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Journal articles on the topic 'Multimodal discourse analysis'

Author: Grafiati
Published: 4 June 2021
Last updated: 21 February 2023

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1

Albert, Marilyn M. "A Multimodal Discourse Analysis of Incognegro (2008)." International Journal of Languages, Literature and Linguistics 7, no. 4 (December 2021): 171–76. http://dx.doi.org/10.18178/ijlll.2021.7.4.307.

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This study attempts to conduct a multimodal discourse analysis (MDA) of Incognegro (2008), a graphic novel by Mat Johnson and arts by Warren Pleece, by applying Michael Halliday’s theory of the Systemic Functional Grammar (SFG) (1994) for the written texts, i.e. the captions found on the images, and Gunther Kress and Theo van Leeuwen’s Grammar of Visual Design (GVD), or what has been recently called Systemic Functional Multimodal Discourse Analysis (SF-MDA) (1996) for the images themselves. The study employs, as well, Teun A. van Dijk’s modal of Critical Discourse Analysis (CDA) (2004), in which power, racism, segregation, oppression, ethnicity, inequality, discrimination, identity, superiority, inferiority, dominant groups, and dominated groups are being analyzed. The study aims at showing the inequality, the oppression, the racial discrimination, and the exercised power Negroes previously suffered (1930s) in America, the land of freedom, and how this suffering is depicted through graphic novels for historical documentation. The study shows that the Whites considered themselves the dominant group, whereas the Negroes were treated as slaves, not even equal to human beings, and hence are recognized to be the oppressed and the dominated group.
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Moura, H. "Discourse & Technology: Multimodal Discourse Analysis." IEEE Transactions on Professional Communication 48, no. 3 (September 2005): 329–31. http://dx.doi.org/10.1109/tpc.2005.853943.

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Wang, Shaoxiang. "Discourse and Technology: Multimodal Discourse Analysis (review)." Language 83, no. 1 (2007): 222–23. http://dx.doi.org/10.1353/lan.2007.0050.

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Yin, Li, and Hanita Hassan. "Multimodal Discourse Analysis of the Movie Poster Little Big Soldier." International Journal of Languages, Literature and Linguistics 7, no. 3 (September 2021): 101–5. http://dx.doi.org/10.18178/ijlll.2021.7.3.294.

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Movie Posters are visual media used to transmit cultural and commercial information through social semiotics such as image, text, font and color. One of the important techniques of poster design is to convey movie topics or focused information. Movie poster design has gone through two major periods in China. Between 1980s and 1990s, posters were apparently designed simple and color-vivid; entering the 21st century, with computer technology, Chinese movie posters have shown diversified expressions and propagandas, which seem more fresh and unique in artistic charm. Multimodality usually expresses meanings through the combination of text and other elements, and movie poster is one of the multimodal means. This paper discusses the findings of multimodal discourse analysis by Kress &Van Leeuwen carried out on a movie poster Little Big Soldier, of which the aims are, among others, to reveal how verbal and visual signs work together as social signs to interpret the representational, interactional and compositional meanings, thus viewers better understand how the movie poster realizes meaning co-construction and how it conveys the movie information. The main goal of poster message is to play a propaganda role and attract more audience to the movie.
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Sew, Jyh Wee. "Book Review: Discourse and Technology: Multimodal Discourse Analysis." Discourse & Society 16, no. 4 (July 2005): 584–86. http://dx.doi.org/10.1177/095792650501600409.

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Ping, Kuang. "A Visual Grammar Analysis of Lesaffre’s Website." Advances in Language and Literary Studies 9, no. 6 (December 28, 2018): 38. http://dx.doi.org/10.7575/aiac.alls.v.9n.6p.38.

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The traditional discourse analysis focuses on the language analysis, but ignores the effect of non-language sources to the textual construction. At present, however, with the development of technology, pure discourses gradually decrease. There are other elements existing in the discourse more or less. The discourse analysis blending various communication semiotics is called multimodal discourse analysis. Kress and van Leeuwen (2001:2) hold that multimodality is one of the features of modern society. Multimodal Discourse Analysis is paid much attention in recent discourse analysis. The Visual Grammar founded by Kress and van Leeuwen can help to analyze the multimodal discourse. This text, based on the Visual Grammar to analyze the Lesaffre’s website, will find the charming of the combination of language and pictures, and finally give some points in designing our own websites. Through the study of Lesaffre’s website, when building the website of the company, first the arrangement of information should be paid much attention to. Except some essential conventional information, such as the introduction of the company, other new information, such as the latest news of the company, should be put in obvious place. Then website gives people intuitionistic feeling, so the collocation of the company’s information in the website should be reasonable.
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Ruswardiningsih, Dini, and Rita Sutjiati Djohan. "An AQUA Advertisement’s Multimodal Discourse Analysis." International Journal of Linguistics, Literature and Translation 5, no. 1 (January 30, 2022): 230–37. http://dx.doi.org/10.32996/ijllt.2022.5.1.27.

