Research On Government English Web-pages Based On Genre And Multimodal Model

In the current information society,multimodal discourse accounts for a larger proportion of daily reading than before.How to interpret the relationship between multiple modalities and how to improve multimodal discourse literacy has become a matter of concern and deserves further research.As the main communication platform,websites have undoubtedly become the media for transmitting and acquiring information.In recent years,the research on multimodal discourse of web pages has received much attention from domestic and foreign academics.The current multimodal studies of web pages involve personal web pages,outreach web pages,microblogs,corporate websites,etc.However,there has not yet been a multimodal discourse analysis of the official website of the Chinese government.The construction of Chinese government websites is not only an important part of China’s e-government construction but also a open window for publicity and international communication.As a typical multimodal discourse,the construction of national government websites has an incalculable impact on international communication and national image building.It is important to improve the level of government online services,build a service-oriented government,and use the information to promote the modernization of national governance capacity and governance system.This study attempts to further expand the research scope of multimodal discourse analysis.Based on the Ge M model,this study will analyze multimodal discourse on the homepages of Chinese government websites and Danish government websites.The major findings can be summarized as follows.At the base layer: First of all,both websites have search boxes,which make it easy and fast for visitors to search for the content they want.The official Chinese government website has only one search box,while the Danish government website has two search boxes.Second,both sites have edited images.The Danish government website has more graphic elements and uses photographic style type images,and the composition and choice of scenes are designed to not only be aesthetically pleasing but also show the country’s culture in detail.The home page of the Chinese government website,on the other hand,uses more on-site documentary-type pictures to display events,topics,and scenes more visually.Finally,compared to the Danish government website,the Chinese government website uses more functional icons.At the layout layer: First,in terms of the layout design of the homepage: the Chinese government website is a "口" type layout.This is a hieroglyphic statement,i.e.the page usually has a horizontal area at the top and bottom,some table of contents and hyperlinks on the left,a small amount of text and hyperlinks on the right,and the main content in the middle.The Danish government website is a frame layout.The pages are divided into three frames: top,middle,and bottom.The modules are differentiated by color shifts and automatically form zones.Secondly,the overall layout of the homepage of the Danish government website is symmetrical,and the content covers the whole page without any white space.The homepage of the Chinese government website has an asymmetrical layout and leaves some blank areas on both sides of the page.At the rhetorical layer: Due to the similarity in website design,both websites extensively use image-text layouts,and the design contains rhetorical relationships such as categories,logos,and restatements.At the navigation layer: the navigation styles of the two homepages were compared.The results show that the homepage of the official Chinese website has more clickable items,indicating a high level of "inevitability".For both homepages,buttons are used in similar proportions,with a significant proportion of plain text as hyperlinks.Through the socio-cultural analysis of the state image implied in these two homepages,the authors found that: the Chinese state image implied by the Chinese government website is conservative,unified,friendly,and responsible,while the Danish government website expresses a friendly,peaceful,and happy country image with a high index of happiness.