Interpretation of the Multimodal Cultural Pattern of Urban Tourism Images of Shaanxi

Abstract

The tourism images of Shaanxi contain rich multimodal patterns embodying Shaanxi’s history, humanities and art and other local cultures. This paper aims to systematically analyze the multimodal coordination mechanism of Shaanxi urban tourism images and explore the ways and characteristics of promoting Shaanxi tourism culture based on the intersemiotic complementarity theory of Royce and visual grammar of Kress and van Leeuwen.