To see the other types of publications on this topic, follow the link: Multimodal discourse analysis.
Dissertations / Theses on the topic 'Multimodal discourse analysis'
Create a spot-on reference in APA, MLA, Chicago, Harvard, and other styles
Consult the top 50 dissertations / theses for your research on the topic 'Multimodal discourse analysis.'
Next to every source in the list of references, there is an 'Add to bibliography' button. Press on it, and we will generate automatically the bibliographic reference to the chosen work in the citation style you need: APA, MLA, Harvard, Chicago, Vancouver, etc.
You can also download the full text of the academic publication as pdf and read online its abstract whenever available in the metadata.
Browse dissertations / theses on a wide variety of disciplines and organise your bibliography correctly.
1
Nordensvärd, Eje. "Multimodality : An EFL textbook comparison using multimodal discourse analysis." Thesis, Södertörns högskola, Lärarutbildningen, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-6007.
Full textAbstract:
This essay aims to compare two EFL (English as a Foreign Language) textbooks by using a multimodal discourse analysis in order to find out how EFL textbooks have changed in design and visually. In this essay the textual content is treated as one of several pillars making up design, this essay is interested in the visual changes. This analysis is done using two EFL textbooks with twenty years in between them, both are used in the same school by different teachers. A study like this is going to be published later this year but that study includes three subjects (English being one of them) and starts with textbooks from the 1930s up until now. In this essay, two chapters of each textbook will be looked at in a closer analysis to represent each textbook; every page is analyzed without first reading the text. The conclusion of this essay is that the written communication still seem to be the most credible of the different communicative methods of making meaning, however, it is no longer the only credible way of making meaning.
2
Ma, Mei-lin Linda. "Multimodal discourse analysis of advertisements of Hong Kong charity organizations." Click to view the E-thesis via HKUTO, 2005. http://sunzi.lib.hku.hk/hkuto/record/B31789729.
Full text
3
Ma, Mei-lin Linda, and 馬美蓮. "Multimodal discourse analysis of advertisements of Hong Kong charity organizations." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 2005. http://hub.hku.hk/bib/B31789729.
Full text
4
Jancsary, Dennis, Markus Höllerer, and Renate Meyer. "Critical analysis of visual and multimodal texts." SAGE, 2016. http://epub.wu.ac.at/6126/1/Dennis_etal_2016_SAGE%2Dcritical%2Danalysis.pdf.
Full text
5
Varga, Kate, and Ronja Cato. "A multimodal critical discourse analysis of Swedish teaching materials for English." Thesis, Malmö universitet, Malmö högskola, Institutionen för kultur, språk och medier (KSM), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-41075.
Full textAbstract:
Education in the Swedish school system should aim to assist pupils in the development of fundamental values. This study investigates to what extent different groups of people are represented within two textbooks for English language teaching (ELT), produced in Sweden and commonly used in Swedish schools and how these representations correlate with the values indicated in the curriculum. Additionally, this study explores if textbooks designed for ELT can be adapted and used as a resource in the Arts classroom for multimodal representation analysis. The study used a multimodal critical discourse analysis with a social semiotic approach to address these questions, looking at the textbooks' textual and visual elements. The result is addressed both quantitatively and qualitatively and showed that, while women were shown in active roles, white men were overrepresented in both the visual and textual representations and people of colour of both genders were underrepresented. The results imply that ELT textbooks have some ways to go in order to meet the representation demands that the curriculum sets and that more research needs to address how to more accurately and frequently represent different groups of people within ELT teaching materials.
6
Rukšytė, Eligija. "Communicating corporate image: A Multimodal Critical Discourse Analysis on LinkedIn Job Advertisements." Thesis, Malmö universitet, Institutionen för konst, kultur och kommunikation (K3), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-45971.
Full textAbstract:
Corporate image reflects on how a company is perceived to the public outside of the organisation. It is based on the reputation the company already has and constantly creates. Today numerous people use and rely on social media networks which encourage companies to try to reach their audiences and shape company image by the usage of different digital networks. One of the platforms where companies can represent their business is LinkedIn, as it is designed specifically for organizations and individuals to develop a professional image. One of the platform’s most popular feature is the possibility to post job advertisings that are seen in several platform areas. These job offers serve as a recruitment tool but also simultaneously shape the image of a company. Therefore, it is interesting to explore how job posts of a company manage to stay informative, focused on the targeted audience and, at the same time, shape corporate image. Thesis project, “Communicating corporate image: A Multimodal Critical Discourse Analysis on LinkedIn Job Advertisements”, aims to examine how world leading Swedish companies create their corporate image through job advertisements posted on the social media platform LinkedIn and what that image is. The study draws on media logic theory together with the concept of discourse and tries to reach the project’s aim by applying multimodal critical discourse analysis. By this model, job advertisements of 3 companies based in Sweden were analysed. Results show that corporate image through job advertisements is created equally by the company and the platform LinkedIn. Companies in job advertisements use semi-formal language, creative elements, address accomplishments, values and goals to attract the reader. While LinkedIn places main company information that can influence job advertisement readers to obtain a primary opinion about the enterprise.
7
Gonzalez, Johansen Karin. "Weight bias amongst health professionals on Instagram : A critical multimodal discourse analysis." Thesis, Högskolan i Halmstad, Akademin för hälsa och välfärd, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-43512.
Full textAbstract:
Weight bias and weight stigmatization are independent risk factors for poor health, and are brought up within health promotion, as focus areas when it comes to interventions targeting body weight (WHO, 2017; Pearl, 2018). Discourses within the society, can either reinforce weight bias and weight stigmatization towards people in larger bodies, or disrupt them. A gap in the literature exists, when it comes to health professionals and their means of communicating health on social media platforms, such as Instagram. This gap was the inspiration for the present study. The study sought to critically examine the discourses communicated by doctors and registered dietitians on the social media platform Instagram. With the specific focus of examining their presentation of body weight and health, the manifestations of roles and the discourses presented. The study was based on the theory of social semiotics, using critical multimodal discourse analysis, that include elements from the critical discourse analysis framework, by Fairclough (2010) (Machin & Mayr, 2012). The study found that the chosen health professionals generally presented weight bias and presented body weight as a sum of individual choices, as well as body weight as a personal responsibility. The health professionals used both visual and verbal techniques, to establish authority and power, and were generally promoting health as a commodity, as well as using their own body to promote the thin ideal. The strongest discourses present were those of healthism, paternalism and aesthetics defining health, findings that are supported within the literature, when looking at other health promoting entities, such as personal trainers. The study brought forth important implications within health communication on social media platforms, thus that healthism is an area that is important to educate health professionals within, as well as there being basis to further investigate this notion. The study also brought forth important considerations for ethics and validity within this type of research.
8
Al-Attar, Maryam Mahmood Hikmet. "A multimodal analysis of print and online promotional discourse in the UK." Thesis, University of Leicester, 2017. http://hdl.handle.net/2381/40032.
Full textAbstract:
This thesis is concerned with investigating promotional discourse types in the UK from more than one medium with the aim of showing and comparing the characteristics (situational, generic, linguistic, and visual) of such discourse types, where such features also reflect the complexity of this discourse. For this purpose, a range of analytical frameworks, two integrated, were used for studying five promotional discourse types, namely adverts, posts, comments, reviews, and interviewees’ responses, where each model tackled an aspect of promotional discourse. Guided by Herring’s (2007) and Biber and Conrad’s (2009) frameworks, the situational characteristics of the above first four discourse types were explained, which allow accounting for some of the linguistic patterns identified in the following analyses. Categorising these four discourse types as members of promotional genres was informed by Bhatia’s (1993; 2004; 2005) generic approach, where three moves were identified as common to all discourse types. Through this analysis, the different participants of this discourse were specified, and their different linguistic representations were scrutinised through adopting Van Leeuwen’s (1996; 2008) representation framework. The representational category of inclusion indicated adverts to be product-centred, whereas customers featured as the prominent participant in the posts, comments, and reviews. With respect to the visual analysis, the informants’ responses generally demonstrated the diversity of individuals’ understandings of visual resources, where this goes against Kress and Van Leeuwen’s (1996; 2006) interpretations. Examining these responses linguistically, first through applying Van Leeuwen’s (1996; 2008) network, they were found to complement the findings of the above linguistic analysis of products as the prominent represented objects. Secondly, investigating the interpretations using Martin and White’s (2005) appraisal theory, the evaluative nature of the informants’ responses was reflected through the attitudinal type of appreciation. The multi-analytical tools adopted succeeded in showing the diversity of the resources of promotional discourse.
9
Castineira, Benítez Teresa Aurora. "Exploring political, institutional and professional discourses in Mexico: a critical, multimodal approach." Australia : Macquarie University, 2009. http://hdl.handle.net/1959.14/70422.
Full textAbstract:
Thesis (PhD)--Macquarie University, Faculty of Human Sciences, Department of Linguistics, 2009.Bibliography: p. 210-223.
General introduction -- A multimodal analysis of the 2006 Mexican presidential campaign billboards -- Study 2: Discourses of obligation and prohibition within an institutional setting -- Study 3: Gatekeeping practices at the LEMO: a multimodal analysis -- General conculsions.
This is a thesis composed of three studies linked by a common critical multimodal approach to the analysis of the data. Fairclough's (1992, 1995) three-dimensional framework was drawn on in order to explore the social practice, discursive practice and text dimensions of the discourses in question. The first two studies focus on printed texts in Mexican Spanish, whereas the third study addresses spoken interaction in English with occasional code switching to Spanish. -- Study 1: A Multimodal Analysis of the 2006 Mexican Presidential Campaign Billboards - This is a joint study (with my colleague Michael Witten and approved by my supervisor and the Department of Linguistics at Macquarie) which analyzes the political discourse of the multimodal and multisemiotic texts that the three major political parties involved in the 2006 Mexican presidential elections produced and extensively distributed through the medium of public billboards. We investigate how these parties express their particular ideologies, construct and convey social identities and relationships, and construct relations of power between themselves and the readers/viewers of these texts, through the medium of billboards. As indicated in the preamble, the methodological framework addresses these issues drawing on Fairclough's (1992, 1995) three-dimensional model of analysis while employing a variety of qualitative techniques, tools, and approaches. -- Study 2: Discourses of obligation and prohibition within an institutional setting - Following the theme of multimodal critical discourse analysis, this study examines the institutionalized discourses of obligation and prohibition at the Library of the Language Faculty (LEMO)*of a public university in Mexico. Six different texts pertaining to various genres ranging from a protocol to notices were examined. Multiple qualitative methodologies and tools such as those drawn from ethnography, critical discourse analysis, and systemic functional linguistics are utilized in the analysis of the data. Power relations between the institution and the library users are examined as well as the conditions of text production and reception, the latter through an ethnographic component. An emphasis is placed on the linguistic text. -- Study 3: Gatekeeping practices at the LEMO - This study investigates one of the gatekeeping practices at the Language Faculty of a public university in Mexico (see above). The particular practice concerned consists of the professional examinations (vivas) that students have to take in order to obtain their degrees of 'Licenciatura en Lenguas Modernas' (BEd in Modern Languages) in the English Teaching section of the university. This study focuses on the professional discourse(s) utilized by both candidates and examiners by means of analyzing the texts of four recorded professional examinations. This study chiefly draws on Goffman's (1959) dramaturgical concepts of 'frontstage' and 'backstage', where the analysis of the frontstage work addresses the Question-and-Answer section of the examinations, and the analysis of the backstage work addresses the subsequent deliberations among the examiners concerning the performance of the candidates. Multiple qualitative methodologies and tools are again drawn upon, such as ethnographic analysis, interactional sociolinguistics and critical discourse analysis. (* Facultad de Lenguas)
Mode of access: World Wide Web.
xii, 233 p. : ill. (some col.)
