本書以社會符號學理論為基礎, 融合話語分析領域的研究成果, 系統(tǒng)闡述了多模態(tài)批評話語分析理論的演變過程, 介紹了相關概念和研究的方法; 以電視競選廣告為研究語料, 全面分析了競選廣告的多模態(tài)話語特征以及多種模態(tài)符號在意義構建方面所發(fā)揮的互補和延伸作用; 從認知語言學的角度分析西方競選廣告在符號形式構建和符號認知兩方面所做的選擇, 揭示“意義潛勢”背后所隱藏的權利、意識和話語三者之間的內在關系。
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
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