Kaiwen Yang

Spreading Chinese culture has always been an important task. Hello, Chinese Style aims to explain the definition of Chinese style. It is a multimodal discourse with distinctive cultural characteristics. At present, domestic research on propaganda films focuses on spread strategy and image building. Some scholars have also noticed the multimodal characteristics of propaganda films, but the research on modal synergy is not deep enough. This paper will use the dynamic multimodal discourse analysis framework to study the cooperative relationship between different modes in Hello, Chinese Style. Through the analysis of this video, it is concluded that language is the supplement of image; Background sounds are combined with images through contextual interaction, while situational sounds provide more detailed information for images. This paper hopes to explore the optimal coordination of various modes, and find more three-dimensional and diversified cultural communication methods, so as to promote the spread of Chinese culture and the establishment of a good national image.

Hello; Chinese Style; modal synergy; multimodal discourse analysis

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