To see the other types of publications on this topic, follow the link: Semiotic discourse analysis.
Journal articles on the topic 'Semiotic discourse analysis'
Create a spot-on reference in APA, MLA, Chicago, Harvard, and other styles
Consult the top 50 journal articles for your research on the topic 'Semiotic 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 journal articles on a wide variety of disciplines and organise your bibliography correctly.
1
Akber Sajid, Muhammad, and Muhammad Riaz Khan. "America in Pakistani Print Media: A Semiotic Discourse Analysis based Study of Pak-Us Relationship." International Journal of Applied Linguistics and English Literature 9, no. 4 (July 31, 2020): 71. http://dx.doi.org/10.7575/aiac.ijalel.v.9n.4p.71.
Full textAbstract:
Print media semiotic discourses are one of the best sites for ideological investment and their role is very significant in the production and dissemination of certain ideology. The aim of the present study is to critically decode the semiotic discourse(s) of Pakistani English newspaper DAWN (daily) with special reference to the representation of Pak- Us relationship through the analysis of the semiotics discourses. The data for the present research has been collected from the mentioned newspaper. The time span for data collection ranges from October 2018 to December 2018. Out of ten (10) caricatures which represent Pakistan attempting to survive at its own rather than depending on America one was purposively selected for linguistic and semiotic analyses. The study is descriptive and utilizes qualitative research design. For this purpose, the researchers have devised an amended research model by drawing upon Fairclough (1995), Kress (2010) and Kruger’s (2000) research models to analyse linguistic, semiotic and focus group discussions data. The semiotic analysis has also been validated by incorporating the remarks of focus group participants. Based on the analysis of data the study concludes that noting is absolute in politics as far as Pak- Us relations through semiotic discourses are concerned. Additionally, the research reveals that print media semiotic discourses work insidiously to represent socio- political changes by employing linguistic and meta-linguistic devices and techniques.
2
Badir, Sémir. "Semiotics and Discourse Studies." Gragoatá 22, no. 44 (December 22, 2017): 1049–65. http://dx.doi.org/10.22409/gragoata.v22i44.33548.
Full textAbstract:
In this paper, I would like to discuss the contribution that post-structuralist semiotics has brought to the analysis of academic discourse. The semiotic model was developed initially for the analysis of tales and myths. It has been gradually extended to various forms of fiction (novels, short stories), and then, according to "a growing degree of complexity and abstraction", to all "forms of social production of meaning" (p. 5). This is the project stated in the first pages to a book entitled “Introduction to Discourse Analysis in Social Sciences” (A.J. Greimas & E. Landowski eds, 1979). The generalized extension is based on a typology of discourses that has been illustrated by specific analyses published in the 1980s (Bastide 1981, Bastide & Fabbri 1985, Landowski 1986, Bordron 1987). One may be considered that the research project led by Greimas and Landowski is thus located at the farthest point of development and initial application of the model and it is therefore a test for the narrative hypothesis. In doing so, the semiotic approach took the risk of being confronted with other models of analysis, such as they were elaborated in theoretical frameworks resulting from rhetoric (renewed in the 1950s by Chaim Perelman and his school ), pragmatics (cf Parret 1983 & 1987), sociology of knowledge (from the founding work of Berger & Luckmann 1966), or as they relate to other theoretical currents in the language sciences (in particular, In France, the Althusserian discourse analysis). For the discourse in social sciences, these models offer two advantages over that of semiotics: on the one hand, it seems that the theoretical postulates on which they are worked out are more directly in accord with this type of discourse; on the other hand, they can count on a solid tradition of studies to ensure the sustainability of the results. Nevertheless, the model of semiotic analysis is original and it has also an advantage: it is general. I will put forward the benefits of this generality. ---DOI: http://dx.doi.org/10.22409/gragoata.2017n44a1033
3
Sajid, Muhammad Akbar, Sajid Waqar, Rabia Mohsin, and Muhammad Javaid Jamil. "Post 9/11 American Footprints in Pakistani Media: A Critique of Semiotic Discourses of Pakistani Newspapers." Review of Economics and Development Studies 6, no. 1 (March 31, 2020): 125–33. http://dx.doi.org/10.47067/reads.v6i1.190.
