网络空间中国家形象的塑造与传播——以《中国日报》英文官方网站为个案  

The Shaping and Communication of National Image in Internet——Taking the Official Website of China Daily(the English Version)as an Example

作　　者：鞠晶 JU Jing(School of Foreign Languages,Daqing Normal University,Daqing 163712,China)

机构地区：[1]大庆师范学院外国语学院,黑龙江大庆163712

出　　处：《东北师大学报（哲学社会科学版）》2022年第3期101-108,共8页Journal of Northeast Normal University(Philosophy and Social Science Edition)

基　　金：黑龙江省哲学社会科学研究规划项目(19YYD217)。

摘　　要：以移动互联网为主导的新媒体的崛起标志着人类已步入超模态时代。超模态是多模态与超文本性的融合,是新媒体的特征之一。根据Lemke的观点,多模态符号同时表达三种意义,即表象意义、取向意义和组织意义。连续网页或超文本语义单位之间构建的关系大抵有三类,即表象的、取向的和组织的关系。多模态与超文本二者供用特征的结合为人们提供了创造意义的机会和摆脱独语、容纳多声的平台。基于此,本文以《中国日报》英文官方网站为例,分析在以互联网为代表的超模态语境下如何自塑国家(虚拟)形象并提出加强国家形象塑造和传播的有效策略,即:形象目标,定位明确;内容选择,异源合流;方式手段,技术赋能。The rise of new media led by mobile Internet marks that mankind has entered the hypermodal era.Hypermodality is the conflation of multimodality and hypertextuality,and it is one of the characteristics of new media.According to Lemke’s point of view,multimodal symbols express three types of meanings at the same time,namely,presentational meaning,orientational meaning and organizational meaning.Three kinds of relationships are constructed between consecutive web pages or hypertext semantic units,namely,presentational,orientational and organizational relationships.The combination of multimodal affordance and hypertext affordance provides people with the opportunity to make meaning and a platform to avoid monological voices and accommodate heteroglossia.Based on this,taking the official website of China Daily(the English version)as an example,this paper analyzes how to self-shape the national(virtual)image in the hypermodal context represented by the Internet,and puts forward effective strategies to strengthen the construction and communication of the national image,i.e.image goal:clear positioning;content selection:heterologous confluence;ways and means:technological empowerment.

关 键 词：互联网 超模态 多模态 超文本 国家形象 塑造与传播 

分 类 号：G206[文化科学—传播学] D820[政治法律—政治学]