As a required course at higher education level,English has permeated the everyday life of Chinese students from all so-cial backgrounds.Social class,deciding one’s access to various social and educational recourses,h...As a required course at higher education level,English has permeated the everyday life of Chinese students from all so-cial backgrounds.Social class,deciding one’s access to various social and educational recourses,has a great influence on thelearning process of college students inside and outside the classroom.However,few studies have placed their focus on social classand college English textbooks.Thus,this paper attempts to adopt a multimodal analysis to find how the speaking tasks in collegeEnglish textbook represents the social identity of Chinese college students and to offer pedagogic implications.展开更多
Joint Multimodal Aspect-based Sentiment Analysis(JMASA)is a significant task in the research of multimodal fine-grained sentiment analysis,which combines two subtasks:Multimodal Aspect Term Extraction(MATE)and Multimo...Joint Multimodal Aspect-based Sentiment Analysis(JMASA)is a significant task in the research of multimodal fine-grained sentiment analysis,which combines two subtasks:Multimodal Aspect Term Extraction(MATE)and Multimodal Aspect-oriented Sentiment Classification(MASC).Currently,most existing models for JMASA only perform text and image feature encoding from a basic level,but often neglect the in-depth analysis of unimodal intrinsic features,which may lead to the low accuracy of aspect term extraction and the poor ability of sentiment prediction due to the insufficient learning of intra-modal features.Given this problem,we propose a Text-Image Feature Fine-grained Learning(TIFFL)model for JMASA.First,we construct an enhanced adjacency matrix of word dependencies and adopt graph convolutional network to learn the syntactic structure features for text,which addresses the context interference problem of identifying different aspect terms.Then,the adjective-noun pairs extracted from image are introduced to enable the semantic representation of visual features more intuitive,which addresses the ambiguous semantic extraction problem during image feature learning.Thereby,the model performance of aspect term extraction and sentiment polarity prediction can be further optimized and enhanced.Experiments on two Twitter benchmark datasets demonstrate that TIFFL achieves competitive results for JMASA,MATE and MASC,thus validating the effectiveness of our proposed methods.展开更多
Purpose:Nowadays,public opinions during public emergencies involve not only textual contents but also contain images.However,the existing works mainly focus on textual contents and they do not provide a satisfactory a...Purpose:Nowadays,public opinions during public emergencies involve not only textual contents but also contain images.However,the existing works mainly focus on textual contents and they do not provide a satisfactory accuracy of sentiment analysis,lacking the combination of multimodal contents.In this paper,we propose to combine texts and images generated in the social media to perform sentiment analysis.Design/methodology/approach:We propose a Deep Multimodal Fusion Model(DMFM),which combines textual and visual sentiment analysis.We first train word2vec model on a large-scale public emergency corpus to obtain semantic-rich word vectors as the input of textual sentiment analysis.BiLSTM is employed to generate encoded textual embeddings.To fully excavate visual information from images,a modified pretrained VGG16-based sentiment analysis network is used with the best-performed fine-tuning strategy.A multimodal fusion method is implemented to fuse textual and visual embeddings completely,producing predicted labels.Findings:We performed extensive experiments on Weibo and Twitter public emergency datasets,to evaluate the performance of our proposed model.Experimental results demonstrate that the DMFM provides higher accuracy compared with baseline models.The introduction of images can boost the performance of sentiment analysis during public emergencies.Research limitations:In the future,we will test our model in a wider dataset.We will also consider a better way to learn the multimodal fusion information.Practical implications:We build an efficient multimodal sentiment analysis model for the social media contents during public emergencies.Originality/value:We consider the images posted by online users during public emergencies on social platforms.The proposed method can present a novel scope for sentiment analysis during public emergencies and provide the decision support for the government when formulating policies in public emergencies.展开更多
Multimodal sentiment analysis utilizes multimodal data such as text,facial expressions and voice to detect people’s attitudes.With the advent of distributed data collection and annotation,we can easily obtain and sha...Multimodal sentiment analysis utilizes multimodal data such as text,facial expressions and voice to detect people’s attitudes.With the advent of distributed data collection and annotation,we can easily obtain and share such multimodal data.However,due to professional discrepancies among annotators and lax quality control,noisy labels might be introduced.Recent research suggests that deep neural networks(DNNs)will overfit noisy labels,leading to the poor performance of the DNNs.To address this challenging problem,we present a Multimodal Robust Meta Learning framework(MRML)for multimodal sentiment analysis to resist noisy labels and correlate distinct modalities simultaneously.Specifically,we propose a two-layer fusion net to deeply fuse different modalities and improve the quality of the multimodal data features for label correction and network training.Besides,a multiple meta-learner(label corrector)strategy is proposed to enhance the label correction approach and prevent models from overfitting to noisy labels.We conducted experiments on three popular multimodal datasets to verify the superiority of ourmethod by comparing it with four baselines.展开更多
