概念整合理论视角下大学校徽多模态认知分析——以安徽省地方应用型高水平大学为例

Multimodal Cognitive Analysis of the Badges of Universities from the Perspective of Conceptual Integration Theory--A case study of Local Application-oriented High-level Universities in Anhui Province

校徽作为多模态的典型载体,其表征空间主要是图像和视觉模态。Fauconnier所提出的概念整合模型为解释校徽这一多模态符号的认知隐喻机制提供了工具。该文以Fauconnier和Turner提出的概念整合理论为理论基础,选取九所安徽省地方应用型高水平大学的校徽为语料,探讨校徽的多模态隐喻映射和合成机制。结果发现,校徽的概念整合模型是单一型网络模型,办学理念这一框架及框架内所包含的对象、定位、目标、任务、教学重心和教学机制等角色构成输入空间1,校徽的图像和文字等表征空间构成输入空间2的值,空间1的框架和角色与空间2的值被投射到合成空间形成层创结构,层创结构是由空间1的角色和空间2的值进行压缩组合而成的。在概念整合过程中,转喻是多模态概念合成的前期基础,视觉模态符号要经过多次隐转喻运演构建目的域,才最终构成空间2的值。

As a typical multi-modal carrier,the school badge mainly consists of images and visual modes.Conceptual integration networks put forward by Fauconnier provide a tool for explaining multimodal metaphorical mapping of the badges.On the basis of the conceptual integration theory proposed by Fauconnier and Turner,this paper tries to analyze the dynamic process of multimodal conceptual meaning construction of the badges of nine local application-oriented high-level universities in Anhui Province.The case study shows that the integration network of multimodal conceptual meaning construction of the badge is the simplex network,in which the philosophy of schooling provides the frame and roles of the input space 1 and the multimodal signals of the badge provide the values of the input space 2.The emergent structure is constructed by the compression of the roles and values.The metonymy plays a salient role in the conceptual integration of input spaces,through which the visual modal signals construct the values in the input space 2.