外宣语篇的跨文化建构模式

语篇包含一定的意图并涉及一定的后果,完整语篇的建构是在作者与读者的互动中完成的。外宣语篇的语用功能具有强烈的意识形态特征,意识形态和价值观的宣传离不开语篇受众的积极回应。在信息时代的今天,外宣语篇是多模态的。因此,外宣语篇的建构是在多模态、互动中完成的,并且体现着积极话语趋势。结合语域理论,对已有成功外宣案例进行分析,论证了几种互动多模态外宣语篇的建构模式。

On the discourse construction model of external publicity

A discourse means its communicative purpose and the corresponding consequence. The construction of a whole discourse is through interaction between producer and receiver. The pragmatic function of external publicity is of specific ideology feature, and the publicity of value and ideology is realized through the audience's active response. Under the trend of globalization, external publicity is not confined to static verbal discourse. So the discourse construction of external publicity is in multimedia and interactive environment, and is of positive discourse trend. Combined with the register theory, through analyzing the successful publicity cases, this paper suggests several discourse construction model of the multimedia interactive external publicity.