多模态语用视域下抗击新冠肺炎疫情宣传图的语用功能研究

A Study of Anti-COVID-19 Promotion Pictures from the Perspective of Multi-modal Pragmatics

抗击新冠肺炎疫情的宣传图作为网络抗疫宣传的主要手段之一,是典型的由多模态符号系统构筑的话语。文章基于多模态语用分析框架,探究抗疫宣传图中的语言模态与非语言模态通过互动、关联和协同,在其概念意义与人际意义建构与传递中行使的五种语用功能,即主题凸显功能、意象转喻功能、身份构建功能、情感抒发功能和人际相容功能。研究表明,抗疫宣传图的多模态设计形式可通过其语用功能,有效传达抗疫宣传话语的主旨信息,为受话人更全面而准确地解读设计者的交际意图提供新的路径,从而有效完成交际行为,实现宣传效果。研究丰富了多模态语用的阐释维度,延展了多模态语用分析框架,对于探索语用分析在多模态抗疫宣传话语中的具体分析方法不失为一种新尝试。

Serving as the major means of Internet anti-epidemic promotion,promotion pictures for combating the COVID-19 are typical discourses constructed by multimodal symbolic system.Based on a multi-modal pragmatic analysis framework,this article explores how the verbal and non-verbal modalities interact and collaborate with each other to perform five pragmatic functions in the construction and transmission of their ideational and interpersonal meanings,i.e.the theme highlighting function;image metonymy function;identity construction function;emotional expression function and interpersonal compatibility function.This study reveals that the multi-modality design in anti-epidemic pictures can effectively convey the thematic meaning of the anti-epidemic publicity by means of its pragmatic functions,and provide an approach to the interpretation of the designer’s communicative intentions more comprehensively and accurately so as to perform the speech act and achieve the purpose of promotion.This study enriches the explanatory dimensions of multimodal pragmatics and improves the framework of multimodal pragmatic analysis,which can be regarded as a new attempt to explore the specific approach to pragmatic analysis in multimodal anti-epidemic publicity discourse.