中外高校新冠疫情报道多模态的视觉叙事对比研究

A Comparative Study on Multimodal Visual Narrative Structure of COVID-19 Reports between Chinese and Foreign Universities

摘要: 基于视觉叙事理论，对比中外15所高校官网的新冠疫情报道配图在实现概念意义、人际意义和组篇意义三方面叙事结构及语篇构建的异同。研究发现：1) 中外高校报道均选择“手”为此次疫情的符号表征，但“手”的数量及形态表征体现了不同的概念意义；2) 中外报道的参与主体选择、背景关系和图文结合方式差异可见，国内高校呼吁抗击疫情的同时，更注重讲好政府和民众的抗疫故事；3) 国外高校更倾向于使用冷色调、显著性色彩极差等方式构建病毒可怖、危害大的情感基调，意图通过概念再现方式强化阻断疫情传播的途径。本研究为突发公共事件报道图文语篇的意义解读提供新视角，为国家应急话语语篇构建提供可借鉴的配图模式。

Abstract: Based on the theory of visual narrative, this paper compares the similarities and differences of narrative structure and discourse formation in the realization of ideational meaning, interpersonal meaning and textual meaning of report pictures from official websites of 15 Chinese and foreign universities. The results show that: 1) both Chinese and foreign universities choose “hand” as the symbolic representation in the report of COVID-19, but the number and shape of those “hands” reflect different ideational meanings; 2) there are differences in the selection of participants, circumstances and the way of combining the picture and the text between Chinese and foreign reports. Chinese universities appeal to fight against the pandemic, and to pay more attention to stories of the government and the public during the process of struggle; 3) foreign universities are more concerned about the pandemic itself. They tend to use cold colors and colors in low saturation to construct the emotional tone of the virus which is terrible and harmful, intending to emphasize the importance of blocking the transmission of the pandemic through ideational representation. This study provides a new perspective for the interpretation of public emergency reports, and provides a report picture choosing model for the construction of national emergency discourse.