国外政府网站设计与形象建构:基于多模态视觉语法的分析

Website Design and Image Construction of Foreign Governments:A Multimodal Visual Grammar Analysis

本文在多模态视觉语法理论的指导下,以英、加、澳三国政府网站主页为分析语料,从再现意义、互动意义以及构图意义三个方面对三国政府的形象建构进行了实证探讨。研究发现:1.三国政府网站的主要图像类型为概念性图像,为网民提供各项信息、知识和服务,有助于构建服务型政府形象;2.三国政府网站图像主要采用水平视角、远镜头、“提供”类、高模态等色彩情态的图像信息来吸引阅读者,便于政府与网民之间形成互动,有助于构建亲民型政府形象;3.三国政府网站的主要构图模式为上下构图,通过对比度大的颜色深浅来凸显图像特征,表现不同的图像框架结构,其构图意义旨在将多模态图像的再现成分与互动成分整合成一个有机整体,因此有助于强化构建服务型、亲民型政府形象。

Taking British,Canadian and Australian government websites as the data,this paper adopts multimodal visual grammar to empirically explore these foreign governments'construction of their image from such three aspects as representational,interactive and compositional meanings.The results reveal that,first,the representational meaning of the three government official websites is realized by conceptual images.These conceptual images objectively offer netizens all types of information,knowledge and service with the purpose of building the image of a service-oriented government.Second,the interactive meaning is realized by images of horizontal angle,long shot,offering and high modality to attract netizens and help to enhance interaction with them,which contributes to building the image of people-friendly government.Third,the compositional meaning is realized by top-down,contrast of high salience color to highlight image features and display different frame structures.The purpose of the compositional meaning of the multimodal images in government websites is to integrate the representational components with the interactional ones into an organic whole,which consequently is conducive to strengthening the image of a service-oriented and people-friendly government.