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A Comparative Analysis of Multimodal Web Pages of Museums in China and America

Author: ChangYiYuan
Tutor: NanZuoMin
School: Ningbo University
Course: English Language and Literature
Keywords: Multimodal Discourse Analysis Museum's website Comparative study
CLC: H030
Type: Master's thesis
Year: 2011
Downloads: 191
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Abstract

With the development of technology, as well as people's reading habits are constantly changing, the dissemination of information becomes more and more diverse media. Plain text or text-only medium protagonist gradually become less, other modalities such as pictures, music, color, typography, etc. have become the dominant trend from the supporting cast. The rapid development of web pages, implies a medium single-mode transition from a multi-modal technology. In this background, how a variety of media modes and the relationship between the interpretation, namely, how to improve reading ability Multimodal Discourse is a topic worthy of attention. History Museum's collection is associated with a collection of urban development, reflecting an urban development process. Therefore, this corpus of History Museum website, a total of 30 representatives selected the two countries at different levels of administrative regions museum site for the study. Articles from the multi-modal discourse analysis perspective, using qualitative and quantitative, microscopic and macroscopic combination of methods, the application of evaluation theory, genre analysis, and visual grammar theory to comparative analysis on a variety of American Museum Web Modal the process of constructing meaning. Through the two countries aimed at museum page text, images, and comparative analysis of the relationship between the two, so that readers understand the language and images as a social construct meaningful symbolic process and the multi-modal discourse on literacy capabilities The Help. In addition, the article also discusses the last national cultural and economic impact on the museum web design. Article on page two selected modes for analysis. First, a theoretical evaluation of bilateral Museum About the Museum on the Web portion of text analysis; then use the theory of genre analysis step structure language text introduction section of the museum discourse structure analysis, and concluded: Sino-US co-owner of eight Step identical language, which is a basic overview museum language step; Chinese language unique museum has seven steps, such as the style and construction; while the United States has a unique eight-step language, such as volunteer recruitment and so on. These words have each step represents a characteristic national conditions. Image analysis, the application of interactive visual syntax from the perspective of comparative analysis. Research results show that: the two museums are providing more than the required class class image image (95.4%, 80.4%); the social distance, the American Museum of the most commonly used is the medium shot (46.4%), used to create images and characterization social relations between the audience; while China Museum is the most common vision (53.7%). Modal relations, the results show that Chinese Museum's website text and image is more independent relationship between, and the American Museum of text and image on the page is more complementary relationship between. Finally, the paper discusses the bilateral cultural, economic, as well as the similarities and differences between the two countries produce web based. And thus concluded: in the United States and China Museum of text and images on a web page differently depending on national mechanisms and cultural differences, web settings and culture has a close relationship.

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