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A Multimodal Critical Discourse Analysis of the Online Brand Identity Construction of National Museums
Universal Journal of Social Sciences and Humanities
| Vol 5, Issue 1
Table 1. Multimodal realizations of the representationalmeaning on the museums’ websites
| Representational Meaning | BM Homepage | NMC Homepage | |
| Narrative | Action process | museum tour video, showing visitors the overall view of museum | carousel banners of posters and relics, rotating pictures, informing visitors of exhibitions |
| Reactional process | visitors’ gaze at exhibits, showing visiting experience | visitors’ staring at exhibits, forming an interactive process | |
| Speech/mental processes | visitors’ seeing and exploring experience;curators’ lecturing | visitors’ watching and learning experience;experts’ lecturing | |
| Conceptual | Classification | navigation bars & columns, showing museum functions; blocks of pictures, showing exhibits & exhibitions | navigation bars & columns showing the cultural institution’s diverse roles; blocks of pictures, displaying exhibits & exhibitions |
| Analytical structure | using distributive analytical structure to display exhibits by geographical regions | using infographics (e.g., timelines, maps) to present elements and features of cultural history | |
| Symbolic meaning | iconic museum domes, images of artefacts, indicating the symbolic significance of global cultural heritage | images of relics as symbolic attributes to emphasize the continuity of Chinese civilization and national cultural identity | |