Multimodal sentiment analysis is an essential area of research in artificial intelligence that combines multiple modes,such as text and image,to accurately assess sentiment.However,conventional approaches that rely on...Multimodal sentiment analysis is an essential area of research in artificial intelligence that combines multiple modes,such as text and image,to accurately assess sentiment.However,conventional approaches that rely on unimodal pre-trained models for feature extraction from each modality often overlook the intrinsic connections of semantic information between modalities.This limitation is attributed to their training on unimodal data,and necessitates the use of complex fusion mechanisms for sentiment analysis.In this study,we present a novel approach that combines a vision-language pre-trained model with a proposed multimodal contrastive learning method.Our approach harnesses the power of transfer learning by utilizing a vision-language pre-trained model to extract both visual and textual representations in a unified framework.We employ a Transformer architecture to integrate these representations,thereby enabling the capture of rich semantic infor-mation in image-text pairs.To further enhance the representation learning of these pairs,we introduce our proposed multimodal contrastive learning method,which leads to improved performance in sentiment analysis tasks.Our approach is evaluated through extensive experiments on two publicly accessible datasets,where we demonstrate its effectiveness.We achieve a significant improvement in sentiment analysis accuracy,indicating the supe-riority of our approach over existing techniques.These results highlight the potential of multimodal sentiment analysis and underscore the importance of considering the intrinsic semantic connections between modalities for accurate sentiment assessment.展开更多
This study examines the persuasive strategies in selected animated advertisement videos by Piggyvest,the first and one of the fastest-growing online savings platforms in Nigeria,whose modus operandi is quite different...This study examines the persuasive strategies in selected animated advertisement videos by Piggyvest,the first and one of the fastest-growing online savings platforms in Nigeria,whose modus operandi is quite different from those of the conventional banking system.Drawing insights from Kress and van Leeuwen's(2006.Reading images:The grammar of visual design,2nd edn.New York:Routledge)Multimodal Discourse Analytic framework,12 samples of Piggyvest's animated videos(for advertisements)were randomly sampled out of the 30 videos initially purposively sampled.Findings reveal metaphorisation of financial management and discipline,playing around gender-related ideas on finances,foregrounding of aspirations and financial decisions,depiction of cognitive strength and weakness on money matters,and striking a connection between money and relationships are persuasive strategies deployed in the animated advertisement videos by Piggyvest to appeal to their target audience.展开更多
As a new research field,multimodal discourse analysis is facing a lot of challenges.On the one hand,the status of multimodality in traditional linguistics is questioned.Many linguists argue that nonlinguistic signs su...As a new research field,multimodal discourse analysis is facing a lot of challenges.On the one hand,the status of multimodality in traditional linguistics is questioned.Many linguists argue that nonlinguistic signs such as gestures and visual images are out of the scope of linguistics.On the other hand,the theories and methods of multimodal discourse analysis are still at an early stage of development and have many limitations.Moreover,many researchers have misunderstandings of the field.In view of these,this article provides a brief explanation of the basic questions of multimodal discourse analysis,including why we analyze multimodal discourse,whether linguistic theories are applicable to nonlinguistic signs such as visual images and gesture,what is the scope of multimodal research,what are the main theories and methods,and what are the limitations and misunderstandings.It further points out that researchers need to have the awareness of making their research interdisciplinary,empirical,and application-oriented.It argues that multimodal research should be based on theoretical and methodological innovation,and should aim at solving real communication problems in the multimedia age.The accurate understanding of these questions is crucial for developing multimodal discourse analysis into a new discipline with strong theoretical and methodological support.展开更多
