It is based on multimodal discourse theory,with the help of a questionnaire survey,to study the multimodal choice of online courses and its dominant factors under the condition of virtual technology.It puts forward ta...It is based on multimodal discourse theory,with the help of a questionnaire survey,to study the multimodal choice of online courses and its dominant factors under the condition of virtual technology.It puts forward targeted implementation suggestions for online teaching and providings references for the rapid deployment and implementation of online teaching in domestic colleges and universities.展开更多
Nowadays, the multimodal discourse analysis theory becomes increasingly important in the language teaching. This paper tries to elaborate the ways to apply the multimodal discourse analysis theory into College English...Nowadays, the multimodal discourse analysis theory becomes increasingly important in the language teaching. This paper tries to elaborate the ways to apply the multimodal discourse analysis theory into College English teaching after analyzing the status-quo of College English teaching on the basis of the theory and the significance of the application of multimodal discourse analysis theory in the College English teaching, hoping to contribute to the College English teaching reform.展开更多
This paper analyzes College English teacher's non-verbal behaviors in multimedia classroom from the perspective ofMultimodal Discourse Analysis, aiming to explore how the non-verbal behaviors in classroom teaching...This paper analyzes College English teacher's non-verbal behaviors in multimedia classroom from the perspective ofMultimodal Discourse Analysis, aiming to explore how the non-verbal behaviors in classroom teaching can be applied in meaning-making process to facilitate teacher-students interaction and realize three metafunctions of language in class.展开更多
Multimodal Discourse Analysis which is based on the Systematic Functional Linguistic Theory has been hotly discussed in the field of linguistics and social semiotics recently.Based on Kress and Van Leeuween s the Gram...Multimodal Discourse Analysis which is based on the Systematic Functional Linguistic Theory has been hotly discussed in the field of linguistics and social semiotics recently.Based on Kress and Van Leeuween s the Grammar of Visual Design,this paper analyzes the advertisement of Vivo from the representational meaning,interactive meaning and compositional meaning of the images.This reveals the expressional function of the images as a kind of social semiotics.展开更多
This study is a multimodal discourse analysis of an initiative advertisement of the New Cayman released by the official website of Porsche,Follow the Code of Curve,based on the three-dimensional conception of discours...This study is a multimodal discourse analysis of an initiative advertisement of the New Cayman released by the official website of Porsche,Follow the Code of Curve,based on the three-dimensional conception of discourse by Norman Fairclough.The research finds that the social trend of commercial advertising is becoming focusing on people instead of products.展开更多
With the rapid development of modern technology,textbooks have been undergoing great changes from the traditionallypaper-based form to the multimodal form.Multimodality has become a major feature of textbook discourse...With the rapid development of modern technology,textbooks have been undergoing great changes from the traditionallypaper-based form to the multimodal form.Multimodality has become a major feature of textbook discourse.Multimodal discourseanalysis is a new approach to discourse analysis based on the semiotic theory of systemic functional linguistics.This paper providesa detailed review of multimodal discourse analysis(hereafter MDA) in modern linguistics and some previous researches on textbookdiscourse.Then it further outlines what have already been done on textbook discourse from the perspective of MDA.展开更多
Researches on discourse analysis have been broadly conducted from various perspectives in linguistics. Many of them focus on analyzing the discourse with respect to cohesion, coherence, and the co-operative principle....Researches on discourse analysis have been broadly conducted from various perspectives in linguistics. Many of them focus on analyzing the discourse with respect to cohesion, coherence, and the co-operative principle. This paper, however, attempts at the discourse coherence and the understanding of conversational implicature through the application of schema theory in doing discourse analysis.展开更多
