多模态话语分析视角下的城市形象构建——以《这里是信阳》为例

The Construction of City Image from the Perspective of Multimodal Discourse Analysis—Taking “Here Is Xinyang” as an Example

摘要: 《这里是信阳》试图通过丰富的视觉语言让观众感受到信阳市作为“山水茶都，北国江南”的独特魅力，并展现古老城市当下的开放与创新。文章通过多模态话语分析，结合视觉语法理论，分析研究城市形象宣传片《这里是信阳》在文化传递、语境适应、内容传递和艺术表达等方面取得的一定效果，展现独特城市个性，构建了信阳“生态绿城，红色故里，茶韵飘香，宜居宜业”的城市形象。在传递城市价值观的同时，也为其他城市的形象宣传方式提供借鉴。对旅游城市提炼独特的城市魅力，提升知名度与美誉度，从而吸引游客、投资与人才，促进经济发展，提供强大助力。

Abstract: “Here Is Xinyang” tries to let the audience feel the unique charm of Xinyang City as “the tea capital with mountains and waters, the Jiangnan of the northern country” through abundant visual language and shows the openness and innovation of the ancient city. Through multimodal discourse analysis and the theory of the visual grammar, the article analyses the city image promotional video “Here Is Xinyang”. The effect of the video is achieved by means of cultural transmission, contextual adaptation, content delivery, artistic expression, etc. It shows the unique personality of the city and transmits the values of the city. It also shapes Xinyang’s city image as an “eco-green city, revolutionary hometown, tea-cultural hub and a livable place for work and life”, and at the same time, it also offers a reference to the way of propaganda for other cities’ images. It also provides a reference for other cities to attract tourists. It supplies a powerful aid for tourist cities to refine their unique city charms, enhance their popularity and reputation, so as to attract tourists, investment, talents and promote economic development.