Multimodal metaphors in a Sino-British co-produced documentary

Abstract

Metaphor is an important tool for people to use in their perception of the world, but its representational forms vary across genres. Using Nvivo 12 plus as a tool, this study employs a combination of quantitative and qualitative methods to investigate the multimodal metaphorical representations, modal characteristics and cognitive rationales in the Sino-British co-produced documentary Through the Seasons: China. It has been discovered that: (1) Multimodal metaphorical representations in documentaries are found to be divided into two primary categories and five sub-categories. Implicit source-verbal and pictorial target is the primary way of representation for documentaries. (2) Various modes, including verbal mode, pictorial mode, verbal and pictorial mode, and implicit mode are employed in documentaries. However, the most commonly used modes are verbal and pictorial mode as well as implicit mode. The relationship between verbal and pictorial modes in the documentary is primarily characterised by juxtaposition and interpretation. (3) The documentary’s genre attributes and purpose, as well as the target audience’s physical and cultural experiences, are important cognitive justifications for the multimodal approach to metaphorical representation. This study further enriches the study of multimodal metaphorical representations and contributes to the theoretical refinement of multimodal metaphors. Additionally, it offers a theoretical reference for the development of dynamic multimodal discourses, such as documentaries, and aids in the improvement of audiences’ multimodal literacy.