中国国家形象宣传片的符号学分析  

The Semiotic Analysis of Three China’s Promotional Videos

作　　者：黄芸 何雪梅 HUANG Yun;HE Xuemei(School of Literature and Journalism,Central South University,Changsha 410012,China)

机构地区：[1]中南大学文学与新闻传播学院,湖南长沙410012

出　　处：《广西科技师范学院学报》2020年第2期30-34,共5页Journal of Guangxi Science & Technology Normal University

摘　　要：《人物篇》《角度》《中国进入新时代》这三部国家形象宣传片整体传播效果不理想,一个重要的原因是符号选择与组合不恰当导致优先阅读意义不能顺利传达给受众。其中,《人物篇》与《中国进入新时代》选取的人物代表性不够、文化符号少和组合机械化;《角度篇》缺少“解决问题的过程”的符号,降低了可信度,且并列结构使其失去叙述重心。The communication effects of three China’s promotional videos are unsatisfactory.An important reason is that the improp⁃er selection and combination of symbols lead to the failure of the meanings of priority readings to be smoothly communicated to the foreign audience.More specifically,both The Characters and China Enters A New Era present the characters with insufficient representation,and inadequacy and combination mechanization of the cultural symbols.And The Angles reduces the credibility for lack of symbols of"the pro⁃cess of solving the problems",and its parallel structure deprives it of narrative focus.

关 键 词：国家形象 宣传片 视觉符号 优先阅读意义 编码 解码 

分 类 号：G206[文化科学—传播学]