In the era of the new media,the construction of multimodal climate economy discourse has become an effective tool to address climate change,a crucial issue of human society,which is vital to the present and future of ...In the era of the new media,the construction of multimodal climate economy discourse has become an effective tool to address climate change,a crucial issue of human society,which is vital to the present and future of human society and thus has been gaining widespread global attention.This study uses visual grammar as the theoretical framework to examine the multimodal discourse of the 2021 National Low Carbon Day publicity film.By using the analysis tools ELAN and Nvivo12,it claims that this promotional film constructs interpersonal,ideational,and textual meaning by utilizing various visual symbolic resources,such as color,perspective,and character manifestation.This study also discovers that the criteria for using cool and warm colors in this promotional film diverge from the earlier conclusions of the new visual grammar.As a result,it is suggested that color analysis should be conducted in conjunction with the actual corpus in the theoretical framework of the new visual grammar.展开更多
Significant differences in tobacco-control initiatives and achievements between Australia and China have been witnessed in the world,despite the fact that thecountries share the Asia-pacific region and have intimate r...Significant differences in tobacco-control initiatives and achievements between Australia and China have been witnessed in the world,despite the fact that thecountries share the Asia-pacific region and have intimate relationships.The smoking rate in Australia has been on a downward trend since the 1980s and therefore Australia has been portrayed as a“dark market”by global tobacco industry companies.However in China,cigarette smoking is the chief killer that causes deadly health risks to both direct users of tobacco and people exposed to second-hand smoke.Non-communicable diseases due to this have caused great burden to the national medical resources.As a vital intervention tool of mass media campaign,public health advertisements on tobacco-control have played an important role in influencing the cognition and behavior of recipients.This study aims to compare the strategies adopted by the advertisements in Australia and China through corpus-driven multimodal discourse analysis to conduct quantitative analysis and qualitative case study.The results of comparative analysis indicate different pathways of tobacco-control advertisements constructions in the two countries that Australian tobacco-control advertisements achieved better in terms of health communication intervention to encourage cessation among smokers and reduce smoking initiation among potential smokers at the population level.To be compared,Chinese tobacco-control advertisements placed a heavier emphasis on the health hazards caused by second-hand smoking to protect people from the attributable morbidity and mortality.From the perspective of content theme,this study argues that Chinese tobacco-control advertisements should shift the focus to the health damage of smoking to smokers which is more targeted and fundamental.From the perspective of multimodal presentations of the video advertisements,a more prominent demonstration of the health damage is recommended.Moreover,this study argues that cultural-oriented strategies should be developed in the tobacco-control advertisements if considering the cigarette sharing and gifting social phenomenon in the Chinese society.展开更多
Based on 15 kinds of domestic CSSCI journals published about multimodal discourse analysis(MDA)in English teaching,this research discussed the current research status of multimodal discourse analysis in English teachi...Based on 15 kinds of domestic CSSCI journals published about multimodal discourse analysis(MDA)in English teaching,this research discussed the current research status of multimodal discourse analysis in English teaching in China from the aspects of the number and distribution of research results,research topics,research methods,and development trends,and further discussed the reasons for this situation.It pointed out that there are three main problems in the research of multimodal discourse in China:The research framework needs further testing.The multimodal resources are relatively insufficient.The subjects of the research are not balanced.At the same time,this paper summarized the future development trend and provided new points of view for future multimodal English teaching.展开更多
The discourse construction of ideological and political education in colleges and universities is an important task to strengthen the leadership and discourse power of ideological work in colleges and universities.The...The discourse construction of ideological and political education in colleges and universities is an important task to strengthen the leadership and discourse power of ideological work in colleges and universities.The relevant theories of western multidisciplinary discourse research provide rich theoretical reference for the discourse construction of ideological and political education in colleges and universities.Based on linguistics,sociology,political science,philosophy and other disciplines,ideological and political education in colleges and universities should reasonably absorb its theoretical achievements on the sociality,power,democracy and authenticity of discourse,providing theoretical and practical references for the construction of ideological and political education discourse in colleges and universities in terms of content,power,expression and value.展开更多
