政务微信多模态话语表达与政府形象传播  

Multimodal Discourse Expression of Government Wechat and Government Image Communication

作　　者：郭玉梅 李欣然 GUO Yu-mei;LI Xin-ran(School of Literature and Journalism,North Minzu University,Yinchuan Ningxia 750021,China)

机构地区：[1]北方民族大学文学与新闻传播学院,宁夏银川750021

出　　处：《齐齐哈尔大学学报（哲学社会科学版）》2022年第8期136-140,共5页Journal of Qiqihar University(Philosophy & Social Science Edition)

基　　金：中央高校基本科研业务费专项资金资助项目:虚拟空间语言景观与政务新媒体话语传播研究(2021XYSYK02);国家哲学社科学基金西部项目:乡村振兴背景下宁夏农村语言生活的调查与研究(21XYY014);北方民族大学中华民族共同体研究项目:民族院校大学生国家通用语能力提升与中华民族共同体意识的培育路径研究(2021GTTLL02)。

摘　　要：政务微信是政府机构用于发布信息、提供公共服务、实施社会管理、与公众互动并传播政府形象的官方网络互动方式。本文以语料为例,结合话语分析法,探讨政务微信话语表达与政府形象的传播问题。政务微信具有实时性、互动性的传播特征,注重话语主题、话语方式和语言的选择,呈现出鲜明的多模态特征;文字、图像、色彩、音视频等模态相互补充,共同构建话语意义,是呈现政府形象的重要表征。政务微信话语具有较强的传播力,在塑造和传播政府形象方面发挥着重要功能。Government WeChat is an official online interactive way of government to release information, provide public services, implement social management, interact with the public and spread government image. By integrating corpus examples and discourse analysis, this paper discusses issue of the discourse expression of government Wechat and the communication of government image. Government Wechat is of real-time and interactive communication characteristics. It not only weighs the choice of discourse theme, mode and language, but also presents a distinctive multimodal feature. Government image is represented by jointly constructed discourse meaning via interactive complement of words, images, colors, audio and video modes. With a strong communication power, government Wechat discourse plays an important role in shaping and disseminating government image.

关 键 词：政务微信 多模态话语 政府形象 语言服务 

分 类 号：D63[政治法律—政治学] G206[政治法律—中外政治制度]