文化批评的多模态范式建构——以诗报告《黑之灵》的商品化为例

On Constructing Multimodal Paradigm for Cultural Criticism:A Case Study on Commercialization of Poetry-Report the Spirit of Black

文化批评应该把视角投向多模态语篇,研究各种符号之间关系背后折射的社会意识形态。通过对多模态诗报告《黑之灵》分析发现,诗报告与摄影作品在宏观上构成共语境化关系,设立"黑"这一品牌符号,并塑造"热情好客"的黑衣壮人形象来增强读者的旅游体验期待。诗报告、翻译、摄影作品在微观上构成再语境化关系,使语篇阅读路径多元化,扩大文本的读者受众面,译文体现明晰化、简单化翻译策略,这些现象都透露出商品化的意识形态,体现出文化批评的多模态范式。

The cultural criticism is expected to apply multimodal discourse to explore the mode of social ideology hid-den behind in the semiotic relations.The analysis on the poetry-report The Spirit of Black reveals that the poetic report and photography works constitute macroscopically co - contextualizing relation.This poetic report set up＂blackness＂ as the sign of the commodity brand,and construct an image of a black-claded＂hospitable＂Zhuang ethics to strengthen readers＇tourism experience.The poetry-report,translation and photography works constitute micro-scopically re-contextualizing relation to offer multiple reading paths so as to enlarge the amount of readers.And the translation of The Spirit of Black presents a strategy of explicitness and simplification.All the mentioned reflect the ideology of commercialization,and demonstrate multimodal paradigm for cultural criticism.