Multimodal Discursive Interaction Approach to Regional Image Construction — Taking Anhui Image Promotion Video as an Example

Siwen Tang Xiao Ling
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Siwen Tang Xiao Ling: School of Foreign Languages, Huainan Normal University, China

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 2, 2330-2343

Abstract: There are not many studies exploring the construction of Anhui’s image from a linguistic point of view, basically focusing on how to use linguistic modality to construct Anhui’s image, not to mention the studies related to the construction of multimodal discourse. Based on the macro-analytic framework of “three-dimensional-bidirectional†, which is the research path of discursive interaction, this study explores the multimodal discourse construction of Anhui’s regional image from the macro level of the three dimensions of diachrony, verticality and horizontality, using three Anhui image promotion videos as the corpus. It is found that in the construction of the regional image of Anhui over time, the green ecological discourse and the new development discourse are the main line, and at the same time interspersed with economic discourse and other diversified discourses, which show the beautiful image of “Splendid Anhui welcoming the world†, and are committed to the realization of the construction and dissemination of the multimodal discourse of the diversified Anhui region. It also provides a path for reflection and reference for the future production of promotion videos.

Date: 2025
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