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More rapid technological advances made this a very effective medium in communicating and conveying messages to the public. Television, the internet, radio, etc., are mediums that companies frequently use in promoting their products through advertisements. Advertisements have a large influence on making consumers buy the products. Hence, the success of an advertisement will decide the sales of a product. This research was conducted to analyze how Raisa's version of the AQUA advertisement represents the image of AQUA being the most healthy and clean drinking water through the use of functional systemic linguistic theory and a combination of Anstey and Bull's multimodal theory and Kress & Van Leeuwen's multimodal analysis. This advertisement in the form of audiovisuals displayed on the social media platform, YouTube, with the title of 'Tidak Semua Air Sama, Mau Tahu Cara Raisa Memilih Air Minum Untuk Kesehatan Keluarga'. This study uses a semiotic approach that focuses on multimodal systems, which include linguistic, visual, audio, gestural, and spatial. The type of research used is qualitative research with a multimodal analysis approach. Language messages are carried out through spoken language, and written language makes the audience understand more about what is going on. Although it has a short duration, this ad managed to leave a distinct impression on the audience by focusing on conveying every important message. The results of the analysis reveal that these five multimodal systems are integrated into this advertisement. This advertisement covers all five aspects of a multimodal semiotic system, and these five aspects are integrated to add to the core of the message, which is to advertise AQUA mineral water.
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Luca, Ion-Sorin. "A Multimodal Discourse Analysis in Media." Romanian Journal of English Studies 17, no. 1 (December 1, 2020): 74–80. http://dx.doi.org/10.1515/rjes-2020-0009.

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Abstract This study attempts a multimodal discourse analysis of a newspaper article during the Brexit campaign. The aim is to help the audience decode and evaluate photographs and texts from media by providing a few strategies as guidance. The approach adopted for this analytical research is inspired by Halliday and Matthiessen’s An Introduction to Functional Grammar (2004). Consequently, the objects in a photograph and words in a text function similarly conveying information to the audience, and additionally, involve a similar strategy of analysis. To sum up, these strategies are intended to improve the audience’s comprehension of decoding article meaning and journalist’s intention.
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Bi, Mengyuan. "Multimodal Discourse Analysis of News Pictures." Theory and Practice in Language Studies 9, no. 8 (August 1, 2019): 1035. http://dx.doi.org/10.17507/tpls.0908.23.

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Multimodal discourse analysis is the analysis of different symbolic modes within a text, which breaks through many limitations of traditional discourse analysis to a great extent. This paper takes the visual grammar of Kress and Leeuwen as the theoretical framework, which gives a good explanation of the reproducing meaning, interactive meaning and composition meaning of image discourse, which is also suitable for the analysis of news picture discourse. This paper expounds how other symbolic resources interact with each other, so as to construct a complete text with linguistic symbols, and then convey more social interactive meaning. The results show that visual grammar is feasible and operational in the analysis of multimodal news texts. The background and text of news discourse can be effectively supplemented and explained, and it is of great significance to improve readers' pictures’ reading ability.
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Bo, Xu. "Multimodal Discourse Analysis of the Movie Argo." English Language Teaching 11, no. 4 (March 25, 2018): 132. http://dx.doi.org/10.5539/elt.v11n4p132.

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Based on multimodal discourse theory, this paper makes a multimodal discourse analysis of some shots in the movie Argo from the perspective of context of culture, context of situation and meaning of image. Results show that this movie constructs multimodal discourse through particular context, language and image, and successfully publicizes western mainstream ideology.
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Liu, Shuting. "A Multimodal Discourse Analysis of the Interactive Meaning in Public Service Advertisement." JOURNAL OF ADVANCES IN LINGUISTICS 10 (March 28, 2019): 1523–34. http://dx.doi.org/10.24297/jal.v10i0.8196.

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On the basis of Kress and van Leeuwen’s Visual Grammar based on Halliday’s Systemic Functional Linguistics, this study explores the interactive meaning in three public service advertisement multimodal discourses, adding evidence to the assumption that Systemic Functional Linguistics can be applied to the multimodal discourse analysis of public service advertisement in a feasible and operational manner.
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Du, Caixia. "A Multimodal Discourse Analysis for Chengdu’s Promo." Creativity and Innovation 6, no. 2 (2022): 46–51. http://dx.doi.org/10.47297/wspciwsp2516-252708.20220602.

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Wulan Sari, Venti. "A Multimodal Discourse Analysis in Pantene Advertisement." International Journal of Linguistics, Literature and Translation 4, no. 10 (October 29, 2021): 21–30. http://dx.doi.org/10.32996/ijllt.2021.4.10.4.

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Advertisement is a persuasive media aimed at persuading and influencing the public. Every day, the advertisement can be found anywhere, such as in a newspaper, television, radio, and also magazine. Pantene is a shampoo product that is very famous especially among women. Its advertisement can be found almost in every media. In this research, the researcher aims to investigate how Pantene Indonesian ads verbally and visually represent the image of women with beautiful strong hair and the ads’ differences by means of Halliday’s transitivity system (2014) and Kress and van Leeuwen’s (2006) point of view. This research also focuses on what the differences signify. The research analyzes Pantene’s advertisements. The data taken for this research are the Pantene Indonesian ads, focusing on the ads that show their brand ambassadors. The results of this research show that Pantene Indonesian ads describe women with strong hair as something that is coveted by women in Indonesia. Similarly, in Pantene International ads, the figure of a woman with strong and beautiful hair is described as a beautiful woman. In the Pantene Indonesian advertisement, it can be seen that ads makers use the implicit persuasive method, whereas, in the International Pantene, the method is explicit declarative employed which can be seen by viewers directly. These differences verify the stereotypes attached to the Indonesian and International market, namely being communal and individual, respectively.
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SINDA and Ahmad Jum’a Khatib Nur Ali. "A Multimodal Discourse Analysis of “Lathi” Song." International Journal of Linguistics, Literature and Translation 5, no. 1 (January 16, 2022): 66–72. http://dx.doi.org/10.32996/ijllt.2022.5.1.9.

