A Multimodal Discourse Analysis of Culture of Song-styled Charm in Hangzhou on Social Media
Culture of Song-styled charm is an important cultural symbol with Chinese style and Zhejiang identification.This paper takes the short video featuring culture of Song-styled charm in Hangzhou as the re-search object.A semiotic framework of multimodal attributes is adopted to model Hangzhou urban imaginary as evaluative attributes on TikTok.The analysis of 100 videos shows that the creators make full use of multi-modal verbal and visual resources to construct the urban imagination of Hangzhou based on the historical and cultural city and the dynamic modern city.The wide spread of the video on social media not only deepens the interaction between people and cities,but also further explores the symbolic value of Song-styled charm.It is helpful for Hangzhou to build up city brand and disseminate it on media based on cultural identity un-der the background of symbol economy.
culture of Song-styled charmsocial mediamultimodalityurban imaginationbrand commu-nication
万方数据
维普