Significant differences in tobacco-control initiatives and achievements between Australia and China have been witnessed in the world,despite the fact that thecountries share the Asia-pacific region and have intimate r...Significant differences in tobacco-control initiatives and achievements between Australia and China have been witnessed in the world,despite the fact that thecountries share the Asia-pacific region and have intimate relationships.The smoking rate in Australia has been on a downward trend since the 1980s and therefore Australia has been portrayed as a“dark market”by global tobacco industry companies.However in China,cigarette smoking is the chief killer that causes deadly health risks to both direct users of tobacco and people exposed to second-hand smoke.Non-communicable diseases due to this have caused great burden to the national medical resources.As a vital intervention tool of mass media campaign,public health advertisements on tobacco-control have played an important role in influencing the cognition and behavior of recipients.This study aims to compare the strategies adopted by the advertisements in Australia and China through corpus-driven multimodal discourse analysis to conduct quantitative analysis and qualitative case study.The results of comparative analysis indicate different pathways of tobacco-control advertisements constructions in the two countries that Australian tobacco-control advertisements achieved better in terms of health communication intervention to encourage cessation among smokers and reduce smoking initiation among potential smokers at the population level.To be compared,Chinese tobacco-control advertisements placed a heavier emphasis on the health hazards caused by second-hand smoking to protect people from the attributable morbidity and mortality.From the perspective of content theme,this study argues that Chinese tobacco-control advertisements should shift the focus to the health damage of smoking to smokers which is more targeted and fundamental.From the perspective of multimodal presentations of the video advertisements,a more prominent demonstration of the health damage is recommended.Moreover,this study argues that cultural-oriented strategies should be developed in the tobacco-control advertisements if considering the cigarette sharing and gifting social phenomenon in the Chinese society.展开更多
Low-carbon living represents both a new lifestyle and an environmental responsibility vital for sustainable development,positioning it as a central theme in environmental public service advertisements(PSAs).This resea...Low-carbon living represents both a new lifestyle and an environmental responsibility vital for sustainable development,positioning it as a central theme in environmental public service advertisements(PSAs).This research employs a multimodal discourse analysis approach to examining eight public service posters advocating low-carbon living from Xinhua News Agency,primarily utilizing the visual grammar framework established by Kress and Van Leeuwen.The study explores these posters through three key perspectives:representational meaning,interactive meaning,and compositional meaning.By analyzing the interplay between visual and linguistic modalities,this research contributes to the overall understanding of public service posters and supports the promotion of China’s low-carbon development initiatives.展开更多
Drawing on the insights from multimodal critical discourse analysis,this study mainly focuses on two super-gerontic celebrities by selecting 60 videos to elucidate how their images are represented through linguistic(e...Drawing on the insights from multimodal critical discourse analysis,this study mainly focuses on two super-gerontic celebrities by selecting 60 videos to elucidate how their images are represented through linguistic(e.g.,captions,and hashtags)and other semiotic resources(e.g.,accessories,semiotic tools,and etc.).The findings suggest that images of the old celebrities are characterized as being attractive,wise,stylish,healthy and young,indicating that they are breaking up the stereotypical images of old people who are unattractive,dependent and senile.The phenomenon of old influencers making themselves visible on the social media suggests that they are moving towards successful aging with the backdrop of aging society in China.This present study suggests that multimodal construction of old celebrities can inform relevant practice to combat ageism in the media and helps to empower the old people in the media discourse.In doing so,the pedagogical implication of present study lies in its education about how we view aging in the aging society.展开更多
According to multimodal discourse analysis(MDA),different kinds of semiotic modes work together to conduct meaning.Previous studies on MDA only involve case analysis.Nowadays,scholars tend to establish multimodal corp...According to multimodal discourse analysis(MDA),different kinds of semiotic modes work together to conduct meaning.Previous studies on MDA only involve case analysis.Nowadays,scholars tend to establish multimodal corpora to provide a more fuller and comprehensive study on multimodal discourses.In this paper,the author will look at some grand thesis about multimodal corpora and summarize the development of multimodal corpora.展开更多
