社会符号学视角下的多模态话语分析——以2012年伦敦奥运会吉祥物为例

Multimodal Discourse Analysis from the View of Sociosemiotics——the Image of 2012 London Olympic Mascots for Example

随着人类语篇世界日趋数字化和多模态化,以包含多种模态或多种符号系统的语篇为研究对象的多模态话语分析逐渐成为语言学研究的热点之一。以克瑞斯和勒文的视觉语法为理论,从多模态话语的社会符号学视角对伦敦2012年奥运会吉祥物予以剖析,进一步加深对图像这一社会符号功能的认识,从而深入地诠释和运用多模态话语分析理论。

Multimedal discourse analysis, applied to the study of multimedal discourse or discourse composed of a variety ofsemiotic system, gradually becomes the focus of linguistics study, with the development of dlgitalization and multimedality. Basedon Kress and van Leeuwen＇s theory （the grammar of visual design）, this paper attempts to make multimedal discourse analysis onthe image of 2012 London Olympic mascots from the view of sociosemiotics, with the hope that the idea that image functions associal symbols can be further understood and the multimodal discourse analysis theory better understood and applied as well.