多模态话语对少数民族文化的构建及认同分析——以四个央视精准扶贫视频广告为例

Multi-modal Discourse Construction and Identification Analysis of Ethnic Minority Culture:Taking four CCTV targeted poverty alleviation video advertisements as an example

文化是由多模态符号系统建构的,它告诉人们:如何完成日常的社会交际和事物的价值。红河哈尼梯田红米、鲁甸花椒、临沧永德坚果、云南核桃分别是哈尼族、彝族、佤族的劳动成果和智慧结晶,包含着历史、文化内涵。央视精准扶贫视频广告对这四种食物的叙事再现,建构了这四种食物符号的意义体系。这个意义体系构建了社会现实、历史、文化和意识形态意义。这四个视频广告的传播将唤起人们对民族文化的记忆,引起共鸣,从而促进民族文化的认同、传承与发展。

Culture is constructed by a multimodal system of symbols,which tells people how to accomplish daily social interactions and the value of things.Red rice from Honghe Hani terraces,Chinese prickly ash from Ludian,Yongde nuts from Lincang,and walnuts from Yunnan are the fruits of labor and wisdom of the Hani,Yi and Wa peoples,respectively.which It contains historical and cultural connotations.The narrative representation of these four kinds of food in the targeted poverty alleviation video advertisement of CCTV constructs the meaning system of these four kinds of food symbols.This meaning system constructs social reality,historical,cultural and ideological meanings.The spread of these four video advertisements will arouse people’s memory of national culture and arouse resonance,so as to promote the identity,inheritance and development of national culture.