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1
Albert, Marilyn M. "A Multimodal Discourse Analysis of Incognegro (2008)." International Journal of Languages, Literature and Linguistics 7, no. 4 (December 2021): 171–76. http://dx.doi.org/10.18178/ijlll.2021.7.4.307.
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This study attempts to conduct a multimodal discourse analysis (MDA) of Incognegro (2008), a graphic novel by Mat Johnson and arts by Warren Pleece, by applying Michael Halliday’s theory of the Systemic Functional Grammar (SFG) (1994) for the written texts, i.e. the captions found on the images, and Gunther Kress and Theo van Leeuwen’s Grammar of Visual Design (GVD), or what has been recently called Systemic Functional Multimodal Discourse Analysis (SF-MDA) (1996) for the images themselves. The study employs, as well, Teun A. van Dijk’s modal of Critical Discourse Analysis (CDA) (2004), in which power, racism, segregation, oppression, ethnicity, inequality, discrimination, identity, superiority, inferiority, dominant groups, and dominated groups are being analyzed. The study aims at showing the inequality, the oppression, the racial discrimination, and the exercised power Negroes previously suffered (1930s) in America, the land of freedom, and how this suffering is depicted through graphic novels for historical documentation. The study shows that the Whites considered themselves the dominant group, whereas the Negroes were treated as slaves, not even equal to human beings, and hence are recognized to be the oppressed and the dominated group.
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Chen, Chunlei. "Visualizing the Knowledge Domain of Multimodal Discourse Analysis (2009-2019): A Bibliometric Review." Forum for Linguistic Studies 2, no. 1 (October 28, 2020): 44. http://dx.doi.org/10.18063/fls.v2i1.1205.
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Different from traditional discourse analysis, multimodal discourse analysis (MDA), a systematic analysis of different semiotic modes, utilizing language, images, sounds in a discourse, emphasizes the coordination of both dynamic and static semiotic resources. This study presents the status quo and development trend of the research field through an objective, systematic, and comprehensive review of relevant publications available from the Web of Science Core Collection. Analysis techniques including a descriptive statistical method and a bibliometric method are used. The study quantitatively analyzes the publications in terms of general characteristics, geographical distribution, high-cited representatives, and topic discovery and distribution to illustrate the development and trend of MDA. The research findings are as follows: (1) In the past 10 years or so, international MDA research has presented a significant growth trend, with flourishing research output, interest and diversification of presented subjects; (2) New topics are constantly emerging, with research topics mainly focusing on the development of visual grammar, gesture, digital technologies, conference presentations, metonymy and metaphor, etc.; (3) Research focuses mainly on multimodality, semiotics, conversation analysis, critical discourse analysis etc.; (4) The article also listed a series of important and highly influential literature, countries, journals and authors on MDA during different periods. It is hoped that this paper can provide a reference for the further study of MDA.
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Bernad-Mechó, Edgar. "Combining Multimodal Techniques to Approach the Study of Academic Lectures: A Methodological Reflection." Atlantis. Journal of the Spanish Association for Anglo-American Studies 43, no. 1 (June 28, 2021): 178–98. http://dx.doi.org/10.28914/atlantis-2021-43.1.10.
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This article offers a methodological reflection on the use of multimodal techniques for the study of academic lectures. Three distinct multimodal approaches have been put forward to explore the use of language holistically, namely, multimodal social semiotics (MSS), multimodal discourse analysis (MDA) and multimodal interaction analysis (MIA). These approaches differ in their main focus—the social context, the system of semiotic resources available to the speakers and the social actors, respectively—and the tools they provide to conduct multimodal analyses. To exemplify how analyses may be conducted within each of the paradigms in the context of academic lectures in English, I examine an excerpt extracted from an African-American history lecture from Yale University by a native English speaker in which he organizes his discourse in between content sections. Through the use of short multimodal transcriptions, I discuss how MSS can be used for reflections on the social contexts of academic lectures, MDA describes the use of semiotic resources employed by the lecturers, and MIA can be used to look into how lecturers structure their speech into sequences of actions. Ultimately, I suggest a combination of multimodal methodologies to obtain a broader account of the intricacies of discourse in academic settings.
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Alyousef, Hesham Suleiman. "A multimodal discourse analysis of English dentistry texts written by Saudi undergraduate students: A study of theme and information structure." Open Linguistics 6, no. 1 (June 16, 2020): 267–83. http://dx.doi.org/10.1515/opli-2020-0103.
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AbstractThe study of multimodality in discourse reveals the way writers articulate their intended meanings and intentions. Systemic functional analyses of oral biology discourse have been limited to few studies; yet, no published study has investigated multimodal textual features. This qualitative study explored and analyzed the multimodal textual features in undergraduate dentistry texts. The systemic functional multimodal discourse analysis (SF-MDA) is framed by Halliday’s (Halliday, M. A. K. 2014. Introduction to Functional Grammar. Revised by Christian M. I. M. Matthiessen. 4th ed. London/New York: Taylor and Francis) linguistic tools for the analysis of Theme and Kress and van Leeuwen’s (Kress, Gunther, and Theo van Leeuwen. 2006. Reading Images: The Grammar of Visual Design. London: Routledge) framework for the analysis of visual designs. Oral biology discourse intertwines two thematic progression patterns: constant and linear. Although a split-rheme pattern was minimally employed, disciplinary-specific functions of this pattern emerged. The SF-MDA of the composition of information in oral biology pictures extends Kress and van Leeuwen’s functional interpretations of the meaning-making resources of visual artifacts. Finally, the pedagogical implications for science tutors and for undergraduate nonnative science students are presented.
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ZhangFeifei. "Meaning Construction of Multimodal Synergy in Documentary Discourse: Taking The Lockdown: One Month in Wuhan as an Example." International Journal of Linguistics, Literature and Translation 5, no. 6 (June 4, 2022): 52–60. http://dx.doi.org/10.32996/ijllt.2022.5.6.7.
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This article, based on Zhang Delu’s synthetic theoretical framework for multimodal discourse analysis (MDA), conducts a multimodal discourse analysis on the documentary-The Lockdown: One Month in Wuhan. It is found that the documentary discourse involves two necessary modalities: language modality and image modality. The main relationship between them is complementary reinforcement. The common relationships between necessary modality and selective modality are interaction, primary and secondary, and context interaction. Although the overlapping relationship has little effect on the meaning construction of the discourse, its existence is justified in some cases. Through the analysis of the synergy of different modes, it is hoped that the article will provide some enlightenment for multimodal relationships in the meaning construction of documentary discourse.
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Alyousef, Hesham Suleiman. "Text Cohesion in English Scientific Texts Written by Saudi Undergraduate Dentistry Students: A Multimodal Discourse Analysis of Textual and Logical Relations in Oral Biology Texts." SAGE Open 11, no. 3 (July 2021): 215824402110321. http://dx.doi.org/10.1177/21582440211032194.
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This qualitative study examined multimodal cohesive devices in English oral biology texts by eight high-achieving Saudi English-as-a-foreign-language students enrolled in a Bachelor of Science Dentistry program. A Systemic Functional Multimodal Discourse Analysis (SF-MDA) of the textual and logical cohesive devices in oral biology texts was conducted, employing Halliday and Hasan’s cohesion analysis scheme. The findings showed that students used varied cohesive devices: lexical cohesion, followed by reference and conjunctions. Although ellipsis was minimally employed in the oral biology texts, its discipline-specific uses emerged: the use of bullet points and numbered lists that facilitate recall. The SF-MDA of cohesion in multimodal semiotic resources highlighted the processes underlying construction of conceptual and linguistic knowledge of cohesive devices in oral biology texts. The results indicate that oral biology discourse is interdisciplinary, including a number of subfields in biology. The SF-MDA of pictorial oral biology representations indicates that they include instances of cohesive devices that illustrate and complement verbal texts. The results indicate that undergraduate students need to be provided with a variety of multimodal high-cohesion texts so that they can successfully extend underlying conceptual and logical meaning-making relations.