Given the diversity of geographical and cultural backgrounds,it is difficult to find precise counterparts of many food-related vocabularies in the unique dietary culture of the Hexi Corridor in the target language,mak...Given the diversity of geographical and cultural backgrounds,it is difficult to find precise counterparts of many food-related vocabularies in the unique dietary culture of the Hexi Corridor in the target language,making it challenging to fully convey the essence of its local dietary culture in translation.To achieve the purpose of translation,the theory of multimodal discourse analysis provides an ideal translation approach through the language mode,image mode,sound mode,and the synergistic effect of multimodalities,which can accurately address the deficiencies in the translation of dietary culture.Through this research,it is not only possible to highlight the unique charm of the dietary culture of the Hexi Corridor but also to build a bridge for its international dissemination,promoting cross-border cultural exchanges and mutual understanding.展开更多
In recent years,more and more directors of culture and tourism have taken part in the promotion of local cultural tourism by cross-dressing,talent shows,and pushing their limits on self-media platforms.This study inve...In recent years,more and more directors of culture and tourism have taken part in the promotion of local cultural tourism by cross-dressing,talent shows,and pushing their limits on self-media platforms.This study investigates short videos of Lingnan culture promoted by directors general and deputy directors general of the Culture,Radio,Television,Tourism,and Sports Bureau of counties and cities in Guangdong Province on social media by the method of multimodal critical discourse analysis.The analysis of 33 videos shows that Lingnan culture is a domineering and confident culture,historical culture,graceful and elegant culture,and vibrant and active culture.Domineering and confident culture is embedded in the utterances and behaviors of the directors general or deputy directors general in the video.Historical culture is realized through the conversation with historical figures through time travel.Graceful and elegant culture is constructed in the depiction of sceneries and the depiction of characters’manners.Vibrant and active culture is represented in the depiction of the characters’actional process and analytical process.展开更多
Because of the high speed of the development of technology,the traditional way to transmit information through language is gradually replaced by the newly appeared multimodal way of analyzing.This paper takes one cosm...Because of the high speed of the development of technology,the traditional way to transmit information through language is gradually replaced by the newly appeared multimodal way of analyzing.This paper takes one cosmetic advertisement of STEERO-REAR as an example,aiming to analyze those adopted modalities in the poster.After analyzing,it is found that the elements,like color and position of the participants,contribute to the meaning construction in an organic way.The meaning and purpose of the producer are realized through the construction of representational meaning,interactive meaning and compositional meaning.展开更多
The multimodal discourse has been playing a significant role in modern society since its springing-up from the 1990s.Based on the theoretical framework of Visual Grammar(VG)put forward by Kress&van Leeuwen(1996),t...The multimodal discourse has been playing a significant role in modern society since its springing-up from the 1990s.Based on the theoretical framework of Visual Grammar(VG)put forward by Kress&van Leeuwen(1996),this study,from the per⁃spective of multimodal discourse analysis,aims at exploring the meaning construction in the emblem of 2019 Beijing International Horticultural Exposition.It is found that an emblem can be interpreted with other modes such as visual image,color and pattern de⁃sign apart from verbal language,which will not only work to participate in the overall meaning construction with mutual interaction,but also analyze how sociocultural background,local customs and humanity spirit are reflected through these forms.展开更多
With the development of science and technology,especially the development of digital technology,mankind has entered the age of multimedia,and the mode of human life and communication have undergone profound changes.As...With the development of science and technology,especially the development of digital technology,mankind has entered the age of multimedia,and the mode of human life and communication have undergone profound changes.As a single communicative mode,language has been gradually replaced by complex communicative mode composed of language,image and sound.Multimodal discourse analysis provides a new perspective for discourse analysis composed of a variety of symbols,which can help readers understand how symbols such as images and music work together and form meanings.Firm analysis is often analyzed from the perspective of psychology,aesthetics and other macro aspects,but seldom from the perspective of linguistics.The paper analyzes how the theory of multimodal discourse analysis affects the translation of film by discussing the interaction between film translation and multimodal modes in the film Pride and Prejudice.展开更多
