从多模态隐喻视角解读深港高校校园公示语表征意义研究

Multi-model Conceptual Metaphor Analysis of Campus Public Signs in Shenzhen and Hong Kong Universities

随着高校校园文化内涵建设的不断深入,作为高等教育和学术研究中心的高校校园公示语研究备受关注。本研究从概念隐喻角度出发,基于Kress和van Leeuwen建立的图像语法框架,以深圳和香港地区高校为例,对深港校园公示语语言-图像-构图架构进行定量和定性多模态隐喻分析,解读深港高校校园公示语表征意义异同,打破传统校园公示语过于注重文本表达的单一呈现模式,为构建一套完整的公示语多模态表征符号系统提供借鉴意义,有助于多模态校园公示语的认读能力的培养。

With prosperous campus culture development, higher-education schools, as the center of academic research centers, have paid much more attention on construction of public-oriented signs on campus. Based on visual grammar framework proposed by Kress and van Leeuwen and conceptual metaphor approach, this study has conducted a qualitative and quantitative study on 57 campus public signs collected in universities of Shenzhen and Hong Kong areas. By drawing attention on the multimodality use of campus public signs, this study has also made comparisons on public signs in these two regions and attempts to provide more references on varieties of multimodal campus public designs and enhance the reading recognition ability of campus signs.