妈祖石雕神像蕴含之互动意义解读——从社会符号学的角度

A Social Semiotic Approach to the Interactive Meaning of the Immortal Statue of Mazu

在后现代时期,科技、数字、多媒体的发展改变了人际交流方式和意义表达。除了语言,图像、颜色等其他社会符号系统同样也具有社会功能。以Kress & Leeuwen的视觉图像语法理论为基础,妈祖石雕神像为例,尝试对其社会符号学的视觉解读,探究神像所表达的互动意义。从接触、社会距离、态度和情态等方面分析发现,无论是设计者的创意、构思还是具体的表现手法和产生的效果,都充分体现了妈祖石雕神像丰富的人际互动意义。

It is known that in the post modern times social semiotics beyond language, such as images and colors, has become a wider semiotic resource and played a role in social construction by means of the inter- semiosis of various media modes. Based on the theoretical framework of tire visual grammar developed by Kress ＆ van Leeuwen from Halliday＇ s systemic functional linguistics, this paper studies how the interactive meaning is construed in the Immortal Statue of Mazu. Analysis starts from the subsystems of interaction： contact, social distance, attitude and modality. Then we can see that the interactive and interpersonal meanings of the Statue are well identified by the rich design resuurces.