The Interactive Meaning in Recruitment Posters: A Multimodal
发布时间：2021-12-18 01:11
随着科学技术,网络技术和设计的快速发展,人们交流方式发生了巨大的变化。多模态成为我们生活中不可或缺的一部分。同时,多模态话语分析也逐渐摆脱传统话语分析的束缚,自成一派。招聘海报作为一种多模态语篇在激烈的人才市场中受到海报设计者和应聘者的关注。招聘海报多模态语篇中的图像研究是对韩礼德社会符号学的扩展延伸,它把图像看做是一种交际的资源。本论文将根据克里斯和凡·勒文的视觉语法以及马丁的评价理论所构造多模态理论框架,研究分析招聘海报的态度意义,从而更好的解读多模态海报语篇的互动意义。论文分析表明在态度意义上看图像和文字之间存在两种关系。一种是共示,图像和文字共同表达态度意义,从而引起对招聘海报的评价,更好的揭示招聘海报中的互动意义。第二种是互补,当图像或者文字的某些模态不能表达态度意义时,由另一种进行补充表达。海报通过激发态度意义,恰当的利用两者关系,能够达到招聘单位和应聘者之间的互动,促成合约的签署。该论文的分析再次证明克里斯和凡·勒文的视觉语法和马丁的评价理论的结合能够应用于分析多模态语篇的互动意义。
【文章来源】： 刘建设 西安外国语大学
【文章页数】：81 页
【学位级别】：硕士
【文章目录】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
CHAPTER I INTRODUCTION
1.1 Research Background
1.2 Purpose and Significance of the Study
1.3 Organization of the Thesis
CHAPTER II LITERATURE REVIEW
2.1 Introduction
2.2 Key Notions Concerning Multimodality
2.2.1 Definition of Multimodality
2.2.2 Key Concepts Concerning Multimodality
2.2.3 Multiliteracies
2.3 Contributions of Systemic Functional Theories to MDA
2.4 Overview of Multimodal Discourse Analysis
2.4.1 Transition from DA to MDA
2.4.2 Previous Studies on MDA
2.5 Recruitment Posters
2.5.1 Definition of Poster
2.5.2 Traditional Approach to the Study of Posters
2.5.3 Linguistic Approach to the Study of Posters
2.6 Summary
CHAPTER III FRAMEWORK OF ANALYSIS
3.1 Visual Grammar
3.1.1 Background
3.1.2 Visual Grammar Framework
3.2 Appraisal Theory
3.2.1 Attitude
3.2.2 Engagement
3.2.3 Graduation
3.3 A Proposed Model for the Present Study
CHAPTER IV ATTITUDE IN RECRUITMENT POSTERS
4.1 Introduction
4.2 Research Questions
4.3 Data Collection
4.4 Analytical Procedures
4.4.1 Attitude Construction
4.4.2 Realization of Attitude Values in language and visual images
4.4.3 Relations between Verbiage and Visuals
4.5 Interaction in Recruitment Posters
4.5.1 Co-instantiation in Encoding Attitude in Multimodal Recruitment Posters
4.5.2 Complementarity in Encoding Attitude in Multimodal Recruitment Posters
4.6 Summary
CHAPTER V CONCLUSION
5.1 Major Findings of This Study
5.2 Implications of the Study
5.3 Limitations of the Present Study
REFERENCES
APPENDIXES
本文编号：3541326
【文章来源】： 刘建设 西安外国语大学
【文章页数】：81 页
【学位级别】：硕士
【文章目录】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
CHAPTER I INTRODUCTION
1.1 Research Background
1.2 Purpose and Significance of the Study
1.3 Organization of the Thesis
CHAPTER II LITERATURE REVIEW
2.1 Introduction
2.2 Key Notions Concerning Multimodality
2.2.1 Definition of Multimodality
2.2.2 Key Concepts Concerning Multimodality
2.2.3 Multiliteracies
2.3 Contributions of Systemic Functional Theories to MDA
2.4 Overview of Multimodal Discourse Analysis
2.4.1 Transition from DA to MDA
2.4.2 Previous Studies on MDA
2.5 Recruitment Posters
2.5.1 Definition of Poster
2.5.2 Traditional Approach to the Study of Posters
2.5.3 Linguistic Approach to the Study of Posters
2.6 Summary
CHAPTER III FRAMEWORK OF ANALYSIS
3.1 Visual Grammar
3.1.1 Background
3.1.2 Visual Grammar Framework
3.2 Appraisal Theory
3.2.1 Attitude
3.2.2 Engagement
3.2.3 Graduation
3.3 A Proposed Model for the Present Study
CHAPTER IV ATTITUDE IN RECRUITMENT POSTERS
4.1 Introduction
4.2 Research Questions
4.3 Data Collection
4.4 Analytical Procedures
4.4.1 Attitude Construction
4.4.2 Realization of Attitude Values in language and visual images
4.4.3 Relations between Verbiage and Visuals
4.5 Interaction in Recruitment Posters
4.5.1 Co-instantiation in Encoding Attitude in Multimodal Recruitment Posters
4.5.2 Complementarity in Encoding Attitude in Multimodal Recruitment Posters
4.6 Summary
CHAPTER V CONCLUSION
5.1 Major Findings of This Study
5.2 Implications of the Study
5.3 Limitations of the Present Study
REFERENCES
APPENDIXES
本文编号：3541326
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