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美国陆军官方网站多模态话语分析与军队形象建构
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Multimodal discourse analysis of US Army official website and military image construction
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    摘要:

    本文以Kress、Van Leeuwen和 Painter等学者的视觉语法理论为基础,从再现意义、互动意义和构图意义三个方面对美国陆军官方网站“相册”栏目进行多模态话语分析,挖掘网页的符号资源,探寻多模态语篇生成意义、传递信息和构建形象的具体机制。在此基础上,借助Halliday、Hasan、Bateman和Bhatia等学者的多模态语类分析理论,探究模态间的互动关系,分析网页的整体设计、语类特点和宣传手段等。研究发现,该网站通过象征意义、情感互动和显著性差异等手段,影响读者对美军的认知,引导读者对美军产生积极联想,从而回避现实问题,为美军塑造正面形象。在深入发掘网页的交际目的、结构潜势和互动机制的基础上,搭建多模态语类分析框架,揭示军事网站设计和社会文化背景的复杂关系,助力军队形象建设。

    Abstract:

    Under the framework of visual grammar developed by Kress, Van Leeuwen, Painter, etc., this paper conducts a multimodal discourse analysis on the Photos section of US Army official website. The analysis is conducted from three perspectives of representation, interaction and composition meanings, with the purpose of investigating the semiotic resources of the webpages, exposing the mechanism for multimodal discourses togenerate meanings, exchange information and construct images. Informed by the genre theories established by Halliday, Hasan, Bateman, Bhatia, etc., this paper also investigates the inter-mode relationships, the overall layout, generic features and publicity strategies of the website. It is found that the website intends to manipulate readers’ perception of the US military, construct its positive images and neglect negative issues through using symbolic meanings, emotional interaction and salience difference. After an in-depth analysis of the communicative purpose, the generic structure potential and the interaction mechanism, a multidimensional framework to analyze the multimodal genre is proposed to reveal the complex relationship between the design of military websites and the social cultural contexts in order to help military image construction.

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屈静雯,张小玲,白 云.美国陆军官方网站多模态话语分析与军队形象建构[J].国防科技,2020,41(6):61-67;QU Jingwen, ZHANG Xiaoling, BAI Yun. Multimodal discourse analysis of US Army official website and military image construction[J]. National Defense Technology,2020,41(6):61-67

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  • 在线发布日期: 2020-12-31
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