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Gao, Hongmiao. "“Dragon and Bear”: A SF-MDA Approach to Intersemiotic Relations." International Journal of English Linguistics 7, no. 5 (July 27, 2017): 74. http://dx.doi.org/10.5539/ijel.v7n5p74.
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Compared with analysing the meaning of discourse from the perspective of language only, multimodal discourse analysis embarking on modes like images, words, colour, sound and other elements can help understand the underlying meaning expressed more thoroughly. Systemic functional multimodal discourse analysis (SF-MDA) built upon systemic functional theory (SFT) is employed in this study. An illustrated article issued in The Economist is taken as an example to fully dredge the intersemiotic relations between the text and the image. By describing the text, interpreting and explaining the underlying sociocultural background of the countries involved, it functions to fully excavate the differences and problems faced by the two countries so that strategies can be defined to cope with the existent problems within. The study finds out that there is an intersemiotic complementarity between the verbal text and visual image. Hopefully, this paper can pave the way for the future research of intersemiotic relations between different modes.
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Alyousef, Hesham Suleiman. "An SF-MDA of the Textual and the Logical Cohesive Devices in a Postgraduate Accounting Course." SAGE Open 10, no. 3 (July 2020): 215824402094712. http://dx.doi.org/10.1177/2158244020947129.
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The use of cohesive devices in academic discourse not only improves the quality of writing but also enhances our learning experiences. This study aims to explain how the multimodal accounting discourse is constructed by postgraduate business students through the cohesive ties. Halliday and Hasan’s and Halliday’s cohesion analysis schemes were employed in the systemic functional multimodal discourse analysis (SF-MDA) of the cohesive devices in the multimodal accounting texts. The schemes are based on systemic functional linguistics (SFL) which suits the context of this study as it considers language as a social semiotic resource for making meaning. Its linguistic tools are capable of explaining the way we construct and make meanings. The SF-MDA findings showed the first and most frequently occurring cohesive device type in the orthographic texts was lexical cohesion, in particular repetition of the same lexical items, followed by reference and conjunctions. Lexical cohesive devices were higher in the tables than in the orthographic texts. Conjunctions were only employed in the orthographic texts to signal extension and enhancement relationships. One of the key features that characterize financial statements is the abundance of implicit hierarchically networked lexical ties that bind the separate lexical strings, thereby organizing the discourse of financial statements. The results contribute to our understanding of the complex multimodal meaning-making processes in accounting discourse.
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Alyousef, Hesham Suleiman, and Amerah Abdullah Alsharif. "Thematic Progression in Saudi Postgraduate Business Students’ Multimodal Texts: An SF-MDA of Accounting Discourse." JEES (Journal of English Educators Society) 4, no. 2 (October 2, 2019): 99. http://dx.doi.org/10.21070/jees.v4i2.2582.
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Thematic progression plays a vital role in organizing the information in a text and in enabling it to be understood and communicated effectively. Studies of multimodal business discourse have been confined to workplace contexts, and across the fields of management accounting, marketing, and finance. Based on Halliday’s (2014) analytical tools of systemic functional linguistic (SFL) and Kress and van Leeuwen’s (2006) analysis of images, an Systemic Functional Multimodal Discourse Analysis (SF-MDA) was conducted to explore THEME and INFORMATION structure in five international students’ texts in a key topic in accounting, namely financial statements. The participants are first-year Master of Commerce Accounting Saudi students enrolled in the Accounting Concepts and Methods module at an Australian university. The findings of the SF-MDA revealed the frequency of Theme reiteration and the linear Theme pattern in financial statements. The first pattern is employed in accounting tables to list the corresponding numerical values. The SF-MDA findings of the balance sheet corresponded with Kress and van Leeuwen’s (2006) approach to the analysis of grammar of visual design in terms of compositional zones.
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Evelyn, Marcella. "A Multimodal Critical Discourse Analysis of Samsung’s Ingenius, Website, Consumers’ Comments, and Samsung-Apple Brand Positioning." K@ta Kita 7, no. 3 (December 16, 2019): 411–26. http://dx.doi.org/10.9744/katakita.7.3.411-426.
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This study analyzed Ingenius video advertisement. Ingenius is a video advertisement produced by Samsung. However, Samsung only shows its competitor’s product (Apple IPhone X) from the beginning until the end of the video. The video is divided into seven segments and was analyzed by using both Multimodal Discourse Analysis and Critical Discourse Analysis three-dimension framework by Fairclough. This study is expected to find how the Apple IPhone X is represented by Samsung in their Ingenius video advertisement, to find the Ingenius messages according to Samsung’s website, to see the reaction of its consumers, and to find how the brand positioning of Samsung and Apple in the society. Multimodal Discourse Analysis is used to analyze the inner dimension of the framework by using Ingenius video advertisement as the text or discourse. The second dimension is analyzed by using the official Samsung explanation from its website about the video to see the meaning of each segment from the producer to consumers and using the YouTube comments to see how the consumers of the video (viewers) react after watching the video. The outer dimension sees the brand positioning from online newspapers, websites, and blogs to see how the society perceives Apple and Samsung as smartphone brands. Keywords: Multimodal Discourse Analysis (MDA), Critical Discourse Analysis (CDA), Advertisements, Discourse.
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Mekheimar, Mariam Waheed. "Multimodal Discourse Analysis of Egyptian Political Movies: Framing Social Justice in the Movie Ahl El Kemma (Cream of the Crop)." Global Social Sciences Review VI, no. IV (December 30, 2021): 68–83. http://dx.doi.org/10.31703/gssr.2021(vi-iv).07.
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Nascent research is conducted on the advancement of discourse analysis in film to include different modes as images, sound and text. This study is focused on how images are embedded within texts in an audio-visual medium such as cinema to highlight political messages; it also seeks to broaden our understanding of politics beyond a relatively narrow conceptualization of the "political" through studying non-traditional discourses such as cinematic discourse. The aim of the study is to develop a systematic approach to film analysis to examine political nuance sin film. The method adopted in this research is Multi modal Discourse Analysis (MDA) focusing on embedding visuals, audio, and text in the film to examine how a political meaning can be conveyed through the interaction between those different modes. Drawing on the multi modal discourse analysis literature, different modalities will be studied to understand how those modes interact in the cinematic discourse. The film, "Cream of the Crop", is selected as an example to examine how political meanings in film can tackle the cinematic representation of the notion of social justice. This study contributes to the vast array of literature on the multi modal discourse analysis of films by focusing on political dynamics within them.
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Yuan, Chuanyou, Yufei He, and Yujie Liu. "Rule by law versus rule of law: A multimodal analysis of persuasion and legal ideologies in anti-corruption discourse in China." Multimodality & Society 1, no. 4 (November 22, 2021): 429–54. http://dx.doi.org/10.1177/26349795211060751.
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The authors conduct a multimodal analysis of the anti-corruption discourse in China by employing the SFL genre theory and the SF-MDA approach. Anti-corruption discourse that popularizes the anti-corruption mechanism and educates the officials constitutes an important part of China’s anti-corruption campaign. This paper first presents a genre analysis of a corpus of 51 anti-corruption videos on the official public legal education website to examine how these videos are designed in their overall organization to achieve the persuasion purpose—alert officials to stay away from corruption. It is found that most anti-corruption videos are expositions that are embedded with different story genres and emphasize the negative consequence of corruption on one’s family. Using Multimodal Analysis Video software, the authors then analyze the different reader stances enacted through a range of multimodal resources in three representative anti-corruption videos. Based on the detailed multimodal analysis, the authors finally explain how the use of linguistic and visual resources in the videos realizes the underlying ideologies of rule by law and rule of law and future implications of this study.
