中国和美国航空公司社交媒体品牌建设的构建

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形象构建这一企业在沟通中面临的关键问题。通过综合性和系统性的多模态分析方法，它提供了一个全面的跨文化理解，即企业在社交媒体上构建企业形象的方式。基于SFL中的注册地图绘制开发了一种集成的社会 semiotic框架，本书研究航空公司在宏观层面和微观层面上的语言注册活动模式，并解释它们在建构企业形象时所处的具体语境模式。此外，它还解释了文化因素对这些模式的影响。鉴于本书为企业形象构建及跨文化交流研究提供了理论贡献，也为PR实践尤其是中国企业在全球化背景下的PR实践提供了指导，并为商务沟通课程的教学者和学习者提供了教育见解，这本书将特别有益于语言学、管理与传播学的研究人员、PR从业者以及商务沟通课程的教学者和学习者。

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