乡愁作为个人对故土的情感体验，容纳着中华民族最根本、最深沉的乡土文化。在乡村振兴战略实施过程中，“留住乡愁”已成为战略实施的重要抓手。电视作为我国重要的宣传思想文化阵地，是战略成果宣传的重要渠道，承担着重要的传播功能。因此在“记住乡愁”的文化战略提出之后，如何通过影像书写乡愁，描绘乡愁，以至让观众“记住乡愁”，是当前主流媒体在宣传乡村振兴时的关键课题。中央广播电视总台作为我国最大的纪录片制播平台之一，在乡村振兴战略提出后制作了一批优秀的乡村题材纪录片。本文将以中央广播电视总台从2018年至今出品的11部乡村题材纪录片为例，以视觉修辞为理论视角出发，构建一个电视纪录片的视觉修辞分析框架，试图回答主流媒体如何在电视传播中运用视觉修辞建构乡愁意象，丰富乡愁的视觉话语空间，唤起人们对于故土家乡的眷恋，让乡村振兴战略中“记住乡愁”的实践路径浸润人心。

第一章对核心概念乡村题材纪录片与“乡愁”意象进行概述。将本文所讨论的乡村题材纪录片界定为以“乡土中国”的人为核心，通过对于乡村的自然环境与人文环境的再现，体现乡土内核的文化品质的纪录片作品。“乡愁”意象是乡愁一词在视觉文化的意义延伸，乡愁原本是一个集合了时间与空间、个体与集体的复合概念，“乡愁”意象则是在此基础上对主观情感表达的强化，认为这一情感是可传递的，能够通过视觉修辞进行意义生产并实现劝服效果。

第二章对乡村题材纪录片中建构“乡愁”意象的视觉形式进行分析。以中央广播电视总台出品的11部乡村题材纪录片为案例进行文本分析。研究发现，在乡村纪录片中，人物形象、地理空间、民俗文化三类视觉符码构成了乡愁意象的修辞元文本，同时，在影像中，创作者常常运用典型色彩、弱化主体式构图、特写镜头等方式丰富图像的视觉呈现，强化视觉符号的情感表达。

第三章借鉴德尼西提出的“修辞结构”对乡村纪录片中“乡愁”意象的视觉修辞实践展开分析。研究发现，乡村纪录片常运用隐喻、转喻、对照、省略等修辞手法实现视觉符号到修辞意象的跨越，其修辞意象的生产路径是以空间意象、时间意象为叙事基础，通过文化意象激活个体记忆和集体记忆并形成交互，通过固定的叙事结构形成“归乡”意象，在此过程激活“乡愁”的情感体验。这四重意象构建了相对稳定的“乡愁”意象修辞结构。文章进一步对乡村题材纪录片中视觉劝服效果的实现机制展开讨论，借用中国价值观量表（CVS）的40个条目来列举、分析和解释乡村题材纪录片中所表达的价值观，发现在乡村纪录片中“工作态度”与“国民特征”两个价值维度表现最为突出，尊重传统与勤奋是乡村纪录片中最显著的价值表达。

第四章总结中央广播电视总台乡村纪录片的视觉修辞策略，给今后的乡村题材纪录片创作提供经验与启示。第一，在内容呈现上，乡村题材纪录片的创作者要注重建构“乡愁”的视觉意象，包含以怀旧叙事引发个体乡愁和以家园意象激发集体乡愁；第二，在具体叙事过程中，创作者要注重生成“故乡”这一特定的文化语境，具体方式为运用多元文化符码与构建多重文化意象。

本研究试图提供一个电视纪录片在对主流战略成果宣传时的创作方向，即如何创作出可被消费的文化意象，如何与为人们所共享的价值信仰建立现实联结，为今后电视艺术创作提供一定的经验性参考。

Nostalgia, as a personal emotional experience of the native land, contains the most fundamental and profound local culture of the Chinese nation. In the process of implementing the strategy of rural revitalization, "retaining nostalgia" has become an important starting point. Television, as an important propaganda ideological and cultural position, is an important channel for strategic achievements propaganda, with important communication functions. Therefore, after the cultural strategy of "remembering nostalgia" was put forward, how to write and depict nostalgia through images so that the audience can "remember nostalgia" is the key topic of the mainstream media in promoting rural revitalization at present. As one of the largest documentary production and broadcasting platforms in China, the China Media Group has produced several excellent documentaries on rural themes after the rural revitalization strategy was put forward. This paper will take 11 rural documentaries produced by the China Media Group from 2018 to now as examples, construct a visual rhetoric analysis framework for TV documentaries from the theoretical perspective of visual rhetoric, and try to answer how mainstream media use visual rhetoric to construct the image of nostalgia in TV communication and enrich the visual discourse space of nostalgia. Arouse people's attachment to their native land and hometown and let the practice path of "remembering nostalgia" in the rural revitalization strategy infiltrate people's hearts.

The first chapter summarizes the core concept of rural documentary and the image of " Nostalgia". The rural documentaries discussed in this paper are defined as documentaries with the core of "rural China", reflecting the cultural quality of the rural core through the reproduction of the rural natural environment and human environment. The image of "nostalgia" is the extension of the meaning of the word "nostalgia" in visual culture. Nostalgia is originally a compound concept that integrates time and space, individual and collective. On this basis, the image of "nostalgia" strengthens the expression of subjective emotion, believing that this emotion is transferable and can produce meaning through visual rhetoric and achieve persuasive effect.

The second chapter analyzes the visual form of constructing the image of "nostalgia" in rural documentaries. By taking 11 rural documentaries produced by the China Media Group as cases, the text analysis shows that in rural documentaries, three visual codes, such as character image, geographical space and folk culture, constitute the rhetorical metatext of nostalgia image. Meanwhile, in the images, Creators often use color contrast, weakened subject composition, close-ups and other ways to enrich the visual presentation of images and strengthen the emotional expression of visual symbols.

The third chapter draws on the "rhetorical structure" proposed by Denesi to analyze the visual rhetorical practice of the image of "nostalgia" in rural documentaries. It is found that rural documentaries often use metaphor, metonymy, contrast, ellipsis and other rhetorical devices to realize the leap from visual symbols to rhetorical images. The production path of their cultural images is based on spatial and time images, which activates individual memory and collective memory and forms interaction through cultural symbols, and forms the image of "homecoming" through fixed narrative structure. In this process, the emotional experience of nostalgia is activated. These four images construct a relatively stable image rhetoric structure of "nostalgia". This paper further discusses the realization mechanism of visual persuasion effect in rural documentaries, lists, analyzes and explains the values expressed in rural documentaries by using 40 items of the Chinese Value Survey（CVS）, and finds that the two value dimensions of "work attitude" and "national characteristics" are the most prominent in rural documentaries. Respect for tradition and diligence is the most obvious value expression in rural documentaries.

The fourth chapter summarizes the visual rhetoric strategies of the CMG documentaries and provides experience and enlightenment for the creation of rural documentaries in the future. Firstly, in terms of content presentation, the creators of rural documentaries should focus on constructing the visual image of "nostalgia", including nostalgic narratives to trigger individual nostalgia and home image to inspire collective nostalgia; secondly, in the specific narrative process, the creators should focus on generating a specific cultural context of "hometown", specifically by using multiple cultural symbols and constructing multiple cultural image.

This study attempts to provide a creative direction for TV documentaries to promote mainstream strategic achievements, that is, how to create cultural images that can be consumed, how to establish realistic connection with shared values and beliefs for people, so as to provide certain empirical references for future TV artistic creation.