不忘初心:基于央视宣传片百年政党多模态形象建构研究

发布时间：2018-03-14 21:40

本文选题：央视宣传片　切入点：中国共产党　出处：《重庆邮电大学学报(社会科学版)》2017年04期 　论文类型：期刊论文

【摘要】：央视形象宣传片《我是谁》是中国共产党建党95周年以来的首部公益广告,具有重要的时代意义和研究价值。结合视觉设计语法、评价理论和"宣传片"的图像、文本和声音语料建立"宣传片"多模态形象诠释框架,探索"宣传片"建构党的形象的过程与范式。研究发现:一是"宣传片"图像的再现意义体现接地气的创意理念,互动意义展现与受众间的平等权势关系,构图意义揭示青年群体是目标受众的精准定位;二是"宣传片"文本重点建构人际意义的协商语义,从客观视角而不是主观情感刻画党员群体爱岗敬业的务实作风和百年政党一心为民的赤子之心;三是"宣传片"音乐、旁白等声音能够有效增强受众全方位了解党的形象塑造,从而尽快接受党为人民服务的不变"初心"。
[Abstract]:CCTV image propaganda film "who am I" is the first public service advertisement since the 95th anniversary of the founding of the Communist Party of China. It has important significance and research value. The text and sound corpus set up the frame of interpretation of "propaganda film" multi-modal image, and explored the process and paradigm of "propaganda film" to construct the Party's image. The study found that: first, the reproduction meaning of "propaganda film" image reflects the idea of approachable creativity. The relationship between the interactive meaning display and the audience is equal and powerful, the composition meaning reveals that the youth group is the target audience's precise orientation, the second is the text of "propaganda film" focuses on constructing the negotiation semantics of interpersonal meaning. From an objective perspective rather than subjective emotion, we can portray the pragmatic style of party members who love their jobs and work hard, and the century-old party's devotion to the people; third, the sound of "propaganda film" music and narration can effectively enhance the audience's overall understanding of the image of the party. So as soon as possible to accept the Party's service to the people's unchanged "initial heart."
【作者单位】：香港理工大学;中国地质大学;
【基金】：本科教学工程师资队伍教学发展项目(ZL201740)
【分类号】：H146

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