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Huang, Lihe, and Huiyu Qu. "Decoding multimodal resources in the master–disciple interactions of Chinese Zen Buddhism." Chinese Semiotic Studies 18, no. 4 (November 1, 2022): 563–80. http://dx.doi.org/10.1515/css-2022-2080.
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Abstract Over its long period of development, Zen Buddhism in ancient China has adopted a unique method of enlightenment for the direct individual understanding of the Buddha-nature in the interaction between Zen masters and their disciples, instead of merely depending on written classics or oral teaching, which constitutes so-called “independence-from-words.” Communication between monks in Zen is a process of multimodal interaction, in which many different semiotic modes are included, for example strikes, roars, gestures, foot-poses, body poses, and image drawings. Meditation and understanding in Zen demand an interpretation of these multimodal cues in the interaction. Therefore, multimodal discourse analysis may serve as a novel perspective for analysing Zen modes of enlightenment, since MDA attaches great importance to various semiotic channels besides language. This paper aims to present how Zen masters flexibly utilized multimodal resources in enlightenment, starting from an introduction to the traditional understanding of multimodality in ancient China and how the interpretation of Zen can benefit from its analysis through the lens of MDA.
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O'Halloran, Kay L. "Systemic functional-multimodal discourse analysis (SF-MDA): constructing ideational meaning using language and visual imagery." Visual Communication 7, no. 4 (November 2008): 443–75. http://dx.doi.org/10.1177/1470357208096210.
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Ben Moussa, Mohamed. "Rap it up, share it up: Identity politics of youth “social” movement in Moroccan online rap music." New Media & Society 21, no. 5 (May 2019): 1043–64. http://dx.doi.org/10.1177/1461444818821356.
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This study examines the discursive and artistic expression of Moroccan youth identity politics through the production and consumption of rap music online, particularly on YouTube. Drawing on multimodal discourse analysis (MDA), the study explores textual, visual, and reception modes and discourses of Moroccan rap songs mediated through songs’ lyrics, video clips, and user comments on the video sharing platform. Focusing on four levels of discourse, namely, narrative and interpersonal representation, genre, modality, and style, the study examines the following key questions: What are the discourses that emerge from the production, circulation, and consumption of online rap music by Moroccan youth? How do online rap production and reception contribute to identity formation among Moroccan youth? To what extent does online rap music contribute to the development of a progressive and alternative social youth movement that challenges dominant cultural and political power relations?
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Issel-Dombert, Sandra. "Die Macht der Bilder und Bilder der Macht: die sprachliche Konstruktion von Nationalismus und Konservatismus in der strategischen politischen Kommunikation von Vox España." Zeitschrift für romanische Philologie 136, no. 2 (June 4, 2020): 538–66. http://dx.doi.org/10.1515/zrp-2020-0027.
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AbstractFrom a theoretical and empirical linguistic point of view, this paper emphasizes the importance of the relationship between populism and the media. The aim of this article is to explore the language use of the Spanish right wing populism party Vox on the basis of its multimodal postings on the social network Instagram. For the analysis of their Instagram account, a suitable multimodal discourse analysis (MDA) provides a variety of methods and allows a theoretical integration into constructivism. A hashtag-analysis reveals that Vox’s ideology consists of a nativist and ethnocentric nationalism on the one hand and conservatism on the other. With a topos analysis, the linguistic realisations of these core elements are illustrated with two case studies.
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Khasbani, Imam. "Revealing Possible Truths Behind “Coolest Monkey in The Jungle”: Ideational Making Analysis Approach." Jurnal Humaniora 30, no. 2 (June 8, 2018): 204. http://dx.doi.org/10.22146/jh.35191.
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Multimodal Critical Discourse Analysis (CDA)-commonly defined as a discourse analysis approach that focuses on both linguistic and non-linguistic resources- has been witnessing increasing popularity in the research area. It has been argued, on the one hand, that the greater level of practicality the approach has to offer compared to its predecessor (Critical Discourse Analysis) becomes the main reason of why researchers gradually turn their reference on analysing discourses to this method (Han, 2015). An increasing trend of multimodal communications - that no longer use speech or writing exclusively in their occurrences - has become the logical ground on the other (Kress, 2011). This paper, using H&M ‘monkey’ hoodie advertisement (refer to appendix) as a form of multimodal communication, employs MCDA to explore the possible advantages one can learn through the process. To start with, a brief account of the key factors in the development of MCDA will be presented. This part is then followed by the discussion of the analysis approach employed in the paper and also the rational basis for choosing the approach over others. The analysis of the advertisement is done by drawing on related language and social theories to scrutinize the ideologies the company implanted on their advertisement. A thoughtful discussion on what is understood through the analysis process and what and how one can relate the practicality of multimodality analysis to another social area such as pedagogy will mark the end of this paper’s discussion.
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Khasbani, Imam. "Revealing Possible Truths Behind “Coolest Monkey in The Jungle”: Ideational Making Analysis Approach." Jurnal Humaniora 30, no. 2 (June 8, 2018): 204. http://dx.doi.org/10.22146/jh.v30i2.35191.
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Multimodal Critical Discourse Analysis (CDA)-commonly defined as a discourse analysis approach that focuses on both linguistic and non-linguistic resources- has been witnessing increasing popularity in the research area. It has been argued, on the one hand, that the greater level of practicality the approach has to offer compared to its predecessor (Critical Discourse Analysis) becomes the main reason of why researchers gradually turn their reference on analysing discourses to this method (Han, 2015). An increasing trend of multimodal communications - that no longer use speech or writing exclusively in their occurrences - has become the logical ground on the other (Kress, 2011). This paper, using H&M ‘monkey’ hoodie advertisement (refer to appendix) as a form of multimodal communication, employs MCDA to explore the possible advantages one can learn through the process. To start with, a brief account of the key factors in the development of MCDA will be presented. This part is then followed by the discussion of the analysis approach employed in the paper and also the rational basis for choosing the approach over others. The analysis of the advertisement is done by drawing on related language and social theories to scrutinize the ideologies the company implanted on their advertisement. A thoughtful discussion on what is understood through the analysis process and what and how one can relate the practicality of multimodality analysis to another social area such as pedagogy will mark the end of this paper’s discussion.
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Jibril, Ahmed Tanimu. "Mediating Electronic Dangerscapes: A Multimodal Analysis of a State-sponsored Newspaper Warning Advertisement in Nigeria." Journal of Creative Communications 15, no. 1 (September 13, 2019): 53–64. http://dx.doi.org/10.1177/0973258619866347.
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In recent years, Nigeria’s image has always been negatively depicted in the global media, as the country’s name is associated with some of the world’s most sophisticated cybercriminals. The situation with the country’s perceived dented reputation, most especially in the Southeast Asia, Western Europe and the United States of America, is ripe for the anti-cybercrime discourse to take root, and subsequently, become a fertile ground for various parties to contribute to the grand discourse from different perspectives. This article highlights the way Nigerian government, through its revenues generating agency, the Federal Inland Revenue Services (FIRS), utilizes a print media warning advertisement (WA) to discursively construct and showcase its efforts in combating cybercrimes. The study utilizes Fairclough’s three-layered model for approaching discourse to analyse the FIRS-sponsored WA, which was published in The Guardian newspaper on 2 May 2013. The study incorporates analytical tools from the visual grammar (VG) and the multimodal discourse analysis (MDA) to examine the visual dimensions constituting the frame of the WA. The study revealed how the Nigerian government, through the FIRS sponsored WA, has attempted to discursively draw the attention of the general public to the potential dangers associated with the cybercriminals and their activities as well as suggesting the best ways to escape falling into their traps. The study recommends that governments and other civil societies should explore other means of creating more awareness to the general public, given the speed at which cyber-related crimes upsurge globally at the present time.
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Asidiky, Zakie. "The Multimodal Portrayal of The 2019 Indonesian Presidential Candidates' Rivalry on English Tempo's Cover Stories." Indonesian Journal of EFL and Linguistics 7, no. 1 (June 5, 2022): 109. http://dx.doi.org/10.21462/ijefl.v7i1.472.
