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企业家形象建构的多模态话语分析

日期:2017/7/14作者:www.51lunwen.com编辑:lgg点击次数:148
销售价格:300元论文编号:lw201707141603033463论文字数:34785 
论文属性:硕士毕业论文论文地区:中国论文语种:English 

CHAPTER ONE INTRODUCTION  

1.1 Research Orientation 
The  present  study  investigates  the  entrepreneurial  image  of  Steve  Jobs  through  a multimodal discourse analysis of the video data based on MMA Video software. More specifically  it  attempts  (1)  to  examine  Jobs’s  entrepreneurial  image  by  analyzing  the gesture  elements  and  speech  elements  in  the  third-party  data  and  primal  data,  which accordingly  construct  the  image  that  is  reproduced  by  the  third-party  media  and  the one  that  is  produced  by  Jobs  himself;  and  (2)  to  interpret  Jobs’s  image  from  the perspective  of  American  national  culture,  American  business  culture  and  Jobs’s personal culture.  
.........

1.2 Rationale 
If we compare a company to a sailing ship, the entrepreneur is the captain who takes the  command  and  decides  where  to  sail.  The  whole  crew’s  well-being  is  to  a  great extent depending on the smart decisions of the captain.  The importance of business leaders, in many cases CEOs, to the public relations function and to organizational image is widely acknowledged (Park and Berger 2004). Business leaders are rarely observed and described as individuals per se but are seen as  representatives  or  personifications  of  the  corporations  to  internal  and  external stakeholders. The image of an excellent entrepreneur helps to build a positive image of a  company  which  goes  on  to  affect  customer  evaluation  of  the  brand  or  products  the company  owns.  The  current  era  sees  a  rapid  development  of  mass  media  and ever-increasing potency of public opinion, and the effect and impact of leaders’ public image  are  thus  becoming  more  and  more  significant,  making  its  construction  and communication a highly meaningful research topic for both theory and practice. Jobs, former CEO and one of the founders of Apple Inc., was widely recognized as one of the most successful entrepreneurs in the world. Under his leadership, Apple has grown from a startup company in a garage eventually to one of the most valuable companies in the world. Apple products have huge numbers of fans around the world. Customers  are  crazy  about  the  aesthetic  beauty  an


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源头地址:http://www.51lunwen.com/businessenglish/2017/0714/lw201707141603033463.html

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