文化传播视域下北京冬奥会宣传片的多模态话语分析

A Multimodal Discourse Analysis of the Beijing Winter Olympics Promotional Video from the Perspective of Cultural Communication

流媒体时代,奥运会宣传片凭借其覆盖范围广、传播速度快等特点对于国家形象塑造起到了重要作用。基于Kress and Van Leeuwen的视觉分析语法及张德禄多模态话语分析综合理论框架,分析了2022年2月3日《人民日报》在新媒体上发布的冬奥会倒计时宣传片《一起向未来》中所传递的理念、跨文化交际意义构建及国家形象塑造的手段。该宣传片以习近平主席新年致辞为线索,通过中国文化元素呈现,参与者的互动,拍摄视角的转换以及视听效果的融合,既突出了奥运主题,又塑造了“合”与“和”为贵的中国形象,强化了中国“和平崛起”的理念,对国家形象提升起到重要作用。

In the streaming media era,promotional video of Olympic games plays an important role in presenting the country’s image by virtue of its wide reach and rapid dissemination.Based on Kress and Van Leeuwen’s visual grammar and Zhang Delu’s comprehensive theoretical framework of multimodal discourse analysis,this study analyzes the countdown promotional video of Beijing Olympics Winter Games Together for a shared future which was released on the new media platform of People’s Daily on February 3rd,2022,in terms of the concepts it conveys,the meaning constructed for cross-cultural communication and the means adopted for national image presentation.Through the presentation of Chinese cultural images,the interaction of participants,the switching of shooting angle,and the integration of audio-visual effects threaded by New Year Address delivered by President Xi Jinping,the promotional film not only highlights the theme of the Olympic Games,but also creates an image of China that values“solidarity”and“harmony”.It strengthens the conception of“peaceful rise”of China and plays an important role in enhancing China’s national image.