SK-Ⅱ“改变命运”系列视频的多模态话语分析

发布时间：2018-07-27 12:33

【摘要】：随着多媒体技术的迅速发展,图像,色彩及声音等符号系统在交际中的作用越来越明显。传统的仅限于语言的语篇分析已不足以对多模态语篇进行分析。自二十世纪九十年代起,语篇分析开始转向多模态的角度,许多语言学家从社会符号学的角度进行多模态话语研究。其中克瑞斯和勒文以韩礼德的系统功能语法为理论基础,在《图像阅读》一书中,提出了以再现意义,互动意义和构图意义为核心的视觉语法理论,为多模态话语的研究提供了理论基础,推动了多模态话语的发展。早期的多模态话语分析集中于静态语篇上,比如对平面广告或者电影海报的分析。近些年来,随着科技的进步,视频广告尤其是网络视频广告在人们的生活中越来越常见。本研究选择SK-ⅡI在2015年推出的以change destiny为主题的一系列视频作为语料并挑选出两个典型的视频进行多模态分析。第一个视频为品牌代言人汤唯对这一活动主题change destiny的阐述,第二个视频是以普通四个女孩为主角,通过对剩女这一话题的探讨展现她们如何改变自己的生活状态。本研究旨在从多模态的角度对两段视频进行全面解读,从而探究视频的意义是如何实现的。因此,本研究以克瑞斯和勒文的视觉语法以及张德禄的不同模态间的协同模式为理论框架,来分析再现意义,互动意义和构图意义如何在这两段视频中体现以及这两段视频中的视觉模态和听觉模态如何相互协作来体现视频整体的意义。对动态视频的多模态分析首先要进行转录,在本研究中,笔者将Baldry和Thibault的转录理论与张德禄的多模态分析框架相结合对选择的两段视频进行转录。本着意义为主并经济实用的原则,本研究以秒为单位将两段视频在视觉上转录为图片,以便于对这两段视频进行多模态分析。通过对两个视频语篇详细的分析,本研究得出如下结论。第一,针对视频中的再现意义,叙事过程在视频中的体现多于概念过程,反应过程的比例最大。视频中的人物主要通过眼光这一矢量来体现彼此的关系。第二,关于互动意义中的四个小系统,接触角,社会距离,角度和情态,视频中的接触角主要为提供类,社会距离主要为近距离,角度采用正面的视角居多。情态在两则视频中的体现有所不同,第一则视频的情态由于黑色的背景并不高,第二则视频则是高情态。提供类的接触角把视频中故事的发展客观的呈现给观众。近的社会距离以及正面的视角可以让观众进入视频中的世界从而更深入理解视频进而做出行动。第三,构图意义中的信息值,显著性和框架元素相互作用形成一个连贯的整体。其中,信息值多为由左右构图带来的旧信息与新信息的对比。视频用近镜头正面的拍摄来突出视频中人物的显著性,用红色背景和居中的白色大字来突出品牌和活动的主题。最后,视觉模态和听觉模态以互补的方式共同构建视频的整体意义,突出主题。
[Abstract]:With the rapid development of multimedia technology, the role of symbolic systems, such as images, colors and sounds, is becoming more and more obvious in communication. Traditional discourse analysis limited to language is not enough to analyze multimodal discourse. Since 1990s, discourse analysis has turned to multimodal angles, and many linguists have been from social characters. On the basis of Hallidy's systemic functional grammar, Chris and Lewen are based on the theoretical basis of Hallidy's systematic functional grammar. In the book of "image reading >", a visual grammatical theory with the core of reproducing meaning, interactive meaning and composition is proposed, which provides a theoretical basis for the study of multimodal discourse and promotes multimodal discourse. Early multimodal discourse analysis focused on static discourse, such as the analysis of flat advertising or movie poster. In recent years, with the progress of science and technology, video advertising, especially online video advertising, is becoming more and more common in people's lives. This study chose SK- II I as the theme of change destiny in 2015. The series of video is used as a corpus and selects two typical videos for multimodal analysis. The first one is the description of the theme change destiny, the brand spokesperson, and the second video is the main character of the four girls. By discussing the topic of leftover women, the author shows how they change their life. The purpose of this study is to fully interpret the two segment of video from a multimodal angle to explore how the meaning of video is realized. Therefore, this study is based on the visual grammar of Chris and Le Wen and the cooperative pattern between Zhang Delu's different modes as the theoretical framework to analyze how the meaning of reproduction, the meaning of interaction and the meaning of the composition are seen in these two segments. In this study, the author combines the Baldry and Thibault's transcriptional theory with Zhang Delu's multimodal analysis framework for the selected two segments of video. Line transcription. Based on the principle of significance and economical and practical, this study transcripts two segments of video into images in seconds to facilitate the multimodal analysis of the two segments of video. Through the detailed analysis of two video texts, this study draws the following conclusions. First, the narrative process is in video for the reproduction significance of the video. More than the conceptual process, the proportion of the reaction process is the largest. The characters in the video are mainly reflected by the eye. Second, about the four small systems in the interactive meaning, the contact angle, the social distance, the angle and the modality, the contact angle in the video is mainly provided, the social distance is mainly close to the distance, and the angle is taken from the angle. The first one is the black background is not high, the second video is the high sentiment. The contact angle provides the objective of the video story to the audience. The close social distance and the positive perspective can let the audience enter the video. Third, the information value, the significance and the frame elements interact to form a coherent whole. Among them, the information value is compared to the old information and the new information from the left and right configurations. Sex, highlight the theme of brand and activity with red background and large white characters in the middle. Finally, visual modality and auditory modality together build the overall meaning of the video in a complementary way, and highlight the theme.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：H136

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