奥巴马竞选广告中人际意义的多模态批评话语分析

发布时间：2023-03-18 20:24

　　自2012年Machin&Mayr发表《如何从多模态角度进行批评话语分析》以来,多模态批评话语分析(MCDA)就逐渐进入人们的视野。从MCDA的角度,结合多种模态资源,挖掘隐藏在图文背后的权力意识关系的研究,逐渐成为批评话语分析(CDA)研究的主流。视频广告是一种典型的多模态语篇,其丰富的模态资源在构建人际意义、影响消费者的意识形态、观点和情感发挥了重要的作用。然而,国内外对广告的研究还相对不足,主要关注静态广告中人际意义的实现(如Pandya,1977;陈其功,辛春雷,2005;王红阳,2007;刘纯,2008),而忽略对动态广告中多种模态在构建人际意义方面的互动研究。为了深入了解视频广告如何运用多种资源建立与消费者的人际关系,从而达到说服、劝说等功能,本文尝试以奥巴马视频竞选广告为例,分析探讨竞选视频广告如何利用语言模态和非语言模态资源,宣传政治主张,劝说、操纵并掌控民众的思想行为。具体回答以下几个问题:(1)奥巴马视频竞选广告中有哪些语言模态资源?其人际意义是如何实现的?(2)奥巴马视频竞选广告中有哪些视觉模态资源?其互动意义是如何实现的?(3)奥巴马视频竞选广告的语言模...

【文章页数】：97 页

【学位级别】：硕士

【文章目录】：
ACKNOWLEDGEMENTS
摘要
ABSTRACT
Chapter One INTRODUCTION
    1.1 Background of the Research
    1.2 Significance of the Research
    1.3 Organization of this Thesis
Chapter Two LITERATURE REVIEW
    2.1 CDA and MCDA
        2.1.1 The definition of CDA
        2.1.2 From CL to CDA
        2.1.3 From CDA to MCDA
    2.2 Current Studies on CDA and MCDA
        2.2.1 The theoretical studies
        2.2.2 The practical studies
        2.2.3 The research methods
    2.3 Studies on Interpersonal Meaning
        2.3.1 The definition of interpersonal meaning
        2.3.2 The perspectives of interpersonal meaning studies
    2.4 Trends and Research Gap
    2.5 Theoretical Framework
        2.5.1 Systemic Functional Grammar
        2.5.2 Visual Grammar
        2.5.3 Image-text Relations
        2.5.4 Framework of intersemiotic complementarity
    2.6 Summary
Chapter Three RESEARCH METHODOLOGY
    3.1 Research Questions
    3.2 A Proposed Model for the Present Study
    3.3 Data and Data Collection
    3.4 Data Analysis and Procedures
        3.4.1 Verbal mode analysis
        3.4.2 Visual mode analysis
        3.4.3 Interaction of two modes
    3.5 Summary
Chapter Four RESULTS AND DISCUSSION
    4.1 The Interpersonal Meaning of Verbal Mode
        4.1.1 Mood analysis
        4.1.2 Modality analysis
        4.1.3 Personal pronoun analysis
        4.1.4 Attitude analysis
    4.2. The Interactive Meaning of Visual Mode
        4.2.1 The distribution of Visual Representational Strategies
        4.2.2 The analysis of Visual Representational Strategies
    4.3 The Interaction of Two Modes
        4.3.1 Visual-verbal interactive mechanism
        4.3.2 Social practice and power relations analysis
    4.4 Summary
Chapter Five CONCLUSION
    5.1 Major Findings of the Research
    5.2 Implications of the Study
    5.3 The Limitations and Further Research Suggestions
REFERENCES
APPENDIX
附录： 作者在攻读硕士学位期间发表的论文



本文编号：3763805