Drawing on the insights from multimodal critical discourse analysis,this study mainly focuses on two super-gerontic celebrities by selecting 60 videos to elucidate how their images are represented through linguistic(e...Drawing on the insights from multimodal critical discourse analysis,this study mainly focuses on two super-gerontic celebrities by selecting 60 videos to elucidate how their images are represented through linguistic(e.g.,captions,and hashtags)and other semiotic resources(e.g.,accessories,semiotic tools,and etc.).The findings suggest that images of the old celebrities are characterized as being attractive,wise,stylish,healthy and young,indicating that they are breaking up the stereotypical images of old people who are unattractive,dependent and senile.The phenomenon of old influencers making themselves visible on the social media suggests that they are moving towards successful aging with the backdrop of aging society in China.This present study suggests that multimodal construction of old celebrities can inform relevant practice to combat ageism in the media and helps to empower the old people in the media discourse.In doing so,the pedagogical implication of present study lies in its education about how we view aging in the aging society.展开更多
According to multimodal discourse analysis(MDA),different kinds of semiotic modes work together to conduct meaning.Previous studies on MDA only involve case analysis.Nowadays,scholars tend to establish multimodal corp...According to multimodal discourse analysis(MDA),different kinds of semiotic modes work together to conduct meaning.Previous studies on MDA only involve case analysis.Nowadays,scholars tend to establish multimodal corpora to provide a more fuller and comprehensive study on multimodal discourses.In this paper,the author will look at some grand thesis about multimodal corpora and summarize the development of multimodal corpora.展开更多
With the innovation of information technology,the communication mode which is dominated by language has changed,and image,sound,color and other semiotic resources are playing an increasingly important role in the mean...With the innovation of information technology,the communication mode which is dominated by language has changed,and image,sound,color and other semiotic resources are playing an increasingly important role in the meaning construction of com?munication.Thus,the multimodal discourse whose communicative meaning is achieved by a variety of semiotic resources aroused the attention of scholars,and multimodal discourse analysis emerged as required.Therefore,based on Kress and van Leeuwen’s vi?sual grammar,this thesis makes a multimodal discourse analysis(MDA)of the publicity film of Qingdao published before the SCO summit,exploring the meaning-making of visual modality.展开更多
This paper carries out a multimodal discourse analysis of a movie poster:A.I.Artificial Intelligence based on the Kress and van Leeuwen’s visual grammar.The result of analysis shows that a movie poster as a special d...This paper carries out a multimodal discourse analysis of a movie poster:A.I.Artificial Intelligence based on the Kress and van Leeuwen’s visual grammar.The result of analysis shows that a movie poster as a special discourse demonstrates greatly the cultural value and artistic charm itself.The analysis might give insight to the design of movie posters.展开更多
Appraisal theory is developed based on Halliday's interpersonal system theory, and it has been applied to the discourseanalysis of different genres of texts, like commercial, historical, and autobiographical disco...Appraisal theory is developed based on Halliday's interpersonal system theory, and it has been applied to the discourseanalysis of different genres of texts, like commercial, historical, and autobiographical discourses. However, the use of appraisal the-ory in the analysis of political speech is rare. In this paper, appraisal theory is employed to analyze Ivanka Trump's speech with aquantitative analysis, aiming to reveal that how interpersonal meanings can be conveyed through language in political speech.展开更多
The multimodal discourse has been playing a significant role in modern society since its springing-up from the 1990s.Based on the theoretical framework of Visual Grammar(VG)put forward by Kress&van Leeuwen(1996),t...The multimodal discourse has been playing a significant role in modern society since its springing-up from the 1990s.Based on the theoretical framework of Visual Grammar(VG)put forward by Kress&van Leeuwen(1996),this study,from the per⁃spective of multimodal discourse analysis,aims at exploring the meaning construction in the emblem of 2019 Beijing International Horticultural Exposition.It is found that an emblem can be interpreted with other modes such as visual image,color and pattern de⁃sign apart from verbal language,which will not only work to participate in the overall meaning construction with mutual interaction,but also analyze how sociocultural background,local customs and humanity spirit are reflected through these forms.展开更多
