中国和美国航空公司社交媒体上的企业形象构建

English | 2024 | ISBN-10: 9819761875 | 228 pages| Epub PDF (True) | 50 MB

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.

以中国和美国的顶级航空公司为例，本书从跨文化多模态视角探讨了社交媒体上企业身份构建这一企业在沟通中面临的重大问题。通过整体系统性的多模态分析，它提供了对社交媒体上企业身份构建的全面跨文化理解。基于SFL中的标识地测绘发展了一种整合的社会索引符号框架，研究航空公司如何在宏观层面和微观层面上使用标识地来实现其标识地活动模式，并解释这些活动所体现的位置性语境模式，从而进一步阐明文化因素的影响。鉴于本书对企业和跨文化沟通研究提供了理论贡献，尤其是对中国企业走向全球的公共关系实践给出了实用指导，以及为企业通信课程提供教学见解，这本著作将特别有益于语言学、管理与传播研究者、公共关系从业者以及商务通信课程的讲师和学习者。

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