10
Knox, John Stewart. "Multimodal discourse on online newspaper home pages: A social-semiotic perspective." Thesis, The University of Sydney, 2009. http://hdl.handle.net/2123/7696.
Full textAbstract:
In a short space of time, online newspapers have emerged to play an important role in the institutional construction of ‘news’ and the mass mediation of information. The home pages of online newspapers feature short verbal texts, and communicate using language, image, layout, colour, and other semiotic resources: they communicate multimodally. This thesis examines the multimodal discourse of three English-language online newspapers: the Bangkok Post (Thailand), the English-language edition (translated from Chinese) of the People’s Daily (China), and the Sydney Morning Herald (Australia). Between February, 2002 and April, 2006, three data collections were made (February-April, 2002; September-November, 2005; January-April, 2006) using a five-day ‘constructed week’ method. The main corpus was 15 home pages from each newspaper (five per collection per newspaper), but the total corpus (including other pages from each newspaper) was 603 web pages. Two senior editors (one each from the Bangkok Post and the Sydney Morning Herald) were interviewed. The multimodal discourse of the home pages was analysed using tools from Systemic Functional Multimodal Discourse Analysis (SF-MDA), and a ‘visual grammar’ of home pages building on the work of Kress & van Leeuwen (1996) was developed. In addition, a rank scale for online newspapers was proposed, and limitations of applying the tool of rank scale to this corpus were identified. An emerging genre - the headline-plus-lead-plus-hyperlink newsbite - was identified, and the design of newsbites on the home page of the Sydney Morning Herald and the evolution of their design over time was analysed. The use of images on the home pages in the corpus was analysed, and the increasing use of thumbnail images in the Sydney Morning Herald - particularly close-up thumbnails of faces - was investigated in further depth. The visual design of online newspaper home pages and the news texts appearing on them are an evolution of print news genres and their design practices. Newsbites and headline-only newsbits are verbally short, so the authors of newspaper home pages are forced to rely increasingly on visual communication in order to position stories and readers, and to communicate the values of the news institution on the home page as mediated by the screen. Thumbnail images are evolving as a new form of punctuation on some home pages, and this may be a short-lived, or an emerging historical trend in the development of punctuation, at least in online environments. Overall, online newspaper home pages are tending towards shorter texts, which communicate in novel ways. These short texts cannot communicate the values and ideology of news institutions in the way that extended verbal texts have done for centuries, yet this function of news texts remains important to the construction and maintenance of a readership, and therefore crucial to the home page of a newspaper. As a result, news institutions express values visually in their design of newspaper home pages. As readers become familiar with the meanings of online news design, they become adept at reading and understanding short stories within these multimodally-construed frames of reference. Ideology is increasingly fragmented on shorter timescales, but expressed over longer timescales in a hypermedia environment that affords and extends many of the pre-existing multimodal features of print newspaper discourse.
11
Marunowski, Kenneth Ray. "The Euro: A Multimodal Study in Presence." [Kent, Ohio] : Kent State University, 2006. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=kent1155924832.
Full textAbstract:
Thesis (Ph.D.)--Kent State University, 2006.Title from PDF t.p. (viewed Oct. 16, 2006). Advisor: Christina Haas. Keywords: visual rhetoric; European integration; euro; multimodal discourse; presence. Includes bibliographical references (p. 179-185).
12
Ismail, Habibah. "A Corpus-assisted Multimodal Discourse Analysis of Malaysian Sports News Discourse: Exploring the Representation of Female and Male Athletes." Thesis, The University of Sydney, 2017. http://hdl.handle.net/2123/17053.
Full textAbstract:
Cases of gender bias which occur in sports discourse have been numerous, as reported by past studies, primarily in the context of ‘Western’ sports news discourse. However, most of this research has been non-linguistic or has paid relatively little attention to sports reporting in other regions. The aim of this thesis is to analyse sports news discourse from Malaysia, with special emphasis on ‘dominant’ discourses, which involve instances of objectifying, trivialising, and stereotyping female athletes. The investigation focuses on the types of bias indicated by differences in terms of the number of sports news stories written about female and male athletes, and also in terms of portrayal – such as instances that emphasize gender-stereotypical images of female and male athletes. The thesis compares news reports about female and male athletes, based on a new 3-million-word corpus of English-language Malaysian online sports news discourse. The corpus was gathered from 7640 articles collected from the sports news section in six English-language Malaysian newspapers. Drawing on a previous study by Caple (2013a), the thesis focuses on analysing three main categories of representation: i) gender and sex, ii) activity and passivity and iii) emotivity, emotion and volition. In order to consider both verbal and visual data, i.e. text and images, the thesis combines linguistic and semiotic analysis, utilising a framework known as corpus-assisted multimodal discourse analysis (CAMDA), which has not yet been fully developed or applied in a large-scale empirical study (Bednarek & Caple, 2014). In so doing, I combine both quantitative and qualitative approaches to analyse the compiled corpus, making use of different corpus linguistic techniques (especially keywords analysis) as well as using various discourse analytical frameworks. The thesis demonstrates how linguistic analysis of a large corpus can be combined with analysis of both words and images of a smaller sub-set of the data.
13
Helland, Kristin Ingrid. "Multilingualism, Identity, and Ideology in Popular Culture Texts: A Multimodal Critical Discourse Analysis." Diss., The University of Arizona, 2015. http://hdl.handle.net/10150/578722.
Full textAbstract:
In recent years a paradigm shift has occurred in second language acquisition and applied linguistics, moving away from a monolingual approach toward a multilingual one that emphasizes the social, political, and historical contexts of languages in contact. Scholarly recognition of multilingualism has led to research studies focusing on multilingual practices such as code-switching in a range of contexts and genres, e.g., film, hip hop, advertising and social networking sites. These studies reflect a shift in research focus from spontaneous speech to scripted texts, and also from the communicative to the symbolic function of code-switching, as seen in studies of Mock Spanish (Hill, 1998) and linguistic fetishism (Kelly-Homes, 2005). The emphasis on the symbolic and ideational is reflected in an increased interest in multimodality and how language interacts with other semiotic codes (e.g., visual imagery, gesture, dress, body ornamentation, and soundtrack) to convey messages of identity and ideology. Recently, several scholars have called for an expanded framework that would incorporate systematic multimodal analysis in studies of multilingualism in popular culture texts (Androutsopoulos, 2012; Stamou, 2014). The present study responds to this call with a genre-based project incorporating a sociolinguistic and multimodal studies approach with critical discourse analysis and genre analysis, which focuses on a comparison of three different types of popular culture texts: 1) a bilingual English-Spanish film from the U.S. (From Prada to Nada), 2) multilingual music videos from Japan (by the artist Mona AKA Sad Girl), and 3) a bilingual television ad from the U.S. (by Taco Bell). The study adapts and extends O'Halloran et al.'s (2011) model of multimodal critical discourse analysis based on social semiotic theory (Kress and van Leeuwen, 2001) to examine how semiotic codes work together to either reinforce or challenge racial, linguistic, gender, and age-related stereotypes and dominant discourses. This model draws from Bakhtin's notion of heteroglossia and intertextuality and Barthes' concept of myth to examine how language and other multimodal features at the micro-level interact with macro-level discourses to create multi-layered meanings. The dissertation also explores how creators of popular culture texts utilize intertextual references to convey meaning through multiple semiotic codes and how texts become re-contextualized as they circulate globally. Taking into account the multiplicity of readings by diverse audiences, which in part depend on viewers' familiarity with intertextual references, this study addresses issues of reception by analyzing re-mediatized discussions about the texts in online comments, reviews, and articles, in order to gain added insights into the variety of ways the texts are interpreted. The findings of this study show how multilingual, multimodal features in popular culture texts cross genre, linguistic, national, and ethnic boundaries by means of global (re)circulation and local (re)contextualization through the agency of re-mediatization, which is made possible because of internet technology. In the process of recirculation these features become "semiotic metaphors" (O'Halloran 1999, 2008), representing discourses of identity and ideology which are in turn re-interpreted, influencing the way language, visual images and auditory modes are used to create new meanings in different contexts. By showing how semiotic metaphors cross many different types of borders, this study helps to account for emerging local-global hybrid identities and linguistic hybridization and supports previous calls for a more localized perspective of transnationalism (Lam & Warriner, 2012). Finally, it substantiates the need to move beyond traditional monolingual and monomodal notions of language and culture toward a more multi-dimensional view that transcends traditional boundaries.
14
Fujimura, Tomoko. "A Multimodal Discourse Analysis of Student Explanations in Content and Language Integrated Learning." Diss., Temple University Libraries, 2018. http://cdm16002.contentdm.oclc.org/cdm/ref/collection/p245801coll10/id/494247.
Full textAbstract:
Teaching & LearningEd.D.
This study was an investigation of students’ explanations of disciplinary knowledge in content and language integrated learning (CLIL). In recent years, an increased interest in teaching content subjects in a foreign language (FL) has brought a growing body of research on CLIL (e.g., Dalton-Puffer, 2007; Llinares, Morton, & Whittaker, 2012), which has yielded valuable insights into CLIL classroom discourse. However, there is a paucity of studies that examined the development of student discourse in CLIL settings because most of existing CLIL research draws on large-scale corpus data and cross-sectional data. Thus, I investigated the processes in which students engaged with disciplinary knowledge and discourse in this case study. The participants included 25 students enrolled in a 15-week content-based English course on sociolinguistics at a Japanese university and a teacher who taught the course. In the sociolinguistics course, the students conducted a group research project in which they carried out sequenced tasks: writing and revising a research proposal, collecting and analyzing data, and presenting findings in oral and written forms. Data were collected in the sociolinguistics course through class observations, video-recordings of the lessons, seven focal students’ group work and oral presentations, and interviews with the focal students and the teacher. Moreover, written reports by the focal students were collected. Informed by a sociocognitive approach to second language acquisition (SLA) (Atkinson, 2002; Atkinson, Churchill, Nishino, & Okada, 2007), a multimodal interaction analysis was conducted on explanations of disciplinary knowledge in the instructional and student discourses. Data analysis suggested that content knowledge was represented at various degrees of abstraction in the textbook and teacher explanations (e.g., specific examples, decontextualized propositional claims). Moreover, the teacher drew on multimodal resources including gestures, body movement, and slides to make dense academic knowledge accessible to the students. Regarding student discourse in group work, the focal students flexibly coordinated diverse semiotic resources including talk, written texts, and gestures, which enabled them to appropriate content knowledge and advance their discussion. In this process, their explanations of disciplinary knowledge tended to change from descriptive ones to complex ones. In the oral presentations, the students made the structure of their explanations explicit and represented disciplinary knowledge at various degrees of abstraction (e.g., specific linguistic behaviors, sociolinguistic interpretations). In the question and answer sessions that followed the oral presentations, the teacher interactionally provided feedback, which likely led some students to produce more discipline-appropriate explanations (e.g., elaborated content, increased precision). Although there was a variation among the students, the written reports exhibited the increased use of metadiscourse markers including hedges, which likely resulted in careful explanations of propositional knowledge. These findings suggest that diverse discursive contexts afforded by sequenced tasks and access to varied semiotic resources can facilitate the appropriation of content knowledge by students and support the formulation of context-specific and discipline-appropriate explanations.
