多模态话语建构中修辞与设计的运作模式研究

An Implementation Model for Rhetoric and Design in Multimodal DiscourseConstruction

本文重点探讨多模态话语建构中修辞与设计的作用以及它们之间的关系。首先探讨修辞和多模态修辞的关系;然后探讨修辞和设计所属的层次及其性质;接着探讨它们各自的分工;最后探讨修辞和设计的一体化运行模式。研究发现:1)修辞和设计分属不同的层次,但它们不能被植入任何一个现有的层次中,而是处于两个层次之间:修辞处在语境层和意义层之间,设计处在意义层和词汇语法层之间;2)修辞的分工是根据语境和交际意图等来选择适切的意义模式,而设计的分工是根据选择的意义模式选择合适模态集合及其配置关系;3)修辞和设计形成了一体化运行模式。现在这项研究还需要做更加深入和细致的探索,通过语料库、试验、统计计算、大数据等方法来确认这项研究的可信度和可靠性,并且进一步向纵深发展。

This article focuses on the study of the roles of rhetoric and design in the construction of multimodal discourse,and the relationship between them.Firstly,it explores the relationship between rhetoric and multimodal rhetoric;then it investigates the levels and nature of rhetoric and design;thirdly,it studies their respective divisions of labor,and finally,it explicates the integrated implementation model for rhetoric and design.It is found that:1)rhetoric and design belong to different levels,but they cannot be implanted into any existing level,but rather lie between two levels.Rhetoric lies between the contextual and semantic levels.Design lies between the semantic and the lexicogrammatical levels.2)The task of rhetoric is to select appropriate meaning and its patterns based on context and communicative intention,while that of design is to select appropriate ensembles of modes and their integrative relationships based on meaning and its semantic patterns.3)Rhetoric and design form an integrated implementation model.At present,it still needs more in-depth and detailed research to testify the credibility and reliability of this research through corpus studies,experiment,statistics,big data and other methods,and develop it further in great depth.