CHENG Yue ¹, CHEN Jiayin ¹, LI Lin ², CHEN Zhimin ¹, XIAO Xuan ¹
(1. School of Design and Art, Jingdezhen Ceramic University, Jingdezhen 333403, Jiangxi, China;2. School of Fine and Applied Art, Burapha University, Bangsaen 20131, Chonburi, Thailand)

Abstract: Starting from the narrative internal structure of the ceramic cultural landscape network platform, the linguistic and visual texts of the websites will be analyzed, while an analytical framework will be constructed, basing on visual grammar, legitimation code theory and inter-symbolic theory. Meanwhile, the way the cultural landscape to present its cultural image and attract viewers to participate in offline activities through the network platform will be studied. From the perspective of multimodal discourse, the linguistic and visual texts of two websites, ancient kiln & folk cultures expo area and Taoxichuan ceramic art avenue are coded and analyzed, their multimodal meaning construction and interaction mechanisms are summarized, resulting in suggestions in terms of narrative element combination, application of narrative strategy and design of narrative structure.
Key words: ceramic cultural landscape; network platform; meaning construction; multimodal discourse analysis