多模态话语分析视角下的城市形象建构——以哈尔滨市申办2025年第九届亚冬会宣传片为例
Urban Image Construction under the Perspective of Multimodal Discourse Analysis—A Case Study of Harbin’s Promotional Video for the 9th Asian Winter Games in 2025

本文以Kress和van Leeuwen的视觉语法理论为分析框架，以哈尔滨市申办2025年第九届亚洲冬季运动会(亚冬会)宣传片为研究对象，探讨城市形象的建构策略与传播效果。通过对宣传片中语言、图像、声音、色彩等多种模态符号的系统分析，揭示哈尔滨市如何通过多模态资源的协同作用，塑造兼具冰雪特色、文化底蕴与现代活力的城市形象。研究发现，宣传片通过突出冰雪运动元素、展现城市历史文化和现代化发展成就，构建了“冰雪之都”、“文化名城”与“活力都市”的多重形象定位。同时，多模态话语的有机结合不仅增强了宣传片的视觉冲击力和情感感染力，也有效提升了城市品牌的国际传播效果。本文旨在为体育城市形象的多模态建构提供理论参考，并为未来城市宣传片的制作与传播实践提供借鉴。
This paper takes the visual grammar theory of Kress and van Leeuwen as the analytical framework and takes Harbin’s promotional video for the 9th Asian Winter Games in 2025 as the object of study to explore the construction strategies and communication effects of urban images. Through the systematic analysis of language, images, sounds, colors and other modal symbols in the promotional video, the study reveals how Harbin shapes an urban image with ice and snow characteristics, cultural heritage and modern vitality through the synergistic effect of multimodal resources. It is found that Harbin constructs multiple images, including “Ice and Snow Capital”, “Cultural City” and “Vital Urban Center” by highlighting ice and snow sports and showcasing its historical culture and modern development. At the same time, the organic combination of multimodal discourse not only enhances the visual impact and emotional impact of the promotional video, but also effectively improves the international communication effect of the urban brand. This paper aims to provide a theoretical reference for the multimodal construction of sports city images and practical guidance for the production and dissemination of urban promotional videos in the future.