Temple University--Theses
15
Castineira, Benítez Teresa Aurora. "Exploring political, institutional and professional discourses in Mexico a critical, multimodal approach /." Phd thesis, Australia : Macquarie University, 2009. http://hdl.handle.net/1959.14/70422.
Full text
16
Stone, Paul David. "An investigation into multimodal identity construction in the EFL classroom : a social and cultural viewpoint." Thesis, University of Exeter, 2017. http://hdl.handle.net/10871/31208.
Full textAbstract:
In communicative and task-based classrooms learners spend much of their time in interactions with one another, and it is through the practices of small-group and pair work that many learners experience language education. The present study aims to shed light on what learners do when engaged in these small-group interactions in Japanese university EFL classrooms. In particular, the study aims to shed light on the relationship between identities, interaction practices and potentials for learning. One of the motivations for doing this project is that, while much research has investigated teacher-student interactions, less attention has been paid to peer interactions in the classroom, and our understandings of learners' interactions with one another are arguably less developed than our understandings of their interactions with the teacher. The findings of this study should be of interest to practicing teachers who wish to gain insights into how learners in small groups organize their classroom practices, as well as researchers investigating classroom interaction. Analysing two groups of 15 participants over one university semester, the approach that I adopted was informed by the methodological framework of Multimodal Interaction Analysis, which combines moment-by-moment analysis of interactions with an ethnographic approach to data collection. The interaction analysis also made use of concepts and tools from Conversation Analysis. This allowed me to come to understandings not only about the structure of classrooms interactions, including turn-taking and repair practices, but also about the learners as social beings. The study found that participants often followed predictable turn-taking practices in small-group interactions, which gave the interactions a fairly 'monologic' character. However, it also found that, over the course of the semester, certain participants began to perform off-task personal conversations in English, which more resembled the sort of conversational talk found outside of the classroom. These conversations provided students with opportunities to negotiate meaning in more dialogic interactions in which they performed a wider range of actions, which also included some use of the L1. I argue that this personal talk can play an important role in the language classroom, and suggest that teachers may need to rethink attitudes to off-task talk and also to learners' use of the L1 in the classroom. This was a localized study of just two groups of learners, and further research would thus be needed to confirm how far we can generalize these findings. Furthermore, more research is needed to investigate whether or not the learning opportunities provided in off-task classroom conversations actually do lead to long-term learning.
17
Norte, Fernández-Pacheco Natalia. "The orchestration of modes and EFL audio-visual comprehension: A multimodal discourse analysis of vodcasts." Doctoral thesis, Universidad de Alicante, 2016. http://hdl.handle.net/10045/56429.
Full textAbstract:
This thesis explores the role of multimodality in language learners’ comprehension, and more specifically, the effects on students’ audio-visual comprehension when different orchestrations of modes appear in the visualization of vodcasts. Firstly, I describe the state of the art of its three main areas of concern, namely the evolution of meaning-making, Information and Communication Technology (ICT), and audio-visual comprehension. One of the most important contributions in the theoretical overview is the suggested integrative model of audio-visual comprehension, which attempts to explain how students process information received from different inputs. Secondly, I present a study based on the following research questions: ‘Which modes are orchestrated throughout the vodcasts?’, ‘Are there any multimodal ensembles that are more beneficial for students’ audio-visual comprehension?’, and ‘What are the students’ attitudes towards audio-visual (e.g., vodcasts) compared to traditional audio (e.g., audio tracks) comprehension activities?’. Along with these research questions, I have formulated two hypotheses: Audio-visual comprehension improves when there is a greater number of orchestrated modes, and students have a more positive attitude towards vodcasts than traditional audios when carrying out comprehension activities. The study includes a multimodal discourse analysis, audio-visual comprehension tests, and students’ questionnaires. The multimodal discourse analysis of two British Council’s language learning vodcasts, entitled English is GREAT and Camden Fashion, using ELAN as the multimodal annotation tool, shows that there are a variety of multimodal ensembles of two, three and four modes. The audio-visual comprehension tests were given to 40 Spanish students, learning English as a foreign language, after the visualization of vodcasts. These comprehension tests contain questions related to specific orchestrations of modes appearing in the vodcasts. The statistical analysis of the test results, using repeated-measures ANOVA, reveal that students obtain better audio-visual comprehension results when the multimodal ensembles are constituted by a greater number of orchestrated modes. Finally, the data compiled from the questionnaires, conclude that students have a more positive attitude towards vodcasts in comparison to traditional audio listenings. Results from the audio-visual comprehension tests and questionnaires prove the two hypotheses of this study.
18
Chen, Yumin. "Interpersonal Meaning in Textbooks for Teaching English as a Foreign Language in China: A Multimodal Approach." Thesis, The University of Sydney, 2009. http://hdl.handle.net/2123/5143.
Full textAbstract:
There is increasing awareness among linguists that discourse analysis inevitably involves analyses of meanings arising from the combination of multiple modes of communication. The evolving multimodal pedagogic environment for teaching English as a foreign language (henceforth EFL), among other communicative contexts, calls for a social, semiotic, and linguistic explanation. Situated within the theoretical landscape of social semiotics and in the pedagogic context of EFL education, the present study aims to elucidate how linguistic and visual semiotic resources are co-deployed to construe interpersonal meaning in multimodal textbooks. The data drawn upon are eighteen EFL textbooks for primary and secondary schooling, published by People’s Education Press between 2002 and 2006. The research design consists of three complementary sub-studies. First, it investigates the ways in which the semantic regions of ENGAGEMENT and GRADUATION can be modelled in multimodal texts, with special reference to the interplay of voices in textbook discourse. The second sub-study analyzes how verbal and visual semiotic resources are co-deployed to construe the ‘emotion and attitude’ goal highlighted in curriculum standards, with a particular focus on verbiage-image relations. Third, it extends the linguistic concept ‘modality’ to multimodal discourse, exploring coding orientation in texts for different educational contexts and between different constituent genres. The main findings of this thesis are as follows: (1) A range of multimodal resources (i.e. labelling, dialogue balloon, jointly-constructed text, illustration and highlighting) are identified as enabling editor voice to negotiate meanings with reader voice and character voice. It is found that the way in which an ENGAGEMENT value can be scaled is strongly associated with the intrinsic property of the given multimodal resource. The interaction between multiple voices is closely related to contact, social distance, and point of view. (2) It is shown that images play an essential role in realizing attitudinal meanings. Together with verbal APPRAISAL resources, visual semiotic features work to position the readers in ways that align them to set pedagogic goals, guiding them in completing jointly-constructed texts. Moreover, an attitudinal shift from an emotional release to a more institutionalized type of evaluation can be identified as students advance through the school years. (3) It is argued that what counts as real in multimodal texts is socially defined and specific to a given communicative context. The nature of pedagogic discourse should be taken into account when visual displays are produced for pedagogic materials. The implications of this study include both theoretical and pedagogic aspects。Theoretically it adapts and extends APPRAISAL analysis to multimodal discourse, exploring the intersemiotic complementarity and co-instantiation in construing global evaluative stance. This semiotic exploration, in return, suggests ways in which discourse analysis may help textbook users better understand and interpret the multimodal features. With the affordances as well as limitations of semiotic resources made explicit, we may have one step further towards a comprehensive and critical understanding of multimodal construal of interpersonal meaning in pedagogic materials.
19
Chen, Yumin. "Interpersonal Meaning in Textbooks for Teaching English as a Foreign Language in China: A Multimodal Approach." University of Sydney, 2009. http://hdl.handle.net/2123/5143.
Full textAbstract:
Doctor of Philosophy(PhD)There is increasing awareness among linguists that discourse analysis inevitably involves analyses of meanings arising from the combination of multiple modes of communication. The evolving multimodal pedagogic environment for teaching English as a foreign language (henceforth EFL), among other communicative contexts, calls for a social, semiotic, and linguistic explanation. Situated within the theoretical landscape of social semiotics and in the pedagogic context of EFL education, the present study aims to elucidate how linguistic and visual semiotic resources are co-deployed to construe interpersonal meaning in multimodal textbooks. The data drawn upon are eighteen EFL textbooks for primary and secondary schooling, published by People’s Education Press between 2002 and 2006. The research design consists of three complementary sub-studies. First, it investigates the ways in which the semantic regions of ENGAGEMENT and GRADUATION can be modelled in multimodal texts, with special reference to the interplay of voices in textbook discourse. The second sub-study analyzes how verbal and visual semiotic resources are co-deployed to construe the ‘emotion and attitude’ goal highlighted in curriculum standards, with a particular focus on verbiage-image relations. Third, it extends the linguistic concept ‘modality’ to multimodal discourse, exploring coding orientation in texts for different educational contexts and between different constituent genres. The main findings of this thesis are as follows: (1) A range of multimodal resources (i.e. labelling, dialogue balloon, jointly-constructed text, illustration and highlighting) are identified as enabling editor voice to negotiate meanings with reader voice and character voice. It is found that the way in which an ENGAGEMENT value can be scaled is strongly associated with the intrinsic property of the given multimodal resource. The interaction between multiple voices is closely related to contact, social distance, and point of view. (2) It is shown that images play an essential role in realizing attitudinal meanings. Together with verbal APPRAISAL resources, visual semiotic features work to position the readers in ways that align them to set pedagogic goals, guiding them in completing jointly-constructed texts. Moreover, an attitudinal shift from an emotional release to a more institutionalized type of evaluation can be identified as students advance through the school years. (3) It is argued that what counts as real in multimodal texts is socially defined and specific to a given communicative context. The nature of pedagogic discourse should be taken into account when visual displays are produced for pedagogic materials. The implications of this study include both theoretical and pedagogic aspects。Theoretically it adapts and extends APPRAISAL analysis to multimodal discourse, exploring the intersemiotic complementarity and co-instantiation in construing global evaluative stance. This semiotic exploration, in return, suggests ways in which discourse analysis may help textbook users better understand and interpret the multimodal features. With the affordances as well as limitations of semiotic resources made explicit, we may have one step further towards a comprehensive and critical understanding of multimodal construal of interpersonal meaning in pedagogic materials.
20
Querol, Julián Mercedes. "Discussion sessions in specialised conference paper presentations. A multimodal approach to analyse evaluation." Doctoral thesis, Universitat Jaume I, 2011. http://hdl.handle.net/10803/97219.
