多模态蓄意隐喻场景的关联性研究——以针对大学生的防诈骗宣传漫画为例  

Research on the Relevance of Multimodal Deliberate Metaphor Scenarios:A Case Study of Anti-fraud Awareness Cartoons for College Students

作　　者：王佳宇[1] 赵亚茹 WANG Jia-yu;ZHAO Ya-ru

机构地区：[1]华中师范大学外国语学院,湖北武汉430000

出　　处：《华侨大学学报（哲学社会科学版）》2024年第4期144-156,共13页Journal of Huaqiao University(Philosophy & Social Sciences)

基　　金：国家社会科学基金重点项目(21AYY013);华中师范大学优秀研究生教育创新资助项目(2023CXZZ086)。

摘　　要：整合蓄意隐喻理论、多模态隐喻场景理论和关联理论,构建了多模态蓄意隐喻场景的关联性分析框架。基于这一框架,对防诈骗宣传漫画进行关联性分析。研究发现:(1)漫画主要构建了诱捕、假冒和束缚三类蓄意隐喻场景,分别聚焦于诈骗手段、诈骗者身份和受骗者处境的概念化;(2)在与受众的关联性上,假冒场景最容易实现信息层面上的最佳关联,而束缚场景则最容易实现交际层面上的最佳关联;(3)部分场景存在图—文隐喻靶域信息明示不足、图像使用偏离受众的认知环境以及文字大小和排版不合理等问题,这导致它们未能与受众建立最佳关联。期望能够拓展多模态认知语用研究的理论和应用视阈,并为公共宣传漫画的创制和识解提供实证参考。By integrating deliberate metaphor theory,multimodal metaphor scenario theory and relevance theory,a relevance analytical framework of multimodal deliberate metaphor scenarios is constructed.Based on this framework,it examines the relevance of multimodal deliberate metaphor scenarios in anti-fraud awareness cartoons for college students.The research findings include:(1)This type of cartoons mainly constructs three types of deliberate metaphorical scenarios of trapping,camouflaging and confining,each focusing on conceptualizing fraud tactics,the identities of the fraudster,and the situations of the deceived respectively;(2)In terms of relevance to the audience,the camouflaging scenario is most likely to achieve the optimal relevance at the information level,and the confining scenario is most likely to achieve the optimal relevance at the communication level;(3)Some scenarios exhibit issues related to inadequacies in the representation of target domain information in visual-text metaphors,using images that deviate from the audience’s cognitive environment,and employing inappropriate sizing and layout of texts.These factors have led to failures to establish optimal relevance with the audiences.This paper aims to expand the theoretical and practical persepectives of multimodal cognitive-pragmatic research,and provide empirical references for the creation and construal of public promotional cartoons.

关 键 词：多模态蓄意隐喻场景 关联理论 隐喻 多模态关联理论 

分 类 号：H0-06[语言文字—语言学] G206[文化科学—传播学]