视觉语法视角下的多模态话语分析——以2022年北京冬奥会会徽为例  

Multimodal Discourse Analysis in Visual Grammatical Perspective——Taking the Emblem of the 2022 Beijing Winter Olympic Games as an example

作　　者：王亚聪[1] WANG Ya-cong(College of foreign languages,Zhengzhou University,Zhengzhou 450001,China)

机构地区：[1]郑州大学外语学院,河南郑州450001

出　　处：《漯河职业技术学院学报》2018年第1期85-88,共4页Journal of Luohe Vocational Technical College

摘　　要：随着数字化时代的来临,话语开始以多种模态共同呈现,增强多模态语篇的识读能力也显得尤为重要。本文从社会符号学的视觉语法角度出发,以2022年北京冬奥会会徽为例,探究文字、图像、颜色及版式设计等符号是如何相互作用,产生"合力",共同参与意义的整体建构并反映和重塑文化、社会的真实。With the advent of the digital age,the discourse begins to be manifested through a variety of modes,which also shows the importance of enhancing the ability of interpreting the multimodal discourse.From the perspective of visual grammar of social semiotics,this paper takes 2022 Beijing Olympics emblem as an example to explore how the symbols such as words,images,colors and layout design,interact with each other to produce the“cohesive force”,jointly participating in the overall construction of meaning,reflecting and reshaping the reality of culture and society.

关 键 词：多模态语篇 视觉语法 意义建构 2022北京冬奥会会徽 

分 类 号：H030[语言文字—语言学]