Posters have been one of the main research subjects in the Systemic-Functional Linguistics. Nowadays, posters are full of various types of semiotic modes with their wide applications of multimodality. This phenomenon ...Posters have been one of the main research subjects in the Systemic-Functional Linguistics. Nowadays, posters are full of various types of semiotic modes with their wide applications of multimodality. This phenomenon is reflected in real estate posters as well, therefore, this thesis hopes to explore their essence of using multimodality and discussing meaning construction of the real estate posters.展开更多
Discourse markers are a common discourse phenomenon that is now widely used in spoken and written language.For the study of discourse markers,all major schools have their own characteristics and advantages.The unique ...Discourse markers are a common discourse phenomenon that is now widely used in spoken and written language.For the study of discourse markers,all major schools have their own characteristics and advantages.The unique understanding of the cogni?tive characteristics and process of human communicative activities fully demonstrates the rationale for the existence of discourse markers.The pragmatic role of discourse markers in the process of discourse generation and discourse comprehension points out a new direction for the study of discourse markers.This paper draws on the relevant viewpoints of relevance theory and attempts to explore the discourse markers to illustrate that the unique interpretation of the discourse markers of relevance theory has broad ap?plication prospects.展开更多
文摘It is based on multimodal discourse theory,with the help of a questionnaire survey,to study the multimodal choice of online courses and its dominant factors under the condition of virtual technology.It puts forward targeted implementation suggestions for online teaching and providings references for the rapid deployment and implementation of online teaching in domestic colleges and universities.
文摘Nowadays, the multimodal discourse analysis theory becomes increasingly important in the language teaching. This paper tries to elaborate the ways to apply the multimodal discourse analysis theory into College English teaching after analyzing the status-quo of College English teaching on the basis of the theory and the significance of the application of multimodal discourse analysis theory in the College English teaching, hoping to contribute to the College English teaching reform.
基金supported by the Fundamental Research Funds for the Central Universities under grant No. 3102014RW0023Higher Education Research Fund under grant No. 2014GJY09
文摘This paper analyzes College English teacher's non-verbal behaviors in multimedia classroom from the perspective ofMultimodal Discourse Analysis, aiming to explore how the non-verbal behaviors in classroom teaching can be applied in meaning-making process to facilitate teacher-students interaction and realize three metafunctions of language in class.
文摘Multimodal Discourse Analysis which is based on the Systematic Functional Linguistic Theory has been hotly discussed in the field of linguistics and social semiotics recently.Based on Kress and Van Leeuween s the Grammar of Visual Design,this paper analyzes the advertisement of Vivo from the representational meaning,interactive meaning and compositional meaning of the images.This reveals the expressional function of the images as a kind of social semiotics.
文摘This study is a multimodal discourse analysis of an initiative advertisement of the New Cayman released by the official website of Porsche,Follow the Code of Curve,based on the three-dimensional conception of discourse by Norman Fairclough.The research finds that the social trend of commercial advertising is becoming focusing on people instead of products.
文摘With the rapid development of modern technology,textbooks have been undergoing great changes from the traditionallypaper-based form to the multimodal form.Multimodality has become a major feature of textbook discourse.Multimodal discourseanalysis is a new approach to discourse analysis based on the semiotic theory of systemic functional linguistics.This paper providesa detailed review of multimodal discourse analysis(hereafter MDA) in modern linguistics and some previous researches on textbookdiscourse.Then it further outlines what have already been done on textbook discourse from the perspective of MDA.
文摘Researches on discourse analysis have been broadly conducted from various perspectives in linguistics. Many of them focus on analyzing the discourse with respect to cohesion, coherence, and the co-operative principle. This paper, however, attempts at the discourse coherence and the understanding of conversational implicature through the application of schema theory in doing discourse analysis.
