Linguistic and cultural characteristics of domain names of the top fifty most-visited websites in the US and China: Across-linguistic study of domain names and e-branding

Abstract

The current study is a cross-linguistic, cross-cultural analysis of the domain names of the fifty most-visited websites of Internet-based businesses in the US and China (100 domain names examined; the ranking is an extraction from the alexa.com database). In particular, the study examines brevity, rhythm, recourse to semiotic systems, and semantic characteristics of the domain names. The findings suggest that the US most-visited domain names are more homogeneous in orthography and recourse to semiotic systems (largely alphabetic; semantic transparency). Chinese domain names are heterogeneous, mixing semiotic systems and featuring more cultural symbolism (particularly number symbolism) and literary intertextuality. © American name Society 2012.