The Attitudinal Meaning and Value Construction in Multimodal Ecological DiscourseA Case Study of Environmental Public Service Advertisements
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摘要: 在数字媒体时代，生态话语越来越依赖于图像、声音等多模态资源。鉴于此，文章融合评价系统与视觉语法，提出一个以态度意义为基础、生态价值建构为导向的多模态生态话语分析框架。文章以我国环保公益广告为例分析了态度资源的使用及其多模态符号建构机制，发现公益广告使用情感化策略建立个体与生态环境之间的情感链接，道德评判策略强调人在生态保护中的责任和能动性，以及合理化策略凸显环境问题的严重性和资源的重要性。这三种话语策略的使用凸显了生态价值和利他价值，弱化了利己价值，建构了人与自然相互依存、合一共生，同系一个生态命运共同体的马克思主义和谐生态哲学观。这不仅符合我国生态文明建设和建构生态命运共同体的社会需求，也可以有效引导公众理解并践行生态理念。Abstract: In the era of digital media, the ecological discourse increasingly relies on multimodal resources such as image and sound. Therefore, this study integrates the appraisal system and visual grammar, and proposes a multimodal analytical framework based on attitudinal meaning and oriented towards ecological value construction. Our case study of environmental public service advertisements analyzes the use of attitude resources and their multimodal realizations. The analysis shows that public service advertisements utilize the emotionalization strategy to establish emotional linkages between individuals and the ecological environment, the moralization strategy to emphasize human responsibility and their proactiveness in environmental protection, and the rationalization strategy to highlight the seriousness of environmental problems and the importance of natural resources. The findings suggest that the use of the three strategies highlights the ecological value and altruistic value and downplays the egoistic value, thus constructing the Marxist harmonious ecological philosophy that human beings and nature coexist and belong to a community with shared ecological destiny. This ecological value not only meets the social needs of promoting ecological civilization and constructing a community with shared ecological destiny, but also can effectively guide the public to understand and fulfill ecological concepts.
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表 1 环保公益广告中的态度资源分布表
% 态度 情感 评判 鉴赏 总计 高兴 安全 意愿 道德 韧性 反应 构成 价值 负面 4.63 3.60 0 18.76 0 20.31 5.40 0 52.70 正面 8.23 0 1.29 14.65 1.03 5.14 0 16.96 47.30 
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