多模态.pptVIP

multimodal discourse analysis 刘春芬 * Multimodal Discourse Analysis on China’s National Image Publicity · What is MD? ·Current Trend of MDA in China ·China’s National Image Publicity ·Multimodal Discourse Analysis about China’s National Image Publicity What is MD? MD is any communicative activity that is created by more than one semiotic mode(符号模式), and these semiotic modes can be language, images, music, colors and so on. For instance, media discourse (such as news reports, which are usually reported in a way of combing both language and visual pictures in them) is the most common multimodal discourse in our life. Current trend of MDA in China Domestic studies in this field are relatively new, primarily focusing on the introduction of multimodal discourse analysis theories( 朱永生, 《多模态话语分析的理论基础与研究方法》,外语学刊,2007,5,138: 82-86), ads (陈瑜敏,《奥运电视公益广告多模态评价意义的构建》，北京科技大学学报（社会科学版）2008.9 ，24(3):108-114 ), posters (裴晓娜，《多模态奥巴马竞选海报语篇的社会符号学分析》曲阜师范大学硕士学位论文), analysis of different genre types, such as pictures (李美霞, 宋二春 ，《从多模态语篇分析角度解读意义共建—以一幅中国古代山水写意画为例》， 外语教学，2010.3,31（2）: 6-10), music（张平丽，《音乐视频中意义的多模态构建——以周杰伦的《稻香》为例》，四川教育学院学报，2009.6, 25: 63-65), and films(元玉杰 ，《电影语篇中评价:对态度意义的多模态分析》, 山东大学硕士学位论文 ), and so on. China’s National Image Publicity Ⅰ Ⅱ Multimodal Discourse Analysis about China’s National Image Publicity Theoretical Basis: Visual grammar (VG) VG Big names: Halliday ( Systematic Functional Grammar), Kress van Leeuwen (Visual Grammar) Kress and van Leeuwen bases VG on Hallidayan SFG According to Halliday‘s framework, there are three meta-functions in language structure and human communication, that is, ideational function (概念功能), interpersonal function (人际功能) and textual function(篇章功能). Responding to the three meta-functions of language, Kress and van Leeuwen assign representational(概念意义), interactive（人际意义） and compositional meaning （构成意义）to images. Their correspondent relation is shown in the following table Because