20世纪90年代以来，互联网进入商业化后迅速全球化，是全球社会进步和经济发展的重要信息基础设施之一。经过2000年的快速发展，特别是普及后，互联网在人们的生活中起到了非常重要的作用，并深深地沉浸在人们的生活中。在互联网上，你可以与全球另一端的人聊天，与匿名的队友玩电子游戏，在门口送货购买异国水果。更重要的是，互联网还可以用于商品促销和网上购物。显然，互联网给现实生活带来了极大的便利。此外，在经济全球化的背景下，世界各地的人们需要比以前更好地了解对方。人们互相了解的最好办法是打破文化障碍。互联网的兴起为文化传播提供了一个新的便捷渠道，尤其是通过宣传网页。它对中国文化传播和推广的影响不容忽视。
Chapter One Introduction
1.1 Background Information
The Internet has rapidly globalized after its entry into commerce since 1990s. Itworks as one of the important information infrastructures in social progress andeconomic development around the world. After years of rapid development, especiallyits popularization after 2000, the Internet has played a very important role and widelyimmersed in people’s lives. On the Internet you can chat with people the other side ofthe globe, play e-games with anonymous team-mates, and shop exotic fruit withon-door deliveries. More importantly, the Internet can also be used for commoditypromotion and on-line purchase. Obviously, the Internet has brought about greatconvenience to real life. Besides, under the background of economic globalization,people around the globe need to better understand each other than before. The bestway for people to know each other is to break cultural barriers. The rise of the Internethas provided a new convenient channel for culture dissemination, especially throughthe publicity webpage. Its impact on the dissemination and promotion of Chineseculture cannot be overlooked. The website of China Culture is the authorityorganization that makes policies in cultural exchanges. It is one of the mostauthoritative and representative cultural publicity website, which is sponsored by theBureau for External Cultural Relations, Ministry of Culture of the People’s Republicof China. The website is undertaken by China Daily, which is the first and the mostimportant national English media website. Both sides work for the timeliness andinteractivity of the Internet collectively. Therefore, China Culture bridges the world tounderstand China, Chinese nation and Chinese traditional culture.
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1.2 Research Questions and Significance of the Thesis
Webpage discourse as a multimodal discourse of modern information technologyas a whole is an important channel for people to communicate and transferinformation. The rise of the Internet provides a new convenient channel for thedissemination and communication of culture, especially the publicity webpage, whose impact on the dissemination and promotion of Chinese culture cannot be overlooked.In this background, the interpretation of the various modes and their relationships ofChinese cultural publicity webpage becomes a worthwhile exploring area.This thesis tries to make multimodal discourse analysis on China Culture underthe proposed model. Here, two modes (text and image) as well as the relationshipbetween them are analyzed in order to find out the following questions：1. How meaning is expressed in various modes of webpage?2. What are the relationships among modes of webpage?3. How to maximize coordination and cooperation, and better constructmeaning?The significance of the thesis can be concluded from theoretical perspective andpractical perspective. Theoretically, the thesis breaks through the limitation of theobject of traditional webpage research analysis because it takes cultural publicitywebpage as the research object. This perspective is the first tentative try in relevantresearch. Therefore, it enriches the research dimension of webpage discourse analysisand widens the field of multimodal discourse analysis. In addition, a thoroughanalysis in the thesis includes not only the text and image, but also the relationshipbetween text and image with the methodology of quantitative and qualitative analysis.In the thesis, it attempts to establish an applicable analyzing model for webpagediscourse in the days to come. Practically, the thesis improves people’s multimodaldiscourse reading ability of cultural publicity webpage, and urges people to becomeca
