| The development of media technology has greatly increased communicative ways,thus promoting the development of multimodal communication.Multimodal discourse analysis has become a hot topic in language research.Though China’s comprehensive national strength has greatly grown,the west’s understanding of China is one-sided due to cultural differences.Therefore,a multimodal discourse analysis has been made on the cultural reports by China’s external publicity media to explore the semantic and syntactic characteristics of multimodality cultural discourses.The findings have guiding significance in telling good stories about China to the world and in world readers’ understanding China.With Halliday’s meta-functions and Kress & van Leeuwen’s Visual Grammar as framework,quantitative and qualitative approach are combined to analyze fifteen discourses selected from the “Most Popular” section of the cultural column on the website,and explore the construction of textual meaning and the cohesive and coherent characteristics in verbal and visual culture discourses.The results show that the meaning of verbal modality culture discourses is mainly constructed through material process to reproduce facts,through present tense and low value to express emotions,and through unmarked theme to transmit information.The meaning of visual modality culture discourses is mainly constructed through narrative process to restate the facts,through offer,medium modality,horizontal perspective and medium shot to interact with the viewer,and through center-margin layout and connectedness to compose images.Moreover,cohesive ties and man’s cognitive inference in multimodal culture discourses are used to achieve cohesion and coherence.This research helps expand the application of multimodal discourse analysis,helps readers in the world improve their understanding of Chinese culture as well as economy and etc.,and provides some enlightenment for the external publicity of Chinese news.Figure 21;Table 28;Reference 59... |
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