A Multimodal Cognitive Analysis Of Virtual Linguistic Landscape

As the digitalized product of linguistic landscape,virtual linguistic landscape(VLL)is defined as a new type of discourse landscape,which is constructed by digital technology and big data algorithm altogether,mediated by cultural ingredients to produce cognitive processing through the integrated procedures of deliberate/non-deliberate metaphorical/ metonymic mechanism.Scholars at home and abroad have conducted various textual analysis of the research on “virtual linguistic landscape” based on related theories such as sociology,communication,translation,but the related research is still deficient in a multimodal cognitive analysis of words+ images of virtual linguistic landscape.This thesis takes Digital China as the research background,and cognitive linguistics,semiotics and other disciplines serve as the macro guidance,which aims to focus on the research questions such as deliberate and non-deliberate multimodal cognitive patterns in the virtual linguistic landscape.Specifically,from the cognitive-functional perspective and based on multidisciplinary theoretical frameworks,this thesis devotes itself to making a multimodal cognitive interpretation of the deliberate/ non-deliberate metaphor/ metonymy in virtual linguistic landscape through CITESPACE visual analysis,induction and abduction.The selection of research data such as advertising virtual linguistic landscapes,is fulfilled mainly through our domestic digital platforms.Layout,weight and color/ space/ time are analyzed as core elements to describe,analyze and interpret the mechanism of “how to construe virtual linguistic landscape” under the background of Digital China.This thesis makes a comprehensive interpretation of the cognitive basis,cognitive process and cognitive model of virtual linguistic landscape from macro-contrast,meso-construction and micro-analysis to propose a new analytical framework,deliberate/ non-deliberate metaphor-metonymy integration mechanism,for interpreting the newly born multimodal virtual linguistic landscape.The research results show that the layout and weight of virtual linguistic landscape demonstrate non-deliberate words + images match and deliberate words + images mismatch,mostly mismatch.Meanwhile,the color/ space/ time of virtual linguistic landscape represents the deliberate/ non-deliberate co-construction of virtual and real color/space/ time,leading to a co-construction of metaphor-metonymy integration mechanism.Under the background of Digital China,the cognitive interpretation of virtual linguistic landscape not only promotes to develop interdisciplinary theories,and the digitalized isomorphism of cognitive linguistic theories but also promotes the inheritance and integration of Chinese culture,Chinese cognition and related Chinese theories,which is helpful to distinguish the cultural symbols with Chinese characteristics from deliberate metaphor and deliberate metonymy,aiming to enhance the cognitive level of dialectical thinking ability in VLL and improve the development and dissemination of virtual linguistic landscape under the background of Digital China.