Multimodal Discourse Analysis Of University's Official WeChat Account Tweets

With the development and expansion of WeChat,the WeChat official account has risen rapidly and has become popular among domestic Internet users.In recent years,the Office of the Central Leading Group for Cyberspace Affairs has banned a batch of WeChat official accounts,which proves that the management of the WeChat official account tweet has begun to draw attention of the national network communication management department.How to improve the quality of Wechat account tweets in thoughts,content,and forms has become the top priority of public opinion work.In various types of WeChat accounts such as enterprises and individuals,the WeChat official account of universities is increasingly mature,and has become an important promotional and service window for the display of campus culture.By analyzing the tweets of university WeChat official account tweets,we can provide suggestions for the optimization of university WeChat official account and other WeChat official accounts.After more than 30 years of development,the research theory of multi-modal discourse analysis has become increasingly sophisticated.We can use discourse analysis theory and research methods to investigate various models including language texts,visual images,sounds,colors,and spatial structures in the tweets published by WeChat official account of universities.At the same time,we also use the theory of visual grammar to proceed from the visual communication model and analyze the images in the multi-modal discourse from the perspectives of“reproducing significance”and“interaction significance" in the tweets of the WeChat official account.Based on the analysis of multi-modality textual meanings,we will further explore the status and interactions among the various modalities in the University's WeChat official account tweets.Ultimately,through these analyses,we can provide guidance on the creation and development of WeChat official account tweets on the basis of research.This article is divided into five chapters.The first chapter is the introduction,mainly introduces the research theory,research status,research objects,research methods and research significance.The second chapter is the multimodal analysis of the WeChat official account tweet in universities and universities.It mainly analyzes the modal and non-language modalities(such as pictures,audio,video,color,spatial position,etc.)of the WeChat official account in the university.The third chapter analyzes the multi-modal meaning construction of the article in the WeChat official account of universities and universities,and analyzes the ways of constructing meanings of various modalities from the perspectives of rendering grammar,interactive meaning and compositional meaning under the framework of visual grammar.The fourth chapter is the mutual status and relationship among various modes in the university WeChat official account tweet in.On the basis of the first two chapters,the status and relationship among various modalities are discussed,and whether or not the traditional modal modality is dominant and the other modality is supplemented is discriminated.The fifth chapter is an epilogue that summarizes the content and deficiencies of the full text.