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| Title: | 英文觀光手冊的多模態語步分析：以中國大陸桂林市為例
A multimodal move analysis of English tourist brochures: a case of Guilin city, mainland China |
| Authors: | 謝果
XIE, GUO |
| Contributors: | 黃怡萍
Huang, Yi-Ping
謝果
XIE, GUO |
| Keywords: | 英文觀光手冊
多模態文體
語步分析
邏輯語義觀
文本-圖像關係
專業英語/旅遊英語
English tourist brochures
Multimodal genre
Move analysis
Logico-semantic perspective
Text-image relations
English for Specific Purposes (ESP) or English for Tourism and Hospitality Purposes (ETHP) |
| Date: | 2023 |
| Issue Date: | 2023-08-02 14:00:33 (UTC+8) |
| Abstract: | 英文觀光宣傳手冊是旅遊語言中一個普遍且重要的宣傳文體，對其語言和修辭結構的研究已經相當廣泛。然而，它們的多模態性質仍然未被充分探究。為填補這一研究空白，本研究採用多模態語步分析，借鑒語言文字主導文本常用的語步分析(Xia, 2020; Van Leeuwen, 2005)來探索英文觀光宣傳手冊的多模態特徵。
本研究採用的多模態語步分析包括兩個框架：語步分析和多模態分析。語步分析框架基於Bhatia(2004) 對廣告的語步分析以及Luo和Huang(2015)對美國觀光手冊的分析。多模態分析框架則包括Martinec和Salway (2005) 的框架和Van Leeuwen(2005) 對文本-圖像關係的邏輯語義解釋，包括詳述、擴展和增強。在本研究中，這些框架提供了對英文觀光宣傳手冊的多模態特徵的全面分析。
為了全面地研究這些特徵，研究人員對由中國大陸桂林市政府發布的五份英文觀光手冊組成的數據集進行了語步和多模態分析。該分析旨在指出個別語步、語步之間的關係以及每個語步內的文本-圖像關係有關的模式。
語步分析顯示，所分析的英文觀光宣傳手冊由六個必要步驟組成：提供標題、建立信譽、針對市場、詳細介紹旅遊目的地、提供服務信息和徵求回應。語步和步驟模式的分析表明，主要子文體類型是描述，通過事實信息敘述和產品評估等方法實現。分析的英文觀光宣傳手冊在語步組織結構方面表現出靈活性和可變性，表明其適應不同的上下文和觀眾。此外，分析結果也顯示了英文觀光宣傳手冊中的四個語言突出特點：隱喻、諺語、中國詩詞和評價形容詞，這些特點有助於增強該文體的說服力和宣傳性質。
此外，多模態分析顯示，在英文觀光宣傳手冊中，詳述和擴展是兩個主要的文本-圖像關係，而增強相對較少。這些結果表明，英文觀光宣傳手冊中的圖像主要用於提供進一步的信息或說明文本內容，而不是創造新的意義或增強手冊的整體影響力。這種圖像的功能性使用與該文體的宣傳和信息傳達目的相一致。
基於這些發現，本研究對英文觀光宣傳手冊中缺失的語步和步驟，語步結構的可變性和靈活性，描述作為一個子文體類型以及四個語言突出特點進行討論。本研究還深入探討了英文觀光宣傳手冊中觀察到的文本-圖像關係的原因。
此外，需要認識到英文觀光宣傳手冊不僅是宣傳工具，也是文化工具。不同的文化背景可能會影響英文觀光宣傳手冊的寫作模式，考慮到歷史價值觀、美學品味和文化價值觀等因素，這些因素塑造了這些手冊的內容、語言和話語結構。
這項研究的意義對於教育工作者和旅遊宣傳冊設計師來說非常重大。教育工作者可以利用本研究提供的框架和見解來開發教材，並評估學生在專門用途英語(ESP)和旅遊與酒店行業英語(ETHP)方面的多模式讀寫能力。同樣，旅遊宣傳冊設計師可以應用這些研究結果來創作更具文化敏感性和效果的旅遊宣傳冊。
然而，需要注意本研究存在一些限制，例如樣本數量較小，僅包括中國大陸桂林市的官方英文觀光宣傳手冊。主要關注雙語文本中的英文部分可能忽略了手冊中的重要特點或差異。未來的研究可以考慮擴大樣本規模，包括更廣泛的旅遊目的地，並涵蓋非官方手冊，以獲得對觀光宣傳手冊的多模態特徵更全面的理解。此外，將分析擴展到其他語言和文化，例如手冊中的中文，能提供有價值的研究。最後，評估該框架和教學建議在不同情境中的有效性將具有重要研究價值。
English tourist brochures (ETBs) are a prevalent and significant promotional genre in tourism discourse, and extensive research has been conducted on their language and rhetorical structure. However, their multimodal nature remains underexplored. To address this research gap, this study adopts a multimodal move analysis, building upon the move analysis commonly used in text-dominated texts (Xia, 2020; Van Leeuwen, 2005) to explore the multimodal features of ETBs.
