| With the increasing influence of modern scientianism,the idea of "there are pictures,there is truth" and "everything is countable" has increasingly become the standard of all walks of life,including the news industry.Therefore,"figure + data" naturally becomes the most persuasive rhetorical device.In the field of financial news,financial knowledge and abstract data are often obstacles for the general public to contact and understand financial news.With the help of big data and image visualization technology,it can not only optimize the form of financial news,but also give play to the advantages of visual,popular and concise communication of images and charts.Data journalism is visual text,and visual rhetoric theory is the study of visual symbol reference and implication.Therefore,on the theoretical basis of visual rhetoric,this paper reveals the source domain structure and target domain reference of financial data news,attempts to explain how financial news uses data and visual rhetoric to present social and economic phenomena,and how visualization serves the established discourse framework through visual rhetoric.In the concrete visualization practice,how to optimize the visual text of financial news and the function of accurate and popular presentation by means of rhetoric?This paper will take the tweets of financial and economic data news published by WSJ Graphics,a data news column of the Wall Street Journal,as the research object,and make comprehensive use of visual rhetoric theory,content analysis method,text analysis method and case analysis method to study the four dimensions of rhetorical elements,rhetorical framework,rhetorical context and rhetorical effect.The four dimensions show a progressive relationship from point to surface and from surface to volume.At the level of rhetorical elements,the text is divided into three visual elements,number,figure and text,and sums up the "number" figure of speech,the ideographic features of image rhetoric and the intertextual function of texts.Rhetorical framework is a combination of rhetorical elements,which is to study how financial data news completes the practice of rhetorical interpretation under the three frames of time,space and interaction.Rhetorical context is the analysis of the text situation,that is,the unique rhetorical methods and characteristics in the three contexts of macroeconomic news,financial market news and corporate industry news.Rhetorical effect is an analysis on the audience level.Taking the user comments in the Wall Street Journal as the research sample,Nvivo word frequency statistics and coding classification are used to summarize the characteristics of audience feedback.It is found that the financial data news represented by the Wall Street Journal needs comprehensive consideration in the selection of visual elements.Data sources,rhetorical features of various data,rhetorical features of figures and intertextural effects of words all need to be consistent with the news theme.The time and space framework enables financial news to complete the construction of financial events within a specific space and time range.The interaction framework highlights the unique advantages of data news interaction and participation.Rhetoric methods in the three contexts have distinct characteristics.Financial data news should combine the specific context of the text,choose lexicographical rhetoric,conceptual rhetoric,procedural rhetoric and other rhetoric methods;Finally,user comments can see that financial news has the rhetorical effect of arousing audience’s aesthetic appreciation,cognition and questioning,which can provide reference for news optimization. |
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