The national museum of a country, as a cultural symbol of the nation, plays an important role in cultural communication at home and abroad. This study explores the online brand identity construction of two national museums—the British Museum and the National Museum of China—to inform cultural brands of the discursive strategies to distinguish themselves from others and communicate with their audiences effectively. Informed by multimodal critical discourse analysis, this paper analyzes the websites of the two museums and their social media posts, depicts their brand identity prisms, and evaluates the effectiveness of their online communication. The results show that both museums use multimodal and hypertextual resources to create unique and congruent brand images in website design and social media interaction with their target audiences, fulfilling the institutional functions of museums as the symbol of national culture or world civilization. They express differential personalities and cultural values to reinforce their brand identities in different sociocultural and political contexts. The findings may provide insight into the use of multimodality in online communication for cultural institutions to enhance their brand images and promote cultural exchanges.

Background: Scapulohumeral periarthritis commonly afflicts individuals in their middle age. Its etiology is multifaceted, and treatment presents a challenge with a high risk of recurrence. The main symptoms include shoulder pain and limited joint mobility, seriously affect the quality of life of the patients. Recent research indicate that acupuncture combined with bloodletting cupping can significantly improve the function of activity of shoulder joint and the pain in individuals with scapulohumeral periarthritis. However, these studies have typically been limited in scope, therefore additional research to substantiate the efficacy and safety of these intervention. Methods: To evaluate the efficacy of acupuncture combined with bloodletting cupping for treating patients with scapulohumeral periarthritis. We conducted an online search of databases in both Chinese and English, including PubMed, the Cochrane Library, Embase, Web of Science, CNKI, Wangfang Data, China Science and Technology Journal Database (VIP) and Chinese BioMedical Literature Database (CBM), to collect randomized controlled trials (RCTs) concerning the use of acupuncture combined with bloodletting cupping in scapulohumeral periarthritis patients. We also examined the references within the identified literature. Search utilised subject headings and free-text terms in both languages, without racial restrictions, for records up to April 3, 2024. Two researchers independently screened the literature, extracted data, and evaluated their qualities. RevMan 5.3 software was used for meta-analysis of the included studies. The protocol of this review was recorded in the International Platform of Registered Systematic Review and Meta-analysis Protocols (PROSPERO). Its registration number is CRD42023454614. Results: This review incorporated 22 RCTs involving a total of 1,774 patients. The results of meta-analysis showed that the clinical effective rate (RR=1.25, 95%CI [1.20, 1.30], P＜0.00001) of treating scapulohumeral periarthritis with acupuncture combined with bloodletting cupping was higher in the experimental group than in the control group. The all of Visual Analogue Scale (VAS) score (MD=-1.70, 95% CI [-2.17, -1.22], P＜0.00001). Melle score (SMD=-2.45, 95% CI [-2.55, -2.34], P=0.007]) and recurrence rate (RR=0.23, 95% CI [0.07, 0.77], P=0.02) were lower in the experimental group than in the control group with statistical significance (P<0.05). Conclusion: The acupuncture combined with bloodletting cupping for the treatment of shoulder impingement syndrome demonstrates definite efficacy and safety, with superior clinical effectiveness, pain relief, improvement in shoulder joint mobility, and reduction in recurrence compared to acupuncture alone. Therefore, it is worthy of being promoted and applied clinically.

The Chinese film Wolf Warrior II floats all the way at the domestic box office, and jumps into the top 100 of the world's film box office rankings. It has achieved great economic success and ratings are overwhelmingly positive in China. Nevertheless, in stark contrast to this, Wolf Warrior II is cold at the box office abroad, and the word of mouth is not satisfactory. Transcreation is the re-creation or adaptation of content for a group of specific target audience. As an inter-related process of translation, a successful and holistic transcreation can arouse the same emotions as well as connotations produced in the target language as the source language. There are different perspectives to detailed translation analysis of China’s identity as a prominent character of contemporary society. Insofar as this research probes into the branding and in subtitle translation, it also constructs a binary theoretical model based on triadic signs of intersemiotic translation and metafunctional framework of multimodal analysis to testify China’s core values in this film and beyond.

The Internationalization of higher education has plummeted since the 2010 tightening of migration policies. This study aims to examine the retention and graduation rates of international students at Northern Arizona University (NAU). Using a quantitative analysis approach, the study utilized secondary data from the Center for International Admission and Recruitment Office at NAU to examine the university’s recruitment, graduation, and retention strategies. The aim was to evaluate the impact of internationalization strategies on application and enrolment numbers. The study sample consisted over 2000 international students from fourteen countries, including China, India, Vietnam, Kuwait, Nepal, Ghana, Nigeria, United Kingdom, Spain, Germany, Canada, Mexico, France, and Iran in four cultural groups (Asia, Europe, Africa, and North America). A random sampling technique was used to select these countries partly because of their highest applications, enrolment numbers, as well as their adoption of recruitment strategies like those used by higher education institutions in the United States. A descriptive graphic representation, focusing on full-time undergraduate students during fall semesters, specifically freshmen international students, is illustrated. To facilitate a cross-country comparison of international students, this study presents an analysis of retention and graduation data across different countries spanning the past five years, from 2016 to 2020.