基于Elan的宣传视频多模态话语分析——以第22届上海国际艺术节先导片为例

Multimodal Discourse Analysis of Promotional Videos Based on Elan—A Case Study of the 22^nd Shanghai International Arts Festival Trailer

摘要: 近年来，多模态话语分析一直是语言学研究的热点，是实现话语意图的有效工具，也是检验意义传递效果的客观证据。本文选取第二十二届上海国际艺术节先导片作为研究语料，以多模态话语分析理论为基础，对视频构建的语境进行分析，同时借助多模态分析软件Elan，对各模态进行分层标注和统计，阐释不同模态之间的相互关联和意义建构，旨在呈现上海艺术文化的全新内涵，提升宣传片的制作质量，帮助更好促进中国艺术形象的对外传播。

Abstract: Multimodal discourse analysis, a focus in linguistic research in recent years, functions as an effective tool for realizing discourse intentions and objective evidence for examining meaning transmission effects. This study takes the promotional trailer of the 22^nd Shanghai International Arts Festival as corpus. Guided by multimodal discourse analysis theory, it analyzes the video-constructed context, and via the multimodal analysis software Elan, conducts hierarchical annotation and statistics of various modes to illustrate their interconnections and meaning construction. It aims to reveal the new connotations of Shanghai’s art and culture, enhance promotional video production quality, and facilitate the international communication of China’s artistic image.