ABSTRACT
This chapter analyses the website interaction, exploring the ways in which the multimodal interface is used to achieve the intercultural goals of both teacher and learners in an online educational business. It focuses particularly on the audio-visual affordances that are used to project and negotiate an intercultural identity. In multimodal contexts such as the Comme une Francaise videos and website, elements including dress, decor, gaze, camera angle, and even page layout are used strategically to position self and other, participants and viewers, teachers and learners. Accessed free of charge on the company website or via YouTube, the videos form the cornerstone of the marketing strategy for Comme une Francaise. Comme une Francaise is advertised as "a girl's best friend in France," and its explicit aim is to facilitate the integration of expatriate women in France through improved French language proficiency and intercultural learning.