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Music has a personal interest in its individual. It can deliver happiness for those who listen to it. On the other hand, the music should correlate with its pictures through the video clip, such as color, sound, gesture, etc. This article attempts to investigate and explore the interpersonal meaning of the LATHI Song. This study was conducted qualitatively using a descriptive-analytical study to check how different semiotic and modes such as music, sound, speech, color, action, and facial expression work together to build the interpersonal meaning. LATHI song is successful in attracting audiences' attention around the world. The song's lyrics are mainly in English, except for the bridge sung in Javanese. Not only that, but the bridge also employs pelog, a Javanese seven-note scale used in gamelan arrangements. In addition, its instruments played has a unique characteristic and easy listening.
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Pratiwy, D., and S. Wulan. "Multimodal Discourse Analysis in Dettol Tv Advertisement." KnE Social Sciences 3, no. 4 (April 19, 2018): 207. http://dx.doi.org/10.18502/kss.v3i4.1932.

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Constantinou, Odysseas. "Multimodal Discourse Analysis: Media, modes and technologies." Journal of Sociolinguistics 9, no. 4 (November 2005): 602–18. http://dx.doi.org/10.1111/j.1360-6441.2005.00310.x.

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Thomas, Martin. "Evidence and circularity in multimodal discourse analysis." Visual Communication 13, no. 2 (April 24, 2014): 163–89. http://dx.doi.org/10.1177/1470357213516725.

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Roderick, Ian. "Multimodal critical discourse analysis as ethical praxis." Critical Discourse Studies 15, no. 2 (December 19, 2017): 154–68. http://dx.doi.org/10.1080/17405904.2017.1418401.

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Ni Made Sila Ulati. "Multimodal Critical Discourse Analysis on advertisement of Colgate." International Journal of Systemic Functional Linguistics 4, no. 1 (November 4, 2021): 10–13. http://dx.doi.org/10.55637/ijsfl.4.1.4092.10-13.

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This study aims to analyze the advertisement of Colgate in audiovisual formed, when Colgate advertisement is one of the Super Bowl commercial break in USA. This study applies on semantic approach focused on the multimodal discourse analysis. In the semiotic sense, signs are words, images, sounds, gestures, and objects are also called multimodal, as it is said (Anstey & Geoff, 2010) a text is said to be a multimodal text if the text has two or more semiotic systems. There are five types of semiotic systems, e.g. linguistic, visual, audio, gestural, and layout. The method applied in this study is descriptive qualitative method. The result of this study is Colgate Total advertisement covers five aspects in a multimodal semiotic system, namely linguistic, visual, audio, gestural, and location aspects. These five aspects come together to make the ad appearance very attractive and easy to remember. Keywords: multimodality, advertisement, analysis
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Liang, Mei-Ya. "Beyond elocution: Multimodal narrative discourse analysis of L2 storytelling." ReCALL 31, no. 01 (August 30, 2018): 56–74. http://dx.doi.org/10.1017/s0958344018000095.

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AbstractDrawing upon research on narrative and speech styles and on digital and multimodal communication, the author proposes multimodal narrative discourse analysis (MNDA) with associated pedagogical and analytical procedures to teach and study storytelling. The second language (L2) students first participated in multimodal narrative simulations in the virtual world of Second Life. The university students then presented, evaluated, and revised stories in both face-to-face and digital contexts through multiple modalities and technologies. MNDA further provided tools and methods for analyzing the students’ discursive processes and agentive experiences of L2 storytelling. The results of MNDA showed that the proper use of narrative elements, discourse structures, and stylistic devices, as well as bodily, visual, and video resources, assisted the students in developing multimodal designs and storytelling styles. This technology-mediated discourse approach to L2 storytelling suggests the importance of teaching and researching broader narrative contexts and activities other than simply elocution in multimodal communicative activities.
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Rizwan, Snobra. "Multimodal signs in (non)heteronormative discourse of transnational Hindi cinema: the case study of Hindi film Dostana." Revista Alicantina de Estudios Ingleses, no. 27 (November 15, 2014): 179. http://dx.doi.org/10.14198/raei.2014.27.11.

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This article conducts a detailed analysis of multimodal signifiers in a popular Hindi film Dostana (meaning friendship) with particular focus on film’s (non) heteronormative and sexist system of signification. The signifiers that construct gender and sexual stereotypical worldview of the film are analyzed following Lazar’s (2007) conception of feminist critical discourse analysis and Wodak’s (2001) framework of Discourse Historical Approach which proposes three simultaneously functioning aspects of discourse, i.e. immanent, diagnostic and prognostic. The multimodal signifiers in the film are analyzed within Indo-Pakistani discursive context where patriarchal discourse does not seem to allow any cognitive pattern and mental model other than heteronormativity and heterosexual love and romance. In such discursive set-up, so-called deviant sexualities and gender roles struggle for voice, signifiers and representation. The prognostic critique of this article can be thought of as Positive Discourse Analysis (Martin, 2004), because eventually film’s text offers some examples of how certain multimodal signs can be used to resist hegemonic patriarchal and heteronormative discourses which are considered common sense and natural by mainstream Hindi film audience.
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Er, Ibrahim. "The voiceless in The Voice: A multimodal critical discourse analysis." Text & Talk 40, no. 6 (November 26, 2020): 705–32. http://dx.doi.org/10.1515/text-2020-2071.

