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多模态话语观照下的视觉叙事语篇分析

178

2019年18期总第458期

语言文化研究

ENGLISH ON CAMPUS

多模态话语观照下的视觉叙事语篇分析

文/王雅楠

【摘要】本研究从多模态话语分析的视角,选取一幅电影海报作为研究语料,使用定性分析的方法,以视觉叙事分析框架为理论基础,对电影海报的概念、人际和组篇意义进行分析,探究海报设计者如何运用文字、图像、颜色等多种符号资源,在表征方式、阅读视角、情感共鸣、版面布局等方面实现海报的语用效果,从而电影剧情相呼应,引发读者的引发读者观影兴趣。同时验证了视觉叙事分析框架对分析电影海报的合理性和完善度,也为电影海报的设计机制和视觉传达提供了多元化的创作路径。

【关键词】视觉叙事;电影海报;视觉语法;多模态话语分析【作者简介】王雅楠,西北师范大学外国语学院。

闻学、广告学等诸多学科理论开展研究。国外学者扩充了多模态话语分析的研究视角,将其运用于数字技术、政治学(陈风华 弗朗西斯科·韦洛索 2018),以及广告影视剧、民族志等研究范畴(van Leeuwen & Jewitt 2001);国内学者从社会符号学的视角,结合视觉语法理论框架,对演讲视频(管乐 2017)、儿童绘本(腾达 2018)等多种形式的多模态语篇进行研究,拓宽了多模态话语的研究视野。

一、引言

多模态话语(Multimodal discourse)指运用听觉、视觉、触

觉等多种感觉,通过语言、图像、声音、动作等多种手段和符号资源进行交际的现象(张德禄等 2015:4)。电影海报涵盖了文字与图像,同时辅以色彩、线条等多种元素符号,属于多模态语篇的表现形式之一。近年,顺应跨学科、多维度的研究趋势,学者们不再将研究视角仅聚焦于语言学领域,而是融合传播学、新

minds (both “Foxi” and “associated with Buddhism”).

On other occasions, the employment of the connotative

meaning calls to readers’ minds its original meaning. In the article“‘佛系’穿衣五大特点”, the author doesn’t mean to give advice on dressing like a monk, but to indicate a simple but neat style. When the author uses the term for the first time, she

builds connections between its two meanings, so readers can better understand its new meaning in light of its original meaning. Such a usage can also be seen in“‘佛系’ 和‘佛教’ 是一回事吗?”

In“今天,你佛系了吗?”, “Foxi” is used as an a euphemism to avoid direct critical words such as “idle” or “slack”, for “Foxi” has a favorable reflected meaning of “Buddha-like”.To sum up, the rich reflected meaning of “Foxi” makes it efficient to draw attraction, which further contributes to its

rapid popularization.

3.6 Collocative meaning

The term was primarily used before “youngster”,

implying that China’s post-1990s generation has discovered its own social identity as a group of adults with low desires

and expectations. Under great pressure, the “Buddha-like youngsters” have seen through “the vanity of life” and choose to resign and let nature take its course. Their pet phrases are “fine”, “anyway”, “whatever”, “let it be”, “All right”, etc. These life attitudes are manifested in“佛系青年并不在意午饭是回家做还是吃外卖”and “破译‘佛系青年’背后

的「在乎力」密码”. It can also collocate with other personal nouns like“佛系少女”. Along its dissemination, it is also used with place names like“佛系公司”. When followed by abstract nouns, it refers to a kind of mindset, like“新时代接班人的培养须

警惕‘佛系思维’”. When followed by material nouns, it refers

to a thing with certain traits, such as“佛系游戏”. It can also be used as an adverbial to form adverb-verb collocations. For example, “佛系养娃,二十年后孩子大多过得很辛苦”reveals a casual way of raising children. The employers who“佛系工作”claim to “ desire nothing more than to arrive at my office safely and to leave my office quietly.” In short, “Foxi” can

flexibly combine with words of different parts of speech.

3.7 Thematic meaning

Placing “Foxi” in different positions of the same

sentence can make different thematic meanings. Putting it at the start, the author regards it as the information focus and a means to go straight to the point. For example, the emphasis is clearly placed on “Foxi” (the essence of Buddhism) in the book title《佛系:如何成为一个快乐的人》. In contrast, when the sentence with a similar meaning is organized in

this order:“如何做一个快乐的佛系年轻人?”, “Foxi” only functions as a general modifier.

4. Conclusion

Based on the thorough analysis above, it is found that the seven meanings classified by Leech are all embodied in “Foxi” on different contextual occasions. It’s hoped that

this study can shed some new light on the research of network

neologisms.

References:

[1]Leech, G. Semantics[J]. London: Penguin,1974.

[2]蔡亮,胡智文.基于语义知识库的网络语言演进机制构建方案[J].外语电化教学,2017,3:8-12.

[3]代宗艳.当代网络新词“佛系”的功用与形成[J].语言文字应用, 2018,3:87-96.

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