The Attitudinal Meaning and Value Construction in Multimodal Ecological Discourse

WU Yuan-zheng; FENG De-zheng

doi:10.19979/j.cnki.issn10082689.2022100139

Volume 38 Issue 6

Dec. 2022

Turn off MathJax

Article Contents

Article Navigation > Journal of University of Science and Technology Beijing ( Social Sciences Edition) > 2022 > 38(6): 677-684

WU Yuan-zheng, FENG De-zheng. The Attitudinal Meaning and Value Construction in Multimodal Ecological Discourse[J]. Journal of University of Science and Technology Beijing ( Social Sciences Edition), 2022, 38(6): 677-684. doi: 10.19979/j.cnki.issn10082689.2022100139

Citation:

WU Yuan-zheng, FENG De-zheng. The Attitudinal Meaning and Value Construction in Multimodal Ecological Discourse[J]. Journal of University of Science and Technology Beijing ( Social Sciences Edition), 2022, 38(6): 677-684. doi: 10.19979/j.cnki.issn10082689.2022100139

Citation:

PDF( 942 KB)

The Attitudinal Meaning and Value Construction in Multimodal Ecological Discourse-A Case Study of Environmental Public Service Advertisements

doi: 10.19979/j.cnki.issn10082689.2022100139

WU Yuan-zheng¹,
FENG De-zheng²

1.
Faculty of Humanities, The Hong Kong Polytechnic University, Hong Kong Special Administrative Region 999077, China
2.
Department of English and Communication, The Hong Kong Polytechnic University, Hong Kong Special Administrative Region 999077, China

Received Date: 2021-10-31
Available Online: 2022-11-21
Publish Date: 2022-12-05

Abstract

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.
- ecological discourse,
- attitudinal meaning,
- ecological value,
- multimodality,
- environmental public service advertisements

FullText(HTML)

References(28)

References

[1]	辛志英,黄国文. 系统功能语言学与生态话语分析[J]. 外语教学,2013,34(3):7-10,31.
[2]	黄国文, 陈旸. 生态哲学与话语的生态分析[J]. 外国语文, 32（6）: 55-61.
[3]	KRESS G & VAN LEEUWEN T. Reading Images: The Grammar of Visual Design （2nd ed.） [M]. London: Routledge, 2006.
[4]	Feng D. Analyzing multimodal Chinese discourse: Integrating social semiotic and conceptual metaphor theories [C] // Shei, C. The Routledge Handbook of Chinese Discourse Analysis. New York: Routledge, 2019: 65-81.
[5]	HANSEN A & MACHIN D. Visually branding the environment:Climate change as a marketing opportunity [J]. Discourse Studies, 2008, 10(6):777-794. doi: 10.1177/1461445608098200
[6]	苗兴伟,雷蕾. 基于系统功能语言学的生态话语分析[J]. 山东外语教学,2019(1):13-22.
[7]	STIBBE A. Ecolinguistics: Language, Ecology and the Stories We Live By [M]. London, New York: Routledge, 2021.
[8]	雷蕾,苗兴伟. 生态话语分析中的生态哲学观研究[J]. 外语学刊,2020(3):120-123.
[9]	何伟,魏榕. 国际生态话语之及物性分析模式构建[J]. 现代外语,2017,40(5):597-607,729.
[10]	何伟,耿芳. 英汉环境保护公益广告话语之生态性对比分析[J]. 外语电化教学,2018(4):57-63.
[11]	戴桂玉,仇娟. 语言、环境、社会−生态酒店英文简介之生态批判性话语分析[J]. 外语与外语教学,2012(1):48-52.
[12]	曹进,赵盼. 基于情态系统的网络语言生态话语分析−以微博的情感类网络语篇为例[J]. 重庆第二师范学院学报,2021,34(05):4-45, 66, 127.
[13]	杨阳. 系统功能视角下新闻报道的生态话语分析[J]. 北京第二外国语学院学报,2018(1):33-45.
[14]	李淑晶,刘承宇. 基于评价系统的生态话语分析−以特朗普退出《巴黎气候协定的演讲为例[J]. 外语与外语教学,2020(5):65-76,149.
[15]	BEDNAREK M & CAPLE H. Playing with environmental stories in the news—good or bad practice? [J]. Discourse & Communication, 2010, 4(1):5-31.
[16]	MARTIN J R & WHITE P P R. The Language of Evaluation [M]. New York: Palgrave Macmillan, 2005.
[17]	CHAN K & CHANG C. Advertising to Chinese youth:A study of public service ads in Hong Kong [J]. Qualitative Market Research:An International Journal, 2013, 16(4):421-435. doi: 10.1108/QMR-06-2013-0042
[18]	RICE R & ATKIN C. Public Communication Campaigns （4th ed.） [M]. Thousand Oaks, CA: Sage. 2013.
[19]	冯德正,亓玉杰. 态度意义的多模态建构−基于认知评价理论的分析模式[J]. 现代外语,2014,37(5):585-96,729.
[20]	YZER M C,SOUTHWELL B G & STEPHENSON M T. Inducing fear as a public communication campaign strategy [J]. Public Communication Campaigns, 2012(4):163-176.
[21]	YU M H M, FENG D W & UNSWORTH L. Infusing Pro-Environmental Values in Science Education: A Multimodal Analysis of Ecology Animations for Children [C] // UNSWORTH L. Learning from Animations in Science Education. Springer, 2020: 55-74.
[22]	KOTLER P & LEE N. Social Marketing: Influencing Behaviors for Good [M]. Thousand Oaks, CA: Sage, 2008.
[23]	BATOR R J & CIALDINI R B. The application of Persuasion Theory to the development of effective pro-environmental public service announcements [J]. Journal of Social Issues, 2000, 56(3):527-542. doi: 10.1111/0022-4537.00182
[24]	KEEL A & NATARAAJAN R. Celebrity endorsements and beyond:New avenues for celebrity branding [J]. Psychology & Marketing, 2012, 29(9):690-703.
[25]	BRACE-GOVAN J. More diversity than celebrity:A typology of role model interaction [J]. Journal of Social Marketing, 2013, 3(2):111-126. doi: 10.1108/JSOCM-05-2012-0079
[26]	STERN P C & DIETZ T. The value basis of environmental concern [J]. Journal of Social Issues, 1994, 50(3):65-84. doi: 10.1111/j.1540-4560.1994.tb02420.x
[27]	王学俭,宫长瑞. 试析马克思主义生态文明观及其当代意蕴[J]. 理论探讨,2010(2):25-28.
[28]	杨晶. 赢得国际话语权:中国生态文明建设的全球视野与现实策略[J]. 马克思主义与现实,2020(3):83-89.