多模态话语分析视角下福建形象建构研究

On the Fujian Image Construction from the Perspective of Multimodal Discourse Analysis

从多模态话语分析视角剖析福建全球推介宣传片“新时代的中国:生态福建,丝路扬帆”,关注言语符号和非言语符号陈述方式的不同和意义的互补。该宣传片通过概念符际互补,人际符际互补,成分符际互补的协同作用,塑造了生态高颜值、扬帆海丝路、友好深交流、闽台深融合的新时代福建形象。多模态融合的叙事策略实现动态、立体、连贯的意义构建,对区域形象的对外传播起到积极有效的作用。

From the perspective of multimodal discourse analysis, the study is conducted on the Fujian global promotional film“China in the new era: ecological Fujian, sailing on the Silk Road”, focusing on the different ways of statement and the complementarity of meaning between verbal and nonverbal symbols. Through the synergy of concept symbol complementarity, interpersonal symbol complementarity and component symbol complementarity, this promotional film has shaped the image of Fujian in a new era of high ecological beauty,sailing the Silk Road, featuring friendly and deep exchanges with Taiwan. The narrative strategy of multimodal combination has realized the dynamic, three-dimensional and coherent meaning construction, and has played a positive and effective role in the external transmission of the regional image.