"健康科普"类多模态微信推送语篇的视觉元话语分析OA

To adapt to the multimodal shift in communication patterns and meaning interpretation methods in the new media environment,WeChat tweets on"health science popularization"comprehensively utilize various semiotic resources to construct dis-course meanings,so as to attract readers'attention and achieve the purpose of science popularization.In terms of the frequency of using visual meta-discourse,text-interactive visual meta-discourse occupies a more dominant position than interpersonal-interac-tive visual meta-discourse.In terms of the functions of visual meta-discourse,text-interactive visual meta-discourse mainly plays a role in the form and structure of WeChat tweeting discourse:integrating and highlighting,guiding verification,and expanding and modifying relevant information.Interpersonal-interactive visual meta-discourse,on the other hand,focuses on the conveyance and understanding of discourse meanings,playing the roles of modal engagement,collaborative interaction,and attitude expression.The visual meta-discourse in WeChat tweets on"health science popularization"integrates various modal resources to serve the purpose of science popularization communication.On the one hand,it ensures the scientificity of the science popularization content,and on the other hand,it can make it vivid and imagery.