文化宣传片《话说中国节》的互动意义建构研究

A Study on the Interactive Meaning Construction of the Cultural Promotional Video Festive China

摘要: 本研究以Kress与van Leeuwen的视觉语法中的互动意义框架为理论基础，运用ELAN 7.0软件对文化宣传片《话说中国节》的12集视频进行系统的多模态标注和量化分析。研究旨在探讨该宣传片在“接触”“社会距离”“视角”和“情态”四个维度上的分布特征，并揭示其互动意义的建构策略。研究发现，视频中“提供”类图像(97.27%)、中景与特写镜头(合计近80%)、正面视角(68.23%)以及高情态图像(51.11%)占据主导地位。基于这些数据，文章认为《话说中国节》建构了一种“客观呈现为主、情感链接为辅”的互动意义模式。该研究为视觉语法理论在文化宣传片分析中的应用提供了量化证据，并为同类语篇的多模态分析提供了方法论参考。

Abstract: This study is grounded in the interactive meaning framework of Kress and van Leeuwen’s visual grammar, employing ELAN 7.0 software to conduct systematic multimodal annotation and quantitative analysis of the 12 episodes of the cultural promotional video series Festive China. The research aims to explore the distribution patterns of interactive meanings across four dimensions—contact, social distance, perspective, and modality—and to reveal the strategies used in constructing these meanings. Findings indicate that “offer” type images (97.27%), medium shots and close shots (combined nearly 80%), frontal angle (68.23%), and high modality images (51.11%) dominate the video content. Based on these data, the article argues that Festive China constructs an interactive meaning model characterized primarily by objective presentation and supplemented by emotional connection. This study provides quantitative evidence for the application of visual grammar theory in analyzing cultural promotional videos and offers methodological insights for multimodal analysis of similar discourses.