Multimodal positive discourse analysis of national image publicity video
This study employs a revised theoretical framework of multimodal positive discourse analysis to analyze the process of national image construction in a Chinese video. In contrast to original studies focusing mainly on language or text and image, this study considers three interrelated multimodal res...
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| Format: | Article |
| Language: | English |
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De Gruyter
2022-09-01
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| Series: | Language and Semiotic Studies |
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| Online Access: | https://doi.org/10.1515/lass-2022-2001 |
| _version_ | 1797795020980355072 |
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| author | Guan Chenghui |
| author_facet | Guan Chenghui |
| author_sort | Guan Chenghui |
| collection | DOAJ |
| description | This study employs a revised theoretical framework of multimodal positive discourse analysis to analyze the process of national image construction in a Chinese video. In contrast to original studies focusing mainly on language or text and image, this study considers three interrelated multimodal resources: sound, image, and language. Different modalities play different roles in national image construction, and they also collaborate with each other for a uniform purpose. Specific multimodal working mechanisms contribute to the construction of a positive national image. Multimodal resources are also signs in the sense of semiotics, which are perceived by different sense organs and take effect in producing vivid and impressive senses. |
| first_indexed | 2024-03-13T03:11:34Z |
| format | Article |
| id | doaj.art-1e62b905c15944ca903b9995a639b5a2 |
| institution | Directory Open Access Journal |
| issn | 2751-7160 |
| language | English |
| last_indexed | 2024-03-13T03:11:34Z |
| publishDate | 2022-09-01 |
| publisher | De Gruyter |
| record_format | Article |
| series | Language and Semiotic Studies |
| spelling | doaj.art-1e62b905c15944ca903b9995a639b5a22023-06-26T10:46:44ZengDe GruyterLanguage and Semiotic Studies2751-71602022-09-0183668510.1515/lass-2022-2001Multimodal positive discourse analysis of national image publicity videoGuan Chenghui0Soochow University, Soochow, ChinaThis study employs a revised theoretical framework of multimodal positive discourse analysis to analyze the process of national image construction in a Chinese video. In contrast to original studies focusing mainly on language or text and image, this study considers three interrelated multimodal resources: sound, image, and language. Different modalities play different roles in national image construction, and they also collaborate with each other for a uniform purpose. Specific multimodal working mechanisms contribute to the construction of a positive national image. Multimodal resources are also signs in the sense of semiotics, which are perceived by different sense organs and take effect in producing vivid and impressive senses.https://doi.org/10.1515/lass-2022-2001imagelanguagemultimodalitypositive discourse analysissemioticssound |
| spellingShingle | Guan Chenghui Multimodal positive discourse analysis of national image publicity video Language and Semiotic Studies image language multimodality positive discourse analysis semiotics sound |
| title | Multimodal positive discourse analysis of national image publicity video |
| title_full | Multimodal positive discourse analysis of national image publicity video |
| title_fullStr | Multimodal positive discourse analysis of national image publicity video |
| title_full_unstemmed | Multimodal positive discourse analysis of national image publicity video |
| title_short | Multimodal positive discourse analysis of national image publicity video |
| title_sort | multimodal positive discourse analysis of national image publicity video |
| topic | image language multimodality positive discourse analysis semiotics sound |
| url | https://doi.org/10.1515/lass-2022-2001 |
| work_keys_str_mv | AT guanchenghui multimodalpositivediscourseanalysisofnationalimagepublicityvideo |