Multimodal E-Textbook Development for the Course of Intercultural Communication of National Image

Abstract

This study investigates e-textbook development for the course of intercultural communication of national image for English majors and learners in the context of integrating ideological and curriculum education in the Chinese mainland. Under the framework of Fairclough's three-dimensional discourse analysis and glocalization in intercultural communication, the study proposes an e-textbook development workflow involving text design, discursive database construction, and social investigation and explores the unit design strategies for the course, paying special attention to integrate ideological elements properly into intercultural communication studies in each unit. Following authenticity principle and presentation-practice-production (P-P-P) model, the study constructs an e-textbook system featuring by unit design with contents and modules both linguistic theories based and intercultural communication oriented. This e-textbook will contribute to the cultivation of a locally grounded, globally minded intercultural communicator of national image.