Discourse Analysis of Chinese Provincial and Regional Foreign Promotional Videos in the Framework of Fairclough’s Three-Dimensional Model

Abstract

Chinese culture is a convergence of local cultures, and an in-depth understanding of local culture is the same as an understanding of Chinese culture. By constructing analysis framework, this paper not only analyzes text mode from the perspective of Halliday’s three meta-language functions, but also studies collaborative discourse propaganda effect of visual mode, auditory mode, and text mode from the perspective of semantic coherence and intertextuality at the level of discourse practice. This paper also expounds the performance of ideology and discourse power in propaganda film of Shanxi Province. The study has drawn the conclusion that regional propaganda films are mostly characterized by material and relational processes, third-person, and unmarked theme structure. Communication effect of multimodal synergy maximizes propaganda effect during text production and consumption. And regional propaganda films reflect the historical, cultural and political will and China’s determination to open up to the outside world at the same time.