Full textAbstract:
This thesis aims at contributing to the research on academic conference paper presentations, particularly to the discussion sessions that follow them. The main purpose of this study is to explore the speaker's expression of evaluation in the discussion session of two specialised conference paper presentations in Linguistics and Chemistry from a multimodal approach. I set out to investigate evaluation in spoken academic discourse beyond the traditional linguistic approach to foreground the role of kinesics and paralanguage that co-occur with the linguistic expression of evaluation. To meet the objective of the thesis, the theoretical framework was embedded in techniques of genre analysis (Bhatia 1993, Swales 1990) and discourse analysis, including the theoretical orientations of systemic functional linguistics (Halliday 1978, 1985a), conversation analysis (Schegloff & Sack 1973), pragmatics (Brown & Levinson 1978, 1987), and multimodal discourse analysis (Kress & van Leeuwen 2001). This framework allowed me to identify the structure of the interaction, the rhetorical moves in which the interaction is organised, and finally the linguistic and multimodal expression of evaluation that articulates the rhetoric of the interaction.
21
McGlashan, Mark. "The representation of same-sex parents in children's picturebooks : a corpus-assisted multimodal critical discourse analysis." Thesis, Lancaster University, 2015. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.724984.
Full textAbstract:
This thesis presents a descriptive and critical analysis of a representative corpus of picturebooks (52 picturebooks containing 58 stories with a total of 55,319 words) written for children and published in the English language between 1983 and 2012 that feature representations of families with same-sex - i.e. gay or lesbian - parents/caregivers. The majority of these books were published in the USA and UK, but others were also found published in Canada, Australia, or online without details of the country in which they were published. I refer to this unique corpus of rare and controversial picturebooks as the same- sex parent family (SSPF) corpus. The picturebook is a kind of text produced and socially linked specifically to children that combines written language and images in novel ways in order to construct and convey meaning. In their short history of publication SSPF picturebooks have become some of the most requested-to-be-banned books of modern times and have attracted a great deal of controversy. In this thesis I investigate how gay and lesbian sexualities are constructed and represented in SSPF picturebooks, and how those representations and constructions relate to the wider social situation of gay and lesbian sexualities. In doing so, this thesis gives, for the first time, a representative account of the ways in which lesbian and gay sexualities are represented in SSPF picturebooks. The thesis draws on a range of theory and methods from the areas of Critical Discourse Analysis (CDA), Multimodality, Social Semiotics, and Corpus Linguistics (CL), and proposes a novel multimethodological approach to the study of a fairly large collection of multimodal texts. Combining approaches from CDA, Multimodality and Social Semiotics in the analysis of multimodal texts has already proven extremely effective in the analysis of multimodal texts - especially political texts - and are all rooted in the traditions of critical linguistics. This thesis thus situates itself in relation to Multimodal Critical Discourse Analysis (MCDA) and Multimodal Corpus Linguistics as emergent analytical approaches. The major innovation of the thesis is the presentation of cullustration as an innovative theoretical and methodological approach to collocation between semiotic elements in multimodal texts. Whereas the core CL method of collocation is used to analyse consistent co-occurrence between i various linguistic units, collustration aims to widen the focus of CL methods to multimodal texts and take into account consistent co-occurrence of features occurring in several modes in the same text. Findings of the research suggest that SSPF picturebooks attempt to challenge and counter dominant negative stereotypes of gay and lesbian people and related homophobic discourses that lead to social exclusion and opposition to the books. They also include discourses intended to celebrate differences in (family) identity. However, the findings also suggest that SSPFs are represented in largely (homo)normative ways, upholding traditional notions of the nuclear family, as well as perpetuating some gender stereotypes. While the books thus aim to counter homophobia, in presenting gay and lesbian care-givers as 'normal' and barely different from heterosexual care-givers, the books could be viewed as backgrounding a potentially wider range of gay and lesbian identities.
22
Landén, Viktor, and Emma Ingemann. "Vad är (eko)logiskt? : En multimodal kritisk diskursanalys av hållbarhetens konstruktion." Thesis, Jönköping University, HLK, Medie- och kommunikationsvetenskap, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-51962.
Full textAbstract:
Hållbarhet är idag ett välanvänt begrepp som förekommer inom flera områden. Vad hållbarhet anses vara må uppfattas som självklart, men hur begreppet och diskursen konstrueras, är inte lika självklart. Genom att se till två aktörer, med olika ambitioner, inom andrahandsmarknaden undersöker studien hur reklam bidrar till konstruerandet av uppfattandet av hållbarhet på olika sätt. Tidigare forskning visar att medierna formar och speglar samhället och att uttryck av hållbarhet idag används som täckmantel i form av grön retorik. Den visar även att kapitalism och ekologi har naturliga motsättningar, att vi måste konsumera mindre och lära oss se ”skräp” som resurser, något som andrahandsmarknaden kämpar med att förhålla sig till. Vi undersöker i denna studie Tradera och Myrornas förmedlade budskap av hållbarhet, med bakgrund i aktörernas intressen som vinstdrivet och ideellt. Syftet är att se hur reklam inom andrahandsmarknaden bidrar till konstruerandet av hållbarhetsdiskursen. Detta genom en multimodal kritisk diskursanalys av reklamfilmer från respektive aktör. Resultatet visar att de olika aktörernas förmedlade budskap bidrar till hållbarhetsdiskursen på både traditionella och kreativa sätt. Traderas reklamfilm visade sig uttrycka underliggande budskap av ekologi som dessvärre hamnar i skuggan av kapitalistiska och materialistiska värderingar. Myrornas reklamfilm utmanar på många olika sätt dessa traditionellt kapitalistiska och materialistiska värderingar. Dessa olika uttryck av hållbarhet utgör till viss del konstruerandet av hållbarhetsdiskursen. Det visar även att särskilda budskap kan verka ideologiskt gynnsamma och att detta är något som aktörer utnyttjar. Vi drar slutsatsen att hållbarhetsdiskursen innefattar svårtolkade budskap som samexisterar och problematiserar vår relation till ett hållbart agerande.Modern use of the term ‘sustainability’ is broad and varies across multiple industries. The general idea of sustainability is perceived as certain, yet sustainability discourse and the pillars of the term remain fluid. By looking at two stakeholders, with different ambitions, within the second hand market, the study is examining how advertising contributes to the different ways sustainability perceptions are constructed. Previous studies show that media both shapes and reflects our society, highlighting today’s use of the term sustainability is often to “green wash” communication. Studies also shows that capitalism and ecology have natural contradictions. Second hand markets face the challenge of raising awareness to change perceptions for society's to consumer less and begin to see “waste” as a resource. In this study we examine the message of sustainability, mediated by Tradera and Myrorna, in relation to their role as profit-driven, versus not for profit organisations. The purpose of the study is to examine how advertisement within the secondhand market, contributes to the construction of sustainability discourse. This is carried out through a multimodal critical discourse analysis of commercials. The results show that the different stakeholders' messages contribute to the sustainability discourse in both traditional and creative ways. Tradera’s advertisement expressed underlying statements of ecology, shadowed by capitalistic and materialistic values. However, Myrorna’s advertisement in many ways challenges these traditional capitalistic and materialistic values. To some extent these different expressions construct the discourse of sustainability. This further highlights that ideologically specific messages could work, however this is often exploited by businesses. The conclusion drawn from this study displays that the sustainability discourse involves messages difficult to interpret, which infers parallels to the convoluted relationship of society’s aim to advance sustainable development.
23
Sjöström, My. "Skräckfilmernas Sverige : En diskursanalys om reproduktionen av Sverige i skräckfilmer." Thesis, Umeå universitet, Institutionen för geografi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-183830.
Full textAbstract:
Visual images produce a version of the world, films do so by several images per minute. Films have power to choose who and what is represented and how. This can lead to misrepresentations and the reenforcing of stereotypes. From the outside, Sweden as a country is usually associated with health, safety and equality. However within Sweden another image is produced regarding its peripheral areas. A rural area which is seen mainly as an opposite of the urban city. This study aims to use a multimodal critical discourse analysis to explore de reproduction of the Swedish in two selected horror films. The study also explores the concept of place importance in relation to the films stories and setting. The films are produced outside of Sweden but uses Swedish peripheries as its setting and Swedish culture as means of telling a story. The results found that although the films differ in their use and reconstruction of the peripheral of Sweden some similarities were found. Nordic mythology, sects and human sacrifices are just a small part of the mutual display of Sweden between the two horror films.
24
Valeiras, Jurado Julia. "A multimodal apprach to persuasion in oral presentations: The case of conference presentations, research dissemination talks and product pitches." Doctoral thesis, Universitat Jaume I, 2017. http://hdl.handle.net/10803/404052.
Full textAbstract:
Esta tesis presenta un estudio multimodal y etnográfico del uso de estrategias persuasivas en tres géneros orales: presentaciones en conferencias, charlas de divulgación científica, y presentaciones de productos. Estos géneros comparten un importante componente persuasivo: los tres se dirigen a una audiencia tratando de convencerles del valor de un producto, servicio, o investigación. Sin embargo, se usan en dos contextos profesionales diferentes: el académico y el económico, por lo que cabe esperar que consigan su propósito comunicativo de forma diferente. Por otra parte, recientes estudios muestran como distintos discursos, tienden a adoptar cada vez más rasgos promocionales (promocionalización del discurso). En vista de ello, es factible establecer como hipótesis que los tres géneros están relacionados interdiscursivamente, y un estudio multimodal y etnográfico del uso de la persuasión en dichos géneros puede ayudar a clarificar las relaciones existentes entre ellos, así como sus diferencias.This thesis is a multimodal and ethnographic study of the use of persuasive strategies in three oral genres conference presentations, research dissemination talks and product pitches. These presentations share a strong persuasive component in their communicative purpose: the three of them address an audience to convince them of the value of a product, a service or a piece of research. However, they are used in business and academia by different discourse communities in different contexts, and therefore they can be expected to achieve their communicative goals in different ways. In addition, research suggests that there is a trend towards promotionalization of different discourses, among which academic discourse is included. In view of this, I hypothesize that these three genres are intertextually and interdiscursively related, and that a multimodal and ethnographic study of the use of persuasion in them can help to shed some light on these relationships and differences.
25
Butler, Robert. "Approche multimodale de l'analyse du discours politique : l'exemple des Liberal Democrats." Thesis, Pau, 2018. http://www.theses.fr/2018PAUU1048/document.