Posters have been one of the main research subjects in the Systemic-Functional Linguistics. Nowadays, posters are full of various types of semiotic modes with their wide applications of multimodality. This phenomenon ...Posters have been one of the main research subjects in the Systemic-Functional Linguistics. Nowadays, posters are full of various types of semiotic modes with their wide applications of multimodality. This phenomenon is reflected in real estate posters as well, therefore, this thesis hopes to explore their essence of using multimodality and discussing meaning construction of the real estate posters.展开更多
Studying the covers of the three editions of The Kitchen God’s Wife by Amy Tan,a famous female Chinese American writer,the author finds Chinese cultural elements stood out in publishers’earliest recommendations,but ...Studying the covers of the three editions of The Kitchen God’s Wife by Amy Tan,a famous female Chinese American writer,the author finds Chinese cultural elements stood out in publishers’earliest recommendations,but later were replaced by immigrant mother-daughter relationship,and then were overwhelmed by the concern for human beings.It is interesting that this change fits the changing focuses of Chinese American writers in the 21st century.展开更多
文摘As a required course at higher education level,English has permeated the everyday life of Chinese students from all so-cial backgrounds.Social class,deciding one’s access to various social and educational recourses,has a great influence on thelearning process of college students inside and outside the classroom.However,few studies have placed their focus on social classand college English textbooks.Thus,this paper attempts to adopt a multimodal analysis to find how the speaking tasks in collegeEnglish textbook represents the social identity of Chinese college students and to offer pedagogic implications.
基金supported by the Science and Technology Project of Henan Province(No.222102210081).
文摘Joint Multimodal Aspect-based Sentiment Analysis(JMASA)is a significant task in the research of multimodal fine-grained sentiment analysis,which combines two subtasks:Multimodal Aspect Term Extraction(MATE)and Multimodal Aspect-oriented Sentiment Classification(MASC).Currently,most existing models for JMASA only perform text and image feature encoding from a basic level,but often neglect the in-depth analysis of unimodal intrinsic features,which may lead to the low accuracy of aspect term extraction and the poor ability of sentiment prediction due to the insufficient learning of intra-modal features.Given this problem,we propose a Text-Image Feature Fine-grained Learning(TIFFL)model for JMASA.First,we construct an enhanced adjacency matrix of word dependencies and adopt graph convolutional network to learn the syntactic structure features for text,which addresses the context interference problem of identifying different aspect terms.Then,the adjective-noun pairs extracted from image are introduced to enable the semantic representation of visual features more intuitive,which addresses the ambiguous semantic extraction problem during image feature learning.Thereby,the model performance of aspect term extraction and sentiment polarity prediction can be further optimized and enhanced.Experiments on two Twitter benchmark datasets demonstrate that TIFFL achieves competitive results for JMASA,MATE and MASC,thus validating the effectiveness of our proposed methods.
基金This paper is supported by the National Natural Science Foundation of China under contract No.71774084,72274096the National Social Science Fund of China under contract No.16ZDA224,17ZDA291.
文摘Purpose:Nowadays,public opinions during public emergencies involve not only textual contents but also contain images.However,the existing works mainly focus on textual contents and they do not provide a satisfactory accuracy of sentiment analysis,lacking the combination of multimodal contents.In this paper,we propose to combine texts and images generated in the social media to perform sentiment analysis.Design/methodology/approach:We propose a Deep Multimodal Fusion Model(DMFM),which combines textual and visual sentiment analysis.We first train word2vec model on a large-scale public emergency corpus to obtain semantic-rich word vectors as the input of textual sentiment analysis.BiLSTM is employed to generate encoded textual embeddings.To fully excavate visual information from images,a modified pretrained VGG16-based sentiment analysis network is used with the best-performed fine-tuning strategy.A multimodal fusion method is implemented to fuse textual and visual embeddings completely,producing predicted labels.Findings:We performed extensive experiments on Weibo and Twitter public emergency datasets,to evaluate the performance of our proposed model.Experimental results demonstrate that the DMFM provides higher accuracy compared with baseline models.The introduction of images can boost the performance of sentiment analysis during public emergencies.Research limitations:In the future,we will test our model in a wider dataset.We will also consider a better way to learn the multimodal fusion information.Practical implications:We build an efficient multimodal sentiment analysis model for the social media contents during public emergencies.Originality/value:We consider the images posted by online users during public emergencies on social platforms.The proposed method can present a novel scope for sentiment analysis during public emergencies and provide the decision support for the government when formulating policies in public emergencies.
