基于多模态隐喻杂志封面的跨文化适应性研究

Analysis of Cross-Cultural Adaptability of International Magazine Cover from the Perspective of Multimodal Metaphor

本文《哈佛商业评论》创刊百年来在商业与管理领域具有权威地位,是全球性著名杂志。以概念隐喻理论为基础,借助语料库工具Nvivo,通过定量和定性相结合的方式,对《哈佛商业评论》中文版的杂志封面进行多模态隐喻分析,研究该杂志在中国推出中文版本时表现出的多模态文化特征,以此探讨该杂志中文版本的跨文化适应水平。研究为我国杂志能够更好走向世界做出有益尝试。

Harvard Business Review has an authoritative position in the field of business and management. Based on the concept of metaphor theory, with the aid of corpus tool Nvivo, through the quantitative and qualitative way of combination, it analyzes Chinese version of the magazine cover by multimodal metaphor analysis and the multimodal cultural characteristics of the journal when it was published in Chinese, to explore the Chinese version of the cross-cultural adaptation level. Research is a beneficial attempt for Chinese journals to better enter the world.