Emotion in business communication: A comparative study of attitude markers in the discourse of U.S. and mainland Chinese corporations

Expressing emotion is considered essential in the U.S. business communication tradition; however, its importance is uncertain beyond the U.S., and more specifically, in Chinese business contexts. This study explores emotion in U.S. and Chinese business communication through the analyses of attitude markers in the shareholders’ letters of U.S. and mainland Chinese corporations. The analyses reveal that while emotion is embedded in the discourse of companies from both cultural models, its expression is more frequent and intense in the U.S. texts. The observed dissimilarities are discussed in terms of underlying sociocultural factors. Implications arise for the teaching and learning of business communication which are still largely defined by U.S. approaches. With the rising prominence of mainland Chinese corporations worldwide, the findings provide strong evidence for students and professionals to understand Chinese as well as U.S. rhetorical styles in business communication in order to be better prepared for the global business environment.