基金Funding information:Funded by the 11th“China Foreign Language Education Fund”Project(“中国外语教育基金”项目)“Research on the international communication ability of college students to tell China’s stories in foreign languages in the era of digital intelligence”(数智时代大学生用外语讲好中国故事的国际传播能力研究)(ZGWYJYJJ11Z006)。
文摘In the era of the new media,the construction of multimodal climate economy discourse has become an effective tool to address climate change,a crucial issue of human society,which is vital to the present and future of human society and thus has been gaining widespread global attention.This study uses visual grammar as the theoretical framework to examine the multimodal discourse of the 2021 National Low Carbon Day publicity film.By using the analysis tools ELAN and Nvivo12,it claims that this promotional film constructs interpersonal,ideational,and textual meaning by utilizing various visual symbolic resources,such as color,perspective,and character manifestation.This study also discovers that the criteria for using cool and warm colors in this promotional film diverge from the earlier conclusions of the new visual grammar.As a result,it is suggested that color analysis should be conducted in conjunction with the actual corpus in the theoretical framework of the new visual grammar.
文摘Significant differences in tobacco-control initiatives and achievements between Australia and China have been witnessed in the world,despite the fact that thecountries share the Asia-pacific region and have intimate relationships.The smoking rate in Australia has been on a downward trend since the 1980s and therefore Australia has been portrayed as a“dark market”by global tobacco industry companies.However in China,cigarette smoking is the chief killer that causes deadly health risks to both direct users of tobacco and people exposed to second-hand smoke.Non-communicable diseases due to this have caused great burden to the national medical resources.As a vital intervention tool of mass media campaign,public health advertisements on tobacco-control have played an important role in influencing the cognition and behavior of recipients.This study aims to compare the strategies adopted by the advertisements in Australia and China through corpus-driven multimodal discourse analysis to conduct quantitative analysis and qualitative case study.The results of comparative analysis indicate different pathways of tobacco-control advertisements constructions in the two countries that Australian tobacco-control advertisements achieved better in terms of health communication intervention to encourage cessation among smokers and reduce smoking initiation among potential smokers at the population level.To be compared,Chinese tobacco-control advertisements placed a heavier emphasis on the health hazards caused by second-hand smoking to protect people from the attributable morbidity and mortality.From the perspective of content theme,this study argues that Chinese tobacco-control advertisements should shift the focus to the health damage of smoking to smokers which is more targeted and fundamental.From the perspective of multimodal presentations of the video advertisements,a more prominent demonstration of the health damage is recommended.Moreover,this study argues that cultural-oriented strategies should be developed in the tobacco-control advertisements if considering the cigarette sharing and gifting social phenomenon in the Chinese society.
文摘Based on 15 kinds of domestic CSSCI journals published about multimodal discourse analysis(MDA)in English teaching,this research discussed the current research status of multimodal discourse analysis in English teaching in China from the aspects of the number and distribution of research results,research topics,research methods,and development trends,and further discussed the reasons for this situation.It pointed out that there are three main problems in the research of multimodal discourse in China:The research framework needs further testing.The multimodal resources are relatively insufficient.The subjects of the research are not balanced.At the same time,this paper summarized the future development trend and provided new points of view for future multimodal English teaching.
基金This paper is the 2020 Key Research Base Project of Philosophy and Social Sciences of Shaanxi Provincial Education Department,“Educational Research on Strengthening College Students’Mainstream Ideological Identity under Cyberspace Governance”(No:20JZ068)the key research project of Xi’an University of Technology’s education and teaching reform,“Research and Practice of Curriculum Ideological and Political Teaching Reform under the Guidance of Party Building”(No.XJY1911).
文摘The discourse construction of ideological and political education in colleges and universities is an important task to strengthen the leadership and discourse power of ideological work in colleges and universities.The relevant theories of western multidisciplinary discourse research provide rich theoretical reference for the discourse construction of ideological and political education in colleges and universities.Based on linguistics,sociology,political science,philosophy and other disciplines,ideological and political education in colleges and universities should reasonably absorb its theoretical achievements on the sociality,power,democracy and authenticity of discourse,providing theoretical and practical references for the construction of ideological and political education discourse in colleges and universities in terms of content,power,expression and value.
