中国后语言哲学视野中的多模态语篇研究——多模态隐转喻认知观

Multimodal Discourse Research from the Perspective of Post-analytic Philosophy of Language in China——Multimodal Metaphtonymy

本文探讨中国后语哲视野中的多模态语篇研究方法,并以FAMILY公益广告为例,重点讨论多模态隐转喻认知观,旨在说明:一方面,后语哲为多模态语篇研究提供新视角,并使其超越传统系统功能语言学的视野;另一方面,多模态语篇研究也再次证明后语哲的解释力,前者促进后者的发展。

Based on the Post-analytic Philosophy of Language in China, this paper discusses the methodologies of muhimodal discourse research. Taking one of the public service advertising ＂FAMILY＂ as an example, it focuses on the muhi-modal metaphtonymy. The paper aims to prove ： on the one hand, Post-analytic Philosophy of Language contributes to the muhimodal discourse research by offering it a new perspective, and makes it surpass the boundaries of traditional SFL; on the other hand, multimodal discourse research has verified the mutual relationship between Post-analytic Philosophy and language research.