多模态语篇模态协同模式跨学科研究  

An Interdisciplinary Study on the Synergetic Patterns of Major Modes in Multimodal Text

作　　者：程瑞兰[1] 张德禄[2] 

机构地区：[1]山东大学 [2]同济大学

出　　处：《外语电化教学》2016年第5期3-8,共6页Technology Enhanced Foreign Language Education

基　　金：教育部人文社科项目"多元读写能力指标体系研究"(项目编号:14YJA740059)的阶段性成果

摘　　要：本文通过对60名语言学研究者和平面艺术设计从业人士进行对比研究,重点探讨多模态语篇的模态协同模式以及语言学研究人员和平面艺术设计专业人员对多模态产品品质解读的异同。文章通过分析此类多模态语篇编码者与解码者解读的异同,归纳了该多模态语篇中诸模态分布的规律性特征和主要模态的最佳组合范式。并尝试建立了该类语篇中主模态的十分制多模态选择连续统和百分制的跨模态语法评价的模态总值计算公式,为解读此类多模态语篇的研究人员以及非专业设计者提供具象化、易操作的参考依据。This paper investigated the synergetic patterns of major modes in muhimodal text of print advertisement and the differences and similarities in interpreting the qualities of muhimodal products between linguistic researchers and graphic art designers. The regular distributions of major modes were summarized by analyzing the differences and similarities between the encoders and the decoders. And a ten-point mode-choice continuum for major modes such as color, logo, explanatory text and spatial arrangement and a hundred-mark mode value system were designed. At the same time, the best synergetic patterns of modes were proposed and a formula for calculating the total mode values was formed, which provides linguistic researchers and non-professional art designers a relatively easier and more concrete model for designing and interpreting the multimodal products of this genre.

关 键 词：多模态 语篇 模态总值 

分 类 号：H05[语言文字—语言学] J51[艺术—艺术设计]