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This research has investigated how English Tempo magazine's cover stories portrayed the Indonesian presidential candidate's rivalry between Joko Widodo (Jokowi) and Prabowo Subianto (Prabowo) to audiences. Four English Tempo's cover stories were then selected as the data and analyzed by the Multimodal Discourse Analysis (MDA) approach. Furthermore, this research uses a qualitative method with descriptive perspective for data analysis. Moreover, the results have shown that (i) the presidential and vice-presidential candidates' photographs and caricatures, (ii) the illustrations of presidential candidates' actions related to specific political events at the time, and (iii) the main titles could multimodally portray the presidential candidates' rivalry to the audiences. The photographs and caricatures in the cover stories' pictorial components visually manifested the candidates' rivalry. Moreover, the cover stories' main titles explained the photographs and caricatures. Furthermore, those semiotic components combined in each cover story could modulate some multimodal communicative acts to portray the rivalry between presidential candidates. Meanwhile, the benefit of this research result is to provide the readers with the formulation of how English Tempo Magazine presents the topic of rivalry between Indonesian presidential candidates by visualizing issues concerning presidential candidates in the cover stories.
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Hartono, Dang Arif, Stefanus Angga Badara Prima, and Wisnu Sakti Dewobroto. "A Multimodal Critical Discourse Analysis of Garnier Green Beauty Advertisement." International Journal of English and Applied Linguistics (IJEAL) 2, no. 2 (August 16, 2022): 301–12. http://dx.doi.org/10.47709/ijeal.v2i2.1654.
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This study investigates how a multinational cosmetic company uses its advertising to promote green cosmetics in Indonesia. Using Multimodal Critical Discourse Analysis (MCDA), the study analyzes how Garnier utilized linguistics features and discourse strategies and positioned their customers in the Garnier Green Beauty advertisement. The analysis revealed that Garnier employed some linguistic features (e.g., positive adjectives, pronouns, repetitions, etc.) and scientific-sounding words as a discourse strategy in the advertisement. It was also found that Garnier made a deliberate marketing decision to employ advertising, positioning their customer as empowered actors to create socio-environmental change. The findings also discuss the features distinguishing green cosmetics advertisements from typical ones.
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Elsanhoury, Mohamed Hassanien Abdel Ghany Hassan. "A Multimodal Discourse Analysis of Political Speeches: The Case of Donald Trump’s 2016 Election Speeches." Journal of Language and Literature 20, no. 2 (October 5, 2020): 168. http://dx.doi.org/10.24071/joll.v20i2.2390.
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<p><em>This paper investigates the different verbal and non-verbal meaning making resources manifested in the speeches of Akron, Ohio and Phoenix, Arizona delivered by Donald Trump during his presidential campaign in 2016. The way verbal and non-verbal resources combine or interact intersemiotically unravels how Donald Trump attempts to affect his audience and reveal his populist leadership. For that end, the researcher carried out an analysis that is divided into two sections. Section one is devoted to a ‘themes’ analysis to isolate the overarching themes and illuminate the major topics addressed by President Donald Trump to seek his audience’s support. Section two follows SF-MDA which relies on Halliday’s systemic functional linguistics (Halliday, 1978, 1994; Halliday & Matthiessen, 2004/2014) for the analysis of verbal meaning- making resources and Kress and Van Leeuwen’s visual grammar (1996/2006) for the analysis of non-verbal resources. The analysis reveals that both verbal and non-verbal meaning-making resources, in terms of representational, interactive and compositional meanings, work intersemiotically to deliver a full account of meaning and unravel Donald Trump's populist leadership.</em></p>
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Alyousef, Hesham Suleiman, and Suliman Mohammed Alnasser. "A study of cohesion in international postgraduate Business students’ multimodal written texts: an SF-MDA of a key topic in finance." Buckingham Journal of Language and Linguistics 8 (October 14, 2015): 56–78. http://dx.doi.org/10.5750/bjll.v1i0.1047.
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Empirical research studies of finance students’ language use have investigated students’ performance in finance courses and the effect of class attendance on students’ performance.Similarly, research on accounting students’ texts has been directed at readability of accounting narratives and lexical choices. Systemic Functional Linguistics (SFL) based research in multimodal communication and representation has been confined to school and workplace contexts. Whereas multimodal communication investigations in tertiary contexts has been conducted across the fields of mathematics, science and computing, and nursing, business courses have not been explored. The purpose of this paper is to report on a case study designed to investigate the key multimodal academic literacy and numeracy practices of ten international Master of Commerce Accounting students enrolled at an Australian university. Specifically, it aims to provide an account of the salient textual and the logical patterns through the analysis of cohesive devices in a key topic in the Principles of Finance course, namely capital budgeting techniques and management reports. This study is pertinent as most international ESL/EFL students’ enrolments in Australia and elsewhere is in business programs. This study is underpinned by Halliday’s (1985) Systemic Functional Linguistics (SFL) approach to language and Halliday and Hasan’s (1976) cohesion analysis scheme. The study employs a Systemic Functional Multimodal Discourse Analysis (SF-MDA) for the analysis of cohesive devices in the participants’ multimodal texts. Lexical cohesion formed the largest percentage of use, and in particular repetition of the same lexical items, followed by reference.The findings contribute to the description of the meaning-making processes in these multimodal artefacts. They provide a potential research tool for similar investigations across a broad range of educational settings. Implications of the findings for finance students and educators are finally presented.
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Sugianto, Ahmad, Ilham Agung Prasetyo, and Widy Asti. "‘IS THE PICTURE WORTH A THOUSAND WORDS?’: THE INTERPERSONAL MEANINGS OF A DIALOGUE IN AN EFL TEXTBOOK." Journal of Languages and Language Teaching 10, no. 2 (April 19, 2022): 187. http://dx.doi.org/10.33394/jollt.v10i2.4510.
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This study was aimed at scrutinising a multimodal text embedded in a dialogue of an EFL textbook. To this end, Systemic Functional Multimodal Discourse Analysis (SF-MDA) focused on interpersonal meanings consulting grammar of visual design and intersemiotic complementarity drawing on systemic functional linguistics were employed to analyse the artefact, a dialogue within a part named 'communication' taken from an EFL textbook for a primary school level. The findings revealed that declarative clause and modalisation (epistemic modality) of probability was found to be the most common system used in the verbal text. Meanwhile, high modality and validity were found in the visual image indicated by the realisations and representations of detailed abstraction and full-colour saturation. Finally, the study draws a conclusion that there is a cohesive interaction to a certain extent between the verbal text and the visual image represented in the multimodal dialogue.
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Liu, Silang, and Xiangmin Li. "A Multimodal Critical Discourse Analysis of Corporate Apologies by Starbucks CEO from the Perspective of Crisis Management." Scientific and Social Research 3, no. 2 (July 13, 2021): 114–23. http://dx.doi.org/10.36922/ssr.v3i2.1115.
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From the perspective of crisis management, this research examines how Starbucks chief executive officer (CEO) extended corporate apologies to the stakeholders via an interview video and a monologue video under the framework of multimodal critical discourse analysis (MCDA). The apologies offered by Starbucks CEO in an interview with ABC News and a monologue were analyzed to illustrate textual, and visual characteristics. The analysis of text, discourse practice and social practice was conducted to explore apology discourse strategies employed by Starbucks CEO. The results indicated that corporate apology discourse contributes to crisis management and revealed the interplay of corporate apology discourse, crisis management, and social background.
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Fucci, Anthony, and Theresa Catalano. "Missing the (Turning) point." Journal of Language and Politics 18, no. 3 (February 6, 2019): 346–70. http://dx.doi.org/10.1075/jlp.18055.fuc.
