视觉语法视角下2022北京冬奥会开幕式新闻图片传播的多模态话语分析

Multimodal Discourse Analysis of News Picture Communication in the Opening Ceremony of 2022 Beijing Winter Olympics From the Perspective of Visual Grammar

移动互联网时代,新闻报道呈现视觉化传播趋势,其中图片具有文字所替代不了的优势。文章选取2022北京冬奥会新华社在开幕式播发的新闻叙事图片作为分析、研究对象,使用克瑞斯(Kress)、凡勒文(Van Leeuwen)提出的视觉语法框架为理论依据,以再现意义、互动意义、构图意义为核心内容,对图像意义进行多模态话语分析,探讨如何通过新闻图片的视觉语言构成,更加全面地了解开幕式背后的文化内涵和形象展现,从而达到良好的宣传效果。

In the era of mobile Internet,news reports show a trend of visual communication,in which pictures have advantages that words cannot replace.This paper selects the news narrative pictures broadcast by Xinhua News Agency at the opening ceremony of the 2022 Beijing Winter Olympics as the analysis and research object,uses the visual grammar framework proposed by Kress and van Leeuwen as the theoretical basis,and takes the reproduction meaning,interactive meaning and composition meaning as the core content,carries out multimodal discourse analysis on the image meaning,and discusses how to use the visual language composition of news pictures,more comprehensive understanding of the cultural connotation and image display behind the opening ceremony,so as to achieve good publicity effect.