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The Frontiers of Society, Science and Technology, 2022, 4(7); doi: 10.25236/FSST.2022.040707.

Multimodal Analysis and Meaning Construction of Olympic Mascots in the Framework of Visual Grammar


Fei Mo

Corresponding Author:
Fei Mo

Journalism and Communication, Jinan University, Guangzhou, China


The mascot of the Olympic Games embodies the designer's unique views on the concept of activities, shows the long-term and profound cultural connotation of the host country, and is the symbolic expression of national cultural symbols. According to the visual grammar framework of Kress and van Leeuwen, this paper compares the meaning construction mechanism of Bing Dwen Dwen and Fuwa mascots from the perspective of reproduction, interaction and composition, and discusses the application of visual representation, the mechanism of cultural identity and the transformation of Olympic concepts in China.


Mascot; Meaning construction; Visual grammar framework

Cite This Paper

Fei Mo. Multimodal Analysis and Meaning Construction of Olympic Mascots in the Framework of Visual Grammar. The Frontiers of Society, Science and Technology (2022) Vol. 4, Issue 7: 37-42. https://doi.org/10.25236/FSST.2022.040707.


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