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Abstract On August 25, 2017, student members of Turning Point USA (TPUSA), a right-wing conservative organization who advocates for smaller government and free market enterprise, recruited on the University of Nebraska-Lincoln (UNL) campus. Members of the UNL community protested nearby. Part of the protest was recorded on video and released to social media leading to harsh public criticism that accused the university of restricting free speech and being an unsafe environment for conservative students. Drawing on cognitive linguistics (e.g. metonymy, framing) and multimodal critical discourse analysis (MCDA), this paper explores how the TPUSA incident at UNL was recontextualized in local and national media discourse, the ways in which the social actors and events were framed, and its consequences. The authors show how these representations reinforce dominant neoliberal discourses (which correlate with right-wing discourses) that negatively impact public education, providing a necessary counter to a populist political climate in which anti-intellectualism reigns.
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Baldry, Anthony, and Paul J. Thibault. "Applications of multimodal concordances." HERMES - Journal of Language and Communication in Business 21, no. 41 (August 28, 2017): 11. http://dx.doi.org/10.7146/hjlcb.v21i41.96812.
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Multimodal corpus linguistics has so far been a theoretical rather than an applicative discipline. This paper sketches out proposals that attempt to bridge between these two perspectives. It does so with particular reference to the development of the conceptual and software tools required to create and concordance multimodal corpora from the applicative standpoint and as such is designed to underpin the study of texts at universities in foreign-language teaching and testing cycles. One branch of this work relates to multimedia language tests which, as illustrated in Section 2, use concordancing techniques to analyze multimodal texts in relation to students’ understanding of oral and written forms of discourse in English. Another branch is the exploration of multimodal tests concerned with the explicit assessment of students’ knowledge of the principles and/or models of textual organization of multimodal texts. The two types of test are not mutually exclusive. A third branch of research thus relates to the development of hybrid tests which, for example, combine a capacity to analyze multimodal texts with an assessment of students’ language skills, such as fluency in speaking and writing in English or which ascertain the multimodal literacy competencies of students and the differing orientations to meaning-making styles that individuals manifest. The paper considers these different applicative perspectives by describing the different categories of concordance achievable with the MCA online concordancer (Section 2) and by defining their relevance to multimodal discourse analysis (Section 3). It also illustrates the use of meaning-oriented multimodal concordances in the creation and implementation of multimodal tests (Sections 4). It concludes by suggesting that the re-interpretation of the nature and functions of concordances is long overdue and that the exploration of new types of concordance is salutary for linguistics and semiotics in general.
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Sindoni, Maria Grazia. ""The Semantics of Migration". Translation as Transduction: Remaking Meanings Across Modes." HERMES - Journal of Language and Communication in Business, no. 55 (August 29, 2016): 27. http://dx.doi.org/10.7146/hjlcb.v0i55.24287.
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This paper adopts a multimodal critical discourse analysis (MCDA) approach to analyse how meanings are produced and circulated in British major corporate digital media outlets via the multimodal notion of transduction (Kress 1997; Mavers 2011; Newfi eld 2014). Transduction is a form of translation from one semiotic system to another one, for example from verbal language to images and vice versa. However, transductions cannot be interpreted as mere transferrals from one resource to another one, and are here interpreted as multiplying meanings (Lemke 2002). As a case study, this paper will select some online columns from the Telegraph and the Guardian, drawing from a monitor corpus that is under construction to date and that includes multimodal data from the British digital press reporting on the “European migrant crisis” in 2015. The columns selected for this study deal with how people on the move are and/or should be labelled (e.g. Migrants? Refugees? Asylum seekers? Potential terrorists? See Gabrielatos, Baker 2008; Baker et al. 2008). The columns will be commented qualitatively from a multimodal critical discourse framework of analysis, with the goal of shedding light on how pictorial materials (e.g. pictures and diagrams) can amplify, reduce or even contradict what is argued in the verbal text. In the conclusive remarks, some refl ections will be presented with a view to possible future lines of research.
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Breazu, Petre. "Ridicule, Humour and Anti-Roma Racism in Romanian Television News: A Multimodal Critical Discourse Analysis." International Journal of Roma Studies 4, no. 1 (March 15, 2022): 38–65. http://dx.doi.org/10.17583/ijrs.9883.
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Research shows that the public image of Roma on television reinforces existing prejudice and stereotypes in relation to illiteracy, criminality, primitiveness, or refusal to comply with societal norms and values. Scholars have drawn attention to the various forms of racism, both overt and covert, we find in media and political discourse. Yet, one aspect that is less explored is the role of humor and ridicule in communicating anti-Roma racism. In this article, I conduct a multimodal critical discourse analysis (MCDA) of two news clips aired by one of the leading audio-visual stations in Romania. I draw attention to the use of humor and ridicule on public television as discursive strategies to belittle or conceal anti-Roma racism. I argue that such representations—where buffoonery, bad taste, cultural incompetence, and arrogance are highlighted—go beyond simple entertainment and cheap laughs but reinforce the inferior and marginalised status that Romani people have held for centuries on Romanian territories.
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Mlakar, Izidor, Matej Rojc, Simona Majhenič, and Darinka Verdonik. "Discourse markers in relation tonon-verbal behavior." Gesture 20, no. 1 (November 22, 2021): 103–34. http://dx.doi.org/10.1075/gest.20018.mla.
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Abstract The research proposed in this paper focuses on pragmatic interlinks between discourse markers and non-verbal behavior. Although non-verbal behavior is recognized to add non-redundant information and social interaction is not merely recognized as the transmission of words and sentences, the evidence regarding grammatical/linguistic interlinks between verbal and non-verbal concepts are vague and limited to restricted domains. This is even more evident when non-verbal behavior acts in the foreground but contributes to the structure and organization of the discourse. This research focuses on investigating the multimodal nature of discourse markers by observing their linguistic and paralinguistic properties in informal discourse. We perform a quantitative analysis with case studies for representative cases. The results show that discourse markers and background non-verbal behavior tend to follow a similar functionality in interaction. Therefore, by examining them together, one gains more insight into their true intent despite the high multifunctionality of both non-verbal behavior and DMs.
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Abaalalaa, Hessah S., and Reem A. Alosaimi. "The Portrayal of the First Female Saudi Lawyer: A Multimodal Critical Discourse Analysis of Online Newspaper Articles." International Journal of Linguistics 12, no. 5 (October 29, 2020): 255. http://dx.doi.org/10.5296/ijl.v12i5.17712.
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This study utilized a developed MCDA (Multimodal Critical Discourse Analysis) framework proposed by Machin and Mayr (2012). It intends to uncover how interceded verbal and visual choices cooperate to show a shift in the construction of the female Saudi lawyer’s identity in two articles, Saudi and Iranian. The framework is indebted to Van Dijk's (1998) work in which CDA was viewed as a multidisciplinary field where ideology was the basic theory. The MCDA showed that both articles, i.e., Iranian and Saudi, maintained different ideologies in their representations of the first female Saudi lawyer's achievement and used different linguistic and visual choices to portray this achievement.
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Sánchez-López, Iván, Amor Pérez-Rodríguez, and Manuel Fandos-Igado. "Com-educational Platforms: Creativity and Community for Learning." Journal of New Approaches in Educational Research 8, no. 2 (July 15, 2019): 214. http://dx.doi.org/10.7821/naer.2019.7.437.
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Education is at a time of redefinition and transformation, in line with an era characterized by considerable technological development and profound social changes. One would expect it to be accompanied by a media context in which narrative models are transformed by the impact of digitalization, affecting student-teacher interactions. However, it has been observed that the media usage of an entire generation emphasizes the gap between formal education and young people's everyday digital life. Within this framework, and at the international level, a series of innovative pedagogical proposals have emerged, which approach education from the field of communication: Minecraft Education, NFB Education, Educ'Arte, Scratch and 7 de Cinema. We have called them com-educational platforms, because of their investment in the education-communication vector, based on an educommunicative idea. The proposed study implements a multimodal discourse analysis (MDA) to gain an in-depth knowledge of its characteristics. Beyond their individual idiosyncrasies, our analysis reveals a common central feature: the placement of community-creativity combination as the core phenomenon for learning.