Full textAbstract:
This paper highlights the power of image in shaping perception of the people regarding post 9/11 American representation in Pakistani print media discourses. The study deconstructs the semiotic discourse(s) of Pakistani English newspaper Dawn (daily) from September 2018 to February 2019 to argue that linguistic and semiotic devices and techniques work discursively to shape the readers’ perception regarding American foot-prints in Pakistani print media. It employs Multimodal Critical Discourse analysis approach by drawing upon Machin (2007), Van Leeuwen framework for recontextualization (2008) and Fairclough’s (2003) for visual and linguistic analyses to lay bare embedded ideologies propagated through word-picture conjunction. The levels of analysis include participants, settings, poses, objects, metaphor, inclusion, exclusion and discourse. Moreover, the researchers have validated the findings of their semiotic analysis by conducting two focus group discussions among the students of linguistics and other disciplines. The findings reveal that print media semiotic discourses provide an appropriate use of language in graphic form. The findings reveal that no use of language is ideology free and words and pictures work in conjunction to propagate desired ideology to the target readership. Additionally, the study notices the visible change that has taken place regarding American representation from superordinate to back foot and ready-to-hold dialogue through semiotic discourses of mentioned newspaper.
4
Timmermans, Stefan, and Iddo Tavory. "Racist Encounters: A Pragmatist Semiotic Analysis of Interaction." Sociological Theory 38, no. 4 (October 9, 2020): 295–317. http://dx.doi.org/10.1177/0735275120961414.
Full textAbstract:
Complementing discourse-analytic approaches, we develop C. S. Peirce’s semiotic theory to analyze how racism is enacted and countered in everyday interactions. We examine how the semiotic structure of racist encounters depends on acts of signification that can be deflected and that take shape in the ways actors negotiate interactions in situ. After outlining the semiotic apparatus Peirce pioneered, we trace the dynamic processes of generalization and specification in recorded racist encounters as specific forms of semiotic upshifting and downshifting. We demonstrate how attending to racist encounters and engaging the sociology of race sharpen key assumptions that pragmatist semiotics makes about the structure of signification, as it forces one to examine the interplay of marked and unmarked categories and identities in interaction, and to take the differential power to signify into account in shaping the potential effects of semiotic strategies.
5
Haider, Shirin. "Semiotics Ideology and Femininity in Popular Pakistani Women's Magazines." Hawwa 7, no. 3 (2009): 229–48. http://dx.doi.org/10.1163/156920709x12579112681765.
Full textAbstract:
AbstractDrawing on theoretical perspectives from Western feminist research on the genre of women's magazines, I adapt Lazar's model of feminist critical discourse analysis (2005; henceforth referred to as FCDA) to write a critique on the genre of popular Pakistani women's magazines as linguistic and semiotic constructs, which articulate a certain ideology regarding the construction of Pakistani womens' identity. Through semiotic analysis of certain sections of the magazines, I point out the underlying normative and ideological assumptions in order to show how these magazine representations position women; and how semiotics wield power in marginalizing the role of women in society. The restrictive nature of discourses on femininities is highlighted through an analysis of discursive linguistic and semiotic techniques and devices. I argue that the role of semiotics is central in shaping and reinforcing such asymmetrical, gendered and sexist social patterns and practices and that these images (can) have repercussions with regard to women's sexuality(ies) and their social roles and identities.
6
Avelar, Maíra, and Paulo Henrique Aguiar Mendes. "Multimodal analysis of metaphors in political-religious discourse: a cognitive-semiotic approach." Scripta 20, no. 40 (December 23, 2016): 119. http://dx.doi.org/10.5752/p.2358-3428.2016v20n40p119.
Full textAbstract:
<p>This paper analyzes the interrelation between gestures and speech in the construction of multimodal metaphors in the “legislative session” genre. Based on Multimodal Semiotic Blending (MSB), an adaptation of Brandt and Brandt’s (2005) model (MIRANDA; MENDES, 2014; AVELAR, in press), an illustrative analysis of the multimodal metaphors found in the sessions was performed, focusing on the verbal and gestural resources used by the participants. To do so, five scenes were selected from two legislative<br />sessions performed by two so-called “Representative-pastors” of the Brazilian House of Representatives: Marco Feliciano and Silas Malafaia. Finally, the metaphors and the gestures performed by both politicians were compared. The conclusion reached in this study demonstrated how MSB can be relevant when analyzing the iconicity of material resources (mainly gestures) used by the participants.</p><p><br />Keywords: Cognitive Semiotics. Multimodal Semiotic Blending. Politicalreligious discourse. Brazilian politics. Legislative sessions.</p>
7
Torop, Peeter. "Semiotics of mediation. Theses." Sign Systems Studies 40, no. 3/4 (December 1, 2012): 547–56. http://dx.doi.org/10.12697/sss.2012.3-4.15.
