多维视阈下的多模态语篇分析——以2016年里约奥运会会徽为例

Multi-modal Text Analysis on Multi-perspective——Take the Emblem of 2016 Rio De Janeiro Olympic Games for Example

"视觉语法"是多模态语篇系统功能符号学分析法的主要内容,它重在语篇结构;认知诗学是一种基于认知视角的语篇分析方法,将其引入多模态语篇分析可以深入探究读者认知和体验层面的语篇效果;非语言模态在不同文化里的表征形式可能相同,但其隐喻意义可能不同,从而会导致语篇意义的嬗变,因此多模态语篇中的跨文化交际因素值得重视。本文试以2016年里约奥运会会徽为例,探讨视觉语法、认知诗学以及跨文化交际视阈下对多模态语篇的多维分析及其跨学科的整合性研究问题,祈为多模态语篇的建构与解构提供更宽阔的思路。

The Visual Grammar, the body of systemic-functional semiotics analysis on multi-modal text, focuses on the text structure. Cognitive poetics, based on cognition,can help explore the textual effect resulting from readers＇ cognition and experience. Non-linguistic modalities in different cultures may share the same representations. But their metaphorical meanings may be different, which may result in the shift of textual meaning.Therefore, the cross-cultural factors in multi-modal text deserves attention. Taking the emblem of 2016 Rio De Janeiro Olympic Games for example, this paper intends for an integrated analysis on the multi-modal text from Multi-perspective, such as systemic-functional semiotics, cognitive poetics, cross-cultural communication, expecting to widen the study perspective on multi-modal text.