The Construction of Corporate Identities by Chinese and American Airlines on Social Media: A Cross-Cultural Multimodal Study

Synopsis

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.

Copyright:

2024

Book Details

Book Quality:

Publisher Quality

ISBN-13:

9789819761883

Related ISBNs:

9789819761876

Publisher:

Springer Nature Singapore

Date of Addition:

10/17/24

Copyrighted By:

The Editor

Adult content:

No

Language:

English

Has Image Descriptions:

No

Categories:

Nonfiction, Business and Finance, Social Studies, Language Arts, Communication, Sociology

Submitted By:

Bookshare Staff

Usage Restrictions:

This is a copyrighted book.