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1、企业家形象建构的多模态话语分析——以乔布斯为例----商务英语论文-->CHAPTERONEINTRODUCTION1.1ResearchOrientationThepresentstudyinvestigatestheentrepreneurialimageofSteveJobsthroughamultimodaldiscourseanalysisofthevideodatabasedonMMAVideosoftpts(1)toexamineJobs’sentrepreneurialimagebyanalyzingthegestureelementsands
2、peechelementsinthethird-partydataandprimaldata,agethatisreproducedbythethird-partymediaandtheonethatisproducedbyJobshimself;and(2)tointerpretJobs’simagefromtheperspectiveofAmericannationalculture,AmericanbusinesscultureandJobs’spersonalculture.......................1.2RationaleIfand
3、anddecidesartdecisionsofthecaptain.Theimportanceofbusinessleaders,inmanycasesCEOs,tothepublicrelationsfunctionandtoorganizationalimageisageofanexcellententrepreneurhelpstobuildapositiveimageofapanyerevaluationofthebrandorproductsthepanyoentofmassmediaandever-increasingpotencyofpubli
4、copinion,andtheeffectandimpactofleaders’publicimagearethusbeingmoreandmoresignificant,makingitsconstructionandmunicationahighlymeaningfulresearchtopicforboththeoryandpractice.Jobs,formerCEOandoneofthefoundersofAppleInc.,ostsuccessfulentrepreneursintheastartuppanyinagarageeventuallyt
5、ooneofthemostvaluablepaniesinthebersoffansaroundtheersarecrazyabouttheaestheticbeautyandtechnologyincorporatedintheirproducts,whichcoincideperfec-->tlyetheylaunchaneendousattentionfromthemassmedia,customers,andeventheerslineupallnightjusttobethefirstonesgettingtheirhandsonApple’snes
6、toamazetheetheyhavesomethingneighthavefalleninthe1990sageConstructionThetermimageandimpression(andthe“management”ofeach)havebeenusedsynonymouslyintheliterature(Coombs,2001).Imagesandimpressionsareoftenusedinthesameagesas“thebroaderimpressionsthatareprojectedbyorganizationsandtheperc
7、eptionsheldbythevariouspublics”.Dichter(1985)suggestedthatanimageisthetotalimpressionanentitymakesonthemindsofpeople.Inthisstudy,ageproposedbyNee,Turk,andKruckeberg(1989:364):Animageistheimpressionofaperson,panyorinstitutionthatisheldbyoneormorepublics.Animageisnotapicture,thatis,it
8、isnotadetailedrepre
