Comparing the Multimodality of Chinese and US Corporate Homepages: The Importance of Understanding Local Cultures

Purpose: In this cross-cultural study, we investigated the similarities and differences in the multimodality of Chinese and U. S. corporate homepages. Method: We collected the homepages of 35 Chinese and 35 U. S. companies' local websites. We developed a framework for annotating different types of multimodal elements presented on corporate homepages. Using both quantitative and qualitative methods, we compared the verbal-visual composition and arrangement on Chinese and U. S. homepages in terms of textual, pictorial, diagrammatic, and video elements. Results: We found salient differences in the use of multimodal resources between Chinese and U. S. homepages. Chinese homepages overall made greater use of textual and video resources, with emphasis placed on directional textual elements and Flash animations and videos. They also tended to arrange multiple news titles in a list, employ parallelly placed pictures, and use more QR codes. In contrast, U. S. homepages preferred to present individual news headlines with news summaries attached, use one large background picture with subordinate elements embedded in them, and offer more social media icons for further connection. Conclusion: The differentiated approaches to deploying multimodal resources between Chinese and U. S. corporate homepages were closely associated with the distinctive cultural orientations and communication styles between these two countries.