电视广告中的性别不平等研究——多模态批评话语分析视角

The Study of Gender Inequality in the TV Commercial—The Perspective of Multimodal Critical Discourse Analysis

摘要: 多模态话语分析的出现拓宽了话语分析的研究视角，但大多数多模态话语分析仅局限于模态意义的分析，这种分析范式尚未跨出传统语言学研究范畴。基于Kress和van Leeuwen的视觉语法理论，本研究不仅对一则电视广告的图像意义进行了分析，还对媒体如何利用图像模态实现其意图进行了探讨。研究发现，广告语篇中存在着性别不平等现象，这种不平等现象源于媒体对女性的性别歧视意识。分析表明，电视广告中的图像符号已不再具有简单的再现意义、互动意义和构图意义，而成为媒体表达其意识形态的一种方式。这种从“意义”的研究到“意图”的研究正体现了多模态话语分析到模态批评话语分析的新发展趋势。

Abstract: The emergence of Multimodal Discourse Analysis broadens the research perspective of discourse analysis, but most analyses are limited to the explanation of meaning construction, which have not yet jumped out of the category of traditional linguistic research. Based on the theory of Visual Grammar proposed by Kress and van Leeuwen, the study has not only analyzed the images’ meaning construction of a TV Commercial, but also discussed the intention behind the media. It was discovered that the phenomenon of gender inequality has indeed existed in advertising discourse, which stems from the media’s ideology of gender discrimination in woman. The analysis also shows that image symbols have no longer simple meanings of reproduction, interaction and composition, but become the tool for advertising media to express their ideologies. The research from “meaning” to “intention” also reflects the new development of Multimodal Discourse Analysis to Multimodal Critical Discourse Analysis.