Title: The Farmers' Image in News Cartoons from the Perspective of Multimodal Metaphor

Abstract: As an important way to improve the media image and enhance the status of farmers, news cartoons which are rich in metaphorical meaning can effectively construct and disseminate the image of farmers. Based on the theories of Visual Grammar, Multimodal Metaphor and Multimodal Metonymy, this article tries to conduct a systematic analysis of 45 "farmer" themed cartoons on China News Cartoon Network in the past three years with a combination of quantitative and qualitative research methods. The study shows that four kinds of famers' images are constructed in media, namely, the poor who engage in manual labor; benefactors and sufferers who are vulnerable groups; lawbreakers with low cultural qualities; creators and beneficiaries of a better life. By criticizing and reflecting on these typical images, this article points out that the images of farmers in the media are negative, weakened, homogenized, and one-sided. In the future, social media should construct more multi-dimensional and positive image of farmers to eliminate stereotypes and prejudices towards the group. Besides, famers should be given more say in their media image construction.

Keywords: famers’ image, news cartoon, multimodal metaphor, multimodal metonymy, visual grammar

Author: Rui Xi, Lecturer, English Department, Shanxi Agricultural University, Jinzhong, Shanxi, China.