Medical services present a typical setting involving negotiation of different cultural values and practices in globalization. This study zooms in the websites of University College London Hospitals (UCLH) in the UK and Southern Medical University Hospitals (SMUH) in China, and discusses a variety of modes, namely image, color, writing, video and layout, occurring on the websites and meaning potentials of the semiotic resources. The study, adopting the multimodal approach within the social semiotic framework (Kress, 2010), examines how modes are shaped to construct semiotic entity online within socio-cultural contexts and how websites producers disseminate messages via online multimodal texts to achieve marketing purposes.
Dr. Lingwei KONG is a lecturer from Southern Medical University, China. She got her PhD from The Hong Kong Polytechnic University. She is currently working as a visiting academic at IOE UCL. Dr. Kong’s research interests include intercultural communication, discourse analysis, multimodality analysis, and corpus study.
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