中国传统手工艺跨文化传播视频的多模态话语分析——以“阿木爷爷”YouTube视频为例

Multimodal Discourse Analysis of Cross-Cultural Communication Videos of Traditional Chinese Handicrafts—Taking the YouTube Video of “Grandpa Amu” as an Example

摘要: “阿木爷爷”YouTube视频通过图像、形象、色彩、声音等符号展现中国传统手工艺和田园风光，构建中国传统木工匠人形象，表达匠人精神。在视觉语法理论基础上，对其视频进行多模态话语分析研究，从再现意义、互动意义和构图意义三个方面分析视频模态构成及意义构建，能够总结出对中国传统文化跨文化传播的启示：强化视觉冲击，提升内容吸引力；合理搭配色彩，形成个人风格；通过文化共鸣，促进情感联结与互动理解；深挖传统文化精髓，结合中西文化视角，破除刻板印象。

Abstract: Grandpa Amu’s YouTube videos showcase traditional Chinese craftsmanship and idyllic countryside scenes through symbols such as images, visuals, and colors, thereby constructing an image of the traditional Chinese woodworker and enabling foreign viewers to experience the cultural charm embedded in these crafts as well as the spirit of Chinese craftsmen. In the light of Kress & Van Leeuven’s visual grammar theory, this paper conducts a multimodal discourse analysis on Grandpa Amu’s YouTube videos, analyzes the modal composition and meaning construction of his videos from the aspects of images, character portrayals, colors, etc., and puts forward the enlightenment for the cross-cultural communication of traditional Chinese culture: strengthen the visual impact; coordinate colors sensibly to form a personal style; promote emotional connection and interactive understanding through cultural resonance; dig deep into the essence of traditional culture and combine Chinese and Western cultural perspectives to break stereotypes.