促进普法教育—公益广告中态度意义的多模态构建

发布时间：2018-03-12 15:08

本文选题：普法　切入点：公益广告　出处：《广东外语外贸大学》2017年硕士论文　论文类型：学位论文

【摘要】：普法语篇属于法律语篇的一种,是法律语言学的研究范畴。随着科技的发展,各种新媒体如雨后春笋搬发展迅猛,大众的审美及接收信息的方式也随之发生巨大变化:传单、板报、横幅、海报等传统的普法形式比较单一、枯燥,难以引起大众的注意,如今已不再能够满足大众日益增长的对信息传播方式的要求。然而,新媒体可以解决这个问题。视频、动漫、微电影等普法形式的出现,充分调动大众的视觉和听觉器官,以更加生动形象的方式来传播普法信息,使大众有一个更加深刻的普法体验。因此,关注此类普法形式,探究它们使用了哪些符号资源来表达法律态度,这些资源是如何相互联系的,以及它们如何与观众互动从而激发观众的法律态度、达到普法目的,是非常有必要的,此外,对于今后制作此类作品也可以提供一些意见,这也是非常有意义的。态度是评价理论的重要组成部分,自上世纪90年代评价理论诞生以来,就被广泛用于研究新闻语篇、对话及学术语篇等,但是这些研究多集中在语言中的评价,有较少研究关注多模态形式的评价体系,视频普法公益广告属于多模态语篇,其传达的是制作者的法律态度以及期望大众也能达到与其一致的法律态度。为此,为视频普法公益广告建立一个态度分析框架具有重大意义。本文从各大视频网站选取了24个普法公益广告,并利用多模态分析软件对其进行了标注,这样我们不仅可以看到它们分别运用了哪些符号资源来表达态度意义,也可以看到它们如何与观众进行互动。此外,本文还借助了两种语音分析软件,分别用于消除背景音和得到频谱图及语音数据,这在一定程度上避免了分析的主观性,也是之前的研究所不曾有的。通过研究发现,语言毫无疑问是用来表达态度的主模态,没有语言,就缺乏理解意义的基础。然而身为多模态语篇,其它模态资源如声音、表情、手势及背景都可以用来表达态度意义,而且囿于时间限制,态度的表达多为铭刻。普法公益广告的目的是要提高大众的法律意识,如何使其吸引大众注意、引起大众共鸣并留下深刻印象是极其重要的。这就需要制作者处理好视频与观众之间的关系:接触、距离、视角是互动意义的三个方面,它们可以构建出观众和视频内容之间复杂、巧妙的联系,正确处理三者与观众的关系可以取得意想不到的效果。此外,各种模态之间如何相互联系也是需要考虑的。各模态可以是互补或非互补关系,互补关系中又有强化与非强化关系,而非互补关系中有交叠、内包和语境交互等关系。处理好各模态之间的关系从而使其发挥最大效用可以使广告内容更加生动、丰富、令人印象深刻,进而实现普法目的。
[Abstract]:With the development of science and technology, a variety of new media such as springing up and developing rapidly, the aesthetic and the way of receiving information of the masses also changed greatly: leaflets. The traditional forms of popular law, such as newspaper boards, banners, posters and so on, are relatively simple and boring, and they are difficult to attract public attention. Nowadays, they are no longer able to meet the increasing demands of the public on the mode of information dissemination. However, New media can solve this problem. Video, animation, micro-film and other popular forms of law, fully mobilize the visual and auditory organs of the public, in a more vivid way to disseminate legal information, To give the public a deeper experience of law popularization. Therefore, pay attention to such forms of law popularization, and explore what symbolic resources they use to express their legal attitudes, and how these resources relate to each other. And how they interact with the audience in order to stimulate the audience's legal attitude and achieve the goal of popularizing the law is very necessary. In addition, they can also provide some advice for the future production of such works. This is also very meaningful. Attitude is an important part of evaluation theory. Since its birth in -10s, it has been widely used in the study of news discourse, dialogue and academic discourse. However, most of these studies focus on the evaluation of language, and less attention is paid to the multi-modal evaluation system. It conveys the legal attitude of the producer and the expectation that the public will achieve the same legal attitude. It is of great significance to establish an attitude analysis framework for video public service advertising. This paper selects 24 popular public service advertisements from various video websites and uses multi-modal analysis software to label them. In this way, we can not only see which symbolic resources they use to express their attitude meaning, but also how they interact with the audience. In addition, we also use two kinds of voice analysis software. They are used to eliminate background sounds and to obtain spectral maps and speech data, which to some extent avoid the subjectivity of analysis, which has not been found in previous studies. It has been found that language is no doubt the main mode used to express attitudes. Without language, there is no basis for understanding meaning. However, as a multimodal discourse, other modal resources such as sound, expression, gesture and background can be used to express the meaning of attitude, and are limited by time. The purpose of public service advertising in popularizing law is to raise the legal awareness of the public and how to make it attract the attention of the public. It's extremely important to resonate with the public and be impressed. This requires the producer to manage the relationship between the video and the audience: contact, distance, and perspective are three aspects of interaction. They can create a complex and clever connection between the audience and the video content, and the correct handling of the relationship between the three and the audience can have unexpected effects. It is also necessary to consider how the various modes relate to each other. Each mode can be complementary or non-complementary, and there are reinforcement and non-reinforcement in complementary relationships, and there are overlaps in non-complementary relationships. Dealing well with the relationship between each modal can make the advertising content more vivid, rich and impressive, and achieve the goal of popularizing law.
【学位授予单位】：广东外语外贸大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：H15

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