Full textAbstract:
Semiotics of mediation is based on comparative analysis of mediation processes, on typology of forms of mediation and on the subsequent complementary analysis of culture. Not only does cultural analysis that is based on semiotics of mediation proceed from communication processes, it also searches for possibilities of correlation between concepts of describability, analysability, translatability. Depending on the strategy of mediation semiotics it is possible to create an overview of the main parameters of cultural analysis and to specify the boundaries of semiotic analysis of culture. The main types of mediation are simultaneously parameters of cultural analysis. The main types include autocommunicative mediation, metalingual mediation, intertextual mediation, interdiscursive mediation, and inter- or transmedial mediation. Typology of mediation types facilitates the understanding of the autocommunicative aspect of culture and creates the basis for analysing communication processes not on the level of the immediate sender and receiver but as part of the culture’s communication with itself. Semiotics of mediation starts from semiotic mediation and ends with a culture of mediation in which one and the same cultural language or text operates as a means of dialogue with itself, as a means of communication with others, as part of some textual system or discourse, or as a transmedial phenomenon. Semiotics of mediation is a means of studying the correlation between implicit semiotic mediation and forms of explicit semiotic mediation, thus complementing cultural semiotic study of culture.
8
Al Zahrani, Faisal Bin Salih. "سيميائية الخطاب السياسي، الشعر في الحجاز نهاية عهد الدولة العثمانية أنموذجاً / Political discourse semiotics: Hijaz poetry at the end of Othman empire." مجلة الدراسات اللغوية والأدبية (Journal of Linguistic and Literary Studies) 9, no. 1 (April 29, 2018): 125–42. http://dx.doi.org/10.31436/jlls.v9i1.614.
Full textAbstract:
ملخص البحث:
يعد الأدب العربي في إقليم الحجاز جزءاً من أدب الأمة العربية الجميل؛ لكن الدراسات الأدبية لا تزال غير كافية على الرغم من بذل بعض الباحثين جهوداً لجمع مادته الأدبية التي لا يزال كثير منها مخطوطاً أو مفقوداً أو مخفياً لأسباب متعددة. يبحث المنهج السيميائي عن المعنى من خلال البحث عن الاختلاف الداخلي للمعاني عبر المنهج السيميائي لتحليل الخطاب الشعري؛ وذلك من منطلق المنهج السيميائي في دراسة النصوص الشعرية والتي تؤكد أنها تتكون من نظام لغوي يعطي مجموعة من المعطيات الخاصة، وهذه الرؤية أسقطها المنهج السيميائي على أغلب النصوص الإبداعية، مع تميز النص الشعري بقدرته على اختزال المعنى، وتسعى هذه الدراسة إلى تتبع الشعر السياسي في الحجاز والوقوف على الدلالات التي يبرزها التحليل السيميائي من خلال المعنى الشعري، وذلك باتباع المنهج الوصفي التحليلي؛ حيث تبدأ بمقدمة تعرف ببعض المصطلحات الهامة مثل: إقليم الحجاز، السيميائية، الشعر السياسي، وستقوم عناصر التحليل لعدة مستوايات: تبدأ الخطاب العام، والمستوى المعجمي، والمستوى التركيبي، ثم المستوى التركيبي.
الكلمات المفتاحية: الشعر السياسي - السيميائية - الخطاب العام - المستوى المعجمي- المستوى التركيبي.
Abstract
Arabic literature in Hijaz area is a part of magnificent Arabic literature. Much of literary works are still missing for many reasons despite the effort of some researchers in collecting and recording them. The semiotic approach looks into meaning by examining its internal differences through semiotic method to analyze poetic discourse. The semiotic approach helps in studying the poetic texts that reveal that it contains a language system that implies certain inputs. This very method helps to reveal such a perception on most of creative texts, with the distinction of the poetic text as having the ability to compress meaning. This paper aims at tracking the political poems in Hijaz and dwell on the meaning revealed by the semiotic analysis through the poetic meaning. The study makes use of the descriptive analysis method. It begins with the definition of some significant terms such as: Hijaz, semiotics, political poems; the analysis is based on certain levels: it begins with the general discourse, lexical and phrasal levels.
Keywords: Political poems, semiotics, general discourse, lexical level, phrasal level.
