网络媒体与女性身份的多模态建构——以斗鱼直播视频为例

New Media and Multimodal Construction of Female Identities:The Case of DouYu Live Streaming

纵观国内外关于女性身份建构的话语研究,绝大部分是基于语言语篇的分析,而对多模态语篇中身份建构的探讨寥寥无几。然而,在网络媒体时代,视觉图像与包含各种多模态符号的视频语篇越来越成为主要的传播媒介与身份载体。以当下流行的网络直播视频为例,女主播身份是由话语、手势、动作、服饰、场景等多模态资源共同建构的。鉴于此,本文借助评价理论,提出将女性身份视为包括性格、能力、品德等维度的态度意义,并提出分析视频语篇中身份建构的多模态理论框架。基于该框架,我们对斗鱼直播平台的知名女主播的七个视频进行标注,归纳出其身份特征以及多模态资源的使用。本文一方面探讨了网络环境下当代女性身份的特征,另一方面为研究身份的多模态建构提供了理论框架。

In multimodal discourses such as live streaming services,vocal features,facial expressions,gestures and even clothing are all important resources for constructing gender identities.Therefore,this study develops a systematic framework to explain the multimodal construction of female identities on DouYu,a famous live streaming platform in China,and to explicate how the ideal womanhood is constructed by verbal and nonverbal resources.We propose the attributes of young women can be categorized into personality,ability,morality and other dimensions of evaluative attributes.By analyzing 7 streaming videos of a popular chat girl on DouYu,the study provides new findings about women s identities in the new media context of contemporary China.As an effort toward multimodal pragmatic analysis,it also demonstrates how our approach can help us understand the complex manifestation of identity in multimodal discourse.