多模态话语意义建构——以2011西安世界园艺博览会会徽为基点

A Multimodal Discoursal Construction of Meaning:Based on the Emblem of 2011 XI’AN International Horticultural Exposition

本研究运用多模态话语分析理论赏析和探究2011西安世界园艺博览会会徽这一特殊话语类别,指出一则会徽远非仅限于语言文字,而是与图像、颜色及版式设计等符号相互作用,产生'合力',共同参与意义的整体建构并反映和重塑历史、文化及社会的真实。

The study,along the research vein of multimodal discourse analysis,appreciates and probes into a particular discourse category-the emblem of 2011 XI’AN International Horticultural Exposition.An emblem is perceived not restricted in verbal language,but,together with such modes as the image,colors and format design,meant to interact and mutually participate in the overall meaning construction,as well as reflect and rebuild realities of history,culture and the society.