基于微信公众号的公共卫生宣传话语多模态研究

Multimodal Research on Public Health Publicity Discourse Based on WeChat Official Account

随着我国社交媒体的快速发展,微信公众号凭借其传播性,交互性、数字化等优势,弥补了传统媒体宣传工作的不足之处,并呈现出典型的多模态特征。文章立足多模态话语分析理论和视觉语法框架,选取微信公众号公共卫生宣传话语为研究对象,以央视新闻、新华社主流政务媒体为例,利用web scraper研究工具,共爬取公共卫生宣传语料约359例。研究发现,新媒体语境下的公共卫生宣传话语各模态之间互动关系明显,语言模态和非语言模态交互作用显著,多模态的应用帮助解读宣传话语背后蕴含的概念隐喻,对受众具有重要的认知意义。

With the rapid development of social media in China,WeChat official account has made up for the shortcomings of traditional media propaganda and displayed typical multimodal characteristics through its advantages of communication,interaction and digitalization.Based on the multimodal discourse analysis theory and visual grammar framework,this paper selects public health promotion discourse of We Chat official account as the research object.Taking CCTV news and Xinhua News Agency mainstream government media as an example,we use the web scraper research tool to climb up 359 public health publicity materials.The study found that the interaction between various modes of public health publicity discourse in the context of new media is obvious,and the interaction between linguistic mode and nonverbal mode is significant.The application of multimodality helps to interpret the conceptual metaphor behind the publicity discourse,which has important cognitive significance for the audience.