Full textAbstract:
Tout énoncé consiste en un message, explicite ou implicite, qui met en relief les objectifs du locuteur et aiguille l’interlocuteur vers une réponse ou une interprétation attendue par le locuteur. Dans le cadre du discours politique, la parole du personnage politique a pour objectif de mettre l’interlocuteur et le spectateur de son côté. Le langage employé est donc très souvent persuasif. Les études montrent que la communication ne passe pas exclusivement par la communication verbale. Elles mettent en évidence la place occupée par la cognition dans toute communication. L’approche formaliste ne tient pas compte de la dimension psychologique de la communication, tandis qu’une approche psychologique ne tient pas compte de la cognition sans placer la communication dans une structure suffisamment élaborée. Dans le cadre théorique que nous avons choisi, le domaine de la cognition s’inscrit dans une approche conceptuelle. Par conséquent, il conviendra d’analyser non seulement la communication verbale mais aussi la communication non-verbale. Dans quelle mesure le message verbal passe-t-il par d’autres voies ? L’analyse procédera à la mise en relief de la dimension paralinguistique tant dans l’espace que dans le temps : geste, regard, posture.La montée au pouvoir du Parti conservateur au Royaume-Uni en 2010 a donné lieu à la première coalition britannique depuis 1945. C’est la participation de son adversaire, les Liberal Democrats, qui a suscité de nombreux débats sur la faisabilité d’une coalition en raison d’un décalage idéologique important. Il sera donc indispensable d’analyser le contexte politique par rapport à la nature du discours. Pour ce faire, il conviendra d’adopter une approche cognitive de l’analyse du discours. Dans quelle mesure les phénomènes linguistiques et paralinguistiques sont-ils volontaires ou involontaires ? Dans quelle mesure existe-t-il une concordance entre les différents phénomènes observés ? L’approche multimodale permettra de montrer le rapport entre sémantique, phonologie, lexique et grammaire afin de mesurer la pertinence du discours. Les théories cognitivistes élaborées par Leonard TALMY et Ronald LANGACKER seront le point de départ de cette approche conceptuelle. Celle-ci permettra d’aboutir à une analyse de tous les éléments linguistiques et paralinguistiques en fonction de la situation d’énonciation : discours, entretien, débatEvery utterance is composed of an implicit or an explicit message which highlights the speaker’s aims and steers the interlocutor towards a response or an interpretation intended by the speaker. In the field of political discourse, the objective of the politician’s discourse is to make the interlocutor and the spectator take a partisan view. Consequently, the language used is often persuasive. Studies have shown that communication is not exclusively verbal. They reveal the role of cognition in all forms of communication. A formalist approach does not take into account the psychological dimension of communication, while a psychological approach fails to account for cognition by not addressing communication within a sufficiently detailed linguistic context. In the framework that we have chosen, the cognitive domain is located within a conceptual approach. As a result, it is necessary to analyse both verbal and non-verbal communication. To what extent is the spoken message transmitted through other means? Our analysis will highlight the paralinguistic dimension of language both in space and time – gesture, gaze and posture. The electoral success of the Conservative Party in the United Kingdom in 2010 gave rise to the first British coalition government since 1945. The role played by the party’s opponent, the Liberal Democrats, has led to many debates about the feasibility of a coalition due to the ideological divide. It is therefore essential to examine the political context with regard to the type of discourse. In order to achieve this, we have chosen a cognitive approach to discourse analysis. To what extent are the linguistic and paralinguistic phenomena intended or unintended? To what extent is there any coherence between these different observable phenomena? A multimodal approach will help us to identify the link between semantics, lexis and grammar in order to determine the relevance of the discourse. A number of theories of cognitive linguistics and Critical Discourse Analysis form the basis of our conceptual approach, with particular emphasis on the cognitive dimension put forward by Leonard Talmy. This will enable us to analyse all the linguistic and paralinguistic features of discourse, depending on different situations which include speeches, interviews and debates
26
Hiss, Amy Bronwyn. "A multimodal discourse analysis of Bodies-in- Protest on Twitter: Case of Sans Souci Girls High School." University of the Western Cape, 2019. http://hdl.handle.net/11394/6675.
Full textAbstract:
Magister Artium - MAThe legacy of apartheid is one that has left traces of racial oppression and inequitable distribution of state resources across the landscape of the country. Cape Town in particular is a city of many contrasts with grand residential estates often tucked far away from decaying townships and forgotten slums outside of the CBD. One particular domain that epitomizes the continuing inequality between racial groups is that of education. Even though South Africa officially achieved independence in 1994, little is known about changes in the status quo at many formerly white schools. The all-girls high school of Sans Souci Girls High School (SSGHS) in Cape Town recently came to light as a site of conflict and tension with learners taking to Twitter to voice their anger towards what they deemed as unfair and racialized practices at the school. This thesis investigates the protest of young black learners at SSGHS, with particular focus on the languages used, videos and images uploaded as well as the complementary and contradictory online press releases. The study further explores the ways in which racialized and gendered practices are resemiotized and (re)contextualised through the protest. The use of online platforms such as Twitter and the emergence of protests at institutions across South Africa has become a regular feature of South African media reports. Under the banner of decolonizing education, many of these anti-establishment movements have become quite effective in getting their voices heard, both locally and internationally. Of interest to this study is whether and how the protest at Sans Souci fits into a larger paradigm of decolonizing education and furthermore, what these protests contribute to a larger conversation regarding gender, racial tensions and naturalised racialized discourses and practices at formerly white schools. It is hoped that a multimodal discourse analysis of images, videos and comments online will provide much-needed information about the semiotics of protest and transformation at the school as they emerge on the internet.
27
Craig, Joseph Lee. "Re-Inscribing Racial Separation: A Multimodal Discourse Analysis of the News Media's Representations of Race During Hurricane Katrina." University of Dayton / OhioLINK, 2013. http://rave.ohiolink.edu/etdc/view?acc_num=dayton1367331938.
Full text
28
MacKay, Rowan Rachel. "Legitimation by multimodal means : a theoretical and analytical enquiry with specific reference to American political spot advertisements." Thesis, University of Edinburgh, 2013. http://hdl.handle.net/1842/9716.
Full textAbstract:
What is ‘legitimacy’? Is legitimation possible through non-linguistic modes? These are the key theoretical questions with which this study is concerned. It explores them in conjunction with an analysis of American political spot advertisements. These ads are situated at the nexus between legitimation and multimodality, and their relevance to contemporary politics on the world stage is reflected in the immense financial and skilled resources which have been — and continue to be — devoted to them. A historical perspective into legitimation, multimodality and the attendant concepts of rationality and irrationality is given, followed by a discussion challenging the assumed rational role accorded to language. So challenged, the discussion moves to looking at the pairing of multimodality and politics; first from a historical viewpoint, and then from a more contemporary one. The role of myth, in the form of the American Dream, is investigated, leading to discussion of political appropriation, branding, tangibility, affordances and the (im)possibility of restricting interpretation. Spot ads are analysed with a specific focus: first on modal salience, and secondly on how the semiotic richness of the concept of nature is exploited for purposes of legitimation.
29
Taubensee, Cherie, and Karolina Vestman. "Myten om NOCCO -En multimodal kritisk diskursanalys av NOCCOs Instagramkonto." Thesis, Örebro universitet, Institutionen för humaniora, utbildnings- och samhällsvetenskap, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:oru:diva-71917.
Full textAbstract:
The aim of this study is to analyze the functional beverage NOCCO’s Instagram account. The purpose is to expose how they use discourses of health and fitness in their marketing. In particular we analyze the social actors in the pictures. The theories in this study is based on a social semiotic theory of communication and an assumption that we live in The new public health era. The method applied is a qualitative multimodal critical discourse analysis (MCDA). The study examines how the social actors are used for marketing purposes, how they are represented in the pictures and in which settings they are placed in. The results shows that NOCCO uses discourses of health and exercise in their marketing on Instagram. NOCCO appears as a healthy product due to its association with exercise and fit social actors.
30
Ahlgren, Törmoen Ronja, and Vanda Brandt. "Ät dig lycklig! : En kritisk diskursanalys av kostrådgivning i tre hälsomagasin." Thesis, Örebro universitet, Institutionen för humaniora, utbildnings- och samhällsvetenskap, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:oru:diva-64880.
Full textAbstract:
Healthy eating has become an important subject in society, particularly in the media. Food has always been a complex area but in recent years it has become even more distinct. Based on a critical discourse analysis, the purpose of this study is to examine and disclose what discourses that appear in articles regarding dietary counselling in three swedish health magazines, ToppHälsa, MåBra and Womens Health & Wellness. Analyzing three articles in each magazine we identified several discourses. The most prominent is the discourse about wellbeing. The majority of the articles reproduce this discourse by associating healthy eating with wellbeing. As the research field is limited, this study contributes with findings in a area that still needs further research.
31
Johansson, Simon. "“Every Body Has A Story” : A Multimodal Analysis on the Discursive Construction of the Athletic Form." Thesis, Högskolan för lärande och kommunikation, Högskolan i Jönköping, HLK, Medie- och kommunikationsvetenskap, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-40512.
Full textAbstract:
This study sought to examine how the prototypical male athletic form and the prototypical female athletic form are discursively constructed when a sports magazine has full control of what material to produce and publish. What makes up the ‘athletic form’ involves all the various traits and characteristics that are attached to the notion of what it means to be an athlete and what it means to have an athletic figure. The theoretical foundation was built on theories about gender in the media with a strong focus on objectification and (hyper)sexualisation, and previous research on gender in sports reporting has shown evidence of a strong gender bias where women athletes are both objectified and sexualised while women’s sports in general is portrayed as significantly less interesting and valuable compared to men’s sports. In order to study the discursive construction of the athletic form, the material – the 2017 edition of ESPN Magazine’s The Body Issue – was analysed through the method of Multimodal Critical Discourse Analysis. While there were several features and traits that were universal to both genders, such as toughness and strength, there were also differences of significant importance. There was a distinct clash between the notion of being athletic and being feminine as athleticism was not deemed a feminine trait, and efforts were even made to show how the women athletes are still “normal women” despite being athletes. Plus, a male athlete’s body was depicted as being purely about function with its appearance not a matter of concern. A female athlete’s body, on the other hand, was likewise about function but large emphasis was also focused on the notion of attractiveness and beauty, and that women athletes are not only tough and strong but also beautiful. Overall, the construction of the female athletic form contained a sexual aura that was forever present.
32
Nordeman, Linda. "’’Caught in a Bad Romance’’: En kvalitativ fallstudie om genuskonstruktioner i en musikvideo." Thesis, Örebro universitet, Institutionen för humaniora, utbildnings- och samhällsvetenskap, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:oru:diva-83424.
Full textAbstract:
The purpose of this study is to see how gender is produced in one music video, chosen by a stratified, purposive sampling. This is done partly by studying the visual and linguistic dimensions of the text, partly by defining its discourse. The analysis is conducted by using MCDA (Multimodal critical discourse analysis). To study the material, the video was segmented into smaller sections based on the parts of the song (chours, verse etcetera). The semiotic resources that is considered in this analysis is participants, gaze and poses. The result of this study shows that, in this particular music video, gender is portrayed in similar ways through the resources. The gender of the dominant and strong woman is mostly portrayed through hands placed in the waist, legs placed wide and a neutral face combined with eye contact or hidden eyes/gaze. The innocent, emotional woman is portrayed through a including gaze towards the viewer. The gender man on the other hand is portrayed as dominant and strong through a intense, observing gaze and a relaxed body in combination with a broad-legged position. It also became clear that women were more sexualized that men in the video, even though they both established dominance through the same use of the resources in the bigger part of the video. The discourse for the material was connotated to be mostly a sexual discourse with a hint of and emotionaland/ or love discourse.
