多模态网络新闻标题的意义建构

The Meaning Construction of Multimodal Internet News Headlines

文章以多模态话语分析理论为基础,选取了《新华日报》多媒体数字版2011年7月1日关于建党90周年的一篇特别报道,对其多模态新闻标题中各模态符号如何相互配合建构意义进行研究。研究表明,在新闻标题的创作中,图像等其他模态符号已不再处于辅助地位,而是同样包含着丰富的意义源泉,与语言符号一起相互配合共同构建意义。同时,将多模态话语分析理论应用于分析多模态网络新闻标题中,为新闻工作者写出更具有吸引力的,增加新闻点击率的多模态新闻标题提供了新的认识角度,也使网络新闻标题的读者更快更好的理解新闻标题以获得所需信息。

Based on the theory of Multimodal Discourse Analysis, a special report about the 90 years' foundation of CPC published on the multimedia digital edition of Xinhua Newspaper on June 1, 2011 is selected in order to study how the various modal signs in its multimodal headline cooperate with each other to construct meanings. The research indicates that in the creation of news titles, modal signs like images are no longer in an auxiliary position; instead, they contain abundant significant sources in constructing meanings by cooperating with languages signs. At the same time, Multimodal Discourse Analysis is applied to the analysis of multimodal internet news headlines so as to offer new point of view to journalists for composing more attractive ones, and to allow the readers to understand them faster and better and gain their expected information.