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从语言、图像和音乐三个模态,研究湘西对外宣传和旅游推广的话语策略。湘西要拓展旅游业发展空间,做好全球化语境下的跨文化传播,应植根本土,融民族风情和自然风光于一体;加强与境外潜在游客的互动交流,突显湘西的开放性;拓宽宣传渠道,推广多模态传播。
From the three modalities of language, image and music, this paper studies discourse strategies of foreign propaganda and tourism promotion in Western Hunan. Xiangxi should expand its space for tourism development and do a good job of cross-cultural communication under the context of globalization. It should take root in the local community and integrate ethnic customs and natural sceneries. Intensify exchanges and exchanges with potential overseas tourists, highlighting the open nature of Xiangxi and widening Promotional channels to promote multi-modal communication.