多模态话语互动路径下的区域形象构建研究——以福建形象宣传片为例

Multimodal discursive interaction approach to regional image construction:A case study of Fujian image publicity MV

区域形象话语构建研究以前主要集中于语言层面的探讨,对多模态话语的构建关注不足。本研究基于批评话语分析新动向——话语互动研究路径,以三段福建区域形象宣传片为语料,从宏观层面的纵向、横向和历时三个维度探讨了福建区域形象的多模态话语构建。研究发现,福建区域形象宣传片以生态话语为历时主线,融合了区域特色的子类话语互动,承袭了“清新福建、科技福建、人文福建”的构建理路,实现了福建良好区域形象多元、优化、动态的多模态话语构建与传播,提升了区域文化软实力,推动了区域整体发展。

The previous research of regional image from the perspective of discouse analysis mainly focuses on the dimension of language.However,less attention has been paid to its multimodal discursive construction.Based on the new trend of critical discourse analysis——discursive interaction approach,this study probes into the multimodal discourse construction of Fujian regional image from the vertical,horizontal and diachronic dimensions of the macro level.It is found that the Fujian regional image publicity MV takes the ecological discourse as the diachronic main line,integrates the sub-discursive interaction of regional features,inherits the construction ideals of“Fresh Fujian,Scientific and Technological Fujian,Humanistic Fujian”,and realizes the diversified,optimized and dynamic multimodal discourse construction and communication of Fujian’s superb regional image,so as to enhance the soft power of regional culture and promote the overall development of the region.