义乌淘宝村语言景观的多模态分析

A multimodal analysis of linguistic landscape in Taobao village,Yiwu

多模态视角下的语言景观将文字模态和图像模态进行了有机结合,蕴含着丰富的模态过程类型、言语功能特征和互动关系。义乌淘宝村语言景观的研究拓宽了研究领域,将以电子商务为主要特征的新农村语言空间纳入语言景观研究范畴;而在多模态视角下,义乌淘宝村的语言景观也呈现出新的样貌,映射着淘宝村的语言权势,展示其丰富的语言生活面貌。

From the multimodal perspective,the linguistic landscape combines linguistic mode and visual mode,rich in process types,speech functions and interaction relations.The research on the landscape of Taobao village in Yiwu has opened up a new field of research,bringing the new rural language space,which is mainly based on electronic commerce,into the research category.From the multi-modal perspective,the language landscape of Taobao village in Yiwu takes on a new look,reflecting the language power of Taobao village and showing its language life.