社会行为的多模态再现──以浦东、滨海英文网站语篇为例

Social Behavior Explained in Multimodal Publicity Discourse

及物性理论和视觉符号理论对多模态宣传语篇中社会行为的再现具有较强的解释力,社会行为作为过程在宣传语篇的各种模态中均有体现。然而,由于各个过程的功能所限,在我国宣传语篇中客观地再现社会行为的手段仍以物质过程为最;心理过程被较好地借用来再现说话者对开发区建设的心理预期;言语过程被巧妙地利用,通过权力机构或重要领导人之口增强语篇的效度和信度。如果说文字再现了开发区建设事实的语义内容,那么语篇中的图像与之配合,又把开发区建设的主题意义和党中央的经济建设的理念表达出来。

By exploring the multimodal publicity discourse on the websites of two economic development zones, the paper reveals that the transitivity theory and the visual signs theory can be applied to explain social behavior in muhimodal publicity discourse, and social behavior as process can be represented by various modes in the discourse. Due to the limitation of the function of each process, social behavior can be best represented by material process, while mental process can be well represented by speakers＇ mental expectation of the construction of the economic development zones and verbal process may be tactfully taken advantage of through powerful agencies or important leaders so as to enhance its validity and reliability. While verbal signs represent the construction, images and other signs in the discourse demonstrate the thematic meaning of the economic development zones and the CPC＇s philosophy on economic construction.