Multimodal Meaning Construction In Corporate Videos ——A Case Study Of Kwai’s To See

The advent of the new media era has broadened the channels for people to obtain information,and the way they understand information has changed from text or picture mode into multimodal forms.As a typical multimodal discourse,cooperate video integrates multiple modes such as verbal modes,visual images,and auditory modes.With the development of the short video industry,corporate cooperate videos have gradually become an important way of highlighting corporate culture and values and building images.The synergy of multiple modalities in the cooperate video directly affects the communication effects,which requires the producers of the corporate video to ingeniously arrange the relationship between various modes,to achieve more effective communication with audiences.As important text analysis tools,Systemic Functional Grammar and Appraisal Theory can be used to explore the function,attitude,and stance of language.The visual grammar provides a powerful reference for analyzing visual modes.Based on Halliday’s systemic functional grammar and Kress and van Leeuwen’s visual grammar,this thesis integrates Appraisal theory and media analysis methods with the assistance of UAM Corpus Tool and ELAN to conduct a quantitative and qualitative analysis of the multimodal meaning construction of the 9th anniversary cooperate video To See of Kwai.This thesis aims to explore how the verbal and visual modes construct multimodal meaning together,the synergistic relationship between the two modes and the overall meaning constructed by cooperate videos.In terms of verbal modes,systemic functional grammar and appraisal theory are integrated to find out that through a plain language style,the corporate cooperate video To See shows the lives of ordinary people and establishes an intimate relationship with the audience through the choice of personal pronouns.It directly expresses Kwai’s stance,which is conducive to arousing the audience’s psychological identification.In the visual modality,this thesis combines visual grammar with the media study methods and divides the thematic structure.It comes to the conclusion that the cooperate video mostly uses a horizontal perspective and intimate and social distance.In the video,the participants seldom look directly at the audience,and the color saturation is high.In this way,the corporate cooperate video can truly present real scenes in an equal dialogue with the audience and improve the audience’s involvement.The verbal and visual modes are in the non-reinforcement of a complementary relationship in the multimodal meaning construction.The multimodal meaning constructed in this video relates to the pursuit,opinion,attitude,faith,technology,culture,society,and ecology.Meanwhile,the twelve images of Kwai are constructed as the inheritor of traditional culture,the respecter of subculture,the communicator of positive values,the defender of social order,the supporter of national policies,the discoverer of social problems,the fighter who is optimistic and tenacious,the thinker who is fair-minded and open-minded,the dream catcher who is confident and brave,the believer who is inclusive and tolerant,the technologist who is changing the life,and the ecologist who love nature.