本文選題：互動意義 + 多模態(tài)話語分析　； 參考：《西北師范大學》2012年碩士論文

【摘要】：隨著數(shù)字化和信息化時代的到來,人們對于信息的傳遞已經(jīng)由單一的文字模態(tài)轉(zhuǎn)變?yōu)槎嗄B(tài)形式。多模態(tài)話語指運用聽覺、視覺、觸覺等多種感覺器官,通過語言、圖像、聲音、動作等多種符號系統(tǒng)進行交際,建構話語意義的話語形式。在話語分析領域,多模態(tài)話語分析也應用而生,并越來越多地受到人們的關注。在多模態(tài)話語分析的各個分支中,社會符號學視角下的多模態(tài)話語分析方法發(fā)展較為迅速。社會符號學角度的多模態(tài)話語分析方法以系統(tǒng)功能語言學為理論基礎,將功能語法的三大元語言功能擴展到多模態(tài)話語分析中。迄今,多模態(tài)語篇分析還處于初級階段,其中大量的研究集中于靜態(tài)圖像,而對動態(tài)圖像、三維空間物體等的研究則頗少。因此本文從社會符號學角度出發(fā),選取動態(tài)的電視公益廣告語篇為研究對象,試圖探討電視公益廣告語篇中圖像模態(tài)和語言模態(tài)是如何共同構建其互動意義的。 本文以Kress和van Leeuwen建立的視覺語法為主要理論框架,結(jié)合韓禮德的系統(tǒng)功能語法和評價理論,以定性研究為主,采用理論研究與語料分析相結(jié)合的方法,全面分析電視公益廣告語篇中的互動意義。本文的分析包括三部分:首先分析圖像是如何通過視覺接觸、社會距離、視角和情態(tài)來建構互動意義；其次,從語氣系統(tǒng),人稱系統(tǒng)和態(tài)度系統(tǒng)三方面分析語言是如何建構互動意義；最后從圖文關系分析在廣告語篇中,語言模態(tài)和文字模態(tài)是如何互相作用共同建構互動意義,以此達到說服公眾的目的。通過分析本文得出的結(jié)論是：在公益廣告語篇中,各種模態(tài)共同作用來建構其互動意義,表現(xiàn)和突出廣告主題,達到說服公眾的目的。 總之,本文在一定程度上，，從理論上和實踐上豐富了多模態(tài)話語分析的研究,也對公益廣告語篇的研究有一定的啟示意義。首先,本文分析了多模態(tài)話語分析對公益廣告語篇互動意義的闡釋,實踐了視覺語法對于分析動態(tài)語篇的可行性。此外本文在研究過程中也有一定局限性,比如對于語言和圖像之外的其他模態(tài)涉及甚少,希望今后的研究能在這一方面更豐富。
[Abstract]:With the advent of digital and information age, the transmission of information has changed from a single literal mode to a multi-modal form. Multi-modal discourse refers to the use of hearing, vision, touch and other sensory organs, through language, image, sound, action and other symbolic systems of communication, the construction of discourse meaning of the discourse form. In the field of discourse analysis, multimodal discourse analysis is also applied, and more people pay attention to it. In each branch of multimodal discourse analysis, the multimodal discourse analysis method from the perspective of social semiotics develops rapidly. The method of multimodal discourse analysis from the perspective of social semiotics is based on systemic functional linguistics and extends the three meta-linguistic functions of functional grammar to multimodal discourse analysis. Up to now, multimodal discourse analysis is still in its infancy, in which a great deal of research is focused on static images, but there are few studies on dynamic images, three-dimensional objects and so on. Therefore, from the perspective of social semiotics, this paper chooses the dynamic public service advertising discourse as the research object, and attempts to explore how the image mode and the language mode in the television public service advertising discourse construct their interactive meaning together. This paper takes the visual grammar established by Kress and van Leeuwen as the main theoretical framework, combining with Halliday's systematic functional grammar and evaluation theory, focusing on qualitative research and adopting the method of combining theoretical research with corpus analysis. A comprehensive analysis of the interactive significance of TV public service advertising discourse. The analysis of this paper includes three parts: first, it analyzes how the image constructs interactive meaning through visual contact, social distance, visual angle and modality; secondly, from the mood system, Personal system and attitude system analyze how language constructs interactive meaning. Finally, it analyzes how language modal and literal mode interact with each other to construct interactive meaning in advertising discourse. In order to convince the public. The conclusion of this paper is as follows: in the discourse of public service advertisement, various modes work together to construct its interactive meaning, to express and highlight the advertising theme, and to achieve the purpose of persuading the public. In a word, to some extent, this thesis enriches the study of multi-modal discourse analysis in theory and practice, and also has some enlightening significance for the study of public service advertising discourse. First of all, this paper analyzes the interpretation of the interactive meaning of public service advertising discourse by multi-modal discourse analysis, and practices the feasibility of visual grammar for dynamic discourse analysis. In addition, this paper also has some limitations in the research process, for example, there is little involved in other modes other than language and image, so we hope that the future research can be more abundant in this respect.
【學位授予單位】：西北師范大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：H04

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