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Jibril, Ahmed Tanimu, Afida Mohamad Ali, Zalina Mohamad Kasim, and Chan Mei Yuit. "Pseudo-patriotic Undertone of Unity Discourse in Nigeria’s Print Media." GEMA Online® Journal of Language Studies 21, no. 3 (August 30, 2021): 194–214. http://dx.doi.org/10.17576/gema-2021-2103-11.
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The realisation of genuine national unity within its ethnically diverse society has always been the primary challenge facing Nigeria since its Independence in 1960. This study investigated the discursive recontextualisation of national unity through newspaper congratulatory announcements (NCAs) within Nigeria’s ethnically diverse society, focusing on the pseudopatriotic undertones of the privately sponsored NCAs. Critical discourse analysis (CDA) and the agenda-setting theory informed the theoretical underpinning of the study. The data is drawn from four major dailies, covering the period between 2011 and 2016. Multimodal critical discourse analysis (MCDA) and the visual grammar (VG) are used as analytical methods to examine 97 privately sponsored NCAs. Dominant themes in the NCAs are highlighted along with the type of national unity projected in the NCAs. The analysis revealed that, in the name of promoting unity, private individuals and global conglomerates utilize pseudo acts to boost profits, enhance customer index, and construct their corporate image in the eyes of the ruling regimes and the general public in their host communities. It was also found that the envisioned future of the country as a united reality appears to contradict the common perception and lived experiences of the people. This study is meant to highlight the way certain ideologies are promoted and further interests are realised through the print media in the name of pseudo-patriotism. Further research may investigate comparable representations likely found in other newspaper genres as well as additional semiotic resources such as Nigeria’s Civil War artefacts and monuments, statues, and other national symbols. Keywords Pseudo-patriotism; newspaper congratulatory announcements; unity; multimodal critical discourse analysis; Nigeria
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Paudel, Jagadish, and Pratiksha Neupane. "Contents and the language used in graffiti: A case of Kathmandu Valley." Journal of NELTA 24, no. 1-2 (November 30, 2019): 52–76. http://dx.doi.org/10.3126/nelta.v24i1-2.27680.
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Graffiti is prevalent in modern cities across the world. It represents a range of issues and ideas, and its meaning can be interpreted socially, culturally, and politically. It features distinct forms of language. Using Multimodal Discourse Analysis (MDA) approach, this study analyses the contents, language and linguistic features of 44 graffiti arts found in the Kathmandu Valley to interpret the meanings of the graffiti. The results of this study reveal multiple issues such as culture, politics, gender discrimination and violence against women. The use of language and linguistics in the graffiti seems distinct in terms of word choice, syntactic structure, and rhetorical devices. It was found that the graffitists used multiple modes such as sign, symbol, color, words with images and stylish writing structures. The study will be of great importance to the researchers who want to analyze the language of graffiti and interpret the meanings they denote and to contribute to the body of existing literature on linguistic studies of graffiti. It is also useful for course designers and educators as they can incorporate graffiti in the courses and use them as resource materials in the classroom.
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Rajandran, Kumaran. "Multisemiotic interaction: the CEO and stakeholders in Malaysian CEO Statements." Corporate Communications: An International Journal 23, no. 3 (August 6, 2018): 392–404. http://dx.doi.org/10.1108/ccij-03-2016-0025.
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Purpose The purpose of this paper is to explore how Malaysian CEO Statements employ language and image to convey interaction between the CEO and stakeholders. Design/methodology/approach The paper examines an archive of 32 Malaysian CEO Statements. The archive is analyzed with Systemic Functional Multimodal Discourse Analysis (SF-MDA), where several interpersonal systems can establish how language and image features articulate interaction. The analysis identifies who the stakeholders are, and how these stakeholders and the CEO interact. Findings There are four stakeholders, who are the community, customer, employee and environment, and these stakeholders are sub-categorized by type or activity. The stakeholders and the CEO share multisemiotic interaction through contact, reaction and equality. These three strategies mimic a face-to-face conversation (contact) and the CEO is depicted to reveal some positive emotions (reaction) to social equals (equality). These strategies reflect synthetic personalization, through which the CEO and stakeholders seem to interact because the CEO speaks directly to stakeholders in friendly conversation about CSR. CEO Statements are part of the quest for social legitimacy and designate corporations as agents of positive social change. Their ideology can be stated as a general principle: corporation A recognizes problem B and proposes solution C, which has positive result D for stakeholder E. Originality/value Previous research has not emphasized interaction in CEO Statements. The paper also utilized SF-MDA, which may enhance the discursive competence or a systematic way to decipher language and image for people who practice or teach corporate communication.
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Cárcamo-Ulloa, Luis, Camila Cárdenas-Neira, Eliana Scheihing-García, Diego Sáez-Trumper, Matthieu Vernier, and Carlos Blaña-Romero. "On Politics and Pandemic: How Do Chilean Media Talk about Disinformation and Fake News in Their Social Networks?" Societies 13, no. 2 (January 26, 2023): 25. http://dx.doi.org/10.3390/soc13020025.
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Citizens get informed, on a daily basis, from social networks in general and from the media in particular. Accordingly, the media are increasingly expressing their concern about phenomena related to disinformation. This article presents an analysis of the social networks of 159 Chilean media that, over 5 years, referred to fake news or disinformation on 10,699 occasions. Based on data science strategies, the Queltehue platform was programmed to systematically track the information posted by 159 media on their social networks (Instagram, Facebook and Twitter). The universe of data obtained (13 million news items) was filtered with a specific query to reach 10,699 relevant posts, which underwent textual computer analysis (LDA) complemented with manual strategies of multimodal discourse analysis (MDA). Among the findings, it is revealed that the recurrent themes over the years have mostly referred to fake news and politics and fake news related to health issues. This is widely explained on the grounds of a political period in Chile which involved at least five electoral processes, in addition to the global COVID-19 pandemic. Regarding the multimodal analysis, it is observed that when the dissemination of fake news involves well-known figures such as politicians or government authorities, an image or a video in which such figure appears is used. In these cases, two phenomena occur: (a) these figures have the opportunity to rectify their false or misinforming statements or (b) in most cases, their statements are reiterated and end up reinforcing the controversy. In view of these results, it seems necessary to ask whether this is all that can be done and whether this is enough that communication can do to guarantee healthy and democratic societies.
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Mehreen Zafar, Dr. Muhammad Ahsan, and Muhammad Naeem. "Talking to the Visuals: Exploring Ideology of Generations through Semiotic Landscape of Whatsapp Statuses." Research Journal of Social Sciences and Economics Review (RJSSER) 1, no. 4 (December 26, 2020): 1–10. http://dx.doi.org/10.36902/rjsser-vol1-iss4-2020(1-10).
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Whatsapp statuses are an example of computer-mediated communication. The current qualitative and quantitative study aims to explore the ideology of Whatsapp users and highlight the differences among the generations through the semiotic landscape of Whatsapp statuses. The analytical tools of “David Machin and Andrea Mayr” (2012) and theoretical principles of “Kress and Leeuwen” (1996) helped to analyze the multimodal discourse of WhatsApp statuses. A survey was also conducted to know the stance of Whatsapp users. Multimodal Critical Discourse Analysis (MCDA) of 630 Whatsapp statuses of 90 participants in social semiotics represented Post-Millennials, Millennials, and Generation X with clear differences in their ideologies. The differences are louder for gaze, distance, iconography, colors, vector, angle, and frames. The results of the survey show that Post-Millennial give much value to Whatsapp statuses as 92% of them display statuses daily. All three generations have quite separate reasons to use Whatsapp statuses; only informing others is the common reason between Millennials and Generation X. Basically, the users of Whatsapp statuses are the social actors who represent their cognitive meanings socially.
