A Multimodal Critical Discourse Analysis of the Online Brand Identity Construction of National Museums

Table 7. Characteristicsof the two museums’ online brand identities

Brand Identity		BM	NMC
Image of the institution	Physique	the museum’s name (white font) against black background as the logo, British greyish blue	the building of the museum & its Chinese and English names (black font) against white background as the logo, red color as the national symbol
	Personality	friendly, global civilization guardian & cultural intermediary	authoritative, socially responsible, public welfare, national cultural palace
	Externalization	Relationship	equality, rapport, encouraging viewers’ self-exploration	authority, imparting knowledge, calling for national participation to better know & preserve cultural relics
Internalization	Culture	world civilizations, multiple cultures, multicultural dialogue	historical significance, artistic value, continuity of national culture & tradition
Image of the audience	Reflection	global viewers, international tourists, diversified backgrounds	mainly Chinese citizens, student groups, practitioners in the culture industry, middle-aged and elderly
	Self-image	international audience who are curious about multiple cultures	domestic audience who want to learn & experience national culture, traditional culture lovers