跨文化视角下中美教育科技独角兽企业网页多模态对比分析  

A Multimodal Comparative Analysis on Web Pages of Chinese and American Educational Technology Unicorn Enterprises Under the Cross-cultural Perspective

作　　者：王颖 刘淑梅[1] WANG Ying;LIU Shumei(School of Foreign Languages,Tianjin University of Commerce,Tianjin,300134,China)

机构地区：[1]天津商业大学外国语学院,天津300134

出　　处：《文化创新比较研究》2022年第3期54-57,共4页Comparative Study of Cultural Innovation

摘　　要：该研究基于Kress和Leeuwen的视觉语法,选取两家中美教育科技独角兽企业,对其文字模态以图像模态进行分析并对比,从文化角度剖析多模态话语不同之处的原因。研究结果表明两家企业的网页在再现意义的背景、互动意义的距离以及构图意义的框架上均有不同,借助Hofstede的文化维度分析得出儒家动力以及个人主义、集体主义是产生多模态话语差异的文化原因。Based on Visual Grammar proposed by Kress and Leeuwen,this study compares the text modalities and image modalities between a Chinese educational technology unicorn enterprise and its American counterpart and sheds light on their differences from a cultural perspective.This paper finds that the web pages of the two educational enterprises are different in the background of representational meaning,the distance of interactive meaning,and the framework of compositional meaning.It is concluded that Confucian Dynamism and Individualism/Collectivism created by Hofstede are the cultural reasons for differences in multi-modal discourse.

关 键 词：教育科技独角兽企业 多模态对比分析 视觉语法 文化维度 

分 类 号：TP393.092[自动化与计算机技术—计算机应用技术] TP301.2[自动化与计算机技术—计算机科学与技术]