多模态话语的社会符号学分析——以中山大学校徽为例

A Social Semiotic Approach to the Multimodal Discourse of the Badge of Sun Yat-sen University

本文以在韩礼德的系统功能语言学基础上发展起来的视觉图像分析语法框架为理论依据,对中山大学校徽的再现、互动和构成意义进行了尝试性的分析,从而指出其中的多种模态(如语言、色彩、图像等)之间相互作用、构建意义,进而证明了系统功能语言学理论对于分析视觉图像的可行性和可操作性。

Based on the theoretical framework of the visual communication grammar,which is developed by Kress van Leeuwen from Halliday＇s systemic functional linguistics,this paper attempts to employ a multimodal analysis of the badge of Sun Yat-sen University in order to ascertain the extent to which visual and verbal components create meaning.After a tentative analysis of the representational,interactive and compositional meaning of this case,this study proves the feasibility and manageability of systemic functional linguistics in analysing visual discourse.