Abstract:

Adopting the approach of a social-cognitive study of multimodal discourse, the present study conducts an analysis of the multimodal metaphors in 300 political posters on socialist core values. The major findings are as follows: (1) In such source domains as nature, animals, traditional cultural symbols, and event structures, three dominant conceptual metaphors are constructed: abstract concepts as entities, abstract values as concrete signs, and abstract moral/spirit/psychology as motor behavior. They are used to construct abstract concepts, mainly including grand political concepts such as country, civilization, and nation; social ideals such as happiness, auspiciousness, and harmony; and moral principles such as diligence, friendliness, and piety. (2) Multimodal metaphors as effective instruments for the specification and manifestation of political ideas provide cognitive resources and the means for realizing national grand narratives and individual identification. They are tools of political mobilization and the dissemination of mainstream ideology. It is suggested that the ways of constructing and disseminating these posters should be more diversified and individualized so as to improve their effect of communication and cultivation of socialist core values.

Keywords: multimodal metaphors; social-cognitive approach; socialist core values; posters

摘要：

本文采用多模态话语的社会认知研究路径,对300幅社会主义核心价值观海报中包含的多模态隐喻进行了分析,结果发现：①这些海报以自然、动物、传统文化符号和基础事件结构为主要源域,构建了三大概念隐喻,即[抽象概念是实体]、[抽象价值是具象符号]、[抽象道德/精神/心理是运动行为],以此来构建抽象概念,主要包括“国家”“文明”“民族”等宏大政治概念、“幸福”“吉祥”“和谐”等社会理想以及“勤劳”“友善”“孝敬”等道德准则;②多模态隐喻为实现国家宏大叙事和个体认同提供了认知资源和路径,是政治思维具象化、外显化的有效手段,也是主流意识形态进行政治动员和传播的有力武器。最后,本文提出此类海报在构建与传播方式上应该更加多元,以进一步提升其传播和培育社会主义核心价值观的效果。

关键词: 多模态隐喻, 社会认知研究, 社会主义核心价值观, 海报