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AbstractThis article highlights the importance of multimodality in the study of discourse with a discussion of a segment from the Turkish adaptation of the global television format, The Voice. In the segment under discussion, a contestant is disqualified from the show by the host for her allegedly disrespectful style of speech towards the coaches. Departing from traditional (sociolinguistic) critical discourse analysis, the article seeks to unveil the deep power discourse hidden in the multimodal landscape of the show by extending the scope of discourse analysis to include both linguistic and non-linguistic modes of communication and representation such as the camerawork, and mise-en-scene. The findings shed light on the inherently asymmetrical nature of the show and how the contestant's highly non-standard language and manners are demonized (multimodally) while the coaches and the host find a relatively less judgmental environment as the “authority” in the show.
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Tallapessy, Albert, Indah Wahyuningsih, and Riska Ayu Anjasari. "Postcolonial Discourse in Coogler’s Black Panther: A Multimodal Critical Discourse Analysis." Jurnal Humaniora 32, no. 1 (January 31, 2020): 75. http://dx.doi.org/10.22146/jh.47234.

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This article deals with the investigation of the existence of postcolonial discourse in Coogler’s Black Panther (2018). The study aims to reveal and examine the existence of social issues related to Bhabha’s notion of postcolonialism represented through visual and linguistic elements in the movie. Fairclough’s (1989,2001, 2010) Critical Discourse Analysis, Kress and van Leeuwen’s (2006) Reading Images, Halliday’s Systemic Functional Linguistics (2004) and Bhabha’s (1994) Postcolonialism are used to conduct this research. The result of the study shows that postcolonial discourse is proved represented in the movie. The findings imply that the post colonialism affects the characters in term of how they see and reflect themselves towards the dominance. They are also identified as possessing hybrid identity, ambivalence, and mimicry. It seems that the result of the research opposes the director’s intention to bring the theme of the movie. Theoretically, it is proved that the social irregularities representing black supremacy and exploitation of the citizen of Africa, Wakanda, is depicted in the movie. Empirically, the existence of nondemocratic social practices in black citizens is also seen in the movie.
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Lewin-Jones, Jenny. "Discourses of ‘internationalisation’: a multimodal critical discourse analysis of university marketing webpages." Research in Post-Compulsory Education 24, no. 2-3 (July 3, 2019): 208–30. http://dx.doi.org/10.1080/13596748.2019.1596418.

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Azkiyah, Intan, Didin Nuruddin Hidayat, Alek Alek, and Ratna Sari Dewi. "A MULTIMODAL DISCOURSE ANALYSIS OF DISNEYPLUS HOTSTAR INDONESIA TV ADVERTISEMENT." JELLT (Journal of English Language and Language Teaching) 5, no. 1 (April 30, 2021): 14–24. http://dx.doi.org/10.36597/jellt.v5i1.10023.

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This research aims to explore the multimodal analysis of the DisneyPlus Hotstar Indonesia TV Advertisement. This research uses descriptive qualitative methods. This research data are text, symbols, images, sounds, and gestures used in DisneyPlus Hotstar Indonesia TV advertisements. The data were obtained from the DisneyPlus Hotstar Indonesia TV advertisement. Besides, the famous tagline from this advertisement is “Pilih Semaumu, Untuk Semua” (Choose all you want, for all). The results show that DisneyPlus Hotstar Indonesia TV advertisement has a multimodal semiotic system consisting of linguistic, visual, audio, gestural, and spatial elements. Each multimodal semiotic system is closely related to constructing advertising meaning. The message is understandable for the audience. Moreover, this research is expected to contribute to developing the discourse analysis discipline, especially multimodal analysis.
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Agung Farid Agustian. "IDEOLOGY IN ADVERTISING DISCOURSE: A MULTIMODAL ANALYSIS APPROACH." JELA (Journal of English Language Teaching, Literature and Applied Linguistics) 3, no. 2 (October 30, 2021): 21–33. http://dx.doi.org/10.37742/jela.v3i2.55.

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The multimodal analysis tries to analyze the practice of semiotic discursive or non-discursive discourse such as language, visual images, materials, and architecture. The tool for analyzing semiotic objects is one of the analytical tools in systemic functional linguistics (SFL). The formulation of the problem in this study is the form of representation of ideas in advertising discourse based on the meaning and function of grammatical semantics. Specifically, the research question is the ideology in advertising discourse in ideational, interpersonal, and textual aspects. This study tries to analyze the multimodal element to explain the choice of linguistics and the object of discourse. This research is descriptive qualitative where takes the inductive paradigm. This research approach is critical multimodal discourse analysis with systemic functional linguistic analysis. The research data is in the form of beauty product advertisements in 2017. The results show that the meaning of beauty product advertisements in terms of physical characteristics is white skin colour, sharp nose, slender body, long hair, and white teeth. The concept of ethnically beautiful identity from the two advertisements is different. The local product advertisements emphasize ethnic captivating identity. Foreign beauty product advertisements representations emphasize fair Caucasian beauty.
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SUKHOVA, N. V. "Corpus Analysis of Head Turns in Multimodal Discourse." Вестник Московского государственного лингвистического университета. Гуманитарные науки, no. 1 (2022): 119–27. http://dx.doi.org/10.52070/2542-2197_2022_1_856_119.

