超文化身份的多模态建构：以李子柒短视频为例

doi:10.12002/j.bisu.383

摘要/Abstract

摘要：

在全球化时代,东方与西方、传统与现代交会融合,形成超越国别或区域限制的文化杂糅,即超文化（transculturality）。超文化同时也是新媒体发展的产物。网络媒体,尤其是社交媒体的发展使跨文化交际变得大众化、日常化、多模态化。在此背景下,本文将探讨社交媒体中超文化身份的多模态建构,提出将超文化身份视为包括性格、能力、品德等维度的态度意义,并提出分析视频语篇中身份建构的多模态理论框架。基于该框架,本文对李子柒在YouTube平台上的108个视频进行标注,归纳出其身份特征以及多模态资源的使用特点。研究认为,在提高国家文化软实力、中国文化“走出去”的大背景下,研究融会中外、贯通古今的超文化身份策略对构建多模态中国话语体系、扩大中华文化影响力具有积极意义。

关键词: 超文化身份; 身份建构; 多模态; YouTube视频; 国家文化软实力; 短视频; 李子柒; 视频话语分析

Abstract:

In recent years, the low-maintenance nature of social networking sites has allowed ordinary people to digitally circulate their products and construct transcultural identities. In this context, this article will explore the multimodal construction of individuals’ transcultural identities on social media by proposing a multimodal theoretical framework. Through the analysis of 108 YouTube videos by a popular vlogger, Li Ziqi, this study shows that she highlights her dual identity as a traditional Chinese woman and a modern woman. The image of a traditional Chinese woman is constructed through her promotion of traditional Chinese virtues and revitalization of local folk art; the image of a modern woman is characterized by her self-portrayal as an attractive young woman who pursues professionalism and a trendy lifestyle. In an effort of multimodal pragmatic analysis, this study demonstrates how this approach can help us understand the complex manifestation of transcultural identities in multimodal discourse. This study also contributes to an understanding of China’s soft power-building strategies, shedding light on how Chinese culture is promoted to a global audience.

Keywords: transcultural identities; identity construction; multimodality; YouTube videos; China’s soft power; short videos; Li Ziqi; video discourse analysis

中图分类号:

H030

王伊蕾, 邹甜甜. 超文化身份的多模态建构：以李子柒短视频为例[J]. 北京第二外国语学院学报, 2022, 44(2): 66-78.

Wang Yilei, Zou Tiantian. The Multimodal Construction of Transcultural Identities in New Media: The Case of Short YouTube Videos of Li Ziqi[J]. Journal of Beijing International Studies University, 2022, 44(2): 66-78.

图/表 2

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分类		评价性语言		视频设计		合计
分类		显性评价	隐性评价	角色设计	空间设计	合计
传统女性身份特征	对传统美德的遵从	21	43	79	-	143	318
传统女性身份特征	对传统文化的弘扬	-	43	132	-	175	318
现代女性身份特征	专业技能	-	78	86	-	164	301
	时尚生活方式	-	-	26	43	69
	性感有魅力	-	15	53	-	68

分类		评价性语言		视频设计		合计
分类		显性评价	隐性评价	角色设计	空间设计	合计
传统女性身份特征	对传统美德的遵从	21	43	79	-	143	318
传统女性身份特征	对传统文化的弘扬	-	43	132	-	175	318
现代女性身份特征	专业技能	-	78	86	-	164	301
	时尚生活方式	-	-	26	43	69
	性感有魅力	-	15	53	-	68