A Multimodal Analysis Of Female Fashion Sharing Community Website

Fast-developing information technology and multimedia make people closer together on the Internet.Multimodal discourse,with the existing of female fashion sharing community website,becomes extremely important.This thesis adopts qualitative and quantitative research methods to make a multimodal analysis on female fashion sharing community website under the theoretical guidance of systemic functional linguistics and social semiotics,which includes visual image grammar and color grammar from Kress and van Leeuween,and text-image relation theory from Martinec and Salway.It aims to find out in the female fashion sharing community website,how the meaning construction of visual modes,the relation among modes like color,text and image and mutual coordination come into play as much as possible in the organization and design of this type of website.Major findings of this study are as follows:Firstly,in the level of plain text,declarative clauses(63.3%)are much more than the interrogative clauses(13.3%)and imperative clauses(23.4%).In the level of hyper text,various fonts are used in the homepage of Meilishuo,which makes it rich in readability and fit with the taste to chase for fashion and fresh of the young ladies.Secondly,images in Meilishuo can be classified into four types: photo,icon,banner and logo;main arrangements of images are layout and presentation of PowerPoint.Diversity of types and arrangements of images make Meilishuo lively and at the same time,it can weaken visual fatigue of the viewers.In the realization of interactive meaning,demand images(84%)are much more than the offer ones(16%).It is because females are in crowd mentality and eager for the quality of goods that demand images play a significant role in Meilishuo.In the level of attitude,frontal perspective(70%)is obviously more than oblique perspective(30%)from horizontal perspective;eye-level(80%)can be commonly seen from the vertical perspective.In realization of compositional meaning,analysis are oninformational value,salience and framing respectively.In the level of informational value,ideal information like search bar is on the top,and real information like contact information and cooperative brand is at the bottom;given information like the classification of product is on the left,and new information like APP download is on the right;nuclear and the most valuable information like photos of product is at the center.In the level of salience,factors as placement in the foreground of background,relative size,contrasts in tonal value and differences in sharpness are used to attract viewer's attention.Framing is coherently realized by the use of empty space,vectors,brightness and discontinuities of color to give viewer a clear mind to identify information.Thirdly,analyses focus on the ideational,interpersonal and textual function of color in Meilishuo.In the ideational function,colors are rich in Meilishuo,especially pink.Color pink conveys the meaning of softness,romance,delicacy and elegance of the young ladies.In the interpersonal function,pink is fit for ladies' character,which stimulates them to spend a long time viewing Meilishuo.In the textual function,several kinds of colors in different parts help to make a distinction among them and also these colors form a coherence and unity by means of the proper collocation.Finally,in terms of the image-text relationship,equal relationship is divided into independent(21.5%)and complementary(53.5%).The large amount use of equal relationship can provide a comprehensive information of the goods.