本文是一篇语言学论文，本论文基于关键类型分析和登记制图，对小米2011年至2021十年间产品发布活动的十个视频进行了关键的多模式类型分析。本文从文本、体裁、职业实践和职业文化四个层面进行了研究。
CHAPTER ONE GENERAL INTRODUCTION
1.1 Research background
Since Apple Inc. held its product launch event in 2007, legions of mobile phone makers have followed its example, including many Chinese emerging brands such as Huawei, Xiaomi, Oppo and Vivo. The product launch event, which often lasts for hours, aims to introduce the function and performance of the products the host company is going to launch soon, and is helpful in establishing positive brand image. Product launch is often considered particularly decisive in securing new-product success (Chen et al. 2007; Guiltinan 1999). Besides, enterprises can use these events to disseminate their mission and marketing strategies in the industry to attract consumers and sponsors, expand market, and boost its competitiveness (Jiang 2018).
语言学论文怎么写
Launch event is a method of marketing to establish communication and improve brand experience (Tafesse 2016). Before actually putting on sale, product launch event is more like a campaign to draw consumers’ attention and to increase sales volume afterwards.
Xiaomi is a phone-maker founded in 2010 with its headquarter in Beijing. It has spent almost ten years to develop into a multinational hi-tech electronics company. Since the release of Xiaomi’s MI1 in 2011, Xiaomi has stretched its reach from smartphones into mobile apps, laptops, home appliances and a series of products. After Apple, Samsung and Huawei, Xiaomi is also the fourth company to own self-developed mobile system-on-chip (SoC) capabilities in the world (Tilley 2017).
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1.2 Aims and significance of the research
This research will conduct a longitudinal critical multimodal genre analysis of videos about Xiaomi’s product launch events from 2011 to 2021. The theoretical framework will include critical genre analysis and registerial cartography. The thesis aims to explore how the product launch events establish Xiaomi’s brand image and execute its marketing strategy by constructing different identities and expanding its targeting community.
The significance of this research can be both theoretical and practical. From the theoretical perspective, the multimodal critical genre analysis of product launch events will further contribute to the explanatory power of Critical Genre Analysis. Matthiessen’s registerial cartography has been proposed and applied in various areas since 2015. Applying this methodology to the analysis of launch events will improve its applicability. From the practical perspective, by the analysis of the generic structures in Xiaomi’s product launch events, it is hopeful that the results could be beneficial for emerging high-tech enterprises to hold more effective launch events and improve its marketing behavior by drawing on various genres.
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CHAPTER TWO LITERATURE REVIEW
2.1 General introduction to genre analysis
Genre analysis has undergone a great change from ancient Greek to recent years. It has developed from literary studies to linguistics and sociology, and then, reaching various areas in modern life. All kinds of schools and theories spring up like mushrooms in terms of genre analysis. Different understandings about genre have been proposed, and three major traditions of genre studies have been investigated in the following sections. The hybridity of genres draws off the intertextuality and interdiscursivity.
Fast-growing technology and emerging digital products endow genre persified forms of manifestation such as images and audios. The multimodality becomes an overwhelming shifts of genre studies.
Social contexts and ideological aspects have been increasingly taken into consideration during the development of genre analysis, in order to deeply explore into genre and solve more pragmatic problems.
2.1.0 The concept of genre
Genre is originated from literary area, Aristotle have classified three literary genres including poetry, novel and drama (Aristotle, cited in Yu 2003). For now, genres have developed with new ways of presentation and have included film, art and other cultural theories. In this way genre examines the structural semiotic elements combined to tell a story and patterns in collections of stories (Bao 2016). It is formed when these elements begin to carry inherent information.
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2.2 Criticality in Genre Analysis
As communicative factors and ideology play increasingly important roles in genre analysis, criticality becomes an integral part of it. As a representative in ESP, Bhatia (1993) has developed Critical Genre Analysis (CGA) by drawing on Critical Discourse Analysis (CDA). In addition, Matthiessen’s registerial cartography also offers a better understanding on text- and genre-level from a critical perspective.
