Yixin Zhao | Communication, Media and Learning Technologies Design | Mathematics Science and Technology

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Communication, Media & Learning Technologies Design

In the Department of Mathematics, Science & Technology

Multimodality and visual design of intercultural websites: Multimodal analysis of a Chinese cultural website

Yixin Zhao, M.A. in Communication and Education

This thesis explores the relationship between multimodality and visual representation in intercultural websites design. Drawing from multimodality and intercultural communication studies, this thesis is inspired mostly from Ting-Toomey (1990), Hofstede (1984, 1991), Hall (1976, 1983), and Warren (2006) in the intercultural communication studies; Kress (2006), Dormann (2006), Kress and van Leeuwen (2009), and Pauwels (2012) in the multimodality studies. As a result, the thesis connected multimodal representations with cultural dimensions in the context of intercultural communication. On the ground of preceding theoretical understanding, the thesis then reviews literature as to multimodal features’ use in intercultural websites design. At last, in the case study, the thesis analyzes one Chinese cultural website’s homepage in terms of present content, multimodal features (layout and visual representation), and interaction between different modalities.

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