文摘Drawing on the insights from multimodal critical discourse analysis,this study mainly focuses on two super-gerontic celebrities by selecting 60 videos to elucidate how their images are represented through linguistic(e.g.,captions,and hashtags)and other semiotic resources(e.g.,accessories,semiotic tools,and etc.).The findings suggest that images of the old celebrities are characterized as being attractive,wise,stylish,healthy and young,indicating that they are breaking up the stereotypical images of old people who are unattractive,dependent and senile.The phenomenon of old influencers making themselves visible on the social media suggests that they are moving towards successful aging with the backdrop of aging society in China.This present study suggests that multimodal construction of old celebrities can inform relevant practice to combat ageism in the media and helps to empower the old people in the media discourse.In doing so,the pedagogical implication of present study lies in its education about how we view aging in the aging society.
文摘According to multimodal discourse analysis(MDA),different kinds of semiotic modes work together to conduct meaning.Previous studies on MDA only involve case analysis.Nowadays,scholars tend to establish multimodal corpora to provide a more fuller and comprehensive study on multimodal discourses.In this paper,the author will look at some grand thesis about multimodal corpora and summarize the development of multimodal corpora.
文摘With the innovation of information technology,the communication mode which is dominated by language has changed,and image,sound,color and other semiotic resources are playing an increasingly important role in the meaning construction of com?munication.Thus,the multimodal discourse whose communicative meaning is achieved by a variety of semiotic resources aroused the attention of scholars,and multimodal discourse analysis emerged as required.Therefore,based on Kress and van Leeuwen’s vi?sual grammar,this thesis makes a multimodal discourse analysis(MDA)of the publicity film of Qingdao published before the SCO summit,exploring the meaning-making of visual modality.
文摘This paper carries out a multimodal discourse analysis of a movie poster:A.I.Artificial Intelligence based on the Kress and van Leeuwen’s visual grammar.The result of analysis shows that a movie poster as a special discourse demonstrates greatly the cultural value and artistic charm itself.The analysis might give insight to the design of movie posters.
文摘Appraisal theory is developed based on Halliday's interpersonal system theory, and it has been applied to the discourseanalysis of different genres of texts, like commercial, historical, and autobiographical discourses. However, the use of appraisal the-ory in the analysis of political speech is rare. In this paper, appraisal theory is employed to analyze Ivanka Trump's speech with aquantitative analysis, aiming to reveal that how interpersonal meanings can be conveyed through language in political speech.
文摘The multimodal discourse has been playing a significant role in modern society since its springing-up from the 1990s.Based on the theoretical framework of Visual Grammar(VG)put forward by Kress&van Leeuwen(1996),this study,from the per⁃spective of multimodal discourse analysis,aims at exploring the meaning construction in the emblem of 2019 Beijing International Horticultural Exposition.It is found that an emblem can be interpreted with other modes such as visual image,color and pattern de⁃sign apart from verbal language,which will not only work to participate in the overall meaning construction with mutual interaction,but also analyze how sociocultural background,local customs and humanity spirit are reflected through these forms.
文摘Posters have been one of the main research subjects in the Systemic-Functional Linguistics. Nowadays, posters are full of various types of semiotic modes with their wide applications of multimodality. This phenomenon is reflected in real estate posters as well, therefore, this thesis hopes to explore their essence of using multimodality and discussing meaning construction of the real estate posters.
文摘Discourse markers are a common discourse phenomenon that is now widely used in spoken and written language.For the study of discourse markers,all major schools have their own characteristics and advantages.The unique understanding of the cogni?tive characteristics and process of human communicative activities fully demonstrates the rationale for the existence of discourse markers.The pragmatic role of discourse markers in the process of discourse generation and discourse comprehension points out a new direction for the study of discourse markers.This paper draws on the relevant viewpoints of relevance theory and attempts to explore the discourse markers to illustrate that the unique interpretation of the discourse markers of relevance theory has broad ap?plication prospects.