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Sidiropoulou, Charalampia. "Book Review: Multimodal Discourse Analysis: Systemic Functional Perspectives." Visual Communication 5, no. 1 (February 2006): 121–26. http://dx.doi.org/10.1177/147035720600500108.

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Forceville, Ch J. "New Directions in the Analysis of Multimodal Discourse." Journal of Pragmatics 41, no. 7 (July 2009): 1459–63. http://dx.doi.org/10.1016/j.pragma.2009.01.007.

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Saddiqa, Ayesha, and Nadia Anwar. "Objectified Migrant Identity Through Multimodal Critical Discourse Analysis." Global Social Sciences Review IV, no. I (March 30, 2019): 187–94. http://dx.doi.org/10.31703/gssr.2019(iv-i).25.

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The images of migrants have inundated our media lately. However, migrant representation has been largely done through the lens of ‘others’, mostly by the foreign-media, whereas the discourse on the localized version of reality is unaccounted for. This search for self-narrative led us to the analysis of photographic work of Aziz Hazara, an Afghan student of Fine Arts, who envisions migrants as equal to the ‘made-to-migrate’, ‘used’ and sometimes even ‘deformed’ toys from the flea market. The article highlights the portrayal and identity construction of migrants through the lens of an Afghan visual artist by excavating the discourse informing the analogy between the toys and the migrants along with the application of Paul Gee’s identity tool. A multimodal critical discourse analysis of the data reveals that toys ventrilocate the condition of the migrants charac
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Xiong, Yingen, and Francis Quek. "Hand Motion Oscillatory Gestures and Multimodal Discourse Analysis." International Journal of Human–Computer Interaction 21, no. 3 (December 2006): 285–312. http://dx.doi.org/10.1207/s15327590ijhc2103_2.

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Niu, Lu. "Analysis of Multimodal Teaching of College English under the Background of Artificial Intelligence." Security and Communication Networks 2022 (August 21, 2022): 1–10. http://dx.doi.org/10.1155/2022/3833106.

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As the Internet drives the spread of digitalization and the further improvement of computing power, the traditional college English teaching mode can no longer adapt to the needs of teaching in the age of artificial intelligence. Single or lesser modality is gradually replaced by multimodality, an emerging teaching mode. The study of multimodal discourse is a new hot spot in language research and a key issue of concern for English classroom teaching reform. Based on the analysis of the practical application dilemmas of multimodality in college English teaching culture, context, content (meaning + form), and expression, this article proposes a path to innovate multimodal discourse teaching in college English classroom in the era of artificial intelligence. It includes familiarizing with multimode integrated platform for teaching tools and developing intercultural communication abilities. Multimode situational lectures with the help of modern information technology are developed. At the content level, we should adhere to the unity and coordination of the meaning and form of multimodal teaching. Use language and nonlanguage in a way that will enhance learning at the multimode media level. Additionally, AI enriches English teaching methods, changes the intelligence of English teachers, and improves the efficiency of English teaching. AI helps to create a more relevant and interactive English learning environment, improve many aspects of English teaching, including teaching evaluation, and effectively improve the face of college English teaching.
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Hu, Chunhua. "The Application of Multimodal Discourse Analysis in College Business English Teaching." Advances in Higher Education 3, no. 4 (December 19, 2019): 54. http://dx.doi.org/10.18686/ahe.v3i4.1533.

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<p>Business English is an English teaching model based on the business use and with some certain value. In the process of college business English teaching, college business English teaching based on multimodal discourse has become the mainstream of education. In the college business English teaching in colleges and universities, we should pay attention to the innovation of teaching mode and re-examine the value of business English teaching. This paper discusses the application of multimodal discourse analysis in college business English teaching, expounding the concept of multimodal discourse analysis and introducing its application in college business English teaching.</p>
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Kataoka,, Kuniyoshi. "Toward multimodal ethnopoetics." Applied Linguistics Review 3, no. 1 (April 17, 2012): 101–30. http://dx.doi.org/10.1515/applirev-2012-0005.

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AbstractMultimodal analysis of discourse is a fast-developing area of linguistic research. With this trend in mind, the purpose of the current chapter is twofold: first, to briefly review previous endeavors in the study of linguistic poetics with special attention to parallelism and repetition (cf. Jakobson 1960, 1966), and to seek potential paths to expand it to multimodal analyses of natural discourse by incorporating the ideas from ethnopoetics (Hymes 1981, 1996, 2003) and gesture studies (McNeill 1992, 2005); and second, to present a sample analysis of media discourse in the framework of “multimodal ethnopoetics” by highlighting the interplay between the verbal-nonverbal coordination and the audio-visual representations. With these goals in mind, we confirm that poeticity is not a distinctive quality restricted to constructed poetry but is an endowment to any kind of natural discourse that is co-constructed by language, the body, and the environment.Specifically, I first review some basic and extended concepts of repetition and parallelism, identifying the notion of “lines” as the fundamental criterion for conducting Hymesian ethnopoetics, in which lines are weaved into larger, culture-specific units on the “verse/stanza” levels. In addition, it is proposed that para-linguistic and nonverbal aspects of language use may (un)consciously contribute to the construction of poetic structure, typically in terms of “catchment” (McNeill 2005) and the distributional configuration of gestures (Kataoka 2009, 2010, 2012). In the latter half of the paper, we move on to examine an actual case (a Japanese TV commercial) in which poetic intentions are apparently maximized for greater appeal to the audience and larger profit from the product. The analysis indicates that the aesthetics encoded and shared therein could be an outcome of the repeated practice, accumulated and sedimented by attending to the ongoing – whether actual or virtual – participation, which is generally facilitated by favored manners of conduct, or “habitus” (Bourdieu 1990).
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Lin, Peiyang, and Dijiang Luo. "Subtitle Translation from the Perspective of Multimodal Discourse." International Journal of Education and Humanities 6, no. 1 (November 27, 2022): 176–79. http://dx.doi.org/10.54097/ijeh.v6i1.3087.

