Multimodal Low-carbon Discourse：A Case Study of Promotional Materials for National Low Carbon Day (2020−2022)

FAN Li

doi:10.19979/j.cnki.issn10082689.2023020107

Volume 39 Issue 6

Dec. 2023

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Article Navigation > Journal of University of Science and Technology Beijing ( Social Sciences Edition) > 2023 > 39(6): 739-753

FAN Li. Multimodal Low-carbon Discourse：A Case Study of Promotional Materials for National Low Carbon Day (2020−2022)[J]. Journal of University of Science and Technology Beijing ( Social Sciences Edition), 2023, 39(6): 739-753. doi: 10.19979/j.cnki.issn10082689.2023020107

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FAN Li. Multimodal Low-carbon Discourse：A Case Study of Promotional Materials for National Low Carbon Day (2020−2022)[J]. Journal of University of Science and Technology Beijing ( Social Sciences Edition), 2023, 39(6): 739-753. doi: 10.19979/j.cnki.issn10082689.2023020107

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Multimodal Low-carbon Discourse：A Case Study of Promotional Materials for National Low Carbon Day (2020−2022)

doi: 10.19979/j.cnki.issn10082689.2023020107

FAN Li

Central University of Finance and Economics, School of Foreign Studies, Beijing 102206, China

Received Date: 2023-02-27
Available Online: 2023-10-10
Publish Date: 2023-12-25

Abstract

Abstract

A multimodal low-carbon discourse is an essential national narrative for enhancing people’s awareness of environmental protection, building a national environmental image, and promoting green economic development. To summarize previous research and examine gaps, this study first uses Citespace to visually analyze the literature on “National Low Carbon Day” collected in the database of CNKI (2007−2022). Then, using tools like LancsBox, it conducts an analysis of multimodal discourse based on the documents, posters, and videos of National Low Carbon Day, which were released by the Ministry of Ecology and Environment between 2020 and 2022. According to the study, these publicity materials include various symbolic elements, such as text, mood, environment, color, viewpoint, and character, to build interpersonal, ideational, and textual meaning. Finally, it discusses how communicative effects for similar public discourse can be improved.
- National Low Carbon Day,
- low-carbon discourse,
- multimodal discourse,
- visual grammar,
- discourse analysis

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References

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