A study on the mechanism of visual meta-discourse on social media from a multimodal perspective: a case study of Xiaohongshu platform
多模态视角下社交媒体视觉元话语的机制研究——以小红书平台为例

摘要

本文基于元话语理论及多模态话语分析视角，以小红书平台为例，探究社交媒体中视觉元话语的构成、功能与身份建构机制。社交媒体具备即时性、互动性与多模态性，为用户借助视觉资源实施语篇组织、意图调控与身份塑造提供了丰富场域。研究借鉴De Groot等（2016）的视觉元话语分类模型，结合平台特性，将视觉元话语划分为图片-文字类与视频-文字类两大类型，并进一步细分为布局类与信息类等子类，系统分析其模态特征及话语实现方式。研究发现，视觉元话语通过构图、注释、态度标记、自我提及、介入标记等策略，不仅优化信息传递与认知引导，更在互动中动态建构用户身份，适应多元社交情境。本研究为理解数字时代的多模态交际与身份实践提供参考，并为后续跨文化、跨平台视觉元话语比较研究奠定基础。

Abstract

From the perspective of metadiscourse theory and multimodal discourse analysis, this paper examines the composition, functions, and identity construction mechanisms of visual metadiscourse in social media, taking Xiaohongshu as a case study. Characterized by immediacy, interactivity, and multimodality, social media offers a fertile ground for users to employ visual resources in discourse organization, intentional regulation, and identity shaping. Drawing on De Groot et al.’s (2016) classification of visual metadiscourse and adapting it to platform-specific features, this study categorizes visual metadiscourse into image-text and video-text types, further subdivided into layout-oriented and information-oriented subcategories. It systematically analyzes their modal features and discursive realizations. The findings reveal that visual metadiscourse, through strategies such as composition, annotation, attitude markers, self-mention, and engagement markers, not only enhances information delivery and cognitive guidance but also dynamically constructs user identities in interaction, adapting to diverse social contexts. This study provides theoretical insights into multimodal communication and identity practices in the digital age and lays a foundation for future cross-cultural and cross-platform comparative research on visual metadiscourse.