examples, this book approaches the construction of corporate identities on social media, a critical issue in corporate communication, from a cross-cultural multimodal perspective. Through a holistic and systematic multimodal analysis, it provides a comprehensive cross-cultural understanding of corporate identity construction on social media. By developing an integrated social semiotic framework based on registerial cartography in SFL, it investigates the airlines’ registerial activity patterns in terms of macro-level configuration and micro-level multimodal realizations, interprets their situated contextual patterns that delineate the construction of corporate identities and further explains the influence of cultural factors. Given that this book offers theoretical contributions to corporate identity and cross-cultural communication research, practical guidance on PR practices, especially in the context of Chinese enterprises going global, and pedagogical insights for business communication courses, this book will be of particular benefit to researchers in linguistics, management and communication studies, PR practitioners, and both lecturers and learners of business communication courses. Introduction -- Corporate Identity Cross cultural Social Media Communication and Multimodality Studies -- Modelling the Construction of Corporate Identities on Social Media across Cultures -- The Present Study -- Macro level Configuration of Activity Pattern -- Micro level Multimodal Realizations of Activity Pattern. by Ying Hua. Sociolinguistics Intercultural communication Communication in organizations Sociolinguistics International and Intercultural communication Corporate Communication P40-40.5 9789819761883 https://doi.org/10.1007/978-981-97-6188-3 https://doi.org/10.1007/978-981-97-6188-3 241017 20251030113232.0 978-981-97-6188-3