多模态话语分析视角下中国英雄形象的构建与传播研究——以《中国奇谭》为例
A Study on the Construction and Dissemination of Chinese Hero Images from the Perspective of Multi-Modal Discourse Analysis—A Case Study of Yao-Chinese Folktales

动画作品是文化的重要载体，也是传播国家形象的重要途径。本文以系列动画《中国奇谭》中的第一话《小妖怪的夏天》为分析对象，在张德禄的多模态话语分析框架的基础上进行补充，运用修改后的框架从文化层面、语境层面、内容层面和表达层面分析以孙悟空为代表的传统英雄形象和以小猪妖为代表的平民英雄形象，探索该动画对中国英雄形象构建与传播的多模态策略，发现其在构建人物形象上的优势与字幕翻译中的不足，以期助推中国形象更好地“走出去”。
Animations are an important carrier of culture and an important way to spread the national image. Based on Delu Zhang’s multi-modal discourse analysis framework, this paper takes Nobody, the first episode of the animation Yao-Chinese Folktales, as the analysis object. The revised framework is used to analyze the traditional hero image represented by Wukong Sun and the civilian hero image represented by Zhuyao from the aspects of culture, context, content and expression. It explores the animation’s multi-modal strategies for the construction and dissemination of Chinese hero images, and finds out its advantages in constructing character images and shortcomings in subtitle translation, so as to promote China’s images to better “go to the world”.