多模态话语分析视域下绿色中国双语短视频叙事协同研究

Multimodal Discourse Analysis of Narrative Synergy in Green-China Themed Bilingual Short Videos

摘要: 数字新媒体环境下，单一的文字载体难以满足对外传播需求，融合图像、音频的多模态双语短视频已成为主流传播载体。本文以Halliday系统功能语言学、Kress和Van Leeuwen视觉语法作为分析框架，解读双语短视频语言模态的概念意义、人际意义、语篇意义与视觉模态的再现意义、互动意义、构图意义。以“绿色中国”为主题，本文采用全域量化统计结合个案质性分析的混合研究思路，自建包含20部双语短视频的语料库，从中筛选4部作品开展深度解读，并选取其中2部作为核心案例展开细致剖析。通过绿色主题典型案例，梳理官方内容与民间多元创作者内容相互配合形成叙事协同的多模态表达策略，总结适配海外传播的多模态话语实践路径，为通过双语短视频展示国内生态建设提供了实证参考。

Abstract: Against the backdrop of digital new media, text-only carriers can no longer satisfy the demands of international communication, and multimodal bilingual short videos integrating images and audio have emerged as a mainstream medium. Taking Halliday’s Systemic Functional Linguistics and the Visual Grammar proposed by Kress and van Leeuwen as the analytical framework, this paper interprets the ideational, interpersonal and textual meanings embodied in the linguistic mode, as well as the representational, interactive and compositional meanings embedded in the visual mode of bilingual short videos. Centered on the theme of Green China, this study selects four representative videos for in-depth analysis from a self-built overall corpus consisting of 20 bilingual short videos, including two official short videos released by CGTN and Xinhua News Agency, as well as two ecological short videos created by overseas creators on TikTok and Bilibili. Drawing on typical green-themed cases, it sorts out multimodal discourse strategies of narrative synergy generated through coordination between official releases and overseas creators’ works, summarizes practical multimodal communication pathways tailored for international dissemination, and offers empirical references for presenting China’s ecological progress via bilingual short videos.