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A multimodal critical discourse analysis of city promotional videos in China
Author
Fan, Linyue
Supervisor
Teo, Peter
Abstract
This study is a multimodal critical discourse analysis of ten promotional videos of different cities in China, and aims to explore how China’s soft power is conveyed through these videos. This study adopts Fairclough’s (1989) three-dimensional analytical model as the theoretical framework and utilizes various multimodal analytical approaches including Baldry and Thibault’s (2006) phasal analysis and Burn’s Metamodal Kineikonic framework (2013) to analyse the videos. The analysis identifies key aspects of China’s soft power, encompassing its rich cultural heritage, economic and technological prowess, environmental achievements, high quality of life and international connectivity. The study finds that the videos employ a purposeful integration of various semiotic modes to construct an appealing multimodal narrative that promotes these aspects of China’s soft power. The findings are interpreted within the broader socio-cultural context of China and global trends, revealing that the videos serve as strategic tools for China to project its soft power globally, impact international perceptions, and bolster its global influence.
Date Issued
2024
Call Number
P302 Fan