功能符号学视角下的多模态话语分析——以2010年上海世博会会徽为例

Multimodal discourse analysis from perspective of Functional Semiotics:A case study of 2010 Shanghai World Exposition emblem

近年来,随着多媒体的发展,社会和文化话语意义产生日益复杂化的趋势,语言不再是意义构建的唯一手段,图像、声音和手势等交流模态也不再作为副语言在语言交流中起着辅助作用,而是和语言符号一起形成更为宽泛的符号资源共同参与构建意义。从功能符号学的视角,在克瑞斯和斯文提出的视觉语法基础上,对2010年上海世博会会徽进行了多模态话语分析,向读者揭示了会徽图像的再现意义、互动意义和构图意义。

In recent years,with the rapid development of multimedia,social and cultural discourses demonstrate the tendency of sophistication.Language no longer serves as the mere means of meaning making.It is known that such exchange modes as images,sounds,and gestures are used to play auxiliary roles in meaning making as paralanguage.Nowadays,they participate in meaning making as a wide range of symbolic resources of equal status with linguistic codes.Based on Visual Grammar proposed by Kress and van Leeuwen,this essay initiates a multimodal discourse analysis on 2010 Shanghai World Expo Emblem from the perspective of Functional Semiotics and renders readers with the representational meaning,interactive meaning and compositional meaning behind the emblem.