基金supported by STI 2030-Major Projects 2021ZD0200400National Natural Science Foundation of China(62276233 and 62072405)Key Research Project of Zhejiang Province(2023C01048).
文摘Multimodal sentiment analysis utilizes multimodal data such as text,facial expressions and voice to detect people’s attitudes.With the advent of distributed data collection and annotation,we can easily obtain and share such multimodal data.However,due to professional discrepancies among annotators and lax quality control,noisy labels might be introduced.Recent research suggests that deep neural networks(DNNs)will overfit noisy labels,leading to the poor performance of the DNNs.To address this challenging problem,we present a Multimodal Robust Meta Learning framework(MRML)for multimodal sentiment analysis to resist noisy labels and correlate distinct modalities simultaneously.Specifically,we propose a two-layer fusion net to deeply fuse different modalities and improve the quality of the multimodal data features for label correction and network training.Besides,a multiple meta-learner(label corrector)strategy is proposed to enhance the label correction approach and prevent models from overfitting to noisy labels.We conducted experiments on three popular multimodal datasets to verify the superiority of ourmethod by comparing it with four baselines.
基金supported by Science and Technology Research Project of Jiangxi Education Department.Project Grant No.GJJ2203306.
文摘Multimodal sentiment analysis is an essential area of research in artificial intelligence that combines multiple modes,such as text and image,to accurately assess sentiment.However,conventional approaches that rely on unimodal pre-trained models for feature extraction from each modality often overlook the intrinsic connections of semantic information between modalities.This limitation is attributed to their training on unimodal data,and necessitates the use of complex fusion mechanisms for sentiment analysis.In this study,we present a novel approach that combines a vision-language pre-trained model with a proposed multimodal contrastive learning method.Our approach harnesses the power of transfer learning by utilizing a vision-language pre-trained model to extract both visual and textual representations in a unified framework.We employ a Transformer architecture to integrate these representations,thereby enabling the capture of rich semantic infor-mation in image-text pairs.To further enhance the representation learning of these pairs,we introduce our proposed multimodal contrastive learning method,which leads to improved performance in sentiment analysis tasks.Our approach is evaluated through extensive experiments on two publicly accessible datasets,where we demonstrate its effectiveness.We achieve a significant improvement in sentiment analysis accuracy,indicating the supe-riority of our approach over existing techniques.These results highlight the potential of multimodal sentiment analysis and underscore the importance of considering the intrinsic semantic connections between modalities for accurate sentiment assessment.
文摘This study examines the persuasive strategies in selected animated advertisement videos by Piggyvest,the first and one of the fastest-growing online savings platforms in Nigeria,whose modus operandi is quite different from those of the conventional banking system.Drawing insights from Kress and van Leeuwen's(2006.Reading images:The grammar of visual design,2nd edn.New York:Routledge)Multimodal Discourse Analytic framework,12 samples of Piggyvest's animated videos(for advertisements)were randomly sampled out of the 30 videos initially purposively sampled.Findings reveal metaphorisation of financial management and discipline,playing around gender-related ideas on finances,foregrounding of aspirations and financial decisions,depiction of cognitive strength and weakness on money matters,and striking a connection between money and relationships are persuasive strategies deployed in the animated advertisement videos by Piggyvest to appeal to their target audience.
文摘As a new research field,multimodal discourse analysis is facing a lot of challenges.On the one hand,the status of multimodality in traditional linguistics is questioned.Many linguists argue that nonlinguistic signs such as gestures and visual images are out of the scope of linguistics.On the other hand,the theories and methods of multimodal discourse analysis are still at an early stage of development and have many limitations.Moreover,many researchers have misunderstandings of the field.In view of these,this article provides a brief explanation of the basic questions of multimodal discourse analysis,including why we analyze multimodal discourse,whether linguistic theories are applicable to nonlinguistic signs such as visual images and gesture,what is the scope of multimodal research,what are the main theories and methods,and what are the limitations and misunderstandings.It further points out that researchers need to have the awareness of making their research interdisciplinary,empirical,and application-oriented.It argues that multimodal research should be based on theoretical and methodological innovation,and should aim at solving real communication problems in the multimedia age.The accurate understanding of these questions is crucial for developing multimodal discourse analysis into a new discipline with strong theoretical and methodological support.
