基于多模态话语分析视域下的云南文旅宣传片意义构建研究
A Study on the Construction of Meaning in Yunnan’s Cultural and Tourism Promotion Videos from the Perspective of Multimodal Discourse Analysis
摘要: 本研究聚焦于一则文旅宣传片Embrace the “Yunnan lifestyle” at a leisurely pace中的多模态话语分析，旨在探讨文本与图像模态如何协同构建意义。研究基于系统功能语法和视觉语法理论框架，采用定量与定性相结合的方法，借助Elan 6.9软件对宣传片进行转录和标注，分析其文本模态的概念功能、人际功能和语篇功能，以及图像模态的再现意义、互动意义和构图意义。研究发现，文本与图像模态之间存在互补和非互补关系。各模态相互配合，形成相应的意义建构策略，以此展现云南的文化特质与生活理念。
Abstract: This study focuses on a cultural and tourism promotional video Embrace the “Yunnan lifestyle” at a leisurely pace and conducts a multimodal discourse analysis to explore how textual and visual modes work together to construct meaning. Based on the theoretical frameworks of Systemic Functional Grammar and Visual Grammar, this research adopts a combined quantitative and qualitative method. With ELAN 6.9, the video is transcribed and annotated. It analyzes the ideational, interpersonal and textual metafunctions of the textual mode, as well as the representational, interactive and compositional meanings of the visual mode. The findings indicate that there exist complementary and non-complementary relationships between the two modes. The coordination of different modes forms specific meaning construction strategies to present the cultural characteristics and life philosophy of Yunnan.
文章引用：陈杰. 基于多模态话语分析视域下的云南文旅宣传片意义构建研究[J]. 现代语言学, 2026, 14(7): 563-575. https://doi.org/10.12677/ml.2026.147679

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