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Film and television works are multimodal discourse composed of a variety of symbol systems such as text, sound and image, so the audience's various senses can be mobilized at the same time when watching movies. Starting from the perspective of multimodal discourse analysis, this paper applies Delu Zhang’s theoretical framework of multimodal discourse analysis to analyze the subtitle translation of Harry Potter and the Philosopher's Stone from four aspects: culture, context, content and expression, so as to understand the influence of multimodal on subtitle translation.
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Bager, Ann Starbæk. "A multimodal discourse analysis of positioning and identity work in a leadership development practice." Communication & Language at Work 6, no. 1 (May 6, 2019): 40–62. http://dx.doi.org/10.7146/claw.v6i1.113911.

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The paper shows an example of how interaction in a leadership development forum can be analyzed from a narrative-in-use perspective through a combined dialogicality and small story analysis strategy. This entails that a multimodal discourse analysis is conducted of the positioning and identity work accomplished in a research- and dialogue-based leadership development forum in a university setting. A micro-generic positioning analysis of the participants’ small story efforts is combined with an analysis of dialogicality involving other-orientation to show how storytelling takes place and how opposing discourses within organization and leadership studies co-emerge in multimodal interaction. Among other things the analysis shows how different sociomaterial interactional setups shape identity work in situ. The research contributes to the emerging study of organizational dialogical and narrative practices up close. It emphasizes both the broad (Discursive) and the local (discursive) dimensions together with sociomaterial aspects of discourse and storytelling, which are increasingly pursued and recommended within the fields of narrative, dialogue, and discourse studies.
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Ding, Ziyue. "The Multimodal Analysis of War And Peace." Learning & Education 10, no. 5 (March 13, 2022): 67. http://dx.doi.org/10.18282/l-e.v10i5.2674.

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War And Peace, originally a most praised and studied masterpiece in the history of Western Literature, nowadays represents a literary-artistic phenomena far more than the text composed by Tolstoy. Utilising the multimodal discourse analysis, now the mainstream of deconstruction method of contemporary linguistics and semiotics research, this thesis analyses the translations and multimedia adaptions to cover the shortages of previous text studies and simultaneously analyses the application of multimodal discourse in the adaptation and dissemination of literary works in a two-way perspective.
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Jones, Katie Baker. "American Vogue and Sustainable Fashion (1990–2015): A Multimodal Critical Discourse Analysis." Clothing and Textiles Research Journal 38, no. 2 (October 17, 2019): 104–18. http://dx.doi.org/10.1177/0887302x19881508.

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Discursive practices employed by American Vogue to recontextualize sustainable fashion between 1990 and 2015 were explored through the lens of a discourse-historical approach and multimodal critical discourse analysis. References to sustainably minded values and actions were found throughout the 26 years studied with notable peaks and valleys in coverage that, at times, contradicted changing social interest in the subject. Over time, Vogue recontextualized sustainable fashion discourses and encouraged a passive revolution by moving from a contentious positioning of either/or sustainable fashion to one that embraced a both/and positionality by narrowing focus to lifestyle and product features. Additionally, Vogue celebrated social actors engaged in sustainable behaviors though these were increasingly positioned as lifestyle choices rather than revolutionary collective action. Vogue continuously recontextualized the sustainable fashion discourse as “new” and desirable while neutralizing most negative considerations of fashion consumption through a variety of articulations and by drawing on well-established semiotic resources.
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Sokolova, Natalia Vladimirovna. "Multimodal IT marketing discourse: An integrated approach investigation." Russian Journal of Linguistics 24, no. 2 (December 15, 2020): 366–85. http://dx.doi.org/10.22363/2687-0088-2020-24-2-366-385.

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Websites of software vendors feature verbal and nonverbal means providing for a number of parameters to be taken into account in order to gain more comprehensive insights into the range and interplay of the means in use. This paper investigates the multimodal website marketing discourse of Microsoft , Oracle, and SAP relying on an approach which makes use of multimodal critical discourse analysis, pragmatics, and text linguistics. The integrated framework allows for consideration of the discourse-generating intention of the locutionary source, the discourse function, verbal content categories and audio-visual techniques employed in the nonverbal discourse contributing to the global category of ideologeme consisting of key ideas and aimed at the locutionary target. The intention of such discourse is to persuade consumers to purchase IT solutions which is manifested in the persuasive function. The textual content has been investigated in terms of a set of categories such as: the theme, including IT terms; tonality, made explicit through positively charged words and imperative sentences; time and space, emphasizing time saving efforts to deal with challenges enterprise-wide. The findings are similar to those revealed in the verbal content of customer testimonial videos, with audio-visual techniques such as invigorating music, company settings, contrast colors, etc. being alike. It is of particular interest that the linguistic means in these three marketing discourses are different only when it comes to metaphorical expressions. The global ideologeme is made explicit by urging customers to optimize data and feel IT-powered performance benefits. It is conveyed through multiple antitheses such as data challenges vs. one solution, previously vs. now, old vs. new, and slowly vs. fast. The antitheses in the three marketing discourses are similar as are the typical manifestations of categories and audio-visual techniques which may encourage further research in terms of making the specific discourse of a company stand out to its customers.
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Mompean, Jose A., and Javier Valenzuela Manzanares. "Brexit means Brexit: a constructionist analysis." Complutense Journal of English Studies 27 (October 4, 2019): 1–37. http://dx.doi.org/10.5209/cjes.64263.

