TY - GEN
T1 - Communicating in new contexts
T2 - 2017 IEEE International Professional Communication Conference, ProComm 2017
AU - Li, Shuwen
N1 - Publisher Copyright:
© 2017 IEEE.
PY - 2017/8/21
Y1 - 2017/8/21
N2 - Cross-cultural communication in professional contexts can be difficult because of the different cultural expectations and values. This article presents an analysis of an electronic roadshow in a successful cross-cultural initial public offering. Grounded in a case study methodology, this study employs a social semiotic analysis of the electronic roadshow and identifies five semiotic resources and modes (characterization, symbolic objects, speech, music, and color) that are applied to move the U.S. audience to conform to the ethos of the Chinese company. A naturalistic generalization is drawn to provide an understanding of this unique case and prepare audiences for making decisions in similar cross-cultural communication cases. Research results from this study indicate a cross-cultural communication strategy that is different from the commonly practiced universal design and localization strategies, and therefore may provide researchers with some new insights into cross-cultural communication.
AB - Cross-cultural communication in professional contexts can be difficult because of the different cultural expectations and values. This article presents an analysis of an electronic roadshow in a successful cross-cultural initial public offering. Grounded in a case study methodology, this study employs a social semiotic analysis of the electronic roadshow and identifies five semiotic resources and modes (characterization, symbolic objects, speech, music, and color) that are applied to move the U.S. audience to conform to the ethos of the Chinese company. A naturalistic generalization is drawn to provide an understanding of this unique case and prepare audiences for making decisions in similar cross-cultural communication cases. Research results from this study indicate a cross-cultural communication strategy that is different from the commonly practiced universal design and localization strategies, and therefore may provide researchers with some new insights into cross-cultural communication.
KW - Cross-cultural communication
KW - electronic roadshow
KW - ethos
KW - social semiotics
UR - http://www.scopus.com/inward/record.url?scp=85030117691&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85030117691&partnerID=8YFLogxK
U2 - 10.1109/IPCC.2017.8013958
DO - 10.1109/IPCC.2017.8013958
M3 - Conference contribution
AN - SCOPUS:85030117691
T3 - IEEE International Professional Communication Conference
BT - 2017 IEEE International Professional Communication Conference, ProComm 2017
PB - Institute of Electrical and Electronics Engineers Inc.
Y2 - 23 July 2017 through 26 July 2017
ER -