The Construction Of Cultural Identity Of The Following Blog TV Programs From The Perspective Of Multimodal Discourse Analysis

Culture is the accumulation and inheritance of a nation’s history,the embodiment of the country’s soft power,and cultural relics are the epitome of culture.In recent years,China has emerged a number of excellent cultural and museum television programs.While displaying national treasures,these programs also shoulder the mission of consolidating cultural consensus and realizing the construction of cultural identity.In the era of mobile internet,the media equipment is constantly developing towards convenience and diversification,and the audience’s sensory needs are also increasingly changing towards richness and diversification.In the past,a single modal style has been unable to meet the needs and is not attractive enough.Therefore,multimodal expression integrating language,image and sound modes has become the main presentation mode of the program.As the representative of multimodal discourse,the program National Treasure realizes the construction of cultural identity behind the national treasure through the blending and cooperation of modes.This paper is based on the visual grammar theory of Chris and Levin and the modal synergy theory of Zhang Delu in the perspective of multimodal discourse analysis,and analyzes how different modes are presented in the National Treasure,and how various modes are blended and combined,so as to achieve the construction of cultural identity.This paper analyzes the program of National Treasure from three aspects: language mode,image mode and sound mode.In the language mode,it analyzes the overall language characteristics of the program from four aspects:context,mood,style and paralanguage presentation,highlighting the cultural theme revealed by the language and the implied value behind it;Image mode shows the composition and presentation process of the picture in the program by analyzing the representation,interaction and composition significance of the image,and deepens the cultural perception of the audience;The sound mode is mainly music,sound and speech voice.The addition of sound creates an atmosphere for the promotion of the story,and plays an important role in enhancing the theme and cultural value of the program.Through multimodal blending and cooperation,the program "National Treasure" realizes the construction of cultural identity from three aspects: the awakening of cultural memory,the stimulation of cultural emotion and the manifestation of cultural value.The background music and sound in the performance and ceremonial scenes of the theater set off the scene atmosphere,the stage furnishings and characters’ lines restore the historical story behind the national treasure,and the cultural ceremony of swearing and guarding stimulates the audience’s national identity,and jointly realizes the awakening of cultural memory;The historical and cultural symbols that can be seen everywhere in the program,the closeness of the head-up perspective and the realization of empathy in dialect stimulate the cultural emotion;The complementation of multiple scenes,3D animation and virtual imaging technology enrich the audience’s audio-visual experience,highlight the form and connotation of national treasure in all aspects,and further reveal the cultural value conveyed in the program through the analysis of metaphor and metonymy,so as to realize the manifestation of cultural value.Through the previous analysis of the use of multimodality in the construction of cultural identity in the National Treasure program,the paper finally summarizes the role of multimodality in the construction of culture in television programs,and puts forward strategies for the construction of cultural identity in television programs.The analysis of the case of National Treasure extends to other television programs,hoping to provide experience for other cultural television programs.