视觉语法视角下北京冬奥会宣传片的国家形象构建  

Research on the Construction of National Image in the Promotional Video for the Beijing Winter Olympic Games from the Perspective of Visual Grammar

作　　者：张莞笛 韩晓雨 王福涵 刘琪 林曦 姚晓东[1] ZHANG Wandi;HAN Xiaoyu;WANG Fuhan;LIU Qi;LIN Xi;YAO Xiaodong(School of Foreign Languages,Beijing Forestry University,Beijing,100083,China)

机构地区：[1]北京林业大学外语学院,北京100083

出　　处：《文化创新比较研究》2022年第29期64-68,共5页Comparative Study of Cultural Innovation

基　　金：北京林业大学“国家级大学生创新创业训练计划”(项目编号:202110022058)。

摘　　要：该文以Kress和Van Leeuwen的视觉语法为理论框架,从图像的再现意义、互动意义、构图意义出发,探究北京冬季奥运会申办宣传片《不虚此行》中的多模态符号所构建的国家形象。研究发现,作为国家体育赛事传播文本,《不虚此行》以多种叙事方式建构出北京城市形象的表意系统,将中国体育精神、申办理念转换为具体的视觉图像符号融入宣传片中,从政治、经济、文化、科技等层次塑造了中国的多元形象。该研究为视觉语法视角下的国家形象构建提供了案例,并可为深入解读“用体育元素讲好中国故事”提供参照。Using Kress and Van Leeuwen's visual grammar as the theoretical framework,this paper analyzes the multimodal discourse of The Journey is the Reward,the promotional film for the 2022 Beijing Winter Olympics,in terms of reproductive,interactive,and compositional meanings of images to explore the national image built by the multimodal symbols in the promotional film.It has been found in the study that as a communicative text for a national sports event,The Journey is the Reward constructs the ideographic system of Beijing's city image in multiple narratives,converts the spirit of Chinese sports and bidding concept into concrete visual image symbols blended in the promotional video,and shapes a pluralistic image of China at the political,economic,cultural,and technological levels.This study conducts a case study for national image construction from the perspective of visual grammar and offers a reference to the in-depth interpretation of"using sports elements to tell a good story about China".

关 键 词：多模态语话 视觉语法 冬奥宣传片 国家形象建构 

分 类 号：H146[语言文字—汉语]