重庆主城景区多模态语言景观的比较研究

A Comparative Study of Multimodal Linguistic Landscapes in Scenic Areas of Chongqing’s Central Urban Area

摘要: 本文以重庆主城景区为研究对象，探讨其多模态语言景观的形式特征与语用功能，旨在揭示民俗风貌类景区和历史文化与教育类景区的共性与差异。研究发现，两类景区都使用了“文字模态”“文字模态 + 图像模态”“文字模态 + 颜色模态”和“文字模态 + 图像模态 + 颜色模态”，且均以“文字模态 + 图像模态 + 颜色模态”为主，但在“文字模态 + 颜色模态”使用上差异较大。两类景区的多模态语言景观具有信息传递、突显自我、身份认同、文化传播的功能，且功能具有多重性，但各景区的侧重不同。本文揭示了多模态语言景观的协同作用机制，拓展了多模态语言景观研究的地域性视野。

Abstract: This study takes scenic areas in Chongqing’s central urban area as its research objects, and investigates the formal features and pragmatic functions of their multimodal linguistic landscapes, aiming to reveal the similarities and differences between folk-culture scenic areas and historical, cultural, and educational scenic areas. The findings show that both types of scenic areas employ four major modal configurations: text-only, text + image, text + color, and text + image + color. Among these, text + image + color is the dominant configuration in both types, while significant differences are observed in the use of text + color. The multimodal linguistic landscapes of both types of scenic areas serve the functions of information delivery, self-presentation, identity construction, and cultural communication. These functions are often realized in a multifunctional manner, although different scenic areas place varying emphases on them. This study reveals the synergistic mechanisms of multimodal linguistic landscapes and expands the regional scope of its research.