多模态视角下中美企业文化差异研究——以Iphone6和小米4手机发布会为例  

Cultural Difference Research on the Enterprises of China and America in the Viewpoint of Multimodal Discourse——Taking Iphone6 and Mi 4Mobile Phone Release Conferences as Examples

作　　者：张立飞[1] 王永祥[1] 

机构地区：[1]天津商业大学外国语学院,天津300134

出　　处：《湖北函授大学学报》2016年第19期93-94,共2页

摘　　要：近年来,商业新品发布会,作为推销产品的一种重要形式,被企业公司广泛采用。发布会中广泛应用了视频,音频,图像,PPT等多模态语篇,而这些语篇中又蕴含着深厚的文化因素。多模态话语分析为了探究其背后的文化因素提供了一个全面分析和解读的方法。本文拟将Iphone6和小米4手机发布会作为对比研究的对象,运用Kressand Van Leeuwen的视觉语法(Visual Grammar)对这两场发布会中的话语进行多模态对比分析,探究其背后的中美企业文化差异。Release conference,where such different modal discourses as video,audio,image,PPT and so on are widely used,has been adopted by most companies in recent years. Multimodal discourse analysis provides researchers with a comprehensive analytic method to study those cultural factors which are contained in those discourses. Taking Iphone6 and Mi 4 production release conferences as comparative subjects,based on the theory of Visual Grammar,this paper will study the Sino- American corporate cultural differences which are hidden in these discourses by the method of multimodal discourse analysis.

关 键 词：多模态话语 视觉语法 手机发布会 企业文化差异 

分 类 号：F27[经济管理—企业管理]