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China's Eco-friendly Image in the Context of New Media: A Study on Multimodal Metaphor Based on the Environment-themed Posters

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DOI: 10.23977/jsoce.2024.060213 | Downloads: 9 | Views: 149


Yiting Bai 1


1 School of English Studies, Xi'an International Studies University, Xi'an, China

Corresponding Author

Yiting Bai


With the rapid dissemination of "China Environmental Threat", it is necessary to show China's real eco-friendly image to the world. However, few studies have focused on it. This article explores eco-friendly image from the perspective of multimodal metaphors based on conceptual blending theory, taking posters as research materials collected from official People's Daily on the new media Microblog. The results reveal that eco-friendly image is mainly constructed by five representative ways of multimodal metaphors and the most frequent representative way is cross-modal mappings of the type verbal and pictorial source-verbal and pictorial target. The results demonstrate that China's real eco-friendly image constructed by multimodal metaphors is rendered through the promotion of protecting animals, saving energy and taking care of the earth. It provides examples for the discourse analysis of new media based on multimodal metaphors research and suggestions for the strategy of spreading the eco-friendly image.


Eco-friendly image, Multimodal metaphors, Conceptual blending theory


Yiting Bai, China's Eco-friendly Image in the Context of New Media: A Study on Multimodal Metaphor Based on the Environment-themed Posters. Journal of Sociology and Ethnology (2024) Vol. 6: 83-89. DOI:


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