视觉语法视域下科技主题封面的国家形象建构--以《北京周报》为例

On Construction of National Images in the Technology-Themed Front Covers from the Perspective of Visual Grammar:A Case Study of Beijing Review

期刊封面通常是图像和文字符号相结合的多模态语篇,在塑造和传播国家形象中发挥着积极作用。以视觉语法理论为框架,对2012至2021年《北京周报》科技主题封面的多模态符号展开意义分析,考察图像符号的视觉框架设置,结合图文符号揭示中国科技形象的意义生成及其传达。研究表明,《北京周报》科技主题封面主要运用了创新、驱动和赋能三种视觉框架,借助视觉语法的再现、互动和构图三大元意义,展现出科技形象的现实图景,创新了科技形象对外传播的视觉符号,建构了与时代共融的中国科技形象。

Journal covers are usually the kind of multimodal discourses combining images and text symbols,which play active roles in the construction and communication of national images.Based on the framework of visual grammar theory,this paper conducts a meaning analysis of multimodal symbols of technology-themed front covers of Beijing Review published from 2012 to 2021,and examines the visual framing of image symbols,so as to reveal the meaning presentation and construction of China′s technological images with the integration of linguistic texts.The result shows that the technology-themed front covers of Beijing Review mainly employ three kinds of visual frameworks including innovation,driving and empowerment.Through the three meta-meanings of representation,interaction and composition in visual grammar,the front covers present the real scenes of China′s technological images,innovate the visual symbols for the international communication of China′s technological images,and construct the technological images of China in harmony with the era.