哈尼族文化多模态传播与认同研究——以央视《红河哈尼梯田红米》视频广告为例

Research on Multi-modal Communication of Hani Culture:Taking Video Advertisement of CCTV Honghe Hani Rice Terraces as an Example

多模态是综合运用视听等模态符号对陈述对象进行意义建构的一种媒介方式,它整合了不同模态符号的表意特色,能更好地呈现陈述对象的整体意义。多模态符号传播使陈述文本(对象)更直观、形象、生动、立体和美感。央视《红河哈尼梯田红米》视频广告通过多模态符号的运用,成功地塑造了哈尼红米品牌。哈尼红米品牌是哈尼族文化的标志象征。哈尼红米品牌的传播,促进了哈尼族内部对自我文化的认同,并在外部树立了哈尼族鲜明的民族形象。哈尼族文化多模态符号传播揭示了多模态传播的本质,并从知觉体验向记忆叙事的转变。也就是说,视听觉体验最终是为了形成某种记忆踪迹,这些记忆踪迹就能更好地展示人类生命的意义和社会文化的价值,也能更好地理解人与世界的关系。

Multi-mode is a media way to construct the meaning of the object by using audio-visual and other modal symbols.It integrates the expressive features of different modes so as to better present the overall meaning of the stated object.Multimodal communication makes the statement text(object)more intuitive,visual,vivid,three-dimensional and aesthetic.Video advertisement successfully shapes the brand of honghe red rice through multi-mode application.The brand of Hani red rice is the symbol of Hani culture.The communication of Hani red rice brand promotes the identity of Hani's internal culture and sets up the distinct national image of Hani outside.The research on multi-modal communication of Haney culture reveals that the essence of multi-modal communication is the change from perceptual experience to memory narration.that is to say,audiovisual experience is ultimately about forming some kind of memory trace,These memory traces can better demonstrate the meaning of human life and social and cultural values and the relationship between people and the world.