文摘Significant differences in tobacco-control initiatives and achievements between Australia and China have been witnessed in the world,despite the fact that thecountries share the Asia-pacific region and have intimate relationships.The smoking rate in Australia has been on a downward trend since the 1980s and therefore Australia has been portrayed as a“dark market”by global tobacco industry companies.However in China,cigarette smoking is the chief killer that causes deadly health risks to both direct users of tobacco and people exposed to second-hand smoke.Non-communicable diseases due to this have caused great burden to the national medical resources.As a vital intervention tool of mass media campaign,public health advertisements on tobacco-control have played an important role in influencing the cognition and behavior of recipients.This study aims to compare the strategies adopted by the advertisements in Australia and China through corpus-driven multimodal discourse analysis to conduct quantitative analysis and qualitative case study.The results of comparative analysis indicate different pathways of tobacco-control advertisements constructions in the two countries that Australian tobacco-control advertisements achieved better in terms of health communication intervention to encourage cessation among smokers and reduce smoking initiation among potential smokers at the population level.To be compared,Chinese tobacco-control advertisements placed a heavier emphasis on the health hazards caused by second-hand smoking to protect people from the attributable morbidity and mortality.From the perspective of content theme,this study argues that Chinese tobacco-control advertisements should shift the focus to the health damage of smoking to smokers which is more targeted and fundamental.From the perspective of multimodal presentations of the video advertisements,a more prominent demonstration of the health damage is recommended.Moreover,this study argues that cultural-oriented strategies should be developed in the tobacco-control advertisements if considering the cigarette sharing and gifting social phenomenon in the Chinese society.
基金the Guangzhou University Postgraduate Training Program for Innovation“Ecological discourse analysis of news reports on marine life conservation in China Daily(2020-2024)from the perspective of attitudinal resources”(Code:JCCX2024-041).
文摘Low-carbon living represents both a new lifestyle and an environmental responsibility vital for sustainable development,positioning it as a central theme in environmental public service advertisements(PSAs).This research employs a multimodal discourse analysis approach to examining eight public service posters advocating low-carbon living from Xinhua News Agency,primarily utilizing the visual grammar framework established by Kress and Van Leeuwen.The study explores these posters through three key perspectives:representational meaning,interactive meaning,and compositional meaning.By analyzing the interplay between visual and linguistic modalities,this research contributes to the overall understanding of public service posters and supports the promotion of China’s low-carbon development initiatives.
文摘Drawing on the insights from multimodal critical discourse analysis,this study mainly focuses on two super-gerontic celebrities by selecting 60 videos to elucidate how their images are represented through linguistic(e.g.,captions,and hashtags)and other semiotic resources(e.g.,accessories,semiotic tools,and etc.).The findings suggest that images of the old celebrities are characterized as being attractive,wise,stylish,healthy and young,indicating that they are breaking up the stereotypical images of old people who are unattractive,dependent and senile.The phenomenon of old influencers making themselves visible on the social media suggests that they are moving towards successful aging with the backdrop of aging society in China.This present study suggests that multimodal construction of old celebrities can inform relevant practice to combat ageism in the media and helps to empower the old people in the media discourse.In doing so,the pedagogical implication of present study lies in its education about how we view aging in the aging society.
文摘According to multimodal discourse analysis(MDA),different kinds of semiotic modes work together to conduct meaning.Previous studies on MDA only involve case analysis.Nowadays,scholars tend to establish multimodal corpora to provide a more fuller and comprehensive study on multimodal discourses.In this paper,the author will look at some grand thesis about multimodal corpora and summarize the development of multimodal corpora.
