美国妇女运动海报认同话语的视觉修辞研究

Visual Rhetoric of Identity Discourse in American Women's Movement Posters

中文关键词: 妇女运动  视觉隐喻  视觉转喻  对立认同  同情认同  无意识认同

英文关键词: women's movement  visual metaphor  visual metonymy  identity by antithesis  identity by sympathy  identity by inaccuracy

中文摘要:

      目的 通过对妇女运动海报的认同话语与视觉修辞手法进行分析，总结海报建构认同观的方式和其所呈现的视觉修辞特征。方法 以芝加哥女性平面设计团体为例，从视觉修辞的维度出发，探讨女性组织在海报中建构认同话语时使用的视觉策略和修辞手法。结果 团体在海报设计的过程借用视觉隐喻凸显敌对关系构建对立认同，使用视觉转喻再现女性困境建构同情认同，运用视觉隐转喻重构女神形象体现运动的正义性建构象征认同。结论 女性组织用海报宣传女性主义思想、传播运动的信息、扩大运动的影响范围。她们运用视觉修辞建构与观者之间的沟通桥梁，让观者认同海报内容的同时也对妇女运动产生认同，为运动赢得社会舆论支持。

英文摘要:

      The work aims to analyze the identity discourse and visual rhetoric of women's movement posters, so as to summarize the ways of constructing identity and the visual rhetoric features of the posters. With the Chicago Women's Graphics Collective as an example, the visual strategies and rhetorical devices used by women's organizations in the construction of identity discourse in posters were discussed from the perspective of visual rhetoric. As a result, in the process of poster design, the Collective adopted visual metaphor to highlight the hostile relationship to construct identity by antithesis, and used visual metonymy to reproduce the female predicament to construct identity by sympathy and employed visual metonymy to reconstruct the image of Goddess to embody the movement's justice to construct identity by symbol. In conclusion, women's organizations use posters to publicize feminist ideas, spread movement information, and expand the impact of movement. They use visual rhetoric to build a bridge of communication with the audience, so that the audience can identify with the content of the posters and also identify with the women's movement, thus winning the support of public opinion for the movement.