基于ELAN量化分析的高校国际形象多模态建构研究——以西南大学120周年校庆宣传片SHINE WITH US为例

A Multimodal Construction of International Image of Universities Based on ELAN Quantitative Analysis—A Case Study of Southwest University’s 120^th-Anniversary Promotional Video SHINE WITH US

摘要: 高校国际形象宣传片融合了画面、声音、文字等多种符号资源，是观察跨文化传播与动态意义生成的重要视听语料。本文以西南大学120周年校庆宣传片SHINE WITH US为研究对象，探讨其如何通过画面、声音与镜头语言的组织，共同塑造高校国际形象。研究借助多模态标注软件ELAN 7.0，对宣传片中的声音文字、视觉主题与镜头距离进行多轨道标注与量化统计。在此基础上，结合视觉语法理论，对不同模态之间的互动关系及其传播功能展开分析。研究发现，该宣传片通过历史文化、科研场景与国际交流等视觉元素的协同呈现，在强化学校学术形象的同时，也建构出开放、亲和的国际化高校形象。本文希望为中国高校国际宣传片的多模态表达与跨文化传播策略提供一定参考。

Abstract: University promotional videos combine images, sound, and language to construct meaning and support cross-cultural communication. This study analyzes Southwest University’s 120th-anniversary video SHINE WITH US to examine how its international image is formed through visual, auditory, and cinematic resources. Using ELAN 7.0 for multimodal annotation and Visual Grammar theory for interpretation, the study finds that historical culture, research scenes, and international exchanges jointly project an image of academic professionalism and global openness. This paper aims to provide certain references for the multimodal expression and cross-cultural communication strategies of international promotional videos produced by Chinese universities.