Pan Wenhan
ABSTRACT
This study examines the multimodal discourse strategies in Festive China, focusing on how these strategies convey the cultural, emotional, and symbolic meanings of Chinese festivals. The analysis explores the integration of narration, visuals, and audio to construct a cohesive cultural narrative that deepens viewers’ understanding of Chinese traditions. Using qualitative multimodal discourse analysis, the study investigates strategies such as reinforcement, complementarity, contradiction, elaboration, distraction, association, and transposition. The findings show that Festive China effectively integrates various semiotic modes, creating a stronger connection between the audience and Chinese culture. Visuals and narration work together to convey complex cultural symbols, while audio enhances emotional engagement, fostering a more immersive experience. The study highlights the importance of balancing modalities to prevent cognitive overload and ensure each mode supports and enriches the others. In conclusion, Festive China demonstrates the power of multimodal integration in presenting Chinese festivals to a global audience. By strategically combining narration, visuals, and audio, the documentary both educates and invites viewers to emotionally connect with Chinese traditions, showcasing the balance between tradition and modernity.
Keywords: Documentary film, Festive China, multimodal discourse strategies