33
Batan, Rebecca, and Emma Rask. "Dubai - störst, högst och lyxigast? -En multimodal kritisk diskursanalys av Dubais officiella turismkonto på Instagram." Thesis, Örebro universitet, Institutionen för humaniora, utbildnings- och samhällsvetenskap, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:oru:diva-75148.
Full textAbstract:
The aim of this study is to gain a greater understanding of how companies use the social media platform Instagram to represent and promote a place. More precisely, it is of interest to analyze the media production of luxury tourism and how communication tools are applied in order to affect the consumers’ perceptions and increase tourism. In this study we examine the city Dubai’s official tourism account Visit Dubai on Instagram. We focus our research on how the social actors are represented in both image and text, but also the environments in which they are located. In order to investigate how the marketing company Visit Dubai uses semiotic tools to portray its city as a luxury city, we apply a multimodal critical discourse analysis (MCDA). The theoretical framework is therefore based on research regarding social semiotics and place branding. To achieve the aim of the study, the following questions are formulated: In what ways are social actors and the environments in which they are visually represented? In what ways are social actors and the environments they are placed represented linguistically? In what ways are visual and linguistic resources combined to create performances of Dubai as a tourist destination in the material? What discourses are articulated in Visit Dubai´s material and which relevant discourses are excluded? The result of the analysis shows that all 18 images examined can be related to either luxury, power or status. It is clear that Visit Dubai via their Instagram account, encourages and reinforces the need to achieve high social status, financial status and also to promote luxury consumption.
34
Öjehag-Pettersson, Andreas. "Space Craft : Globalization and Governmentality in Regional Development." Doctoral thesis, Karlstads universitet, Institutionen för samhälls- och kulturvetenskap, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-35786.
Full textAbstract:
This thesis explores two related purposes. First, it theoretically investigates how the broad literature on globalization is nested in debates concerning the nature of concepts such as space and territory. When doing so, it suggests that studies of globalization can be advanced by escaping territorialist understandings where the nation state is reproduced as a natural arena appropriate for studying all aspects of ‘the social’. The theoretical part of the thesis is used as a basis for articulating a framework for empirical studies that rest upon a conceptual grammar fashioned through a combination of so called assemblage thinking and governmentality analysis. This framework is then put to work as the second, empirical, purpose of the thesis is pursued. More precisely this means that the governance of Swedish regional development is analyzed as an assemblage of discourses, practices and subjects where (re)production of globalization occurs. The (re)production of globalization is studied in three interrelated case studies, all based on a corpus of 81 documents pertaining to the governance of Swedish regional development. By paying attention to how power operates in terms of political rationalities, governmental technologies and the production of social actors, the thesis shows how notions of a perpetual and omnipresent global competition marks the assemblage with particularly salient modes of rationale. Specifically, entrepreneurship, innovation and creativity are represented as the primary means for becoming competitive in the age of globalization, and it is shown here how this have inclusionary and exclusionary effects in terms of desired social actors throughout Swedish regions. The thesis then ends with a concluding chapter where the current regimes of regional development are identified as complex forms of neoliberal rule with far reaching effects for democratic principles and practices.In an age often understood as globalized, questions of space and territory are pushed to the forefront of political rule. This thesis explores how contemporary regimes of governing are not only practices of ‘state craft’, but also ‘space craft’ as power operates in relation to perpetual and encompassing notions of global competition among states, regions and subjects. In the thesis a conceptual grammar based on so called assemblage thinking and governmentality studies is put forward in order to investigate how globalization is articulated as a problem for governing regional development in Sweden. It is shown how this is nested in specific political rationalities and governmental technologies that emerge in attempts to produce competitiveness. By approaching the governance of regional development as an assemblage, a vibrant junction of discourses, practices and subjects, the thesis shows how political analysis can rid it self from notions of methodological nationalism, or in other words, a reification of the nation-state as the most appropriate scale for the study of social relations. When doing so it also highlights how complex forms of neoliberal rule lies at the heart of regional development, posing challenges for democratic principles and practices throughout the world.
35
Börjeson, Martins Maria Katarina. ""Du kan vara med, ge en gåva idag" : En multimodal diskursanalytisk studie av hur texter från tre välgörenhetsorganisationer uppmanar till agerande." Thesis, Södertörns högskola, Institutionen för kultur och lärande, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-45575.
Full textAbstract:
The present study conducts a multimodal discourse analysis of texts from the three charities UNICEF, Red Cross and Doctors Without Borders and investigates how the reader is encouraged to support these organizations by donating money. The aim is to explore what relationship to the reader that is established, as well as what attitudes that are expressed through textual and visual modes. To do this, three texts from each charity are selected, all regarding the 10-year-long Syrian war, so a comparison can be drawn between the organizations’ different linguistic strategies. The study is based on Fairclough’s three-dimensional model, Halliday’s metafunctions and the appraisal theory presented by Martin & White. Previous studies illustrate how the theoretical frameworks can be applied in analyses of advertisement, narrative texts and fundraising letters by non-for-profit organizations. This study provides further illustration of the significant role of different details in pictures and written text in order to inspire and persuade the reader to help finance the organizations. The results discern a charity discourse, where the texts not only emphasize the importance of helping those in need, but also to support and allow the charities to continue their crucial work worldwide. The texts also seem to aim at arousing empathy and creating a close relationship to the reader in order to encourage donations.
36
Marchioni, Bianca Delpino. "Aprendizagem dialógica em aulas síncronas virtuais via webconferência multimodal e multimídia." reponame:Repositório Institucional da UFABC, 2016.
Find full textAbstract:
Orientadora: Professora Dra. Silvia Cristina DottaDissertação (mestrado) - Universidade Federal do ABC, Programa de Pós-Graduação em Ciências Humanas e Sociais, 2016.
O presente trabalho tem por objetivo analisar a ocorrência da aprendizagem dialógica no ambiente de webconferência multimodal e multimídia, já que as TICs se fazem cada vez mais presentes no contexto educacional. Além disso, uma preocupação com aulas virtuais que promovam a aprendizagem efetiva através da interação entre os envolvidos é latente a este trabalho. A partir de corpus constituído por aulas síncronas realizadas na disciplina EaD e Novas Tecnologias da ofertada às licenciaturas da Universidade Federal do ABC durante o ano de 2012, investigamos, através de análise do discurso crítica, se a linguagem da multimodalidade expressa via áudio/chat nesta tecnologia possibilita maior interação discursiva na sala de aula e, consequentemente, a aprendizagem dialógica entre os sujeitos, tornando as aulas ministradas no ambiente mais colaborativas e interativas na construção do conhecimento.
This MA thesis aims at analyzing dialogic learning in a multimodal and multimedia web conferencing environment, as ICT is often present in contemporary educational contexts. A great concern with virtual learning practices that promote effective learning through interaction between those involved in it underlies this work. Data is based on synchronous classes recorded from an undergraduate course for future teachers at Universidade Federal do ABC in 2012. The course is entitled: Distance learning and new technologies. By using discourse analysis as a method, this work questions whether multimodal speech delivered via audio/chat is a possibility for greater discursive interaction in classes bringing out dialogic learning as an outcome.
37
Maatouk, Stefan. "Orientalism - A Netflix Unlimited Series : A Multimodal Critical Discourse Analysis of the Orientalist Representations of Arab Identify on Netflix Film and Television." Thesis, Malmö universitet, Malmö högskola, Institutionen för globala politiska studier (GPS), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-43793.
Full textAbstract:
Orientalism was a term developed by post-colonial theorist Edward Said to describe the ways in which Europeans, or the West, portrayed the Orient as inferior, uncivilized, and wholly anti-Western. Netflix Inc., the world’s largest subscription-based streaming service, which as of 2018, expanded its streaming venue to over 190 countries globally, is the wellspring of knowledge for many people. Through the multimodal critical discourse analysis of 6 Netflix films and television programmes (Stateless, Gods of Egypt, Messiah, Al Hayba, Sand Castle, and Fauda) the study examines the extent to which the streaming giant is culpable in the reproduction of Orientalist discourses of power, i.e., discourses which facilitate the construction of the stereotyped Other. The results have shown that Netflix strengthens, through the dissemination and distribution of symbols and messages to the general population, the domination and authority over society and its political, economic, cultural, and ideological domains. Using Norman Fairclough’s approach to critical discourse analysis combined with a social semiotic perspective, this study endeavours to design a comprehensive methodological and theoretical framework which can be utilized by future researchers to analyse and critique particular power dynamics within society by exposing the dominant ideological world-view distortions which reinforce oppressive structures and institutional practices.
38
Enbom, Burreau Klara. "Blå dunster och gröna skogar : en multimodal diskursanalys av filmer från Svenska Skogen." Thesis, Uppsala universitet, Medier och kommunikation, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-415062.
Full textAbstract:
Genom att att beskriva hur ett strategiskt urval av information formar dessa filmer syftar uppsatsen dels undersöka hur skogsbruket porträtteras i Svenska Skogens filmer men även vilka diskurser som inkluderas. Vidare ämnar studien att via en kritisk ansats öka förståelse för de maktförhållanden som materialet signalerar och hur de förhåller sig till de risker som skogsindustrin i skapar. Materialet som studeras är filmer producerade av Svenska Skogen mellan 2017-2019 ovh metoden som används är multimodal kritisk diskursanalys. Studiens visar att filmerna förmedlar en identitet av produktion, miljömedvetenhet och medelklass. De har humor och är lättillgängliga för den urbana människan i Sverige. Den diskurs som präglar dessa filmer är miljöinriktad, men förmedlas på premisserna av produktion. Det är mycket som utelämnas från båda dessa diskursers klassiska utgångspunkter vilket gör att de genom konvergerande begrepp skapar en ny diskurs, här och i tidigare forskning kallad ekologisk modernitet.
39
Wikberg, Matilda. "Stoppa 5G! Risk, rädsla och misstro online : En multimodal diskursanalys av den 5G-kritiska rörelsen på Facebook." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik, konst och samhälle, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-85706.
