Multimodal Discourse Analysis of Chinese Museum Propaganda Films From the Perspective of New Media: Take Shi-ku Garden in China as An Example

Wei Shen, Ahmad Nizam Bin Othman, Madya Dr. Nor Azah Binti Abdul Aziz


In an era of information and the rapid development of new media, language is not the only way to convey information. The construction and expression of meaning can be done through images, colors, music, etc. Therefore, multi-modal language analysis has become a hot topic. It provides a new perspective for discourse analysis composed of multiple symbols, which can help readers understand how images, music, and other symbols work together and constitute meaning, and it has a positive meaning to improve people’s ability to read multi-modal discourse. Multimodal discourse analysis theory is widely used, and can be used in speech and text, PPT, advertising, website page design, architecture, urban design planning, film and television drama, music, large-scale performances and stage performances, typesetting, textbook design, teaching and databases, etc. It has the characteristics of interdisciplinary and strong application, so it can also play a guiding role in social life and economy. It is closely related to media studies and critical discourse analysis. It has affected the research direction of many disciplines today, such as reading and writing education , media discourse analysis, cultural studies, etc., can play a direct guiding role in the social economy.
The museum is a public welfare social cultural unit, which is responsible for the exhibition, cultural relics research and education. The advent of the Internet era has brought new opportunities and challenges to the education work of the museum, and the museum workers must innovate the way of the Internet, build the Internet exchange platform, and promote the education’s acceptance of the education, and improve the education level of education. As a typical dynamic multimodal discourse, the Chinese bronze museum’s propaganda film “the Chinese stone library garden” combines the forms of language, image, color, voice, music and so on. Based on the framework of multi-modal discourse and visual grammar theory of Kress and van Leeuwen. From the four angles of contact, social distance, attitude and method, the propaganda film of “China Shi-ku Garden “, one of the Chinese museums, analyzes the multi-modal analysis mechanism construction strategy of cultural characteristics, and explains the spread and development of the traditional bronze culture in China.


New media; Culture communication; Multimodal discourse analysis; Propaganda film; Museum

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