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Multimodal metaphor (re)framing: a critical analysis of the promotional image of China’s Hubei Province in the post-pandemic era on new media

Research output: Contribution to Journal/Magazine › Journal article › peer-review

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Multimodal metaphor (re)framing: a critical analysis of the promotional image of China’s Hubei Province in the post-pandemic era on new media. / Liu, Yufeng; Li, Dechao.
In: Social Semiotics, Vol. 34, No. 2, 01.04.2024, p. 269-288.

Research output: Contribution to Journal/Magazine › Journal article › peer-review

Harvard

Liu, Y & Li, D 2024, 'Multimodal metaphor (re)framing: a critical analysis of the promotional image of China’s Hubei Province in the post-pandemic era on new media', Social Semiotics, vol. 34, no. 2, pp. 269-288. https://doi.org/10.1080/10350330.2022.2094233

APA

Liu, Y., & Li, D. (2024). Multimodal metaphor (re)framing: a critical analysis of the promotional image of China’s Hubei Province in the post-pandemic era on new media. Social Semiotics, 34(2), 269-288. https://doi.org/10.1080/10350330.2022.2094233

Vancouver

Liu Y, Li D. Multimodal metaphor (re)framing: a critical analysis of the promotional image of China’s Hubei Province in the post-pandemic era on new media. Social Semiotics. 2024 Apr 1;34(2):269-288. Epub 2022 Jul 27. doi: 10.1080/10350330.2022.2094233

Author

Liu, Yufeng ; Li, Dechao. / Multimodal metaphor (re)framing : a critical analysis of the promotional image of China’s Hubei Province in the post-pandemic era on new media. In: Social Semiotics. 2024 ; Vol. 34, No. 2. pp. 269-288.

Bibtex

@article{7f304c11f85a49d29f12fef65b62ee4c,
title = "Multimodal metaphor (re)framing: a critical analysis of the promotional image of China{\textquoteright}s Hubei Province in the post-pandemic era on new media",
abstract = "This study presents multimodal metaphors as (re)framing tools in the analysis of a 10-minute promotional video of Hubei Province produced by the Chinese government and circulated on new media platforms like YouTube, Douyin (Chinese Tik Tok) and WeChat Channels. The video introduces Hubei Province to the world in the pre-pandemic, pandemic and post-pandemic stage to erase the prejudiced “Wuhan virus” and “China virus” painted by Western media. Drawing upon MIPVU (the Metaphor Identification Procedure Vrije Universitei), multimodality of metaphors, and Critical Discourse Analysis (CDA), this study analyzes how the Chinese government attempts to reframe Hubei as a place of courage, prosperity and humanity via metaphors like WAR, BRIDGE, HAND and BACK. The benefits and drawbacks of such metaphor usage are also discussed with appropriate contextual and socio-cultural relevancies. The study provides a hands-on practice of the CDA-based analysis of multimodal metaphors and justifies the feasibility of integrating translation, metaphor and semiotic studies through the sociological theory of framing.",
keywords = "multimodality, metaphor, framing, new media, COVID-19",
author = "Yufeng Liu and Dechao Li",
year = "2024",
month = apr,
day = "1",
doi = "10.1080/10350330.2022.2094233",
language = "English",
volume = "34",
pages = "269--288",
journal = "Social Semiotics",
issn = "1035-0330",
publisher = "Routledge",
number = "2",

}

RIS

TY - JOUR

T1 - Multimodal metaphor (re)framing

T2 - a critical analysis of the promotional image of China’s Hubei Province in the post-pandemic era on new media

AU - Liu, Yufeng

AU - Li, Dechao

PY - 2024/4/1

Y1 - 2024/4/1

N2 - This study presents multimodal metaphors as (re)framing tools in the analysis of a 10-minute promotional video of Hubei Province produced by the Chinese government and circulated on new media platforms like YouTube, Douyin (Chinese Tik Tok) and WeChat Channels. The video introduces Hubei Province to the world in the pre-pandemic, pandemic and post-pandemic stage to erase the prejudiced “Wuhan virus” and “China virus” painted by Western media. Drawing upon MIPVU (the Metaphor Identification Procedure Vrije Universitei), multimodality of metaphors, and Critical Discourse Analysis (CDA), this study analyzes how the Chinese government attempts to reframe Hubei as a place of courage, prosperity and humanity via metaphors like WAR, BRIDGE, HAND and BACK. The benefits and drawbacks of such metaphor usage are also discussed with appropriate contextual and socio-cultural relevancies. The study provides a hands-on practice of the CDA-based analysis of multimodal metaphors and justifies the feasibility of integrating translation, metaphor and semiotic studies through the sociological theory of framing.

AB - This study presents multimodal metaphors as (re)framing tools in the analysis of a 10-minute promotional video of Hubei Province produced by the Chinese government and circulated on new media platforms like YouTube, Douyin (Chinese Tik Tok) and WeChat Channels. The video introduces Hubei Province to the world in the pre-pandemic, pandemic and post-pandemic stage to erase the prejudiced “Wuhan virus” and “China virus” painted by Western media. Drawing upon MIPVU (the Metaphor Identification Procedure Vrije Universitei), multimodality of metaphors, and Critical Discourse Analysis (CDA), this study analyzes how the Chinese government attempts to reframe Hubei as a place of courage, prosperity and humanity via metaphors like WAR, BRIDGE, HAND and BACK. The benefits and drawbacks of such metaphor usage are also discussed with appropriate contextual and socio-cultural relevancies. The study provides a hands-on practice of the CDA-based analysis of multimodal metaphors and justifies the feasibility of integrating translation, metaphor and semiotic studies through the sociological theory of framing.

KW - multimodality

KW - metaphor

KW - framing

KW - new media

KW - COVID-19

U2 - 10.1080/10350330.2022.2094233

DO - 10.1080/10350330.2022.2094233

M3 - Journal article

VL - 34

SP - 269

EP - 288

JO - Social Semiotics

JF - Social Semiotics

SN - 1035-0330

IS - 2

ER -