中国文明国际宣传片《CHN》中的多模态隐喻分析

A Multimodal Metaphor Analysis of Chinese Civilization International Promotional Video “CHN”

摘要: 本研究以中国文明国际宣传片《CHN》为研究对象，基于多模态隐喻理论，系统识别和解码其通过视觉、语言、听觉等模态符号建构文化象征意义的机制。研究发现，影片借助拟人化隐喻、历史与现代对比、时空辩证关系及全球化互动等多模态隐喻策略，将中华文明抽象概念转化为可感知的符号系统，实现了文明理念的具身化表达、传统与现代的时空对话及全球互动理念的视觉叙事。研究揭示了多模态隐喻在跨文化传播中对文明理念具象化表达的关键作用，为国际传播中实践中的文化叙事策略提供了理论参考。

Abstract: This study examines the promotional video “CHN” of Chinese civilization, analyzing how it employs multimodal strategies to construct cultural meanings through visual, linguistic, and auditory symbols, based on multimodal metaphor theory. The research finds that the video transforms the abstract concept of Chinese civilization into a perceptible symbolic system through multimodal metaphor strategies such as personification, historical-modern contrast, time-space dialectics and global interaction. It realizes the embodied expression of civilizational subjectivity, temporal-spatial dialogue between tradition and modernity, and visual narration of global community consciousness. The study reveals the key role of multimodal metaphors in the concretization of civilizational concepts within cross-cultural communication, providing theoretical insights for cultural narration in international communication practices.