基于多模态话语设计的“可爱广州”形象塑造及国际传播研究

Image Shaping of “Lovely Guangzhou” Based on Multimodal Discourse Design and Its International Communication

依托构建“可信、可爱、可敬”的中国形象这一时代任务,广州应创新性地将城市形象国际传播全面融入国家大外宣格局,开辟“可爱广州”的形象塑造路径。外国语言学研究中的多模态话语设计可以与“可爱广州”国际形象塑造和传播结合,具体做法是首先基于多模态话语设计框架塑造“可爱广州”的城市形象,完成形象设计塑造并产生成品后,则在城市品牌国际传播中开展创新性、立体化的营销。

Based on the task of building a “trustworthy,lovely,and respectable” image of China in the new era,Guangzhou should innovatively integrate the international communication of its city image into China's global communication,and open up a path to shape the image of “Lovely Guangzhou”.The multimodal discourse design in foreign linguistics can be combined with international image shaping and communication.The approach is to shape the urban image of “Lovely Guangzhou” based on a multimodal discourse design framework,complete the image shaping and produce related products,and then carry out innovative and three-dimensional marketing in the international communication of the city brand.