A Diachronic Study of Cultural Metaphors in Paralympic Theme Posters from the Perspective of Multimodal Discourse Analysis (1964-2024)

Abstract

Originating from the rehabilitation needs of wounded soldiers after World War II, the Paralympic Games have evolved into a significant cultural event that transcends the realm of sports, promoting social inclusion and also challenging prejudices. However, public attention and awareness towards the Paralympics remain far lower than those of the Olympic Games. To address this issue, this study adopts “Multimodal Discourse Analysis” as its core theoretical framework, drawing on Zhang Delu's comprehensive analytical model which encompasses four dimensions: culture, context, content, and expression. Employing a diachronic research approach, this study analyzes how official Paralympic posters from successive editions construct and convey cultural values regarding the image of people with disabilities, the spirit of sports, and inclusive culture. By examining typical poster cases from different stages, the study reveals the cognitive transformation of disability perspectives—from the “medical correction” model to the “sports elite” model, further evolving into the "subject of rights" model and eventually the "diversified coexistence" model. It explores how Paralympic posters, as carriers of social discourse, reflect and promote the historical changes in the social status and cultural identity of people with disabilities, thereby providing a new perspective for the research on sports culture communication and disability-related issues.