Abstrak
Satera Arab di Hijaz adalah sebahagian daripada kesusasteraan yang gemilang. Namun masih banyak karya-karya yang masih hilang disebabkan banyak faktor walaupun usaha-usaha para pengkaji dalam mengumpul dan merekodkannya. Pendekatan semiotik ini melihat aspek makna dengan melihat perbezaan dalaman melalui metod semiotik untuk menganalisa wacana syair. Pendekatan ini juga menolong menyingkap sistem bahasa tertentu yang menandakan input tertentu. Ia juga menolong menyingkap untuk menyerlahkan persepsi tertentu tentang kebanyakan teks kreatif, terutamanya kelebihan teks puitis untuk memampatkan makna. Kajian ini bertujuan untuk mengesan syair-syair politik di Hijaz dan mengkaji makna yang diserlahkan melalui analisa maksud puitis. Kajian ini menggunakan metod analisa deskriptif. Ia dimulakan dengan definisi beberapa terma penting seperti: Hijaz, semiotic, syair politik; analisa yang dibuat adalah berdasarkan kepada beberapa tahap: ia bermula dengan wacana umum seterusnya tahap-tahap leksikal dan phrasa.
Kata kunci: Syair politik, semiotic, wacana umum, tahap leksikal, tahap frasa
9
Pérez, Carlos González. "Semiotic study for the analysis of communications within organizations: Theoretical approach from organizational semiotics." Semiotica 2017, no. 215 (March 1, 2017): 281–304. http://dx.doi.org/10.1515/sem-2015-0033.
Full textAbstract:
AbstractIn this paper we develop a methodological proposal for the study of communications within organizations from a semiotic approach. This proposal includes a semiotic study based on three central concepts: 1. the sign and its development – we begin with Charles S. Peirce’s well-known concept of sign and continue with the discourse transformation perspective; 2. the development of operations for the analysis of semiotic expressions to find a specific mechanism which enables us to analyze interpretative-cognitive processes in iconic, indexical, and symbolic expressions; and 3. interpretation processes in organizations developed from the analysis of the role of dynamic objects in the creation of signs to try to develop a descriptive, analytic, and reconstructive approach on how dynamic objects work and go further in the description of possible semiotic worlds. We develop concepts such as social semiosis (as a system), semiotic expressions (as updates to this system) in organizational environments, and the concept of semiotic actors closely related to the construction of an organizational world. This study enables us to approach the dynamics in communicational processes within organizations in all its elements to perform a critical analysis.
10
Pruvost, J., Lyudmila M. Buzinova, and Natalia V. Sedykh. "French gastronomic discourse: experience of linguistic and semiotic analysis." RESEARCH RESULT. THEORETICAL AND APPLIED LINGUISTICS 5, no. 1 (March 30, 2019): 27–39. http://dx.doi.org/10.18413/2313-8912-2019-5-1-0-3.
Full text
11
Embong, Abdul Mutalib, Juhari Sham Jusoh, Azelin Mohamed Noor, and Lee Kian Seng. "A Discourse Analysis of Thematic Print Advertisements." Global Journal of Business and Social Science Review (GJBSSR) Volume 4 (2016: Issue-3) 4, no. 3 (August 16, 2016): 121–30. http://dx.doi.org/10.35609/gjbssr.2016.4.3(17).
Full textAbstract:
Objective - This paper presents a discourse study on the print advertisements of a particular theme in Malaysia, that is, Malaysia Day, for social and commercial functions by a telecommunication company. Methodology/Technique - The print advertisements studied were analyzed in a detailed manner within a discourse analytic and cultural perspective. The data were analyzed qualitatively to seek for information along the dimensions of categories and characteristics stated in the research questions. Findings - Through linguistic features and semiotic approach (i.e. sense-making), the study revealed that the soft-sell advertisements employed a combination of the four language styles to reflect the norms and values of Malaysia's multiracial society. Besides language styles, some of the advertisements also included a number of semiotics such as the distinctive unity symbol, the national flag, landscape and historical building to represent the unity of the multiracial Malaysia's population. Novelty - The findings suggest that the thematic advertisements have the soft-sell the advertiser's brand or product while communicating the social messages. The language styles also help in communicating the social message to the audience. Type of Paper - Empirical Keywords: Gender, Motivation models, Small enterprises, Female entrepreneur, West Sumatra
12
Livytska, Inna. "An exploration of discoursal identity: The rhetoric of narrative writing." XLinguae 14, no. 2 (April 2021): 157–68. http://dx.doi.org/10.18355/xl.2021.14.02.12.
