摘要
基于第十四届全国运动会标语的自建图文数据库和对设计团队的访谈数据,从多模态视角分析了新兴体育赛事公共话语中标语的视觉特征及意义建构模式。研究发现,第十四届全国运动会的标语由多方统筹协作完成,突破了条幅式等传统标语“双色对比、线性表意”的呈现方式,凭借多元新兴载体,综合运用文本、图像和色彩等多模态手段,呈现出高度视觉化的新特点;其意义建构模式发生了适应性调整,表现为多元文本嵌套为主导,主题化图像和象征性色彩为辅助,三种模态协同的多元表意框架。对新兴标语的研究,将有助于更好地理解公共话语在当代社会管理中的应用,也有助于进一步丰富和深化语言景观的相关研究。
Based on a self-constructed image-text database of slogans from the 14th National Games and interviews with the design team,this study analyzes emerging sports slogans’visual characteristics and meaning construction patterns from a multimodal perspective.The research reveals that the slogans for the 14th National Games were collaboratively developed by multiple parties,breaking away from traditional banner-style slogans that typically utilize“two-color contrast”and“linear representation”.The slogans present a highly visualized new characteristic by leveraging diverse emerging mediums and employing a combination of text,images,and colors.The meaning construction pattern has undergone adaptive adjustments,characterized by a dominance of nested multiple texts,with thematic images and symbolic colors serving as support,creating a framework of multi-layered meanings through the coordination of these three modalities.The study of these emerging slogans will contribute to a better understanding of the application of public discourse in contemporary social governance and will further enrich and deepen research on linguistic landscapes.
作者
董洪杰
冯红梅
DONG Hongjie;FENG Hongmei(School of Literature Arts,Xi’an University,Xi’an 710065,China;School of Chinese Language and Literature,Shandong Normal University,Jinan 250014,China)
出处
《唐都学刊》
2025年第1期64-69,共6页
Tangdu Journal
基金
陕西省社会科学基金项目:“乡村振兴视角下陕西历史文化名镇名村语言景观研究”(2022K008)
国家语委“十四五”科研规划2021年度科研项目:“历史文化名城名镇名村语言景观调查研究”(YB145-6)阶段性成果
关键词
多模态
大型赛事
公共话语
标语
意义建构
语言景观
multi-modal
major sporting events
public discourse
slogans
meaning construction
linguistic landscape
