Overview

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.

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9789819761876

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Ying (Catherine) Hua holds a doctorate in Applied Linguistics from The Hong Kong Polytechnic University and is an associate professor at the School of Foreign Languages, Shanghai Dianji University, China. Her research interests include systemic functional linguistics, multimodality and intercultural communication. She won the Best Paper Award (2nd prize) from the Chinese Association for Intercultural Communication (CAFIC) in 2019 and the Best Paper Award (3rd prize) from the International Association for Hallidayan Linguistics in 2023.

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