Multi-modal Discourse Analysis Of CGTN Anti-epidemic Documentary From The Perspective Of International Communication

From 2020 to 2022,the series of documentaries on China’s fight against COVID-19 filmed by CGTN(China International Television)were widely disseminated overseas and showed the experience and achievements of China’s fight against COVID-19 to overseas audiences.As a typical dynamic discourse,the symbolic system in CGTN’s anti-epidemic documentary series mainly includes language,visual and auditory modes.Based on Zhang Delu’s comprehensive theoretical framework of multi-modal discourse analysis,combined with Halliday’s functional grammar and Kress&Van Leeuwen’s visual grammar,this study uses a qualitative and quantitative approach and takes the anti-epidemic documentary series as research samples to conduct in-depth and detailed analysis from the meaning layer--linguistic mode,formal layer--visual mode and auditory mode.From the perspective of multi-modal discourse analysis,this paper explores the characteristics and meaning construction of multi-modal discourse in the process of CGTN external communication.The study found that CGTN anti-epidemic documentary used many multi-modal discourse strategies with discourse advantages,and made innovations in specific discourse strategies.According to the framework of multi-modal discourse analysis,the features of CGTN anti-epidemic documentary at the context level are as follows:Discourse scope: multi-subject oriented to the world;The general emotional tone of high predictability;Discourse mode: civil discourse is the main,official discourse is auxiliary.The cultural aspect mainly reflects the strong national identity and the role of traditional Chinese medicine culture in the epidemic.On this basis,the three modes work together to construct the composition meaning of the documentary,the mixed metaphor constructs the social image of civilized harmony and modern governance,the "war" metaphor constructs the political image of people,and the metonymy of "entity and material" constructs the image of an economic power with both economy and science and technology.Finally,based on the multi-modal analysis of CGTN anti-epidemic documentary,the author puts forward several discourse strategies:(1)Discourse content: fact-oriented,quoting multiple discourse;(2)Pay attention to transparent and popular discourse mode;(3)Discourse form: strengthen modal collaboration and explore diversified visual elements;(4)Discourse space: based on the global context,reduce the cultural discount;It is expected that the above strategies can provide new thinking for the external communication of news documentary.