Papers by William Dezheng Feng
Social Science Research Network, 2023
图像隐喻是是平面广告创意的重要特征，也是多模态语篇分析的重要研究内容。然而，纵观国内外广告图像隐喻研究，大多都是基于对几个例子定性分析的理论探讨，而很少有研究对某一类型广告的大量语料进行定量分析... more 图像隐喻是是平面广告创意的重要特征，也是多模态语篇分析的重要研究内容。然而，纵观国内外广告图像隐喻研究，大多都是基于对几个例子定性分析的理论探讨，而很少有研究对某一类型广告的大量语料进行定量分析，对其语篇特征得出具有说服力的结论。鉴于此，本文通过对一定量的的广告图片分析，建立隐喻系统，阐释广告意义建构的多模态语篇机制。
Teaching and Researching Chinese EFL/ESL Learners in Higher Education, 2021
202104 bcvcNot applicableSelf-fundedEarly release18 month
2013-2014 > Academic research: refereed > Refereed conference pape
Pedagogies: An International Journal
Persuasion in Public Discourse
Approaches to Specialized Genres, 2020
International Symposium on Teaching English at Tertiary Level, 2013
Social Semiotics, 2021
In the digital age, cities around the world are mobilizing various symbolic resources to rebrand ... more In the digital age, cities around the world are mobilizing various symbolic resources to rebrand their images through social media. Against this background, this study investigates how Xi’an, a sec...
Multimodal Approaches to Chinese-English Translation and Interpreting, 2020
Pragmatics. Quarterly Publication of the International Pragmatics Association (IPrA), 2021
This article examines the multimodal construction of ideal manhood in male participants’ self-int... more This article examines the multimodal construction of ideal manhood in male participants’ self-introduction videos in a Chinese reality dating show. A framework is developed to model identity as evaluative attributes and to explicate how they are constructed through linguistic and visual resources. Analysis of 91 videos shows two versions of idealized Chinese masculinity, namely, modern masculinity (mainly embodied by participants who have won a date), and traditional masculinity (mainly embodied by participants who have not won a date). Modern masculinity highlights career-oriented qualities, socio-economic status, and luxurious lifestyles, while traditional masculinity highlights family values, skills in Chinese cultural heritage, and class mobility. The findings provide new understandings of the complexity of Chinese masculinity in the dating show context, which reflects the influence of capitalist globalization on the one hand, and the government’s attempt to govern public conduc...
Multimodal Approaches to Chinese-English Translation and Interpreting, 2020
2015-2016 > Academic research: refereed > Chapter in an edited book (author
ABSTRACT In this chapter the epistemological status of Kress and van Leeuwen’s (1996) claim is ex... more ABSTRACT In this chapter the epistemological status of Kress and van Leeuwen’s (1996) claim is explored from a cognitive perspective. Specifi cally, the question ‘how do we know’ is addressed by consideration of the Conceptual Metaphor Theory proposed by Lakoff and Johnson (1980).
Learning from Animations in Science Education, 2020
Science education is widely considered a crucial site for teaching environmental values (e.g. Lit... more Science education is widely considered a crucial site for teaching environmental values (e.g. Littledyke, 2008). This study aims to contribute to the field by introducing a multimodal discourse analysis framework and analysing the environmental values in online ecology animations for children. Based on Martin and White’s (2005) attitude system, this study investigates (1) what pro-environmental values are incorporated in the animations; (2) what attitudinal meanings are used to represent the values; and (3) how the meanings are realised through multimodal resources. Our analysis of 67 online animations shows that they often express appreciation for nature and negative judgement about humans’ destructive activities. It is also found that the attitudes constructed are largely underpinned by biospheric values, holding humans responsible for nature by virtue of its inherent worth. The attitudes are often verbally constructed via scientific explanations and suggestions/instructions on ho...
Asia Pacific Journal of Education, 2021
Multimodality & Society, 2021
The massive introduction of face-masks across the world after the outbreak of the COVID-19 pandem... more The massive introduction of face-masks across the world after the outbreak of the COVID-19 pandemic has transformed how they are designed and branded. Instead of merely focusing on functional qualities, face-mask producers have started to draw upon symbolic values in their branding discourse. Against this background, the present study investigates how face-masks are branded in Hong Kong by analyzing the design, packaging and websites for face-mask products, as well as the design of offline franchised stores using a social semiotic approach. Analysis of the multimodal data of four leading Hong Kong brands, with a focus on the use of verbal evaluation, iconography, typography, color, and materiality, reveals three symbolic meanings that are used in face-mask branding: (1) professionalism, which refers to the representation of face-masks as a symbol of advanced technology, (2) Hong Kong identity, which includes evoking pride in the past economy and exploiting the cultural symbol of the...
The Routledge Handbook of Chinese Discourse Analysis, 2019
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Papers by William Dezheng Feng
Feng systematically investigates and discusses the new discursive features in relation to relevant socio-cultural contexts. The analysis and discussion provide researchers with a social semiotic perspective on various aspects of communicative and social changes in contemporary China. The book also contributes to the growing field of multimodality by developing a set of cross-disciplinary analytical frameworks to deal with complex discourse forms in print media, moving images, and new media.
The research findings provide a unique Chinese perspective on a broad spectrum of issues such as discursive governance, nation branding, university marketization, and identity performance. The book is relevant not only to discourse analysis and multimodality, but also to other disciplines which will benefit from a systematic understanding of Chinese discourse, such as cultural studies, communication studies and area/China studies.
1. Introduction 2. Theoretical Foundation and Analytical Frameworks 3. Multimodal Metaphor and the Communication of the Chinese Dream 4. Multimodal Evaluation and the Promotion of China’s National Image 5. Fashion, Lifestyle, and Clothes Branding in E-commerce 6. Marketization and University Re-branding on TikTok 7. Tradition, Modernity, and the Multimodal Construction of Chinese Masculinity in a Reality Dating Show 8. Wanghong Girls’ Performance of Femininity in Livestreaming 9. Concluding Remarks