优秀传统文化短视频多模态协同路径研究:以《牡丹亭·游园》的国内外传播为例

以中国传统戏曲创新短视频赋予国学作品新生命,是当今时代对外译介中华民族优秀传统文化的可行路径。本文通过研究国内外流媒体平台上同类作品播放量领先的中国传统戏曲创新短视频“古琴·昆曲《牡丹亭·游园》(皂罗袍)”,结合功能和认知的理论视角提出中国传统戏曲创新短视频多模态协同模型,并结合案例进行内容分析。研究表明,成功的中国传统戏曲创新短视频作品能够很好地结合多种多模态语篇符号,从概念、人际、语篇和隐喻四个层面实现概念意义对等化、人际意义/情感隐喻可视化和语篇意义空间化。在功能和认知的理论视角下深入研究中国传统戏曲创新短视频,符合当前中国传统戏曲短视频海外传播的总体趋势,具有弘扬中华民族优秀传统文化的重要意义。

Creative short videos of Chinese classic drama have given new life to classic literary works and can be regarded as a feasible way to promote fine Chinese traditional culture in the world in the present times.Through investigating a leading-of-its-kind creative short video adapted from A Garden Stroll in The Peony Pavilion,combining the performance on both Chinese zither and Kunqu opera,on blibli.com both quantitatively and qualitatively,this paper seeks to propose a functional and cognitive model to look into Chinese classic drama creative short videos of the same type.Our study reveals that,successful creative short videos of classic drama can well merge multimodal semiotics and achieve meaning potential by the equivalence of ideational meaning,the visualization of interpersonal meaning and emotional metaphors and the spatialization of textual meaning.Probing into Chinese classic drama from the perspectives of functional and cognitive linguistics follows the general trend of promoting Chinese classic drama in the overseas market and bears great significance in uplifting fine Chinese traditional cultures,which should draw due attention from the academia.