On German National Image Self-Shaping from the Perspective of Multimodal Discourse Analysis—A Case Study of German Chancellor Scholz's Tweets

Abstract

Multimodality is a major trend in the current discourse world. Multimodal discourse analysis focuses on the co-construction of different symbolic resources and the internal rules of each mode, which enriches the perspective of traditional discourse research. On the international political stage, national propaganda windows also actively use multimodal means to shape their ideologies and national images. This thesis, based on the three metafunctions of language and visual grammar theory, makes a multimodal analysis of German Chancellor Scholz's tweets posted in the second half of 2022, to explore Germany's process of shaping its national image on social media platforms. The German government uses a rich symbolic system to design discursive expressions, establishing a national image to the world that proactively assumes the responsibility of global governance, wholeheartedly defends the core interests of the people, and strictly defends the traditional value order.