| With the "meta-universe" written into many government work reports,"virtual people"related enterprises exceeded more than 280,000,the concept of virtual reality into the public eye,virtual anchor live as virtual technology,digital technology constantly updated and iterated and generated products.In recent years,the momentum of development in China is very strong.This paper selects B station as the main platform for the study of live virtual uploader,and analyzes the multimodal discourse of 100 live virtual uploader of 20 virtual uploader,using multimodal discourse analysis theory to explore the communication characteristics of live virtual uploader,and visually show the different discourse expressions and modalities of live virtual uploader.The paper uses multimodal discourse analysis theory to explore the communication characteristics of live virtual uploader,to visualize the formal expressions of different discourses of live virtual uploader and the semantic production under the interdependent interaction between the modalities,to explore the communication effects,shortcomings and improvement paths of live virtual uploader’ discourse,and to put forward insightful suggestions for the development of the virtual digital human industry.This paper adopts a combination of quantitative and qualitative research,except for the introductory chapter of the first chapter,and takes the three-layer theory of Fairclough’s critical discourse analysis as the overall research framework.In the second and third chapters,it mainly focuses on the analysis of the linguistic modality,image modality and non-verbal sound modality of live broadcasting,and discovers that in the use of modality,its linguistic modality is easy and lively in expression,which can effectively draw closer to the audience;the image The non-verbal voice is used throughout and has the role of moderating the level of discourse.The fourth chapter analyzes the discourse practice layer of live virtual anchor discourse,explores the discourse production of live virtual anchor from the cultural context and situational context in the contextual analysis,and explores the semantic production of live virtual anchor from the interaction between multiple modalities,and finds that the complementary relationship can promote the semantic production,while the non-complementary relationship will dissolve or not hinder the semantic production.The fifth chapter section does social practice layer analysis on the live broadcast discourse of virtual anchor,combined with the questionnaire survey,to explore the effect of the live broadcast discourse of virtual anchor in China,and put forward problems based on the previous analysis that there are problems of normality in the language transmission of live discourse,accuracy in the sound transmission,richness in the image transmission,and singularity in the function of live discourse,and in response to the above problems from The virtual uploader themselves,virtual technology development and platform intervention put forward the improvement path corresponding to the problems.Finally,based on the homology of the development of virtual live streaming and virtual digital human industry,especially the development of virtual news anchor,we propose the inspiration for future development from the perspective of discourse. |
