Communications in Humanities Research ISSN: 2753-7072
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Research Article

Multimodal Discourse Analysis of the Cultural Tourism Promotional Film: Hubei, in Chu Color

Jing ChenWuhan City Polytechnic Li WuWuhan City Polytechnic* Yin HuangWuhan City Polytechnic

* Corresponding author: [email protected]

Abstract

Cultural tourism promotional films hold profound cultural values, cultural inheritance, cultural communication, and the promotion of mainstream spirit, demanding innovative strategies of the international transmission. This study conducts a multimodal discourse analysis(MDA) of the cultural tourism promotional film Hubei, in Chu Color, which aims to promote Hubei as the world-renowned cultural tourism destination by Hubei Provincial Department of Culture and Tourism. The theoretical framework is based on the systemic-functional linguistics, Kress & Leeuwen's the grammar of visual design and Zhang Delu's framework for MDA. Accordingly, this analytical framework is proposed for the analysis of various modalities and related relationships in the cultural tourism promotional films. The analysis is carried out from four dimensions: culture, context, content and expression. It explores how the promotional film presents the image of Hubei as a world-renowned cultural tourism destination in the international transmission, thereby offering insights for the local cultural tourism to go global.

Keywords: cultural tourism promotional films; Hubei; in Chu Color; multimodal discourse analysis; international transmission
Published: June 29, 2026
DOI: 10.54254/2753-7064/2026.34945
Volume: CHR Vol.111
pp. 241-248
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References

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