Article citationsMore>>

Jiang, L. X., Zhu, H. H., & Lu, T. H. (2006). Conceptual Analysis of Regional Image and Its Marketing Framework. Journal of Sun Yatsen University (Social Science Edition), No. 5, 111-116, 143.

has been cited by the following article:

• TITLE: Multimodal Discursive Construction of Inner Mongolian Image: Taking the Documentary Charming Inner Mongolia as an Example

  AUTHORS: Hecong Wang, Haicui Zheng

  KEYWORDS: Multimodal Discourse Analysis, Visual Grammar, The Documentary Charming Inner Mongolia, Image Construction

  JOURNAL NAME: Open Journal of Social Sciences, Vol.13 No.8, August 20, 2025

  ABSTRACT: This study employs Halliday’s Systemic Functional Grammar and Kress & van Leeuwen’s Visual Grammar as theoretical foundations, integrated with Zhang Delu’s multimodal discourse analysis framework, to investigate the construction of Inner Mongolia’s ecological image in the documentary Charming Inner Mongolia. The research analyzes multimodal strategies across Ideational, Interpersonal, Textual function and Representational, Interactive, Compositional meanings with inter-semiotic relations among multimodal resources. The documentary portrays Inner Mongolia through six defining ecological attributes: primordial ecosystem guardian, nomadic wisdom transmitter, natural sanctity venerator, ethnic aesthetics interpreter, green ecology perserverer, and sustainable development practitioner. Findings demonstrate that the strategic complementarity of multimodal symbols (linguistic, visual, and auditory) effectively reinforces image.