跨文化传播视域下“一带一路”官方宣传片人际意义的多模态话语研究

Multimodal Discourse Study of Interpersonal Meaning of One Belt One Road Initiative Promotional Video from the Perspective of Intercultural Communication

'一带一路'倡议提出至今,国内学者对其相关问题做了不同的研究。本文在讨论'一带一路'对外传播研究现状的基础上,以社会符号学派Kress和van Leeuwen的视觉语法为基础,建构新的人际意义多模态分析框架,在跨文化传播视域下对'一带一路'官方宣传片的人际意义传播进行探讨,研究侧重宣传片的结构、内容和互动模式,其中也包括该宣传片如何实现其跨文化传播的效果。研究发现,'一带一路'官方宣传片作为一种特定的话语及多模态话语形式,在对外传播过程中展示中国特色元素,凸显了该宣传片的人际意义,同时也照顾了宣传片的国际化受众。'一带一路'官方宣传片是中国国际话语体系建设的典范,该宣传片也因此构成了'一带一路'社会实践的重要组成部分。

'One Belt One Road Initiative'has been a heat topic among scholars in China since it was put forward in 2013.This paper discusses the research situation of'One Belt One Road Initiative'in intercultural communication studies first,then presents an analytical model with the basic of Visual Grammar put forward by Kress&van Leeuwen,and finally gives a multimodal discourse study of the interpersonal meaning of'One Belt One Road Initiative'promotional video from the perspective of intercultural communication.The study concentrates on the structure,content and interactive mode of the video.It is found in this research that,being a multimodal discourse,'One Belt One Road Initiative'promotional video fully shows the features of Chinese elements on the one hand and on the other,pay enough attention to the international audience.'One Belt One Road Initiative'promotional video is a model of the construction of China international discourse system,and this video is also an important component of the social practice of'One Belt One Road Initiative'.