The Study on the Multimodal Discourse Construction and Communication of Zhengzhou’s National Central City Image

Abstract

Based on Kress and Van Leeuwen’s visual grammar, this study takes the 2018 Zhengzhou city image promotional film “Zhengzhou, the Commercial Capital at the Heart of China” as the research object, and analyzes how the promotional film constructs the image of Zhengzhou as a national central city through the collaborative operation of multimodal resources. It was found that the promotional video effectively conveys the image of a modern, open, inclusive and dynamic national central city through multi-dimensional urban image shaping such as historical and cultural inheritance, trade and logistics, urban construction, and cultural environment. Additionally, it reinforces a sense of Zhengzhou’s urban identity and influence among international and domestic cities, and shows its unique status as a commercial and cultural hub, as well as its strategic position and development potential as a national central city.