文化批评的多模态范式建构--以诗报告《黑之灵》的商品化为例 |
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引用本文: | 陈树坤.文化批评的多模态范式建构--以诗报告《黑之灵》的商品化为例[J].长沙理工大学学报(社会科学版),2015(6):91-97. |
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作者姓名: | 陈树坤 |
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作者单位: | 广东金融学院,广东 广州 510521; 中山大学,广东 广州 510275 |
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基金项目: | 广东省高校创新强校工程自主创新能力提升类培育项目,广东金融学院外语系教学研究和改革培育资助项目 |
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摘 要: | 文化批评应该把视角投向多模态语篇,研究各种符号之间关系背后折射的社会意识形态。通过对多模态诗报告《黑之灵》分析发现,诗报告与摄影作品在宏观上构成共语境化关系,设立“黑”这一品牌符号,并塑造“热情好客”的黑衣壮人形象来增强读者的旅游体验期待。诗报告、翻译、摄影作品在微观上构成再语境化关系,使语篇阅读路径多元化,扩大文本的读者受众面,译文体现明晰化、简单化翻译策略,这些现象都透露出商品化的意识形态,体现出文化批评的多模态范式。
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关 键 词: | 文化批评 商品化 多模态范式 翻译策略 诗报告 |
On Constructing Multimodal Paradigm for Cultural Criticism:A Case Study on Commercialization of Poetry-Report the Spirit of Black |
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Abstract: | The cultural criticism is expected to apply multimodal discourse to explore the mode of social ideology hid-den behind in the semiotic relations.The analysis on the poetry-report The Spirit of Black reveals that the poetic report and photography works constitute macroscopically co - contextualizing relation.This poetic report set up"blackness" as the sign of the commodity brand,and construct an image of a black-claded"hospitable"Zhuang ethics to strengthen readers'tourism experience.The poetry-report,translation and photography works constitute micro-scopically re-contextualizing relation to offer multiple reading paths so as to enlarge the amount of readers.And the translation of The Spirit of Black presents a strategy of explicitness and simplification.All the mentioned reflect the ideology of commercialization,and demonstrate multimodal paradigm for cultural criticism. |
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Keywords: | cultural criticism commercialization multimodal paradigm translation strategy poetry-report |
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