经济宣传语篇中社会参与者的多模态再现——以浦东、滨海开发区网站为例  

Multimodal Representation of Social Actors in Economic Publicity Discourse ——ACase Study of Pudong/Binhai NewArea Websites

作　　者：赵颖[1] 张晓辉[1] 

机构地区：[1]天津科技大学外国语学院,天津300222

出　　处：《华东交通大学学报》2011年第6期108-113,共6页Journal of East China Jiaotong University

基　　金：天津市哲学社会科学规划研究资助项目(TJWY11-034)

摘　　要：Kress&Van Leeuwen将Halliday的社会符号学理论延伸到视觉层面,Van Leeuwen建立了社会参与者分析框架(so-cial actor network)。对我国上海浦东和天津滨海新区开发区网站的宣传语篇所建的多模态库的研究证明:文字、图像、颜色等社会符号的共同作用能较好地再现经济宣传语篇中的社会参与者;而从文字和图像两个方面对网站宣传语篇具体案例的分析还验证了国际多模态语篇分析框架在中国宣传话语分析中的可操作性和实用性。Kress ＆ Van Leeuwen explained Halliday＇ s sociosemiotics from the visual perspective, and Van Leeuwen established Social Actor Network. The studies of multimodal economic publicity discourse of Pudong New Area and Tianjin Binhai New Area websites show that combination of verbal and visual semiotics such as words,pictures and colors is very important in representing social actors. As a result, the case studies of economic publicity discourse are to testify the feasibility and applicability of multimodal discourse framework in analyzing Chinese economic publicity discourse.

关 键 词：社会参与者 多模态话语分析 宣传话语 社会符号学 

分 类 号：H03[语言文字—语言学]