在国家形象塑造与文化软实力竞争的时代语境下,本研究聚焦中国大学生通过短视频建构国家形象的多模态实践。基于视觉语法与系统功能语法理论框架,对2024“外研社·国才杯”“理解当代中国”全国大学生外语能力大赛国赛短视频赛项的20部金奖作品进行多模态编码分析,揭示中国大学生如何通过镜头语言与字幕文本的协同策略,建构“数字中国”形象。研究发现:中国大学生通过“科技赋能—文化传承—代际接力”的叙事路径,将国家科技实力、文化认同与个体责任嵌入短视频表达,形成“技术具象化、情感日常化、认同场景化”的他塑机制。本研究突破传统国家话语宏大叙事框架,证实多模态话语协同在中国大学生他塑实践中的理论有效性,为国家形象研究提供“民间话语—中国大学生视角”的新维度,对提升国家叙事的传播亲和力与认同效度具有重要启示。

This study explores how Chinese college students use multimodal practices to construct national images through short videos, within the context of national image-building and cultural soft power competition. Using visual grammar and systemic functional grammar frameworks, a multimodal analysis was conducted on 20 gold-medal-winning entries from the 2024 “FLTRP·ETIC Cup ‘Understanding Contemporary China’ Short Video Contest”. The findings reveal how students use visual language and subtitles to shape the image of Digital China. Through the narrative structure of empowering technology, preserving culture, and passing the torch between generations, students incorporate national technological strength, cultural identity, and individual responsibility. This process creates a mechanism of technological embodiment, emotional normalization, and identity-driven storytelling. By moving beyond traditional grand narratives, the study confirms the theoretical effectiveness of multimodal discourse in identity construction and presents a new perspective on folk discourse from Chinese college students. It also provides insights for enhancing the effectiveness of national narrative communication.