2.2.1 Critical Genre Analysis (CGA)
Bhatia (2017) relates genre with contexts and socio-pragmatic space, and develops his theory into Critical Genre Analysis (CGA). He claims that it is not sufficient to dwell on the surface level text-internal properties of discourse, namely, “textualization of discursive practices” (Bhatia 2017:4). Bhatia believes that “Genre analysis is not an end itself but a means to an end”. He suggests that the discursive practice plays a crucial role in “the achievement of professional actions” which means professional practices as well as professional cultures.
“Criticality” in CGA can be dated back to Critical Discourse Analysis (CDA) proposed by Foucault (1981). The criticality in CDA focuses more on ideology bias, more specifically, social inequalities, disempowerment in society (Bhatia 2017:21). Besides, the criticality in CGA shifts its focus more on “the demystification of multi-perspective and multidimensional nature of professional practices as objectively, realistically, rationally and rigorously as resources permit” (Bhatia 2017:21), CGA tries to integrate “other relevant multiple perspectives and dimensions of professional genres by employing a range of methodological frameworks and procedures” (Bhatia 2004).
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CHAPTER THREE THEORETICAL FRAMEWORK AND METHODOLOGY .......................... 26
3.1 CGA as the theoretical framework ............................ 26
3.2 Registerial cartography as analytical framework ......................................... 29
CHAPTER FOUR ANALYZING TEXT AND GENRE ................................ 38
4.1 Discourse as text ......................................... 38
4.1.1 Expounding .................................... 40
4.1.2 Reporting.................................... 41
CHAPTER FIVE ANALYZING PROFESSIONAL PRACTICE AND CULTURE ........................ 72
5.1 Discourse as professional practice ................... 72
5.1.1 The construction of identities.............................. 73
5.1.2 The expansion of community................................... 81
CHAPTER FIVE ANALYZING PROFESSIONAL PRACTICE AND CULTURE
5.1 Discourse as professional practice
Professional practice refers to actions which may bring about successful achievement of the typical objective of a specific professional community essentially through discursive artefact (Bhatia 2017:7).
Though socially conditioned by the context, discourse also shapes the social identities and relationships of the participants in the events (Fairclough 2003). By scanning the socio-semiotic process, we can identity the roles people play in a situation by virtue of their contribution to the institution. We can also identify what role relationships a (potential) patient may enter into (Matthiessen 2015). In Xiaomi’s product launch events, Xiaomi has conducted the actions of constructing different identities, which includes an expert, a friend and a lover. Besides, Xiaomi has also expanded its targeting community through seven socio-semiotic processes.
5.1.1 The construction of identities
The identity construction of Xiaomi’s product launch events involves expert, friend and lover. Xiaomi shifts back and forth from an expert to a friend during all ten events, while the identity of lover has been built since the launch of MI 8 in 2019. The identity construction model is presented as figure 5-1 as follows:
语言学论文参考
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CHAPTER SIX CONCLUSION
6.1 Major findings
This thesis has conducted a critical multimodal genre analysis of ten videos of Xiaomi’s product launch events spanning across a decade from 2011 to 2021, based on critical genre analysis and registerial cartography. The research has been conducted from four levels of discourse realization, which are text, genre, professional practice and professional culture.
In terms of the text-level analysis, discourse in ten product launch events is categorized according to Matthiessen’s registerial cartography. It is found that the product launch events consist of seven socio-semiotic processes, including‘expounding’, ‘reporting’, ‘recreating’, ‘sharing’, ‘enabling’, ‘recommending’ and ‘exploring’.
‘Expounding’ process involves the explanation of the configurations and working theories of the products, usually employing technical terms and comparison with other brands to highlight its quality. ‘Reporting’ process associates with the achievements, testing results, team members and sponsors of the company. ‘Recreating’ process includes creating specific scenarios by language and images to stimulate audience’s imagination and immerse the audience into it. ‘Sharing’ process involves personal experiences, stories about founding and operating the company, jokes, and personal feelings, as well as company missions and values. ‘Recommending’ process provides sales information and advices to the audience, promoting the products in a much more direct way. ‘Enabling’ process covers instructions to tutoring the audience how to operate specific functions and interactions with the host of the event. ‘Exploring’ process tries arguing about the positions of the company and responding to the outside criticism and doubts.
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