韩国电视购物多模态话语分析

Multimodal Discourse Analysis of South Korean TV Shopping Programs

摘要: 随着多模态话语分析理论的不断发展，语言研究的视角逐渐从单一的语言符号系统扩展到多种模态的综合意义建构过程。电视购物作为一种典型的商业传播语篇，其成功不仅依赖于语言的劝说功能，更依托主持人在语言、肢体、表情等多模态资源的协同运作。以电视购物为研究内容，不仅能拓展多模态话语分析理论的适用范围，同时也丰富了在电视购物领域的相关研究。

Abstract: With the continuous development of multimodal discourse analysis theory, the perspective of linguistic research has gradually expanded from a single linguistic sign system to the comprehensive meaning construction process involving multiple modes. As a typical form of commercial communication discourse, the success of TV shopping relies not only on the persuasive function of language but also on the coordinated operation of multimodal resources such as the host’s language, body language, and facial expressions. Taking TV shopping as the research object can not only expand the scope of application of multimodal discourse analysis theory but also enrich the relevant research in the field of TV shopping.