从社会符号学视角解读上海世博会吉祥物

当今社会已经步入了一个数字化和信息化的时代,随着人们的交流方式逐渐由文字向图像化转变,话语分析的研究范围也随之延伸到语言文字之外的图片、声音、颜色等社会符号。文章运用社会符号学框架下的视觉语法理论分析了2010年上海世博会吉祥物-海宝这个多模态语篇,说明除语言文字以外的其他社会符号也是意义的源泉。

Multimodal Discourse Analysis of the Mascot Image of Shanghai Expo

As the communication manners transfers from language to images,the scope of discourse analysis is expected to include social semiotics beyond language,such as images,videos and so on.This paper adopts the social semiotic approach to multimodal discourse proposed by Kress and Leeuwen（1996）.The approach is based on Halliday＇s systemic functional grammar takes the Mascot Image of Shanghai Expo for example to see how multimodal discourse contributes to the understanding of meaning.