Book review: Multimodal Chinese discourse understanding communication and society in contemporary China

Abstract

on communicative purposes, generic structures and multimodal resources in the e-commerce site so that the features of communication strategy in Chinese e-commerce can be revealed. The results show that e-shops construct a knowledgeable expert identity and an intimate bosom friend identity. In addition to Chinese e-commerce corporations, the tertiary institutions also use multimodal resources to brand their image. Chapter 6 Marketization and University Re-branding on Tiktok examines Peking University ’ s Tiktok video posts by a newly proposed framework based on Matthiessen ’ s (2009) register typology. Findings show that the politicalized and recreationalized reporting of campus life are the prominent features of Chinese university Tiktok videos. The author concludes four major communicative functions realized by the verbal and non-vernal resources in these videos, including promotional, relational, entertainment and educational functions. This study arouses scholars ’ attention to short videos of campus life, which is an emerging digital genre and is underexplored before.