马克龙、勒庞2022年法国总统大选竞选官网首页的多模态文体对比分析

A Comparative Analysis of the Multimodal Stylistic Features of the Official Website Homepages of Macron’s and Le Pen’s 2022 French Presidential Election Campaign

本文以严云等提出的网站首页多模态文体分析路径为理论基础,对比分析马克龙及勒庞2022年法国总统大选竞选官网首页的多模态文体特征。研究发现募捐超链接是两者共同的前景化特征。不同的是,马克龙在网页中更重视宣传委托投票,大量使用图像,通过色彩的使用把法国和欧盟联系在一起;而勒庞则强调宣传自己的专业团队,通过艺术字及超链接样式增强宣传效果。研究还发现情景语境和交际目的的不同是造成两者文体差异的主要原因。

Informed by the website homepages multimodal stylistic features analysis approach proposed by Yan Yun,this article explores the multimodal stylistic features of the official website homepages of Macron’s and Le Pen’s 2022 French presidential election campaign.It is found that the common foregrounding feature between them is the fundraising hyperlink.They differ to the extent that Macron’s campaign pays more attention to publicizing proxy voting,uses a lot of images and associates France with the EU through the use of colors;while Le Pen’s campaign emphasizes her professional team and enhances its communication effect by tapping decorative characters and hyperlink styles.It concludes that the divergences in their situational contexts and communicative purposes are primarily responsible for their divergences in terms of multimodal stylistic features.