A Study On Multimodal Discourse Of Publicity Webpage

The development of multimedia technology and Internet technology makes theway of information dissemination increasingly diversified. Simple language mode hasbeen unable to meet the requirements of the people. The multimodal discourse,including image, sound, color also appear increasingly and occupy a dominantposition, therefore, the related studies of multimodal discourse at home and abroad aregrowing vigorously. Multimodal discourse analysis of webpage has cut a strikingfigure in recent years. Compared with the study on posters, films, print ads andmagazine covers, multimodal analysis of the webpage is a brand new field in China.The tourism advertising, network news reports, government websites, shoppingwebsites, education blogs, personal webpage and museum webpage have appeared,while the multimodality research on the official publicity webpage of Chinese culturehas not been thoroughly conducted in China. Therefore, this thesis aims to furtherexpand the scope of application of multimodality.The publicity webpage is a kind of multimodal webpage discourse, the impact ofwhich the dissemination and promotion of Chinese culture cannot be overlooked. Thisthesis takes the webpage in2013, which are in the focus column of the China Culturewebsite of English version(China Culture has been revised since2015while this studyis subject to the webpage in2013), as target. The selected17webpage are analyzed onthree aspects: text, image and image-text relation. The website of China Culture,sponsored by the Bureau for External Cultural Relations, Ministry of Culture of thePeople’s Republic of China, and undertaken by China Daily, is the first and the mostcomprehensive multilingual cultural site, known for its most abundant andauthoritative information. It bridges the world to understand China, Chinese nationand Chinese traditional culture. Therefore, it is quite authoritative and representative.Two types of mode from the webpage are selected to analyze. Firstly, it makestextual analysis through appraisal theory, mainly from the viewpoint of`the attitudinalsubsystem including affect, judgment and appreciation. Secondly, it makes image analysis with the application of visual grammar from the perspective of interaction,composing contact, social distance and attitude. Lastly, it makes image-text analysisunder the guidance of the theory of image-text zone and the theory of image-textsystem, mainly from the aspects of zone and status. It aims at finding out: Howmeaning is expressed in various modes of webpage? What are the relationshipsamong modes of webpage? How to maximize coordination and cooperation, andbetter construct meaning? It will summarize and analyze the statistical results in theend. In the thesis, quantitative and qualitative research methods are combined,together with summary and descriptive analysis. It is expected to expand theapplication field of the multimodal discourse analysis, help to improve the multimodaldiscourse reading ability of the viewers and the readers and provide certain theoreticalbasis for the design of other cultural publicity websites.