基金Department of Science and Technology of Guangdong Technology College in 2024“A Study on the English Translation of Characteristic Cuisines of the Hexi Corridor from the Perspective of Multimodal Discourse Analysis”(2024QNSK019)。
文摘Given the diversity of geographical and cultural backgrounds,it is difficult to find precise counterparts of many food-related vocabularies in the unique dietary culture of the Hexi Corridor in the target language,making it challenging to fully convey the essence of its local dietary culture in translation.To achieve the purpose of translation,the theory of multimodal discourse analysis provides an ideal translation approach through the language mode,image mode,sound mode,and the synergistic effect of multimodalities,which can accurately address the deficiencies in the translation of dietary culture.Through this research,it is not only possible to highlight the unique charm of the dietary culture of the Hexi Corridor but also to build a bridge for its international dissemination,promoting cross-border cultural exchanges and mutual understanding.
基金Guangzhou Municipality’s Philosophy and Social Sciences Development“14th Five-Year Plan”2021 Annual Young Scholars Research Project(2021GZQN15)。
文摘In recent years,more and more directors of culture and tourism have taken part in the promotion of local cultural tourism by cross-dressing,talent shows,and pushing their limits on self-media platforms.This study investigates short videos of Lingnan culture promoted by directors general and deputy directors general of the Culture,Radio,Television,Tourism,and Sports Bureau of counties and cities in Guangdong Province on social media by the method of multimodal critical discourse analysis.The analysis of 33 videos shows that Lingnan culture is a domineering and confident culture,historical culture,graceful and elegant culture,and vibrant and active culture.Domineering and confident culture is embedded in the utterances and behaviors of the directors general or deputy directors general in the video.Historical culture is realized through the conversation with historical figures through time travel.Graceful and elegant culture is constructed in the depiction of sceneries and the depiction of characters’manners.Vibrant and active culture is represented in the depiction of the characters’actional process and analytical process.
文摘Because of the high speed of the development of technology,the traditional way to transmit information through language is gradually replaced by the newly appeared multimodal way of analyzing.This paper takes one cosmetic advertisement of STEERO-REAR as an example,aiming to analyze those adopted modalities in the poster.After analyzing,it is found that the elements,like color and position of the participants,contribute to the meaning construction in an organic way.The meaning and purpose of the producer are realized through the construction of representational meaning,interactive meaning and compositional meaning.
文摘The multimodal discourse has been playing a significant role in modern society since its springing-up from the 1990s.Based on the theoretical framework of Visual Grammar(VG)put forward by Kress&van Leeuwen(1996),this study,from the per⁃spective of multimodal discourse analysis,aims at exploring the meaning construction in the emblem of 2019 Beijing International Horticultural Exposition.It is found that an emblem can be interpreted with other modes such as visual image,color and pattern de⁃sign apart from verbal language,which will not only work to participate in the overall meaning construction with mutual interaction,but also analyze how sociocultural background,local customs and humanity spirit are reflected through these forms.
文摘With the development of science and technology,especially the development of digital technology,mankind has entered the age of multimedia,and the mode of human life and communication have undergone profound changes.As a single communicative mode,language has been gradually replaced by complex communicative mode composed of language,image and sound.Multimodal discourse analysis provides a new perspective for discourse analysis composed of a variety of symbols,which can help readers understand how symbols such as images and music work together and form meanings.Firm analysis is often analyzed from the perspective of psychology,aesthetics and other macro aspects,but seldom from the perspective of linguistics.The paper analyzes how the theory of multimodal discourse analysis affects the translation of film by discussing the interaction between film translation and multimodal modes in the film Pride and Prejudice.
文摘Posters have been one of the main research subjects in the Systemic-Functional Linguistics. Nowadays, posters are full of various types of semiotic modes with their wide applications of multimodality. This phenomenon is reflected in real estate posters as well, therefore, this thesis hopes to explore their essence of using multimodality and discussing meaning construction of the real estate posters.
基金USST International Professional Certification and All-English Course Construction,USST Postgraduate Teaching Construction Project.
文摘Studying the covers of the three editions of The Kitchen God’s Wife by Amy Tan,a famous female Chinese American writer,the author finds Chinese cultural elements stood out in publishers’earliest recommendations,but later were replaced by immigrant mother-daughter relationship,and then were overwhelmed by the concern for human beings.It is interesting that this change fits the changing focuses of Chinese American writers in the 21st century.