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Ackerley, Katherine, and Francesca Coccetta. "Enriching language learning through a multimedia corpus." ReCALL 19, no. 3 (August 24, 2007): 351–70. http://dx.doi.org/10.1017/s0958344007000730.
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AbstractUntil recently, use has been made almost exclusively of text-based concordancers in the analysis of spoken corpora. This article discusses research being carried out on Padua University's Multimedia English Corpus (Padova MEC) using the multimodal concordancer MCA (Multimodal Corpus Authoring System, Baldry, 2005). This highly innovative concordancer enables the retrieval of parts of video and audio from a tagged corpus and access to examples of language in context, thereby providing non-verbal information about the environment, the participants and their moods, details that can be gleaned from a combination of word, sound, image and movement. This is of use to language learners of all levels because if “communication is to be successful, a relevant context has to be constructed by the discourse participants” (Braun, 2005: 52). In other words, transcripts alone are not sufficient if learners are to have anything like participant knowledge and comprehend spoken language. In the article it will be demonstrated how language functions expressed in the multimedia corpus of spoken English are retrieved using MCA. Online learning materials based on the multimodal concordances take into consideration not only language, but also the way in which it co-patterns with other semiotic resources, thereby raising the issue of the importance of learner awareness of the multimodal nature of communication.
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Brookes, Gavin, and Kevin Harvey. "Opening up the NHS to market." Journal of Language and Politics 15, no. 3 (August 4, 2016): 288–303. http://dx.doi.org/10.1075/jlp.15.3.04bro.
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Abstract Since its implementation, the British Government’s controversial 2013 Health and Social Care Act has had far-reaching effects on health care provision in England, not least the creation of 212 regional practitioner-led clinical commissioning groups (CCGs) which are now responsible for much of the service provision across the country. Taking as an example the website of one of these new commissioning groups, this study shows that multimodal critical discourse analysis (MCDA) can reveal how health and social care matters are being increasingly framed within a corporate and neoliberal set of ideas, values, identities and social relations. Despite government assurances that the Act preserves the (non-commercial) founding values of the NHS, our MCDA provides textual evidence of the influence of neoliberal and commercial discourses operating across this particular website, which appear to be just as much about promoting an appealing corporate identity as responding to the practical, day-to-day concerns of patients.
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Riyandi, Shierlynda Winnindya. "Visual and Verbal Means to Attract our Clicks: Multimodality in Youtube Thumbnails." NOTION: Journal of Linguistics, Literature, and Culture 4, no. 1 (May 10, 2022): 54–62. http://dx.doi.org/10.12928/notion.v4i1.5773.
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Pictures, color, tones, and motions have all been identified as modalities that help to create the meaning-making process. A multimodal message is made up as two or more modes work together to give meaning for the overall discourse. This article is to describe how the visual and verbal signs work together in constructing meaning in video thumbnails. This study is used as a descriptive research method. The data are thumbnails of the most-viewed videos in Close the Door podcast. They were analyzed by employing Kress& van Leeuwen's Visual Grammar and Halliday’s Functional Grammar of language, especially ideational meaning of clause, transitivity. These are to explain the relationships between the images and the texts and elucidates the functions of images in meaning interpretation. Based on the analysis, all the thumbnails evoke a clear message video; they have no ambiguity and are in line with content of the video. Amongst 4 data, there are four types used; relational, mental, material, verbal with descriptive sentences by three data and one imperative. In terms of MDA Visual, the videos have Lead, Display and Emblems as the relationships between the images and the functions of images in meaning interpretation.
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Mosqueda Ramírez, María José. "Exploring Instances of Feminism Movement in a Reggaeton Song: A Multi-Semiotic Critical Discourse Analysis." Open Journal for Studies in Arts 4, no. 1 (August 20, 2021): 15–24. http://dx.doi.org/10.32591/coas.ojsa.0401.02015m.
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This study analyses the instances of feminism in a reggaeton song consulting a Multimodal Critical Discourse Analysis (MCDA). It interprets these instances and provides a description to what they intend to present from a feminist perspective. It also attempts to find out what are the visual semiotic choices that the song presents to the audience such as the attributes, settings and salience. Finally, it aimed to explore how these elements are represented in the video. To achieve the goal of the study, I created a table where I included the visual semiotic elements previously mentioned. This table presents the three scenes that were chosen to be analyzed from the video and the semiotics elements according to the MCDA by Machin and Mayr (2012). Regarding the results of the study, they show that the visuals of the video represent instances where women have the power to stop men from abusing them. Even when the visuals show some fictional scenes, the interpretation is that women have the right and the power to make themselves be respected by men. In addition, the results showed as a reminder that there are movements which are there to help women in these injustices. Finally, in the last part of the song the final idea about the resistance of men violating women is represented as the final result of this study.
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Chepchirchir, Judith. "Determination of Prominent Representations of Domestic Products Advertisements in Kass TV on to Kipsigis Consumer in Belgut Sub-County, Kericho, Kenya." East African Journal of Arts and Social Sciences 2, no. 1 (April 4, 2020): 8–14. http://dx.doi.org/10.37284/eajass.2.1.130.
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Commercial advertising is part and parcel of our day to day lives which bears vast meanings, thus drawing a great discussion. This study, therefore, intended to study television (TV) advertisements. Television advertisements come in both visual and verbal modes of communication. Meaning is achieved by sounds and images which in turn influence the viewers’ choice. This study sought to investigate how adverts in Kass TV use music, textual and visual images to create meaning and its influence on Kipsigis consumers. The objective of this study was to: determine the prominent representations of domestic products by Kass TV to Kipsigis consumer in Belgut sub-county, Kericho, Kenya. To establish if the prominent representations of domestic products in Kass TV influence consumer choice within Belgut sub-county and to evaluate the extent to which the prominent representations of domestic products reflect the socio-cultural context of Kenya as far as Belgut Sub-County is considered. The study used Kress and van Leeuwen’s Multimodal Discourse Analysis theory, the theory of semiotics and information processing theory. ‘Multimodality’ typically refers to the use of both verbal and non-verbal modes of communication. This study, therefore, analysed the verbal and visual modes of communication in TV advertisements in order to determine their influence on Kipsigis consumers. A descriptive survey research design was adopted. The target population was Kass TV viewers in Belgut sub-county because it is among the Kass TV coverage areas and also due to the fact that a wide population in the sub-county is Kipsigis speakers. Simple random sampling was used to identify the respondents. A structured questionnaire which was self-administered to the Kass TV viewers and buyers of the advertised domestic products was used. 186 respondents were sampled. Data was analysed using content analysis with the use of Frith’s table for analysis of layers of meanings (surface meaning, advertiser’s intended meaning and cultural meaning) by employing descriptive statistics. The study was aimed at contributing to the studies of Multimodal Discourse Analysis (MDA) since it sought to analyse how information is presented in Kass TV advertisement of domestic products. It also aimed at shedding more light on letting consumers be aware of the multiple modes that TV producers of television advertisement use to influence their buying behaviour. Television adverts were found to blend visual and verbal modes of communication.
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Breazu, Petre, and David Machin. "A critical multimodal analysis of the Romanian press coverage of camp evictions and deportations of the Roma migrants from France." Discourse & Communication 12, no. 4 (March 9, 2018): 339–56. http://dx.doi.org/10.1177/1750481318757774.
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In this article, we carry out a Multimodal Critical Discourse Analysis (MCDA) of a sample from a larger corpus of Romanian news articles that covered the controversial camp evictions and repatriation of Romanian Roma migrants from France that began in 2010 and continue to the time of writing in 2017. These French government policies have been highly criticized both within France and by international political and aid organizations. However, the analysis shows how these brutal, anti-humanitarian events became recontextualized in the Romanian Press to represent the French government’s actions as peaceful and consensual. In addition, the demonization of the Roma in the press serves as a strategy to continuously disassociate them from their Romanian counterparts. While there is a long history of discrimination against the Roma in Romania, these particular recontextualizations can be understood in the context of the Romanian government’s need to gloss over its failure to comply with the Schengen accession requirements and acquire full European Union (EU) membership.
