社交媒体环境下的多模态话语治理: 以新冠肺炎疫情中抖音短视频新闻为例

In the era of the mobile internet, social media news, with its rich resources and huge user groups, has become an important way for government agencies
to achieve eff ective publicity and management. On the basis of the characteristics of social media, we propose the concept of multimodal discourse governance and discuss how the official news media guide the emotions and attitudes of the public by constructing positive values to realize discourse governance in the context of COVID-19. On the basis of the appraisal system, this paper proposes a semantic framework of positive values and a multimodal analytical framework to systematically describe how positive values are constructed by text resources and image resources. Through the analysis of short TikTok videos produced by CCTV News, it is found that news videos represent positive emotions, people’s good qualities, and the rationality of events through bottom-up, persuasive, and triggering discourse strategies
to achieve the purpose of building a community with shared emotions and shared values. This study points out that multimodal discourse governance on social media not only serves to improve the overall governance capacity of the country but also plays an important role in improving national soft power and building a harmonious society.