本书以社会符号学理论为基础, 融合话语分析领域的研究成果, 系统阐述了多模态批评话语分析理论的演变过程, 介绍了相关概念和研究的方法; 以电视竞选广告为研究语料, 全面分析了竞选广告的多模态话语特征以及多种模态符号在意义构建方面所发挥的互补和延伸作用; 从认知语言学的角度分析西方竞选广告在符号形式构建和符号认知两方面所做的选择, 揭示“意义潜势”背后所隐藏的权利、意识和话语三者之间的内在关系。
Chapter Ⅰ Introduction
1.1 Background of the Study
1.2 Research Purpose
1.3 Significance of the Research
1.4 Statement of the Problems
Chapter Ⅱ Review of Related Literature
2.1 Social Semiotic Foundation
2.2 Sapir-Whorf Hypothesis
2.3 From CDA to MCDA
2.4 Modes Contributing to Meaning-making
Chapter Ⅲ Televised Political Advertising
3.1 Political Advertising
3.2 American General Election Campaign Advertising
Chapter Ⅳ Theoretical Framework
4.1 Benoit's Functional Approach to Political Discourse
4.2 Systemic-functional Grammar
4.3 Visual Grammar
4.4 Image-text Relations
4.5 Research Paradigm of the Study
Chapter Ⅴ Research Methodology
5.1 Research Design
5.2 Corpus of the Study
5.3 Data Gathering Procedures
5.4 Encoding and Decoding of Data
5.5 Statistical Instrument
Chapter Ⅵ Distribution of Verbal and Visual Modes
6.1 Functional Distribution of Corpus
6.2 Verbal Modes Analysis
6.3 Visual Modes Analysis
Chapter Ⅶ Meaning-making in Verbal-visual Interaction
7.1 Meaning-making in Ideational Function
7.2 Meaning-making in Interpersonal Function
7.3 Meaning-making in Interactive Function
7.4 Interaction Between Verbal and Visual Modes
7.5 Extension on Interpersonal Meaning
7.6 Ideology and Power in Visual-verbal Interactions
Chapter Ⅷ Conclusion
8.1 Contribution of the Study
8.2 Recommendations
References
Appendices
书单推荐
