Academic Journal of Humanities & Social Sciences, 2023, 6(7); doi: 10.25236/AJHSS.2023.060704.
Haiqi Zhu
Jiangxi Normal University, Nanchang, China
To be a successful competitor in economic globalization, Chinese enterprises should not only attach importance to investment interests but also construct a good image. With the rapid development of information technology, the multimodal features of discourse become increasingly obvious. Documentary, a specific reality-based film genre, is produced to communicate with the world through multimodal semiotic resources which has gradually become one of the ways for people to known an enterprise and provides a new research direction for corporate image construction. This paper employs Fairclough's three-dimensional model and Kress and van Leeuwen's Visual Grammar to focus on how multimodal semiotic resources in documentary are employed to make meaning and to reveal the intention and probes into the underlying ideology and power relation, which greatly contributes to the overseas development of Chinese corporate image and national image.
Multimodal critical discourse analysis, Corporate image, Documentary
Haiqi Zhu. A Multimodal Critical Discourse Analysis of the Construction of Chinese Corporate Image in Documentary Memorandum of State-owned Enterprises. Academic Journal of Humanities & Social Sciences (2023) Vol. 6, Issue 7: 22-27. https://doi.org/10.25236/AJHSS.2023.060704.
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