| 摘要: |
| “朝阳群众”和“西城大妈”等志愿者组织是在实施“人文北京、科技北京、绿色北京”战略新形势下诞生的。北京公安机关发布“朝阳群众”和“西城大妈”多模态漫画形象宣传平安北京战略建设,具有重大的政治意义、现实意义和象征意义。研究从视觉修辞、多模态隐喻等理论角度和视觉修辞图像神话模型、漫画语料等实证角度出发,建构了“朝阳群众”和“西城大妈”多模态漫画背后隐藏的意识形态模型,给人们提供了多元读图理论思辨依据及视觉素养认知考察理据。研究发现,首先,漫画强调了深入基层生活而不是只依赖先进科技的务实方式的重要性;其次,漫画向中外人士揭示了平安北京建设是长期持续开展的全民参与工程。 |
| 关键词: 多模态漫画 视觉修辞 意识形态 朝阳群众 西城大妈 |
| DOI：10.13216/j.cnki.upcjess.2017.01.0015 |
| 分类号:G20 |
| 基金项目:国家社会科学基金项目(编号:13BFX051). |
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| An Exploration on Visual Rhetoric Construction on the Base of Multimodal Cartoon Corpus |
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CHEN Fenghua
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(Faculty of Humanities, The Hong Kong Polytechnic University, Hong Kong 999077, China)
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| Abstract: |
| The volunteer organizations of "Chaoyang Mass" and "Xicheng Madam" are established on the new condition of implementing the strategy of "humanitarian Beijing, science and technology Beijing and green Beijing". The Beijing Public Security Bureau issues the multimodal cartoon images of "Chaoyang Mass" and "Xicheng Madam" for the purpose of promoting the strategic construction of peace Beijing, which bears enormous political, realistic as well as symbolic meaning. This research initiates on the theoretic perspective of visual rhetoric, multimodal metaphor and empirical perspective of visual rhetoric myth model and cartoon corpus to construe the mode of the ideologies which hide behind the multimodal cartoons, and thus provide people with the theoretic reasoning basis of multi-image literacy and the cognitive exploration evidence of visual literacy. The main finding of research is concluded as follows:first, the cartoons emphasize the importance and necessity of entering people 's daily and routine life instead of merely relying on advanced science and technology; second, the cartoons reveal that peace Beijing campaign is a long-lasting one which needs all people 's positive participation. |
| Key words: multimodal cartoon visual rhetoric ideology Chaoyang Mass Xicheng Madam |
