外國語學(xué)院博雅講壇——學(xué)術(shù)講座2015年第5期
時間：2015-04-17 作者：
訪問量：
報 告 人：馮德正
時間：4月23日15:30-17:30
地點(diǎn)：中油316
主持 人：陳冰飛
【主講人簡介】
馮德正博士現(xiàn)為香港理工大學(xué)英文系助理教授（Research Assistant Professor），主要研究方向?yàn)槎嗄B(tài)語篇分析，認(rèn)知語言學(xué)，語言教學(xué)等。他先后在Journal of Pragmatics, Visual Communication, Semiotica, Review of Cognitive Linguistic, Narrative Inquiry等國內(nèi)外知名期刊發(fā)表論文二十余篇。他目前主持或參與10項國家、教育部、香港特區(qū)政府及香港理工大學(xué)項目，主要關(guān)注公共傳媒（如公益廣告、新聞）與英語教學(xué)（包括英語教材與英語課堂）中信息與知識的多模態(tài)建構(gòu)。主要講授Language in Society，Language and Literacy Development for Young Learners，以及Language and Images in Advertising等課程。
【講座內(nèi)容】
Theoretical Integration in Multimodal Discourse Analysis: Metaphor, Metonymy and the Visual Grammar
In this talk, he will integrate the two main theoretical foundations of multimodal discourse analysis, namely, systemic functional theory (SFL) (Halliday & Matthiessen, 2004) and conceptual metaphor theory (CMT) (Lakoff & Johnson, 1980). These two theories enlightened visual grammar (Kress & van Leeuwen, 1996), and visual metaphor (Forceville, 1996) respectively, which are now two main approaches to multimodal studies. However, both theories have their limitations. First, as Kress & van Leeuwen (1998: 218) admit, 'the major challenge to our approach is the epistemological status of our claims. For instance, how can we know that in western semiosis, left and right, top and bottom have the values we attribute to them, or more fundamentally, have any value at all? “Second, as Feng & O'Halloran (2013) observe, there is still no systematic account of how visual metaphors are semiotically constructed.
In spirit of cross-disciplinary fertilization, he finds that SFL and CMT can solve each other's problems. On the one hand, the systemic functional framework provides a comprehensive modeling of the visual realization of metaphor; on the other, conceptual metaphor theory provides an epistemological status to the semiotic description of visual images. This talk also proposes a new theoretical framework to explain the metonymic nature of visual representation. Therefore, he argues that the integration of these two major theoretical approaches to multimodal analysis is significant to furthering our understanding of the visual semiotic mode. He further argues that theoretical integration and cross-fertilization as a necessary means of creativity in academic research.