The Construction of Corporate Identities by Chinese and American Airlines on Social Media

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 th