网页动态宣传语篇的多模态话语分析——以滨海新区网站为例

A Multimodal Approach to the Publicity Discourse Analysis

网站的动态宣传语篇蕴含着多种符号模态,是多模态语篇的典型载体。本文以韩礼德的系统功能语法为基础,采用多模态语法框架对滨海新区政务网的动态宣传语篇进行了研究,从中验证了多模态语篇分析框架在网站的宣传语篇分析中的可操作性和实用性。

The publicity discourse of the website contains a variety of sociosemiotics, which is the typical carrier of multimodal discourse. Based on the multimodal discourse analysis theory which is developed from Halliday’s Systemic-Functional Grammar, this paper probes into the modes used by the website designers of Tianjin Binhai New Area, thus in turn testifies the feasibility and applicability of multimodal discourse framework in analyzing publicity discourse online.