亚冬会背景下黑龙江省冰雪形象宣传片的多模态隐喻认知机制建构——以《来自冰城的问候》为例  

Thee Cognitive Construction of Multimodal Metaphors in Heilongjiang Ice-and-Snow Themed Promotional Film in the Context of Asian Winterr Games--Taking Greetings from the Ice City as an Example

作　　者：张婷 于夕然 蒋雪柔 高妍[1] ZHANG Ting;YU Xiran;JIANG Xuerou;GAO Yan(Collegeof Foreign Languagess Qiqihar University,Qiqihar Heilongjiang 161006,China)

机构地区：[1]齐齐哈尔大学外国语学院,黑龙江齐齐哈尔161006

出　　处：《冰雪体育创新研究》2024年第13期49-51,共3页Research on innovation of ice snow sports

基　　金：2023年黑龙江省国家级大学生创新创业训练计划项目《语塑龙江,筑梦中国——龙江冰雪形象国际传播与话语创新研究》(202310232024)。

摘　　要：哈尔滨获得第九届亚冬会举办权,这有利于持续释放黑龙江省冰雪经济优势,推进“冰天雪地也是金山银山”实践建设。在国际形势急剧变幻、新媒体技术加速迭代的背景下,有效的形象认知机制不仅可以加强黑龙江省冰雪产业链建设,更是构建中国话语和叙事体系、提升国家文化软实力的需要。如今,黑龙江省冰雪形象认知建构机制并不成熟,国际传播体系尚需完善,该研究从多模态的角度分析冰雪形象宣传片中的隐喻特征,及其如何通过跨域映射建构意义,进而讨论隐喻叙事链如何进行价值升维,以信任与共情传播机制,向世界传达客观真实、生动可触的国家省域形象。Harbin has been awarded the right to host the 9th Asian Winter Games,which is conducive to continuously releasing the advantages of the ice and snow economy in Heilongjiang Province,and promoting the practice of"Ice and Snow are also invaluable assets".Under the background of rapidly changing international situation and new media technology,aneffective image recognition mechanism can not only help to strengthen the construction of Heilongjiang ice and snow industrial chain,but also to build China's discourse and narrative system,and to enhance the cultural soft power.However,the ice and snow image cognition mechanism and the international communication system are yet to be developed.This study analyzes the characteristics of multimodal metaphors in the promotional video of ice and snow image,and the meaning construction through cross-domain mapping,and then discusses how the metaphorical narrative chain can be elevated in terms of value,so as to convey the objective,real,and vivid and touchable image of the country to the world by means of the communication mechanism of trust and empathy.

关 键 词：多模态隐喻 龙江冰雪形象 叙事体系 认知建构 国际传播 

分 类 号：G86[文化科学—体育训练]