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模态是人机交互中的信息呈现方式,多模态就是人们使用多种感官模态,通过多种物理媒介,与计算机等机器进行信息交互。政务新媒体多模态话语是政务网站、微博、微信等使用了多种感官模态,经由人机交互后所形成的话语。政务多模态话语中,大量的图像话语与文本话语并置表意。政务多模态图像话语造型上的表征主要为:标识性图像的文字化和非标识性图像词语图解化倾向;标识性图像对汉字书法的追求和政务网站栏目线绘化的倾向;非标识性图像中人像图片的领导人像化。政务多模态图像话语的色彩以蓝、红为主色。
Modal is the way of presenting information in human-computer interaction. Multi-modal is that people use a variety of sensory modalities to interact with computers and other machines through various physical media. Multi-modal discourse of government new media is the discourse formed by government websites, Weibo, WeChat, etc. using a variety of sensory modalities through human-computer interaction. In the multi-modal discourse of government affairs, a large amount of image discourse and text discourse are juxtaposed. The multi-modal morphological images of government affairs are mainly characterized by the following aspects: the tendency of graphic words and non-logo images of logo images; the pursuit of Chinese calligraphy by logo images and the trend of line drawing of government websites; Portrait image of the leader in the image. The color of the multi-modal image of government affairs is mainly blue and red.