后语言哲学“三观”理论在视频传播中的运用——以《重庆旅游形象宣传片》为例

The Application of the Theory of “Three Viewpoints” of Post Language Philosophy in Video Communication——Taking Publicity Film for Tourism in Chongqing as an Example

后现代哲学反对传统的"形而上学"的客观主义哲学观,产生了强调人本主义、多元化和去中心论等理论的后现代语言观。研究与发掘《重庆旅游形象宣传片》中的多模态转隐喻表征类型和互动关系,可证明多模态语篇的转隐喻配置符合后语言哲学理论的"三观",即多元符号观、多元体验观和转隐喻认知观,从而说明后语言哲学理论是一种研究多模态语篇的创新手段。后语言哲学"三观"理论在视频传播中的成功运用,不仅为后语言研究提供了新的的视角,也为符号学、新媒体的研究与应用提供了崭新的思路。

Post-modern philosophy objects to the metaphysics in objectivism philosophy,and has contributed to the formation of post-modern language viewpoints focusing on humanism,pluralism and decentralism.Based on the theory of multimodal metaphor and metonymy,this article probes into the characterization types and interactive relationship of modal metaphor and metonymy in Publicity Film for Tourism in Chongqing,and endeavors to prove that the metaphorical and metonymical configurations in multimodal discourses are in accordance with the theory of "Three Viewpoints" of post language philosophy,namely,the view of multi symbols,the view of multiple experience and the view of metaphorical cognition.The application of the theory of "Three Viewpoints" of post language philosophy can not only provide a new perspective for post language research,and a new pattern for the research of semiology and new media.