ArticleOpen Access http://dx.doi.org/10.26855/jhass.2026.04.012
Cross-cultural Communication of Shaanxi Geographical Indication Products from a Multimodal Perspective: A Case Study of Jingyang Fu Tea
Yanting Wang, Ruobing Han*, Yamiao Fan*
Xi'an Mingde Institute of Technology, Xi'an 710124, Shaanxi, China.
*Corresponding author: Ruobing Han, Yamiao Fan
This work is part of a provincial undergraduate innovation project at Xi’an Mingde Institute of Technology, titled “Communication Strategies of Shaanxi Geographical Indication Products in the Digital Economy: A Case Study of Jingyang Fu Tea” (No. s202513894069).
Published: April 29, 2026
Abstract
As a representative geographical indication (GI) product of Shaanxi, Jingyang Fu Tea not only embodies distinctive regional characteristics but also carries profound local cultural heritage, reflecting centuries of history, craftsmanship, and socio-cultural identity. However, despite its rich cultural connotations and unique value, Jingyang Fu Tea faces multiple challenges in the process of global communication. This study is mainly constructed by multimodal discourse analysis and cross-cultural communication to figure out how the different forms of information, such as language, pictures, and sounds, work together. In the course of the research, we have paid special attention to the methods that companies now use in branding and found some areas that need to be improved. Based on the systematic analysis of the current situation of international communication of Jingyang Fu Tea, this study further puts forward strategies for the adaptation and optimization of multi-modal symbols, aiming to provide a reference for the brand expression and communication practice of this geographical indication product in the context of globalization.
Keyword
Jingyang Fu Tea; geographical indication products; cross-cultural communication; multimodal discourse analysis
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Copyright
© 2026 by the author(s).
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution-NonCommercial-NoDerivatives (CC BY-NC-ND) license, which permits non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited and is not modified or adapted.
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How to cite this paper
Cross-cultural Communication of Shaanxi Geographical Indication Products from a Multimodal Perspective: A Case Study of Jingyang Fu Tea
How to cite this paper: Yanting Wang, Ruobing Han, Yamiao Fan. (2026) Cross-cultural Communication of Shaanxi Geographical Indication Products from a Multimodal Perspective: A Case Study of Jingyang Fu Tea. Journal of Humanities, Arts and Social Science, 10(4), 465-471.
DOI: http://dx.doi.org/10.26855/jhass.2026.04.012