The multimodal move analysis applied in this study encompasses two frameworks: move analysis and multimodal analysis. The move analysis framework draws on Bhatia`s (2004) move analysis of advertisements and Luo and Huang`s (2015) analysis of American tourist brochures. The multimodal analysis framework incorporates Martinec and Salway`s (2005) framework and Van Leeuwen`s (2005) logico-semantic interpretation of text-image relations, including elaboration, extension, and enhancement. These frameworks can help to provide a comprehensive analysis of the multimodal features of the analyzed ETBs.
To thoroughly examine these features, the researcher conducted move analysis and multimodal analysis on a dataset comprising five brochures published by the official government of Guilin City in Mainland China. The analysis aimed to identify patterns related to individual moves, the relationship between moves, and text-image relations within each move.
The move analysis reveals that the analyzed ETBs consist of six obligatory moves: Providing Headlines, Establishing the credentials, Targeting the market, Detailing the tourist destination, Providing the service information, and Soliciting responses. The analysis of move and step patterns indicates that the primary sub-genre is the description, achieved through approaches such as factual information illustration and product appraisal. The analyzed ETBs exhibit flexibility and variability in move organization, suggesting adaptability to different contexts and audiences. Furthermore, the analysis identifies four linguistic saliencies in ETBs, including metaphors, sayings, Chinese poems, and evaluative adjectives, contributing to the persuasive and promotional nature of the genre.
Additionally, the multimodal analysis reveals that in ETBs, elaboration and extension are the two predominant text-image relations, while enhancement is relatively scarce. These findings suggest that images in ETBs are primarily used to provide further information or to illustrate the textual content, rather than to create new meanings or to enhance the overall impact of the brochure. This functional use of images aligns with the promotional and informative objective of the genre.
Building upon these findings, this study provides insights into the missing moves and steps in ETBs, the variability and flexibility of move organization, the description as a sub-genre, and the four linguistic saliencies. The study also delves into the reasons behind the observed text-image relations in ETBs.
Moreover, it is crucial to recognize that ETBs serve not only promotional
artifacts but also cultural artifacts. Different cultural contexts may influence the writing patterns of ETBs, taking into account factors such as historic values, aesthetic tastes, and cultural values that shape the content, language, and discourse structure of these brochures.
The implication of this study is significant for educators and brochure designers. Educators can use the framework and insights provided in this study to develop teaching materials and assess students` multimodal literacy skills in English for Specific Purposes (ESP) and English for Tourism and Hospitality Purposes (ETHP). Likewise, brochure designers can apply these findings to create more culturally sensitive and effective tourist brochures.
However, it is important to note that this study has limitations, such as the small sample size consisting of official English tourist brochures from Guilin, Mainland China. The focus primarily on the English sections of the bilingual dataset may have overlooked important features or differences present in the Chinese sections of the brochures. Future research could consider expanding the sample size to include a wider range of tourist destinations and encompass non-official brochures to gain a more comprehensive understanding of the multimodal features in tourist brochures. Additionally, extending the analysis to other languages and cultures, such as Chinese in brochures would provide valuable insights. Finally, it would be valuable to evaluate the effectiveness of the framework and pedagogical suggestions in various contexts. |
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| Description: | 博士
國立政治大學
英國語文學系
108551505 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0108551505 |
| Data Type: | thesis |
| Appears in Collections: | [英國語文學系] 學位論文
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