Journal of Linguistics and Communication Studies

Comparing Evaluative Strategies in Indonesian Halal Cosmetic Ads on TV vs. YouTube

Rina Ayu Pratiwi — 2025-08-12

This study investigates the evaluative strategies employed in Indonesian halal cosmetic advertisements across two contrasting media platforms: television and YouTube. Drawing on Appraisal Theory within the framework of Systemic Functional Linguistics, the research explores how affective, judgmental, and engagement-based language constructs religious authority, consumer trust, and moral alignment in promotional discourse. A custom-compiled corpus of 20 advertisements from two major brands—Wardah and Safi—serves as the empirical base, enabling comparative analysis of tone, voice, and rhetorical technique.

Findings reveal that television ads prioritize institutional credibility and declarative judgment, often invoking religious certification and expert authority. In contrast, YouTube content emphasizes narrative intimacy, personal experience, and interactive engagement, positioning religious values as part of daily embodied practice. The study concludes that platform-specific affordances shape not only the form but also the cultural function of evaluative language, reflecting dual logics of Islamic branding: one rooted in hierarchy and legitimacy, the other in lifestyle and digital piety.

Evaluative Language in Economic Reports of the Belt and Road Initiative: A Corpus-Based Analysis of Xinhua

Yuxin Tang — 2025-08-29

This study investigates the use of evaluative language in English-language economic reports on the Belt and Road Initiative (BRI) published by Xinhua News Agency between 2015 and 2024. Drawing on a 95,000-word corpus of 120 articles, the research applies Appraisal Theory to identify patterns in how state-sponsored discourse constructs China’s global economic identity. The analysis reveals a systematic deployment of positive appraisal across Judgment and Appreciation categories, often intensified through Graduation and supplemented by externally validated voices. These patterns strategically position China as a visionary, trustworthy development leader while framing partner countries as aligned and grateful participants. Evaluation, in this context, is not merely descriptive but functions as a rhetorical device for legitimizing China’s global role, projecting ideological coherence, and naturalizing asymmetrical development relations. The findings call for a critical reassessment of how linguistic repetition, lexical regularity, and discursive framing in state media contribute to the construction of geopolitical narratives in economic journalism.

New Media Era: A Study on New Strategies for Brand Communication and User Interaction

Nanhong Li — 2025-08-29

The rapid development and extensive application of new media technologies have profoundly transformed the environment and methods of brand communication. The emergence of new media platforms has not only expanded the channels for brand communication but also provided unprecedented opportunities for interaction between brands and users. This paper investigates the new characteristics of brand communication and the new patterns of user interaction in the new media environment. Through the analysis of brand communication cases from multiple industries, it explores the effective strategies for brands to enhance communication effectiveness and user loyalty in the new media era.

A Study on the Usage of the Appellation “Tongzhi” in Contemporary Times

Chunyang Wang — 2025-08-29

The term “tongzhi” has undergone evolving semantic and contextual transformations across historical periods. This study employs a combination of questionnaire surveys, interviews, and corpus analysis to investigate the use of “tongzhi” in both real-life oral communication and virtual online interactions. The research reveals that “tongzhi” has become a niche term in contemporary contexts, demonstrating relatively low vitality in practical speech contexts but slightly higher vitality in virtual communication environments. Furthermore, the study utilizes encoding-decoding theory and discourse framework theory to explain the original meanings behind these contextual differences.

Research on Subtitle Translation of Film and Television Works from the Perspective of Cross-Cultural Communication — A Case Study of the Film Green Book

Mengxuan Guo — 2025-09-11

With the continuous progress of media communication technology, cross-cultural communication develops rapidly. Excellent Western film and television works have been introduced into China. The appreciation of other countries’ film and television works is one of the most important ways of cultural exchange between countries, and the subtitle translation of films is also rising. Based on the intercultural communication theory, this paper analyzes the subtitle translation of the American film Green Book. From the perspective of domestication and foreignization, this paper explores a suitable method for subtitle translation.

An Analysis of Content Operation Modes of Audio Platforms in the Digital Age—A Case Study of Ximalaya FM

Shurui Liu — 2025-09-11

Taking Ximalaya FM as an example, this paper explores the content operation modes of audio platforms in the digital age. By analyzing the platform overview, content production and communication operation modes of Ximalaya FM, it reveals its innovative practices in diversified content, personalized recommendation, AIGC production mode, community interaction and commercialization paths. The study finds that Ximalaya FM has successfully enhanced user stickiness and brand influence through the diversified content production modes of UGC, PGC and PUGC, combined with data-driven optimization strategies and cross-border cooperation. However, the platform still faces problems such as content homogenization, review dilemmas and single interaction forms. In response to these issues, this paper puts forward suggestions such as strengthening the review mechanism, cultivating high-quality anchors and enriching interaction functions, in order to provide reference for the sustainable development of audio platforms.

On the Translation of Vague Language in International Business Negotiations from the Perspective of Intercultural Communication

Rumeng Li — 2025-09-11

Successful international business negotiations are vital for the integration of the global economy. To avoid misunderstandings that can harm both parties, it’s crucial to communicate with precision and clarity. However, vagueness can sometimes be beneficial in negotiations. The challenge is in effectively using and translating vague language, especially across different cultures. Further research is necessary to understand the application of vague language in cross-cultural communication in international business negotiations, as it has both practical and theoretical significance.

This study explores the use of vague language in international business negotiations from the perspective of cross-cultural communication. It thoroughly analyzes the practical purposes of vague language and uses relevant examples to support its claims. Additionally, the paper delves into the translation strategies of vague language in international business negotiations. The results of the study indicate that translators should consider the cultural differences between various countries and regions and adjust their translation strategies accordingly. These strategies include explicit and implicit translation, equivalent translation, omission translation, relevance translation, and communicative translation to cross the barriers of cultural differences as far as possible and to promote cross-cultural communication and trade.