Volume 9 Number 1 June 2023

A Multimodal Discourse Analysis of the Geographical Indication trademark of China Intangible Cultural Heritage

Authors: Zheng Mei ; Wang Xin
Pages: 1-6
Guided by the theories of systemic functional linguistics and social semiotics, this paper analyzes the specific embodiment of representational, interactive and compositional meanings of the geographical indication trademark of China intangible cultural heritage within the theoretical framework of multimodal discourse analysis. Based on the analysis results, this paper aims to reveal the effective linkage and meaning construction of language and images while expressing the deep value meaning of intangible cultural heritage geographical trademark and provide ideas to raise people’s concern over and multimodal literacy of China intangible cultural heritage, thus better protect and promote it.