Full textAbstract:
Den moderna informations- och kommunikationsteknologin har inneburit genomgripande förändringar av vårt sätt att leva och kommunicera men nya tekniker har också mötts av skepticism och väckt kontroverser. Ett aktuellt exempel är motståndet mot den femte generationens mobilnät, 5G. Trots att det inom den etablerade vetenskapen saknas stöd för att 5G skulle utgöra en hälsofara har en växande antistrålningsrörelse hävdat att tekniken för med sig nya och ökade strålningsrisker. I den här uppsatsen utforskas den svenska 5G-kritiska rörelse som vuxit sig stor på Facebook. Syftet är att undersöka hur risk, rädsla och misstro i relation till mobilnätet 5G konstrueras diskursivt inom den 5G-kritiska rörelsen, med utgångspunkt i två av de största och mest aktiva 5G-kritiska grupperna på plattformen. Uppsatsen utgår från en socialkonstruktionistisk ansats och fokuserar tre analytiska teman: risk, rädsla och misstro. Dessa teman ligger även till grund för det teoretiska ramverket som utgår från Ulrich Becks (2012) risksamhälle och Frank Furedis (2006) teori om rädslokulturer. Studien bygger på en netnografisk insamlingsmetod där såväl språkligt som visuellt innehåll har samlats in och analyserats i en multimodal diskursanalys. Analysresultaten visar att risk, rädsla och misstro konstrueras via ”versioner av världen” där riskerna med 5G framställs som verkliga, akuta och hotande och där makthavande aktörer porträtteras som opålitliga, korrupta och inkompetenta. Dessa diskursiva mönster är såväl språkliga som visuella; de sker inte bara genom meningsskapande ordval, narrativ och tecken utan också genom användning av så kallade internetmem och emojis. Studiens resultat visar också att sociologiska perspektiv på risk, rädsla och misstro kan fördjupa förståelsen för dessa konstruktioner och ge perspektiv på hur rörelsen förhåller sig till det omgivande samhället. Analysen tyder på att de definitionsstrider och olika rationalitetsanspråk som Beck (2012) har beskrivit som typiska för risksamhället också präglar konstruktionen av riskerna med 5G. Furedis (2006) rädsloteman fördjupar vidare förståelsen för hur risker tillskrivs ett hotfullt innehåll genom sociala och kulturella processer. Dessutom visar analysen på att misstro gentemot etablerad expertis kan leda till framväxten just den alternativa expertis som såväl Beck som Furedi har beskrivit. Samtidigt tycks social organisering online också innebära vissa nya förutsättningar som har potential att förflytta traditionella maktpositioner som finns beskrivna i teorin.Modern information and communications technology has brought about radical changes in the way we live and communicate. However, new technologies have also sparked scepticism and created controversies. A recent example is the opposition to the fifth-generation mobile network technology, 5G. According to the established science community, there is no evidence that 5G would pose a health hazard. Still, a growing anti-radiation movement has claimed that the technology will cause new and increased radiation risks. This essay explores the Swedish 5G critical movement that has grown large on Facebook. The aim is to examine how risk, fear, and mistrust in relation to the mobile network 5G are constructed discursively within the 5G critical movement, based on two of the largest and most active 5G critical groups on the platform. Drawing on a social constructionist approach, the study focuses on three analytical themes: risk, fear, and mistrust. These themes also form the basis of the theoretical framework, consisting of perspectives from Ulrich Beck’s (2012) risk society and Frank Furedi’s (2006) theory on culture of fear. The study is based on a netnographic collection method where both linguistic and visual data have been collected and analysed in a multimodal discourse analysis. The result of the analysis shows that risk, fear, and mistrust are constructed via "versions of the world" in which the risks of 5G are presented as real, acute, and threatening and actors in power are portrayed as unreliable, corrupt, and incompetent. These discursive patterns are both linguistic and visual; they take place not only through meaningful choices of words, narratives, and signs but also by using so-called internet memes and emojis. The results also show that sociological perspectives on risk, fear, and mistrust can deepen the understanding of these constructions and provide perspectives on how the movement relates to the surrounding society. The analysis indicates that the definitional struggles and different claims of rationality that Beck (2012) has described as typical for the risk society also characterize the construction of risks related to 5G. Furedi’s (2006) themes of fear also deepens the understanding of how risks are assigned a threatening content through social and cultural processes. Moreover, the analysis reveals that distrust of established expertise can lead to the emergence of an alternative expertise, which has been described by both Beck and Furedi. However, the results also suggest that social organization online entails some new conditions that have the potential to shift traditional positions of power described in theory.
40
Machado, Junior José Ferreira. "ANÁLISE DA SEÇÃO DE LEITURA DA SÉRIE TOP NOTCH SOB UMA PERSPECTIVA MULTIMODAL." Universidade Federal de Santa Maria, 2014. http://repositorio.ufsm.br/handle/1/9900.
Full textAbstract:
Coordenação de Aperfeiçoamento de Pessoal de Nível SuperiorThe presence and relevance of images in discursive genres of contemporary communication has led to concerns about the formation of visually literate readers. Among the multimodal genres, we foreground the textbook for English learning (LDI), which is typically rich in terms of images. However, the activities suggested in such materials rarely point to the visual language exploration (GRAY, 2010). Thus, in this study, the reading sessions of the Top Notch English textbook series are analyzed, together with the methodological instructions of the Teacher‟s guide, aiming to verify to what extent the reading of the images of the discursive genres is explored and the nature of this reading. A context of genre consumption analysis was carried out in the Brazilian Military School System (SCMB). Within the theoretical framework of Critical Genre Analysis (MOTTA-ROTH, 2008) and using the Grammar of Visual Design (KRESS, van LEEUWEN, 2006) as lexical-grammatical reference, all the ten reading sessions of intermediate level Top Notch textbook were analyzed. These reading sessions are composed of semiotic complexes assembled with verbal written language and images. The analysis showed that 32.8% of the reading activities are offered to be approached multimodally through LDI and Teacher‟s guide instructions and also that 67% of the images of the reading sessions are activated for visual reading, what points to the role of the image as a meaning carrier, not as an illustration. There was a predominance of representational meanings (71%) explored in the multimodal reading activities, majorly placed in the pre reading stage, as a way to prepare for the verbal reading. However, the reading activities of corpus do not promote multimodal critical literacy, once they do not stimulate on the student readers the development of critical consciousness, one which unveils the power relations that occur via the genre and also the relationship between the text and the context where it takes place. In the multiliteracies perspective, we hope to contribute for the development of a broader reading towards the comprehension of represented meanings, not only in written verbal language, but also in the images of multimodal texts.
A presença e relevância de imagens em gêneros discursivos da comunicação contemporânea têm gerado uma preocupação crescente com a formação de leitores visualmente letrados. Dentre os gêneros multimodais destaca-se o livro didático para o ensino da língua inglesa (LDI), tipicamente rico em imagens. Entretanto, as atividades propostas nesses materiais raramente remetem à exploração da linguagem visual (GRAY, 2010). Em vista disso, neste trabalho são analisadas as seções de leitura da série de livros didáticos Top Notch, conjuntamente com as instruções metodológicas do Manual do professor com o objetivo de verificar em que medida a leitura de imagens dos gêneros discursivos apresentados é explorada e qual a natureza dessa leitura. Foi realizada uma análise do contexto de consumo do LDI o Sistema Colégio Militar do Brasil (SCMB). Dentro do enquadramento teórico da Análise Crítica de Gênero (MOTTA-ROTH, 2008) e tendo como base analítica léxico-gramatical a Gramática do Design Visual (KRESS, van LEEUWEN, 2006), foram analisadas todas as dez seções de leitura que constituem o Top Notch intermediário, as quais formam complexos semióticos, compostos de linguagem verbal escrita e de imagens. A análise revelou que 32,8% das atividades de leitura são oferecidas para serem abordadas multimodalmente por meio de instruções no LDI e no Manual do professor e que 67% das imagens das seções de leitura são acionadas para a leitura visual, o que aponta para o papel da imagem como portadora de significado e não como ilustração. Houve uma predominância dos significados representacionais (71%) explorados nas atividades de leitura multimodal, majoritariamente na etapa de pré-leitura, como forma de preparação para a leitura verbal. Entretanto, as atividades de leitura do corpus não promovem o letramento crítico multimodal por não estimularem nos alunos leitores o desenvolvimento de uma consciência crítica, que desvele as relações de poder que ocorrem por meio do gênero e a relação entre o texto e o contexto no qual ocorre. Na perspectiva dos multiletramentos, espera-se contribuir para o desenvolvimento da leitura mais ampla no sentido da compreensão dos significados representados não só na linguagem verbal escrita, mas também nas imagens em textos multimodais.
41
Dahlskog, Tilda. "Doing it for Denmark : A Multimodal Discourse Analysis about how Danish Public Fertility Campaigns Produce and Reproduce Gendered Identities and Shape National Identity." Thesis, Stockholms universitet, Institutionen för ekonomisk historia och internationella relationer, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-193897.
Full textAbstract:
This thesis explores the Danish public discourse about biological reproduction by focusing on how three fertility campaigns, issued by public agencies, produce and reproduce gendered identities and contribute to shape a national identity. The theoretical framework is built on insights from feminist research in international relations, sociology and gender studies and highlights how ideas about femininity and masculinity are central regarding both biological reproduction and national identity. The method used in this thesis is a Multimodal Critical Discourse Analysis. The results show that traditional gendered identities in many ways are reproduced in these campaigns. However, the results also show that the campaigns give masculinity and men more space in the discourse of biological reproduction and the campaigns somewhat challenge traditional notions of masculinity. In the campaigns it is acknowledged that it takes both eggs and sperm to create a baby, but the results show that women still are ascribed the main responsibility for biological reproduction. The results also show that the construction of Denmark as a nation can be connected to the myth of “common origin” which creates a homogenous and exclusionary vision of the nation. Further, since these campaigns in many ways reproduce traditional gendered identities, Denmark is argued to be constructed as a traditional and conventional nation.
42
Smith, Allison M. "Virtually Arming Genre with Politics? An Analysis of Electronic Military Recruitment in Venezuela, Colombia, and the United States. A Multimodal Approach." Thèse, Université d'Ottawa / University of Ottawa, 2013. http://hdl.handle.net/10393/26167.
Full textAbstract:
In this dissertation, I address the relationship between the content and design of governmental websites and the ideological interests of the overseeing political administrations. Three case studies contrast the contemporary political climates in the Bolivarian Republic of Venezuela, the Republic of Colombia, and the United Stastes with the form and function of their respective military recruitment homepages. Through a semiotic, and specifically multimodal lens, I aim to determine to what degree there is evidence of the governing poltical party’s ideological perspective on the websites.
To accomplish this task, each case study is introduced by a brief contemporary history in order to provide a summary of key political events within state. Each case study then includes a detailed analysis of 3-4 governmental homepages. Within those analyses, a comprehensive multimodal analysis is conducted for the most evocative content on each homepage. Finally, conclusions are reached for each case study, paying special attention to the content found along the reading path.
43
Thornberg, Jack. "Distant Suffering : A multimodal analysis of the politics of pity in news agencies’ mediation of the chemical weapons attack on Khan Sheikhoun." Thesis, Försvarshögskolan, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:fhs:diva-7014.
Full textAbstract:
This thesis explores of how American and British television mediated the crisis that started with the 4 April 2017 alleged chemical attack in Syria and culminated with the subsequent attack on Syria by the United States 7 April 2017. It builds upon a rich literature and focuses on the politics of pity in the mediated representation of distant suffering as set out by Luc Boltanski. The thesis utilizes a methodological approach which merges Lilie Chouliaraki’s ‘analytics of mediation’ with Roxanne Lynn Doty’s view of discourse analysis. The results find that CNNW mediated the distant suffering based on ostensibly a priori knowledge, whereas BBC News was more inclined to guide the spectators along a line of investigative reasoning.
