Multimodal Climate Economy Discourse: A Case Study of the Publicity Film of “the National Low Carbon Day” in 2021

In the era of the new media, the construction of multimodal climate economy discourse has become an effective tool to address climate change, a crucial issue of human society, which is vital to the present and future of human society and thus has been gaining widespread global attention. This study uses visual grammar as the theoretical framework to examine the multimodal discourse of the 2021 National Low Carbon Day publicity film. By using the analysis tools ELAN and Nvivo12, it claims that this promotional film constructs interpersonal, ideational, and textual meaning by utilizing various visual symbolic resources, such as color, perspective, and character manifestation. This study also discovers that the criteria for using cool and warm colors in this promotional    film diverge from the earlier conclusions of the new visual grammar. As a result, it is suggested that color  analysis should be conducted in conjunction with the actual corpus in the theoretical framework of the new visual grammar.

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