Abstract:

In the era of the mobile internet, social media news, with its rich resources and huge user groups, has become an important way for government agencies to achieve effective publicity and management. On the basis of the characteristics of social media, we propose the concept of multimodal discourse governance and discuss how the official news media guide the emotions and attitudes of the public by constructing positive values to realize discourse governance in the context of COVID-19. On the basis of the appraisal system, this paper proposes a semantic framework of positive values and a multimodal analytical framework to systematically describe how positive values are constructed by text resources and image resources. Through the analysis of short TikTok videos produced by CCTV News, it is found that news videos represent positive emotions, people’s good qualities, and the rationality of events through bottom-up, persuasive, and triggering discourse strategies to achieve the purpose of building a community with shared emotions and shared values. This study points out that multimodal discourse governance on social media not only serves to improve the overall governance capacity of the country but also plays an important role in improving national soft power and building a harmonious society.

Keywords: multimodal discursive governance; TikTok; positive values; COVID-19; news; social media

摘要：

在移动互联网时代,社交媒体因为拥有丰富的多模态符号资源和庞大的用户群体,已经成为政府机关与社会机构发布消息时的首选渠道,是实现有效宣传和科学管理的重要方式。基于社交媒体的特点,我们提出多模态话语治理的概念,并以此为基础,探讨在抗击新冠肺炎疫情的背景下,我国主流媒体是如何通过建构正面价值来引导公众的情感和态度,从而实现话语治理的目的的。同时,以评价系统为基础,我们提出了正面价值语义框架和多模态分析框架,并系统描述了如何通过文字资源和图像资源共同建构正面价值。本研究以“央视新闻”官方抖音号发布的短视频新闻为例,发现其通过自下而上的劝导式和引发式的话语策略呈现积极情感、良好品质以及事件合理性,从而达到构建社会情感共同体和社会价值共同体的目的。我们认为,基于社交媒体的多模态话语治理不仅是提高国家整体治理能力的重要途径,也是构建国家软实力与建设和谐社会的重要方式。

关键词: 多模态话语治理, 抖音, 正面价值, 新冠肺炎疫情, 新闻, 社交媒体