多模态视域下陕西城市旅游形象的图文构建

Image-Text Construction of Shaanxi Tourism Images from the Multimodal Perspective

陕西城市旅游形象标识和城市旅游宣传片中蕴涵着陕西丰富的历史、人文艺术等具有地方特色文化的多模态形式。以符际互补理论与视觉语法系统地分析陕西城市旅游形象标识的多模态协调机制;以多模态隐喻理论分析陕西旅游宣传片所蕴含的陕西旅游文化模式的多模态特征,展现陕西旅游语篇中的多模态图文认知机制及多模态的表征类型,构建陕西旅游文化国际传播的方式和特点。

The tourism images and tourism promotional videos of Shaanxi contain rich multimodal patterns embodying Shaanxi’s history,humanities,arts and other cultural patterns with local characteristics.This paper analyzes the multimodal coordination mechanism in Shaanxi tourism images based on the intersemiotic complementarity theory and visual grammar,and discusses,by multimodal metaphor theory,the multimodal characteristics of Shaanxi tourism culture contained in Shaanxi tourism promotional videos.This study aims to present the multimodal graphic and textual cognitive mechanism and the multimodal types in Shaanxi tourism discourse,as well as the modes and features of promoting Shaanxi tourism culture.