滁州地域形象传播的多模态话语建构研究

A Study of the Multi-modal Discourse Construction of the Regional Image Communication in Chuzhou

滁州地域形象传播的多模态话语不仅建构着滁州区域的社会现实,而且建构着滁州在国内外的形象。为了展示良好的滁州地域形象,全面融入“长三角”,基于建构主义认识论,笔者提出应重点从滁州的人文特色文化符号、改革创新精神的主人翁社会身份以及新发展理念三个方面构建相应的多模态话语,以便更好地向国内外传播滁州地域发展的优势与特色,实现经济、社会的可持续发展。

The multi-modal discourse of the regional image communication of Chuzhou not only constructs the social reality of the region,but also constructs its image at home and abroad.In order to show the good regional image of Chuzhou and fully integrate into the"Yangtze River Delta",based on the perspective of constructivism epistemology,the author proposes that the corresponding multi-modal discourse should be constructed from three aspects,namely,the humanistic characteristics of Chuzhou cultural symbols,the social“master”identity of reform and innovation spirit and new development concept,so as to better spread the advantages and characteristics of Chuzhou's regional development at home and abroad and realize the sustainable development of economy and society.