Proceedings of the International Conference on Business Linguistics and Intercultural Business Communication November 17-19, 2017 Guangzhou, China The American Scholars Press Editors: Lisa Hale, Ruiqing Liang, Wei Cheng, Jin Zhang, Cover Designer: Wei Cheng Published by The American Scholars Press, Inc. The Proceedings of “The International Conference on Business Linguistics and Intercultural Business Communication” is published by the American Scholars Press, Inc., Marietta, Georgia, USA. No part of this book may be reproduced in any form or by any electronic or mechanical means including information storage and retrieval systems, without permission in writing from the publisher. Copyright © 2017 by the American Scholars Press All rights reserved. ISBN: 978-0-9721479-9-6 Printed in the United States of America 2 Preface The business world is becoming more and more complicated, and stake-holders with diversified concerns and understandings are contesting power and dominance in various professional and workplace settings. The evolution of business communication reflects a linguistic, pragmatic, rhetorical and discursive challenge. Before, the major consideration of companies and corporations was to share information with a narrowly cut and considerably small group of stakeholders (e.g. clients, share-holders, manufacturers, and regulative bodies) on problems of the monetary and managerial dimensions of the business, but, now business professionals have to cater and interact with a much more broad community of business players on issues that cover culture and political fluidity from national and international perspectives. Some argue that the ecology of business is changed because of the increasingly prevailing power of globalization in business sectors and because of the increasingly paramount impact of business activities on the society, culture, nature, and environment across the globe. Others note that the awakening mass cognition of the contradiction of professional/expert elites and the mass public leads to the apparent face- to-face encounters between business elites and non-expert ordinaries. The combination of the two factors creates new challenges to participants of busines s communications, force them to re-consider the traditional aim of getting across the business information to their equally literate business experts, and push them to new territories where interaction is less generic, less structured, and less governable. The discovery of new ways of speaking and new ways of thinking becomes indispensable. It is already evident that members of business community, nowadays, are paying more and more attention to the creative and imaginative kinds of interaction and are showing more and more acknowledgement on the multiple and inherently contradictory discursive roles and identities of business communication. To address these issues, the first International Conference on Business Linguistics and Intercultural Business Communication (BL-IBC) was held November 17-19, 2017, at Jinan University in Guangzhou, China. This conference invited colleagues from national and international research communities and from a variety of research paradigms and disciplinary fields to deliver nine keynote speeches and 98 papers. It turned out to be an encouraging opportunity for constructive academic engagement. During the conference, national and international business linguistics and communication experts discussed new changes and challenges of business linguistics and cross-cultural communication, proposed, as a unity, possible responses and solutions, and re-mapped the developing route of the discipline. Keynote addresses and contributing papers made great efforts in order to search and widen our knowledge of business linguistics and cross -cultural communication. Traditional research methods and theoretical underpinning were submitted to animated and vigorous discussions. Particularly, business discourse was analyzed and deconstructed as not purely linguistic exchanges connoting information production and reception, but as complex symbolic/semiotic spaces where socio -cultural powers negotiate, align, and contradict each other. The conference also covered a lot of new issues in the field, such as business translation, business English teaching, and business English program development, etc. Keynote speakers and contributors, together, demonstrated a resolution of looking into the future and reflecting the past performance of the community, both critically and constructively. 3 The proceedings were selective. Among the 98 papers presented at the conference, 37 papers, together with three keynote articles, have been included in the proceedings. These papers, representing the cores issues discussed in the conference, are divided into five categories of business discourse, business andpragmatics, business English teaching, business translation, and business communication. It is hoped that the selected proceedings of the conference will provide insights for future research in business linguistics and communication. Liang Ruiqing Professor of English, Director of Department of Business English Studies Jinan University, China Han Zhengrui Associate Professor of English Jinan University, China Cheng Wei Associate Professor of English Jinan University, China 4 Symposium Organization Organizer China Association of English for International Business, Guangzhou, China Host School of Foreign Studies, Jinan University, Guangzhou, China Organizing Committee Co-Chairs Gong Qi, Dean of School of Foreign Studies, Jinan University, China Gu Weifang, Secretary of CPC Committee of School of Foreign Studies, Jinan University, China Vice Chairs Cheng Qian, Associate Dean of School of Foreign Studies, Jinan University, China Liao Kaihong, Associate Dean of School of Foreign Studies, Jinan University, China Rao Hong, Associate Secretary of CPC Committee of School of Foreign Studies, Jinan University, China Executive Chair Liang Ruiqing, Director of Department of Business English Studies, Jinan University, China Members Yu Guangqing, Director of Administrative Office of School of Foreign Studies, Jinan University, China Li Hong, Director of Teaching & Research Office of School of Foreign Studies, Jinan University, China Li Haihui, Associate Director of Department of Business English Studies, Jinan University, China Han Zhengrui, Associate Professor of English, Jinan University, China Academic Committee Chair Professor Liang Ruiqing, Jinan University, China Members Professor Chen Xinren, Nanjing University, China Professor Xu Dejin, Sun Yat-sen University, China Professor Guo Guihang, Guangdong University of Foreign Studies, China Professor Giovanni Parodi, Pontificia Universidad Católico de Valparaíso, Chile Dr. Yunxia Zhu, University of Queensland, Australia Dr. Han Zhengrui, Jinan University, China Dr. Cheng Wei, Jinan University, China The Proceeding Editorial Committee Lisa Hale, American Scholars Press, USA Dr. Jin Zhang, Zhejiang University, China Professor Jon Lindsay, American Scholars Press, USA Dr. Linda Sun, Kennesaw State University, USA Dr. Ahmad Khan, American Scholar Press, USA Liang Ruiqing, Jinan University, China Dr. Cheng Wei, Jinan University, China 5 Table of Contents Keynote Speech I Rapport Management in Business Negotiation: A Case Study Xinren Chen, Xiulian Du ............................................................................................................................... 9 Keynote Speech II A Theoretical Model of Intercultural Business Communication Competence Dejin Xu, Jing Jiao ...................................................................................................................................... 17 Keynote Speech III On Construction of Faculty Team of Cross-border E-commerce for the Business English Undergraduate Program: A Case Study of Xinhua College of Sun Yat-sen University He Yu, Guo Guihang .................................................................................................................................. 25 Dynamic Construction of Express Companies’ Advertisements: A Multimodal Discourse Analysis Perspective Yulian Chen, Xueyan Yin............................................................................................................................... 33 A Comparative Study of Thematic Progression Patterns of Chinese Famous Enterprises’ Bilingual Profiles Cheng Zhuo .................................................................................................................................................. 41 A Multimodal Discourse Study of Banners on E-Commerce Websites in Terms of Information Xin Guan ...................................................................................................................................................... 47 Discursive Construction of Chinese National Identity in Belt and Road Initiatives by American Mainstream Press Shuangshuang Pei ....................................................................................................................................... 54 Genre Analysis of CSR Assurance Report: What Assurers Write and Why They Write the Way They Do Wei Wang ..................................................................................................................................................... 61 Critical Discourse Analysis on Guangzhou’s Food Shelf-Life Management Hearing Jiajia Xia .....................................................................................................................................................