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The construction of corporate identities by Chinese and american airlines on social media = a cross-cultural multimodal study /

Record Type:	Language materials, printed : Monograph/item
Title/Author:	The construction of corporate identities by Chinese and american airlines on social media/ by Ying Hua.
Reminder of title:	a cross-cultural multimodal study /
Author:	Hua, Ying.
Published:	Singapore :Springer Nature Singapore : : 2024.,
Description:	xxii, 206 p. :ill. (some col.), digital ; : 24 cm.;
Contained By:	Springer Nature eBook
Subject:	Airlines - Public relations - China. -
Online resource:	https://doi.org/10.1007/978-981-97-6188-3
ISBN:	9789819761883

The construction of corporate identities by Chinese and american airlines on social media = a cross-cultural multimodal study /
Hua, Ying.

The construction of corporate identities by Chinese and american airlines on social mediaa cross-cultural multimodal study /[electronic resource] :by Ying Hua. - Singapore :Springer Nature Singapore :2024. - xxii, 206 p. :ill. (some col.), digital ;24 cm.

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.

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.

ISBN: 9789819761883

Standard No.: 10.1007/978-981-97-6188-3doiSubjects--Topical Terms:

1462110
Airlines
--Public relations--China.

LC Class. No.: HE9781

Dewey Class. No.: 387.7068

The construction of corporate identities by Chinese and american airlines on social media = a cross-cultural multimodal study /
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