Nation Branding Online. Multimodal Analysis of the BRIC Official Business Websites

Abstract

This study explores and identifies the strategies for ‘nation branding’ used by website producers of the BRIC countries’ official trade and business websites. ‘National Branding’ is defined in this thesis as the promotion of a particular country to foreigners. Brazil, Russia, India and China (BRIC) are grouped into the same category of fast economic growth countries.

The main research question for this thesis is ‘How are these BRIC’s official business websites created and how does this represent them individually?’ The goal of this research is to better understand the representation of each of the BRIC countries online and how this ‘image’ is achieved by the websites’ multimodal approach.

The multimodality method of analysis in this research took into account the combination of website dynamic design (images, text, colors, structure, and functions) to shed light and knowledge upon the websites’ usability, and individual represented ‘metaphor’. Alongside multimodality, social semiotics theory was used as a framework of analysis to draw upon the conclusions of the research.

After conducting the research and drawing upon conclusions, the researcher sees that national culture has a very small role to play, if any, in its image online. Brazil’s online image in this research was well-dressed but only half-functioning. Russia took on a minimalistic and serious style. India had a lack of individuality as it adopted a textbook style and was too general in the materials presented on its website. China adopted a color scheme and website structure that can be compared to a military uniform, one that is organized and mostly functioning.