A Multimodal Discourse Analysis of Cross-Border E-Commerce Livestreaming: A Case Study of Textile Livestreams on the TikTok Platform

As a burgeoning retail format, cross-border e-commerce has become increasingly influential in shaping international trade, particularly within the textile sector. This study adopts a multimodal discourse analysis framework to investigate how live-streaming is utilized as a marketing tool in cross-border textile e-commerce. Drawing on corpus data from TikTok live sessions, the research examines how various semiotic modes—such as language, visuals, and sound—interact under limited communication conditions to optimize information delivery, reinforce meaning through complementarity, and compensate for missing sensory channels. The analysis reveals that TikTok live-stream discourse in this context is marked by both high functionality and strategic intent. Through coordinated multimodal integration, it facilitates effective message transmission and enhances the immersive experience. Furthermore, hosts deploy audience-centered discourse techniques to promote engagement, foster trust, and strengthen customer loyalty and brand attachment.