多模态

VG
Big names: Halliday ( Systematic
Functional Grammar), Kress & van Leeuwen (Visual Grammar) Kress and van Leeuwen bases VG on Hallidayan SFG
According to Halliday‘s framework, there are three meta-functions in language structure and human communication, that is, ideational function (概念功能), interpersonal function (人际功能) and textual function(篇章功 能). Responding to the three meta-functions of language, Kress and van Leeuwen assign representational(概念意义), interactive（人际意 义） and compositional meaning （构成意义） to images. Their correspondent relation is shown in the following table
These images is an offer image, functioning as offers of information. The people in these pictures are all smiling, so they want to show they want to establish a relation of social affinity, that is Chinese people want to communicate with the world and are willing to make friends with people from other countries. This can give the world such image that Chinese people are easy-going, and friendly.
According to Kress and van Leeuwen‘s explanation of VG there are four elements: visual contact (视觉), social distance （社 会距离）, perspective （视角） and 会距离） 视角） modality （语式） in applying VG to the 语式） exploration of the interactive meaning. Here we will use the first three, the visual contact, social distance, and perspective.
According to Kress and van Leeuwen (1996:119), images involve two kinds of participants: represented participants (the people, the places and things depicted in images) and interactive participants (the people who communicate with each other through images, namely the producers and the viewers). Kress and van Leeuwen analyze images and come up with two kinds of image acts: offer and demand image acts. When images "offer", they primarily offer information. When images "demand", they demand attention or a specific reaction from the interactive participants, namely calling on the interactive participants to take actions.
Three Strands of Meta-functions in SFL and VG SFL Ideational Interpersonal Textual VG Representational Interactive Compositional
Because China’s National Image Publicity is mainly made up by several pictures, we here talk about Interactive meaning in VG in detail.
Multimodal Discourse Analysis on China’s multimodal discourse analysis National Image 刘春芬 Publicity
· What is MD? ·Current Trend of MDA in China ·China’s National Image
such as pictures (李美霞, 宋二春 ，《从多
模态语篇分析角度解读意义共建—以一幅中国古 代山水写意画为例》， 外语教学，2010.3,31 （2）: 6-10), music（张平丽，《音乐视频中 意义的多模态构建——以周杰伦的《稻香》为 例》，四川教育学院学报，2009.6, 25: 63-65),
《多模态话语分析的理论基础与研究方法》,外 语学刊,2007,5,138: 82-86), ads (陈瑜敏,《奥 运电视公益广告多模态评价意义的构建》，北京 科技大学学报（社会科学版）2008.9 ， 24(3):108-114 ),
posters (裴晓娜，《多模态奥巴马竞选海报语
篇的社会符号学分析》曲阜师范大学硕士学位论 文), analysis of different genre types,
Publicity
·Multimodal Discourse Analysis
about China’s National Image Publicity
What is M来自百度文库?
MD is any communicative activity that is created by more than one semiotic mode(符 号模式), and these semiotic modes can be language, images, music, colors and so on. For instance, media discourse (such as news reports, which are usually reported in a way of combing both language and visual pictures in them) is the most common multimodal discourse in our life.
Social distance is the second dimension to the interactive meaning of images. In daily communication, how intimate the participants in communications are can be easily recognized from the distance between them and the way they interact with each other. So is the case with images. The image producer tends to depict the represented participants at different social distances, suggesting the represented participants are close or far away from the viewer. In images, according to Kress and van Leeuwen (1996: 130), social distance is realized through the "size of frame" and there are three basic options: close-up, medium shot and long shot. The following table will show us the Visual System of "Size of Frame"
What kinds of relations between the represented and the viewers are established is signified by many means (e.g. facial expression, gesture, posture, and so on). Take the facial expression as an example. If the represented participant smiles, the imaginary relation must be a relation of social affinity; but if they stare at the viewers with cold disdain, it could be a relation in which the viewers are inferior.
and films(元玉杰 ，《电影语篇中评价:对态度 意义的多模态分析》, 山东大学硕士学位论文 ), and so on.
China’s National Image Publicity Ⅰ &Ⅱ Ⅱ
中国形象片版本二.flv
Multimodal Discourse Analysis about China’s National Image Publicity Theoretical Basis: Visual grammar (VG)
Current trend of MDA in China
Domestic studies in this field are relatively new, primarily focusing on the introduction of multimodal discourse analysis theories( 朱永生,
Interactive meaning: "Any semiotic system has to be able to project the relations between the producer of a sign or complex sign, and the receiver/reproducer of that sign" (Kress&van Leeuwen, 1996:41). That is, any semiotic system has to be able to project a particular social relation between the producer, the viewer and the object represented.