44
Veltman, Alfred, and Jenny Wennersten. ""I´m not ready for this, jag får inte ens in en tampong liksom" : En kritisk diskursanalys av hur fyra svenska Youtube-vloggar konstruerar sex." Thesis, Högskolan för lärande och kommunikation, Högskolan i Jönköping, HLK, Medie- och kommunikationsvetenskap, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-35061.
Full textAbstract:
Med det socialkonstruktionistiska antagandet att verkligheten skapas genom språkanvändning, undersökte denna studie hur sex konstrueras diskursivt i vloggar på Youtube. Materialet som analyserades var fyra stycken vloggar av Youtube-profilerna Therese Lindgren, Tova Helgesson, Lakidoris och Aina & Thobias. Syftet var att blottlägga underliggande sexuella normer och hierarkier för att skapa en klarare bild av diskursen kring sex i vloggar. För att uppnå detta syfte applicerades den kritiskt granskande metoden multimodal diskursanalys med tillhörande analysbegrepp (MCDA) i kombination med Rubins (2006) modeller över sexuella normer och hierarkier på materialet. Studiens teoretiska ramverk utgjordes även av begreppen Infotainment och Edutainment som definierar medieinnehåll som befinner sig i gränslandet mellan information, utbildning och underhållning. Analysen resulterade i tre teman som tillsammans bildade den övergripande diskursen. Det första temat var att vlogg-profilerna intog rollen som sexualupplysare. Med en ofta humoristisk ansats innehöll språket uppmaningar som bland annat handlade om sexuell integritet. Främst låg fokus på positiva aspekter av sex, snarare än negativa. Det andra temat var att vlogg-profilerna konstruerade bilden av sex utifrån ett subjektivt perspektiv där egna åsikter presenterades som objektiva sanningar. Det tredje temat var att det i vloggarnas till synes normbrytande diskurs förekom dolda sexuella normer och hierarkier. Det kan anses problematiskt att vloggarna utbildar och informerar sin publik när de har en humoristisk ansats, samtidigt som de utgår från ett subjektivt perspektiv och reproducerar sexuella normer och hierarkier. Detta eftersom den unga publiken, som ofta saknar egna sexuella referensramar, kan påverkas av de konstruktioner som de exponeras för. Vidare diskuteras fördelar och nackdelar med den undersökta sexdiskursen, vem som bär ansvar för den konstruktion av sex som unga människor exponeras för och hur normer utvecklas i takt med samhällsförändringar.
45
Åstholm, Ebba. "Kvinnor sexualiseras för ditt nöje En multimodal kritisk diskursanalys om sexualiseringen och objektifieringen av kvinnor i publicerade Instagram-bilder." Thesis, Örebro universitet, Institutionen för humaniora, utbildnings- och samhällsvetenskap, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:oru:diva-83425.
Full textAbstract:
The objective of this study is to observe how women and their bodies are being objectified and sexualized through famous designer companies’ Instagram accounts. More specifically, this study is interested in defining which certain aspects of an image contribute to a dehumanizing and degrading view of the female sex, but also how women are being cognitively affected by this. To be able to specify which parts of an image confirm this specific viewpoint the study used a multimodal critical discourse analysis (MDCA) in combination with elements of a feminist critical discourse analysis. The two methods are considered useful for these types of studies due to their semiotic and feministic approaches that focus on depicting which connotative characteristics are present in images. In order to confirm the problematic aspects of the material in this study, results from previous scientific articles and theories were used in order to confirm or contradict this study’s research questions. In the end the analytical results confirm that the women present in the images that were selected for this study were being objectified and sexualized. The women in the pictures often wore tightly fitting clothes, underwear or were naked, which presented their bodies in a way which made them easily objectified by the observer and/or the male gaze, which means that the observer in fact could gain a sexual satisfaction through watching the women that were being portrayed. The results of this demonstrates the problematic aspects of female portrayal in media and why it could potentially be harmful
46
Woodcock, Anna, and Elin Salemyr. "Kampen om kommunikationen : En kvalitativ studie av Försvarsmaktens kommunikation och uppdrag." Thesis, Uppsala universitet, Medier och kommunikation, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-434366.
Full textAbstract:
During the last decade, the Swedish Armed Forces have been struggling to achieve recruitment goals and to retain military personnel. To attract more people to join the agency, and to increase the knowledge about the agency’s role and function in society, the Swedish Armed Forces continuously run campaigns. Furthermore, the Swedish Armed Forces is a government agency with a mission that is determined by the Swedish government through government decisions. It can therefore be argued that it is important that the campaigns portray the agency’s mission in a correct and truthful way. The purpose of this study has been to investigate how the Swedish Armed Forces portray their mission in their campaign films, and to what extent it corresponds with the agency’s official mission. The research questions are thereby: (1) How is the mission of the Swedish Armed Forces portrayed in two campaign films from 2018 and 2020? (2) To what extent does the Swedish Armed Forces' communication about the agency's mission correspond with their official mission presented in the government decision? (3) Based on identified semiotic resources, and with a neo-institutional perspective on strategic communication, what type of communication has been allowed to take place in the Swedish Armed Forces' campaign films? To answer the research questions, a qualitative data analysis was conducted on a government decision constituting the overall direction of the Swedish Armed Forces, and a multimodal critical discourse analysis was conducted on two campaign films produced by the agency The results were compared, and analyzed through the lens of a neo-institutional perspective on strategic communication. In summary, it can be stated that the study finds that the Swedish Armed Forces, in the two campaign films, portray their mission in a way that greatly corresponds with their official mission as presented in the government decision.
47
Dreyfus, Shoshana Judith. "When there is no speech a case study of the nonverbal multimodal communication of a child with an intellectual disability /." Access electronically, 2006. http://www.library.uow.edu.au/adt-NWU/public/adt-NWU20070815.141153/index.html.
Full text
48
Falkenstein, Luisa. "Not a Brand but a Voice : The Advertising and Activism of Oatly in Germany." Thesis, Malmö universitet, Malmö högskola, Institutionen för konst, kultur och kommunikation (K3), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-37004.
Full textAbstract:
When describing the company’s ethos and brand, the creative director of Swedish oat drink producer Oatly, John Schoolcraft, routinely declares the company’s intention to be not a brand, but a voice. As popular activist causes become utilized by companies and commodified for advertising use, identifying the ways in which communication is used to create meaning becomes a relevant skill. This thesis takes Schoolcraft’s statement as a basis of inquiry into the ways in which a company can present itself through language. Through a multimodal discourse analysis of three different semiotic materials produced by Oatly in Germany; the text of a 2019 petition, two 2019 advertising posters and a selection of product packaging collected during the summer of 2020, the thesis seeks to identify the relevant discourses evoked by Oatly, the ways in which Oatly is represented within those discourses and the way in which Oatly’s semiotic resources might serve to create a myth of Oatly, the voice, not the brand. The relevant discourses represented in the texts were sustainability, food consumption and production, government power and the empowerment of consumers. In these discourses Oatly positioned themselves (as well as the reader) as an agent of change, trying to affect progress. The discourses were often found to be connected to Oatly as a brand, but somewhat removed from Oatly’s products. A potential myth of Oatly as a leader in a political effort, might be substantiated within a small sphere of influence amongst consumers. As the research design relies largely on the author’s own interpretations of the material, none of the inferences from the analysis may be considered absolute or objectively true.
49
Wahlgren, Agnes, and David Lundgren. "Måttfull Marknadsföring : En studie om den nya spellagens inverkan på marknadsföring för svenska online casinon." Thesis, Umeå universitet, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-160502.
Full textAbstract:
Along with an increased online presence, as well as expanded trade agreement between EU countries, the Swedish online gambling market has been facilitated and made more accessible than ever before. As a consequence, this growing gambling market has also correlated with increased gambling-related health- and economical issues amongst Swedish gamblers. At the same time online gambling companies keep increasing their investments in external communication and marketing activities. In order to protect the public, the governmental initiative “Spelinspektionen” initiated the new law, spellagen (2018:1138), which from the 1st of January 2019 is supposed to regulate marketing from online gambling companies. Based on a multimodal critical discourse analysis, the purpose of this study is to examine how spellagen (2018:1138) has affected marketing strategies from three different gambling companies; Leovegas, Ninja Casino and No Account Casino. The analysis studies a material based on six movies before the introduction of spellagen, and six movies after the introduction. Four central discourses has been identified, called The Hero, Action, Escapism, and Alonetime. Based on these discourses, the analysis used different tools from a multimodal discourse analysis in order to distinguish the strategies upon which the hidden- or open message was communicated. The analysis found that the gambling companies regularly used Per Binde ́s motives for gambling in their commercials. At least three out of five motives were identified through identity-creating strategies and emotional strategies which could be connected to Bindes motives “chances of winning”, “the jackpot-dream” and “moodswings”. The most prominent strategy for all of the commercials was the use of symbols and representation, which allows the company to communicate hidden or subtle meanings through connotations the company know that their target group will make. This main strategy did not make any drastic changes after the introduction of spellagen (2018:1138). The same message was still communicated, but now more often through visual elements rather than linguistic ones. The conclusion pointed out that in order for spelinspektionen to protect Swedish gamblers, spellagen (2018:1138) must be more concrete and descriptive, so that no alternative interpretations can be made. Other measures for spelinspektionen to consider is the amount of gambling commercials which the Swedish public are exposed to today.
50
Zhao, Sumin. "Learning Through Multimedia Interaction: The Construal of Primary Social Science Knowledge in Web-based Digital Learning Materials." Thesis, The University of Sydney, 2011. http://hdl.handle.net/2123/8376.
Full textAbstract:
This thesis is concerned with the construal and the recontextualisation of primary social science knowledge in hypermedia texts. More specifically, it provides an account for the relations between verbiage and image in web-based multimodal interactive leaning materials, known as Multimodal Interactives (MIs). Based on the linguistic description, the thesis offers insights into the ways in which knowledge is construed and recontextaulised in the emerging electronic multimodal discourses. The general theoretical orientation of this thesis is that of systemic functional multimodal discourse analysis (SF-MDA). Within the framework of SF-MDA, the thesis proposes a complementary perspective on intersemiosis, which treats relations between verbiage and image as patterns formed during the unfolding of a text. To capture this type of intersemiotic relations, the thesis develops a logogenetic model for SF-MDA. The defining feature the model is the temporal axis (time), which serves as the main reference point for determining semiotic units (logogenetic units) and describing semiotic patterns (logogenetic patterns). The logogenetic model is applied in studying five MIs. The basic logogenetic unit used in analysis is Critical Path, the shortest traversal through a MI. Two types of logogenetic patterns along the Critical Paths in the five MIs are examined in detail, including intersemiotic ideational coupling and clustering. There are five basic types of verbiage-imaged coupling emerged from the analysis, including Naming & Identifying, Representing, Classifying & Co-classifying, and Circumstantiating. The analysis of ideational clustering shows the different ways in which participants and activities form clusters in each MI. By analysing intersemiotic coupling and clustering, the thesis shows that language and image construe the keys notions of primary social science such as people, place and community through three fundamental principles—abstraction, generalisation and specification. The study also demonstrates the possibility of achieving different degrees of pedagogic framing in hypermedia environments.