Communication Styles Embedded in the Bilingual e-Messages of Corporate Leaders in Greater China

Cindy S.B. Ngai*, Rita G Singh

*Corresponding author for this work

Research output: Chapter in book/report/conference proceedingChapterpeer-review

2 Citations (Scopus)


The significance of leader-stakeholder communication to the competitiveness of corporations in the Greater China region has been recognized. This chapter outlines key aspects of our research into corporate leader electronic messages (e-messages) posted on the websites of major corporations in Greater China to identify the preferred language modes, translation strategies, as well as the communication styles embedded in these e-messages. The findings are that e-messages are increasingly used by corporate leaders to communicate with their stakeholders worldwide although monolingual Chinese messages predominate. On analyzing the nonliterally translated Chinese messages into English, it is revealed that the bilingual representation strategy was usually adopted, and the authors argue that the bilingual e-messages reflect the different communication styles of corporate leaders with their English-speaking versus Chinese-speaking stakeholders, underpinned by leaders’ cultural values. Our research offers explanations for these findings and the implications for corporations.

Original languageEnglish
Title of host publicationRole of Language and Corporate Communication in Greater China
Subtitle of host publicationFrom Academic to Practitioner Perspectives
EditorsPatrick P.K. Ng, Cindy S.B. Ngai
PublisherSpringer Berlin Heidelberg
Number of pages18
ISBN (Electronic)9783662468814
ISBN (Print)9783662468807, 9783662525456
Publication statusPublished - 1 Jan 2015

Scopus Subject Areas

  • Arts and Humanities(all)
  • Social Sciences(all)

User-Defined Keywords

  • Foreign Direct Investment
  • Power Distance
  • Communication Style
  • Chinese Communication
  • Chinese Leader


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