Comparing English Promotional Films of Chinese and International Universities: An Interpersonal Metafunction Perspective

Abstract

Universities’ English promotional films may be considered as visual representations or "name cards," in that they play crucial roles in enlarging the universities influence overseas and accelerate their process of internationalization. Based on Halliday’s interpersonal meaning theory, this study compares the Mood and Modality systems between Chinese and international university promotional films (UPFs). The research found that these similarities and differences in the construction of interpersonal meaning are related to the Tenor of social interaction in Chinese and international UPFs: (1) In terms of similarities, universities act as the providers of information, while the audience is the recipient. As a result, both have constructed the image of an educational communicator and guide. (2) In terms of differences, international UPFs focus on building the role of an inspirer and motivator. In contrast, Chinese UPFs take on the roles of leader and narrator in the process of constructing interpersonal meaning.