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

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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

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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

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References(28)

References

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