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论文作者:留学生论文论文属性:硕士毕业论文 thesis登出时间:2011-04-07编辑:zn1987点击率:2839
论文字数:5547论文编号:org201104071110403419语种:英语 English地区:美国价格:$ 66
关键词:visual discoursesocial semioticsintercultural exchange
Symbolic Capitals: Visual Discourse and Intercultural Exchange in the European Capital of Culture Scheme
Department of Communication, University of Washington, Seattle,
WA, USA
In multilingual Europe, visual discourse may function as a cross-culturally strategic
form of communication,留学生论文代写thanks in part to its perceptual and iconic availability. In this
regard, we offer a social semiotic critique of a range of visual resources deployed in
the official promotional texts of 30 of the 43 cities either nominated or competing for
the title of European Capital of Culture between 2005 and 2011. In considering the
political/cultural/economic ideologies that underpin the production of a supposedly
pan-European identity, we also show how these branding exercises manage local/
global tensions by exploiting the intercultural meaning potentials of visual discourse.
Nel contesto multilingue dell’Europa, il discorso visivo puo` funzionare come una
forma strategica di comunicazione crossculturale, grazie alla sua relativa immedia-
tezza a livello percettivo e iconico. In questo articolo, offriamo un’analisi di tipo
semiotico sociale in relazione a una gamma di risorse visive ricorrenti nei materiali
promozionali ufficiali di trenta citta` nominate o in gara per il titolo di Capitale
Europea della Cultura fra il 2005 e il 2011. Nel considerare le ideologie politiche,
economiche e culturali che sottendono la produzione di una presunta identita` pan-
europea, mostriamo anche come queste pratiche di ‘branding’ gestiscono la tensione
fra identita` locali e globali per mezzo dei potenziali di significato interculturali
offerti dal discorso visivo.
Keywords: visual discourse, social semiotics, intercultural exchange, Europeanhttps://www.51lunwen.org/liuxuelunwendx/ identity
You are not necessarily a European just because you happen to be born
or to live in a city marked on the political map of Europe. But you
may be European even if you’ve never been to any of those cities.
(Bauman, 2004: 5)
1.Although it might seem out of place in a journal otherwise devoted to
language/s, we see two good reasons why the study of visual discourse is an
important consideration for linguists. First of all, no semiotic mode exists in
isolation of other meaning-making practices. Language is only ever made truly
meaningful and/or understandable in the context of paralinguistic and other
nonverbal codes; in fact, in many instances written and spoken language are
themselves the contextual ‘background’. Certainly, as Kress and van Leeuwen (2001: 26) comment, ‘In the era of multimodality semiotic modes other than
language are treated as fully capable of serving for representation and for
communication.’ In addition, so much in the way of intercultural exchange
simply occurs outside of language. By this we mean in no way to diminish the
power and politics of language/s in intercultural communication á we too
recognise how intercultural scholarship has for too long problematically
assumed English to be the de facto medium of intercultural encounter.
Nonetheless, many of the means by which intercultural communication takes
place are often material, affective and, of course, visual. Therefore, we are here
looking to contribute a different but complementary perspective for scholars
committed to an interdisciplinary understanding of the interplay 本论文由英语论文网提供整理,提供论文代写,英语论文代写,代写论文,代写英语论文,代写留学生论文,代写英文论文,留学生论文代写相关核心关键词搜索。