视觉语法视角下国际生物多样性日主题宣传片的多模态话语分析

Multimodal Discourse Analysis of the Theme Promotional Video for International Day of Biodiversity from the Perspective of Visual Grammar

摘要: 宣传片融合了图片、声音、文字等多模态符号资源构建语篇，具有凸显主题、传播特定信息，影响观众情感和行动的重要作用。本研究在多模态话语分析的基础上，运用视觉语法理论，采用定性研究方法，分析具有多种元素的2023年国际生物多样性日的宣传片是如何相互作用去实现再现意义、互动意义及构图意义的构建。研究发现，国际生物多样性日的宣传片多采用行为过程和反应过程的叙事设计理念与提供型信息，远景和近景相结合，俯视与平视相结合的拍摄角度以及高情态的色彩设计手法。信息值则是以上下型与左右型的方式呈现；大小对比以及色彩对比显著。研究丰富了多模态话语分析理论解析生物多样性方面语料的实践应用，有利于提升观众对生物多样性概念的理解，让保护生物多样性的宣传落到实处。

Abstract: The promotional video integrates multimodal symbolic resources such as images, sound, and text to construct discourse, playing an important role in highlighting themes, disseminating specific information, and influencing audience emotions and actions. Based on multimodal discourse analysis, this study uses visual grammar theory and qualitative research methods to analyse how the promotional video for the International Day for Biological Diversity 2023, which has multiple elements, interacts with each other to achieve the construction of reproduction, interaction and compositional meanings. The research found that the promotional video for the International Day for Biological Diversity often adopts narrative design concepts of behavioral and reactive processes and provides informational content. It combines long shots and close-ups, shooting angles of overhead and eye level, and high-modal color design techniques. Information is presented in ways such as top-down and left-right patterns, with significant size and color contrasts. The study enriches the theoretical analysis of multimodal discourse and the practical application of linguistic data in the context of biological diversity, which helps improve the audience’s understanding of the concept of biological diversity and translates the promotion of biodiversity conservation into action.