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Giovanni Mulyanto, Jesslyn. "A Contested Identity: Contemporary Representation of Indonesian Chinese-Muslims on Instagram." Jurnal Ilmu Sosial dan Ilmu Politik 26, no. 1 (July 28, 2022): 98. http://dx.doi.org/10.22146/jsp.71859.
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The existence of Chinese Muslims in Indonesia is surrounded by a heavily prejudiced belief that Chinese-ness and Islam are considered "unsuitable". Chinese Muslims, particularly 'converts- turned-preachers', are still considered a unique identity. However, the rise of online Islamic piety on Instagram has become one of many ways for Chinese Muslims' to represent themselves and, to some extent, "normalize" their identities. This paper discusses how Chinese-Muslim preachers, namely Felix Siauw and Koko Liem, represent their versions of Chinese-ness and Islam on Instagram, a popular visual-based social media platform in Indonesia. This research uses Multimodal Discourse Analysis (MDA) to observe the preachers' identity narratives and ways to articulate their Chinese-ness and Islam on their respective accounts posts. It is shown that the heterogeneous stances and contesting interpretations on and about Chinese-ness and Islam in the Chinese-Muslim minority group are to some extent represented through the visual appearance and narrative on Instagram of both preachers. From these two figures, the researcher concludes that elements of Islamic religious identity tend to dominate and even fade ethnic Chinese identity in the negotiations between Chinese and Muslim identities. However, their Chinese-ness was strategically used and symbolically commodified to attract the masses. These two preachers become part of the heterogeneous spectrum of Chinese-Muslim representation in Indonesia and the "pavement" for a common image of the combination of the two identities in Indonesia.
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Sugianto, Ahmad. "‘Can We See It?’: Contextualizing ‘Deforestation’ from an English-Medium Science Textbook for a Primary School Level." J-Lalite: Journal of English Studies 2, no. 2 (December 30, 2021): 86. http://dx.doi.org/10.20884/1.jes.2021.2.2.5072.
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Understanding an English-medium science textbook is possibly challenging for some students. It is, for example, due to the language used. To deal with this issue, construing the use of the other mode, such as visual images, along with the verbal text is regarded useful. Thereby, the construal of multimodality in an English-medium science textbook becomes crucial. Albeit a myriad of inspections on multimodality exists, but to the best of the writer’s knowledge, such investigation with respect to an English-medium science textbook, particularly at a primary school level, was found to be limited. Therefore, this study aimed to scrutinize the verbal text and visual image presented in a science textbook used for a primary school level which is presented in English. To that end, a descriptive research design was employed. In this regard, a systemic functional multimodal discourse analysis (SF-MDA) within the trinocular metafunctions encompassing ideational, interpersonal, and textual metafunctions was utilized. The systemic functional linguistics theory, the grammar of visual design, intersemiotic complementarity, and logico-semantics were the frameworks employed to analyze the artefact, the English-medium science textbook. The findings revealed that the visual image and verbal text interact with one another within the three metafunctions. Given the interaction between the two modes, the present study suggests that both teachers and students are required to take into considerations and be aware of the potential or roles of images along with the verbal text, i.e. the images are not merely accessories, but instead, these are able to assist the comprehension of the science materials learned.
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Chephirchir, Judith, and Peter Muhoro Mwangi. "Influence of the Prominent Representations of Domestic Products Advertisements in Kass TV on to Kipsigis Consumers in Belgut Sub-County, Kericho, Kenya." East African Journal of Interdisciplinary Studies 2, no. 1 (August 7, 2020): 63–70. http://dx.doi.org/10.37284/eajis.2.1.188.
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Marketing and trade advertising are part of our day to day lives. This study, therefore, intended to study television (TV) advertisements. Television advertisements come in both visual and verbal modes of communication. Meaning is achieved by sounds and images, which in turn influence the viewers’ choice. This study sought to investigate how adverts in Kass TV use music, textual and visual images to create meaning and its influence on Kipsigis consumer. The objective of this study was to determine the influence of prominent representations of domestic products advertisements in Kass TV on Kipsigis Consumer in Belgut Sub-county, Kericho, Kenya. This study aimed at analysing the verbal and visual modes of communication in TV advertisements in order to determine their influence on Kipsigis viewers. The study adopted a descriptive survey research design. The target population for the study was Kass TV viewers in Belgut sub-county because it is among the Kass TV coverage areas and also due to the fact that a wide population in the sub-county is Kipsigis speakers. Simple random sampling was used to identify the subjects. Descriptive research was carried out amongst Kass TV viewers and consumers of the advertised products in Belgut sub-county. The researcher designed a structured questionnaire which was self-administered to the Kass TV viewers and buyers of the advertised domestic products. The research used 186 respondents and related questionnaires were administered to collect data. Data was analysed using content analysis with the use of Frith’s table for the analysis of layers of meanings (surface meaning, advertiser’s intended meaning and cultural meaning) by employing descriptive statistics. The study will hopefully make some contributions to the studies of Multimodal Discourse Analysis (MDA). It also makes consumers be aware of the multiple modes that television advertisement producers use to influence their buying behaviour.
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Breazu, Petre, and David Machin. "How television news disguises its racist representations: The case of Romanian Antena 1 reporting on the Roma." Ethnicities 20, no. 5 (June 19, 2020): 823–43. http://dx.doi.org/10.1177/1468796820932588.
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Research shows that news media around the world tend to represent ethnic minorities in ways which nurture distorted views and invite negative attitudes. Scholars have also emphasised that, in contemporary societies, a political climate has emerged which has made overt racism unacceptable and social taboos leading to racist statements are increasingly being managed and disguised in order to avoid direct accusations. In this paper we use Multimodal Critical Discourse Analysis (MCDA) to carry out an in-depth analysis of a Romanian television news report—selected from a larger corpus—which addressed the situation of the Roma migrants in Norway. We show how this medium, with editing techniques, voice-overs, sound effects and captions, has its own subtleties for communicating racism in ways that are less obvious at a casual viewing. The case we analyse reports on a Norwegian/EU project to build a factory in Romania, so that Roma migrants can return home to work rather than live and beg on the streets of Oslo.
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Calzati, Stefano. "Travel Writing on the Edge: An Intermedial Approach to Travel Books and Travel Blogs." Acta Universitatis Sapientiae, Film and Media Studies 10, no. 1 (August 1, 2015): 153–68. http://dx.doi.org/10.1515/ausfm-2015-0032.
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Abstract After discussing the limits and potentialities of the definitions of travel writing proposed by Paul Fussell (1980). Patrick Holland and Graham Huggan (1998) and Jan Borm (2004), the article presents a characterization of travel writing both as a genre with a precise rhetorical status, as well as a praxis of knoivledge, which derives from the interplay between travelling and writing. Building on this, a comparison between two Italian travel books and two Italian travel blogs about China is proposed. Specifically, by considering these texts as “intermedial transpositions” (Wolf 2008) that realize the same generic and epistemological matrix (i.e. travel writing), a Multimodal Critical Discourse Analysis (MCDA) is conducted in order to assess: 1) how the book and the blog, as different medial formats, interpret the rhetorical features of the travel writing genre: and 2) to what extent the gnoseological and cross-cultural potentials of travel writing, as a praxis of knowledge, is affected by the process of transposition.
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Moura, H. "Discourse & Technology: Multimodal Discourse Analysis." IEEE Transactions on Professional Communication 48, no. 3 (September 2005): 329–31. http://dx.doi.org/10.1109/tpc.2005.853943.
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Wang, Shaoxiang. "Discourse and Technology: Multimodal Discourse Analysis (review)." Language 83, no. 1 (2007): 222–23. http://dx.doi.org/10.1353/lan.2007.0050.
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