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This paper presents a corpus-assisted discourse analysis of the Brexit means Brexit tautology from a constructionist perspective. A multimodal corpus of instances of the construction was compiled and analyzed, paying attention to the components of the construction such as its phonetic-phonological and gestural features as well as the idealized cognitive models underlying the use of the tautology in discourse. This study also addresses how different semantic-pragmatic uses have an impact on the linguistic form (e.g. prosody, gesture) and emphasizes the fluid interaction between linguistic meaning/form and the social and cultural context in which language is used. It is argued that a full understanding of any construction requires a multimodal, discourse-based analysis.
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ZhangFeifei. "Meaning Construction of Multimodal Synergy in Documentary Discourse: Taking The Lockdown: One Month in Wuhan as an Example." International Journal of Linguistics, Literature and Translation 5, no. 6 (June 4, 2022): 52–60. http://dx.doi.org/10.32996/ijllt.2022.5.6.7.

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This article, based on Zhang Delu’s synthetic theoretical framework for multimodal discourse analysis (MDA), conducts a multimodal discourse analysis on the documentary-The Lockdown: One Month in Wuhan. It is found that the documentary discourse involves two necessary modalities: language modality and image modality. The main relationship between them is complementary reinforcement. The common relationships between necessary modality and selective modality are interaction, primary and secondary, and context interaction. Although the overlapping relationship has little effect on the meaning construction of the discourse, its existence is justified in some cases. Through the analysis of the synergy of different modes, it is hoped that the article will provide some enlightenment for multimodal relationships in the meaning construction of documentary discourse.
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Xing, Qidan. "Multimodal Discourse Analysis on A Cartoon Film Trailer Up." Journal of Linguistics and Communication Studies 1, no. 1 (November 2022): 17–26. http://dx.doi.org/10.56397/jlcs.2022.11.04.

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This article aims to investigate a cartoon film trailer Up by the multimodal discourse analysis. The highlight of this study is that different elements (e.g., semiotic information) involved in selected film trailer will be analyzed in a detailed way, including sounds, music, images and lines. With this regard, it will provide a general picture about how the film trailer in the context of multimodal discourse performs and conveys the meaningful information to viewers. In addition, there will be further discussions on other dimensions in the film trailer and relevant limitations.
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Harman, Ruth, Khanh Bui, Lourdes Cardozo-Gaibisso, Max Vazquez Dominguez, Cory A. Buxton, and Shuang Fu. "Systemic functional multimodal discourse analysis: multimodal composing and civic agency of multilingual youth." Pedagogies: An International Journal 17, no. 4 (October 2, 2022): 303–22. http://dx.doi.org/10.1080/1554480x.2022.2139258.

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Chen, Jinshi. "Multimodal Discourse Analysis of Judges’ Footing Shifts in Criminal Courtroom." Chinese Journal of Applied Linguistics 43, no. 1 (March 26, 2020): 5–25. http://dx.doi.org/10.1515/cjal-2020-0002.

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AbstractThe paper, based on the concept of FOOTING, makes a multimodal discourse analysis of the relationship between the judge’s discourse and his footing shifts in a criminal courtroom. The results show that in the interaction, multimodal resources in judges’ discourse include conversational features (prolonging keywords, interrupting, repeating, taking turns, etc.), acoustic ones (ascending F0 for pitches and dB for intensity, transition tracks between consonants and formants of vowels, duration of some keywords in important sentences, etc.), and visual ones (facing other parties, facing the materials, etc.). The multimodal resources activate different judges’ footings, including ANIMATOR, ANIMATOR + AUTHOR and ANIMATOR + AUTHOR + PRINCIPAL, and identify the judge’s footing shifts in the courtroom. The results also demonstrate that the judge’s footing shifts perform the functions of trial organizing, information confirming, fact investigating, spokesperson of the collegial panel, law educating and so on in criminal trials.
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Utomo, Samuel Rihi Hadi, and Wening Udasmoro. "QUEER FEMINITY MULTIMODAL DISCOURSE ANALYSIS ON WEB SERIES BOUNDARIES: CONFINING OR FREEING(?)." Jurnal Komunikasi dan Bisnis 9, no. 1 (May 17, 2021): 23–35. http://dx.doi.org/10.46806/jkb.v9i1.681.

