对外传播视域下中华文明国际形象网宣片《CHN》的多模态话语分析研究
A Multimodal Discourse Analysis of the Online Promotional Video CHN for the International Image of Chinese Civilization from the Perspective of International Communication

本研究以张德禄提出的多模态话语分析综合框架为理论基础，以中华文明国际形象网宣片《CHN》为研究对象，探讨其如何通过语言、视觉和听觉等多种模态的协同来实现有效的文化传播。本文从文化、语境、表达、内容四个层面对影片中的多模态元素进行解读。研究发现，语言模态在传播中起主导作用，承担主要的信息功能，视觉和听觉模态作为补充，强化传播效果。各模态互动配合，协同呈现了开放包容、创新发展的中华文明形象，立体有效地促进了中华文化对外传播。本研究探讨了多模态话语表达框架在中国文化宣传中的应用，有利于为中国文化外宣，讲好中国故事提供一定参考。
This study is grounded in the integrated framework of multimodal discourse analysis proposed by Zhang Delu, taking the web promotional video “CHN” of China’s international image as the subject. It explores how the video achieves effective cultural dissemination through the synergy of multiple modalities including language, visual, and auditory elements. The paper interprets the multimodal elements within the film from four levels: culture, context, expression, and content. The research reveals that the linguistic modality plays a leading role in dissemination, bearing the primary informational function, while the visual and auditory modalities serve as complements to enhance the dissemination effect. These modalities interact and cooperate to collectively present an image of Chinese civilization characterized by openness, inclusiveness, innovation, and development. They thus promote the external spread of Chinese culture in a multidimensional and effective manner. By exploring the application of the multimodal discourse expression framework in the promotion of Chinese culture, this study aims to provide theoretical significance and practical value for the work of cultural external publicity.