摘要
在一般符号学和媒介理论的透视下,标语和口号不仅仅是语言符号,亦不能被笼统地看成语言媒介的内容。它们本身即是不同类型的媒介形式,具有各自的媒介特性和意指机制。口号调动“副语言”和非语言符号的参与,生产听觉主导意义共享的仪式化空间;而“实物性”则是标语区别于书面和印刷品等一般文字媒介的根本特性。“以物为媒”的文字传播形式决定了标语的文本结构内涵着“语言”和“图像”两个符号表意维度。经过广泛实践和丰富积累,标语在当代中国的传播格局中具有了“中介机构”或“中间物”、技术和物质形式、传媒和文化体制三个层面的媒介意涵。
From the perspective of semiotics and media theory,posters and slogans are not only language symbols,but also cannot be generally regarded as the content of linguistic form.They themselves are different types of medium,so they also have their own medium characteristics and referential mechanism.Slogans organize the participation of"paralinguistic"and nonverbal symbols to produce a ceremonial space for the meaning sharing dominated by audition."Physical"is the fundamental characteristic of posters different from general writing medium such as words written on paper and printed materials.The text form of"Physical"also determines that the text structure of the posters contains two symbolic dimensions of"language"and"image".After extensive practice and rich accumulation,posters have three levels of media meaning in the communication pattern of contemporary China——"intermediary"or"intermediary agency",technical and material forms,media and cultural system.
作者
胡易容
第五淳
HU Yi-rong;DI Wu-chun(College of Literature and Journalism,Sichuan University,Chengdu,Sichuan,610207,PRC)
出处
《西北师大学报（社会科学版）》
CSSCI
北大核心
2024年第2期39-48,共10页
Journal of Northwest Normal University(Social Sciences)
基金
甘肃省社会科学规划一般项目“新时代西部农民形象互文本建构”(20YB024)。
关键词
标语
口号
符号媒介
文字
语图关系
posters
slogans
semiotics medium
writings
verbal-visual relation