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This study attempts to explain and dissect the position of queer femininity in the gender order constellation in the context of queer in Indonesia, exploring the position of queer femininity on the Batas web series. Analysis of multimodal discourse from the perspective of Kress and van Leeuwen with terminologies; representational meaning, interactive meaning and compositional meaning, shows that queer femininity discourse within Batas explains the shifting and blurring of boundaries between subject-object and active-passive which always refers to rigid masculine and feminine binary. Queer femininity discourse in Batas shows that femininity is not monolithic. A queer perspective can provide a subversive position, negotiate and resist the dominant discourse. On the other hand, it shows the idealized codes of heterosexual discourse, patriarchy and media. Keywords: Queer, Femininity, Discourse, Multimodal, Webseries
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46

Bernad-Mechó, Edgar. "Combining Multimodal Techniques to Approach the Study of Academic Lectures: A Methodological Reflection." Atlantis. Journal of the Spanish Association for Anglo-American Studies 43, no. 1 (June 28, 2021): 178–98. http://dx.doi.org/10.28914/atlantis-2021-43.1.10.

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This article offers a methodological reflection on the use of multimodal techniques for the study of academic lectures. Three distinct multimodal approaches have been put forward to explore the use of language holistically, namely, multimodal social semiotics (MSS), multimodal discourse analysis (MDA) and multimodal interaction analysis (MIA). These approaches differ in their main focus—the social context, the system of semiotic resources available to the speakers and the social actors, respectively—and the tools they provide to conduct multimodal analyses. To exemplify how analyses may be conducted within each of the paradigms in the context of academic lectures in English, I examine an excerpt extracted from an African-American history lecture from Yale University by a native English speaker in which he organizes his discourse in between content sections. Through the use of short multimodal transcriptions, I discuss how MSS can be used for reflections on the social contexts of academic lectures, MDA describes the use of semiotic resources employed by the lecturers, and MIA can be used to look into how lecturers structure their speech into sequences of actions. Ultimately, I suggest a combination of multimodal methodologies to obtain a broader account of the intricacies of discourse in academic settings.
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Abdullah, Fuad, Soni Tantan Tandiana, and Yuyus Saputra. "Learning Multimodality through Genre-Based Multimodal Texts Analysis: Listening to Students’ Voices." Vision: Journal for Language and Foreign Language Learning 9, no. 2 (October 20, 2020): 101. http://dx.doi.org/10.21580/vjv9i25406.

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<div><p class="StyleABSTRAKenCambria">Recently, multimodality has attracted the attention of researchers, notably in the educational milieu. However, only a few studies reported on the way students perceived the use of Genre-Based Multimodal Texts Analysis (GBMTA) for teaching multimodality. After addressing the gap, this study focuses on students’ perceptions on the use of GBMTA in multimodality teaching in higher education. Sixty-nine students were involved in the study. Each of the students produced one journal through three meetings. The journals were then collected for document analysis and thematic analysis (Braun &amp; Clarke, 2006). The findings reveal that the students perceived GBMTA as facilitating them in the building of multimodal discourse analysis, challenges and solutions of comprehending multimodal teaching materials, planning better learning strategies in the future, engagement on multimodal learning issues, and multimodal text analysis practices. This study contributes to multimodality teaching or multimodal discourse analysis within genre-based learning.</p></div>
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김현강 and 송재영. "A Study on Building Multimodal Corpora for Discourse Analysis." Language Facts and Perspectives 27, no. ll (May 2011): 149–71. http://dx.doi.org/10.20988/lfp.2011.27..149.

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Muhassin, Mohammad, Novi Putri, Dewi Ayu Hidayati, and Satria Adi Pradana. "A MULTIMODAL DISCOURSE ANALYSIS OF THE ENGLISH TEXTBOOKS’ COVERS." English Education: Jurnal Tadris Bahasa Inggris 15, no. 1 (July 21, 2022): 1–21. http://dx.doi.org/10.24042/ee-jtbi.v15i1.12107.

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Multimodality has been studied in relation to a variety of text genres, but it has yet to be used to textbook covers. This paper is aimed at examining the representational meaning of visual resources in the covers of selected English textbooks and how the verbal and visual modes strengthen each other’s meaning. This is a qualitative research that uses a multimodal discourse analysis paradigm. Visual and verbal data were gained from two covers of selected English textbooks. The analysis includes representational meaning (Kress van Leeuwen, 2006), text generic structure (Cheong, 2004), and intersemiotic complementarity (Royce, 2007). The findings indicate that the representational meaning consists of narrative and conceptual representations within the structures of lead, display, announcement and emblem. Through the relationships of repetition, synonymy, and meronymy, verbal and visual modes help each other build cohesiveness. The cohesion signifies the relation between visual images and verbal texts to convey meaningful messages of the covers. Certain implications were also elaborated in this study.
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Hu, Chunyu, and Mengxi Luo. "A Multimodal Discourse Analysis of Air France’s Print Advertisement." International Journal of English Linguistics 6, no. 4 (July 14, 2016): 30. http://dx.doi.org/10.5539/ijel.v6n4p30.

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<p>The past decade has witnessed the rising popularity of the airline industry, along with prosperity and ever increasing competition. It has become important for airline companies to outshine their rivals for a favorable market share. As a major means of promotion, advertising campaign is of crucial importance in building the corporate image and exerting brand influence. This study conducts a multimodal discourse analysis on the advertising campaign launched by Air France in 2014, and hope to be of interest to researchers, producers of advertising metaphors, as well as consumers in general. The results indicate that the highlighted visual and textual components are arranged as such to form a sense of superiority and great comfort that is perceivable to the viewers. Through the construction of an elegant, glamorous and superior atmosphere, it is palpable that Air France tends to broadcast their brand toward viewers who pay attention to quality of and enjoyment in life, and welcome prosperous cultural peculiarities.</p>
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