Multi-modal Discourse Analysis and Construction Strategies Study on Caution Signs in Scenic Spots

doi:10.12002/j.bisu.2016.003

Abstract

Abstract: The rapid development of China's tourism industry has led to the focus on standardization of signs in scenic spots, and the level of service and humanistic care in scenic spots are closely related to the rationality of the spot signs designing in scenic spots. As to the caution signs designing, there exist problems of irrational image-text relation, stiff wording and so on. This paper makes a comparative analysis on the four categories of caution signs in scenic spots primarily based on the meta-functions of language and visual grammar of image. The results show that communicative nature of signs in scenic spots is basically the interpersonal communication between sign designers and tourists, which needs to follow the principle of politeness and persuasion. The first category of scenic spots can reflect the meta-functions of language more exactly and follow the visual grammar of image. On the basis of the theory of cognitive psychology, the paper, from two perspectives of the realization of discourse’s communicative intention and the psychological cognitive mechanism of multimodal discourse, makes a further analysis on coordination and related mechanism between the models in the first category of Caution Signs. And it is certified that the first category of multi-modality discourse construction conforms to the psychological cognitive mechanism, and can better realize the communicative intention. Based on the contrastive analysis of four categories and the psychological cognitive analysis of the first sign, the study also proposes strategies for caution signs construction in scenic spots.

Keywords: caution signs in scenic spots; multi-modal discourse analysis; meta-functions; visual grammar; psychological cognitive mechanism; construction strategies

摘要： 我国旅游事业快速发展，催生了景区标识的规范性问题，而景区标识设计合理与否又与景区的服务水平和人文关怀密切相关。其中景区提示标识设计就存在图文关系不合理、措辞生硬等诸多问题。本文基于语言元功能与图像视觉语法理论，对景区4类提示标识语篇进行了对比分析，发现标识的交际本质是标识构建者与游客之间的人际交际，需遵循礼貌和劝说原则；4类标识中的第一类提示标识更能体现语言元功能，符合图像视觉语法。本文又基于认知心理学理论，从语篇交际意图的实现过程和多模态语篇交际的心理认知机制两个视角对第一类景区标识模态间的协同与关联机制作了进一步分析，证实了第一类标识多模态语篇构建符合心理认知机制，能够较好实现语篇交际意图。依据对4类标识语篇的对比分析和第一类标识心理认知分析，本文还提出了景区提示标识的构建策略。

关键词: 景区提示标识, 多模态语篇分析, 元功能, 视觉语法, 心理认知机制, 构建策略

CLC Number:

H0-05

CHEN Zijuan / GENG Jingbei. Multi-modal Discourse Analysis and Construction Strategies Study on Caution Signs in Scenic Spots[J]. Journal of Beijing International Studies University, 2016, 38(2): 28-41.

陈子娟耿敬北. 景区提示标识的多模态语篇分析与构建策略研究[J]. 北京第二外国语学院学报, 2016, 38(2): 28-41.

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