Full textAbstract:
The paper aims at disclosing the process of writer identity enactive construal in narrative writing. Three constituent parts of identity discoursal construction in the narrative are social semiotics as a reflection of the social environment, cultural identity theory as the embodiment of cultural choices and preferences, and pragmatics (Charles S. Peirce). The following research questions have been formulated: (1) What is the nature of identity construction? (2) What rhetorical factors influence identity construal in narrative discourse? By providing a step-by-step analysis of thematic structure, the paper conducts a discourse analysis of narrative episodes in terms of Agent, Process, and Medium triad (Halliday, 1973), reflecting the mechanisms of reader’s manipulation with information as a dynamic semiotic process of interpretation, limited by a final interpretant.
13
Veum, Aslaug, and Linda Victoria Moland Undrum. "The selfie as a global discourse." Discourse & Society 29, no. 1 (September 3, 2017): 86–103. http://dx.doi.org/10.1177/0957926517725979.
Full textAbstract:
This article presents a critical multimodal discourse analysis of how people make meaning through the semiotic practice of shooting digital self-portraits (selfies), adding captions and then sharing these texts on the social network site Instagram. Combining theories from social semiotics, critical discourse analysis and multimodal discourse analysis, the analysis focuses on the embedded ideological meaning in such digital communication. The analysis explores a data corpus of 100 selfies shared on Instagram. Despite the fact that digital texts shared on social media are generally regarded as personal communication, selfie makers seem to reproduce features of a commercial and global discourse. The typical way of representing oneself on Instagram appears to be surprisingly similar to visual representations in advertisements and image banks. The linguistic resources in use also appear globalized through a mix of languages combined with slang and abbreviations.
14
Chen, Chunlei. "Visualizing the Knowledge Domain of Multimodal Discourse Analysis (2009-2019): A Bibliometric Review." Forum for Linguistic Studies 2, no. 1 (October 28, 2020): 44. http://dx.doi.org/10.18063/fls.v2i1.1205.
Full textAbstract:
Different from traditional discourse analysis, multimodal discourse analysis (MDA), a systematic analysis of different semiotic modes, utilizing language, images, sounds in a discourse, emphasizes the coordination of both dynamic and static semiotic resources. This study presents the status quo and development trend of the research field through an objective, systematic, and comprehensive review of relevant publications available from the Web of Science Core Collection. Analysis techniques including a descriptive statistical method and a bibliometric method are used. The study quantitatively analyzes the publications in terms of general characteristics, geographical distribution, high-cited representatives, and topic discovery and distribution to illustrate the development and trend of MDA. The research findings are as follows: (1) In the past 10 years or so, international MDA research has presented a significant growth trend, with flourishing research output, interest and diversification of presented subjects; (2) New topics are constantly emerging, with research topics mainly focusing on the development of visual grammar, gesture, digital technologies, conference presentations, metonymy and metaphor, etc.; (3) Research focuses mainly on multimodality, semiotics, conversation analysis, critical discourse analysis etc.; (4) The article also listed a series of important and highly influential literature, countries, journals and authors on MDA during different periods. It is hoped that this paper can provide a reference for the further study of MDA.
15
Et. al., Kawa Abdul–Kareem Sherwani,. "Multimodal Discourse Analysis for teaching English as a Second Language." Turkish Journal of Computer and Mathematics Education (TURCOMAT) 12, no. 2 (April 10, 2021): 279–85. http://dx.doi.org/10.17762/turcomat.v12i2.712.
Full textAbstract:
New technological developments have boosted the use of different modes or semiotic resources; social changes and developments, on the other hand, have changed the process of meaning making because discourse shapes and is shaped by social practices. Semiotic resources are used in communication (language, sound, gestures, facial expressions … etc) and this has impact and reflections on the methods of teaching. Literacy is not only about reading and writing, it rather means the ability to communicate through multiple modes. Hence, it is important to embed multimodality (the study of using multiple modes) in educational settings
16
Feng, Dezheng, and Yujie QI. "Emotion prosody and viewer engagement in film narrative." Narrative Inquiry 24, no. 2 (November 24, 2014): 347–67. http://dx.doi.org/10.1075/ni.24.2.09fen.
Full textAbstract:
This study adopts a social semiotic approach to model the dynamics of character emotion and the discursive mechanisms of viewer engagement in film narrative. Drawing upon the systemic functional semiotics (Halliday and Matthiessen, 2004), this paper proposes a metafunctional framework to elucidate how film characters’ emotions are ideationally construed, interpersonally enacted, and textually organized as a “prosody”. The explication of emotion prosody provides an explicit framework to explain the multi-dimensional, dynamic construction of narrative discourse. With the metafunctional model of emotion prosody, the fundamental mechanisms of viewer engagement, namely, allegiance, empathy and expectancy, are elucidated in a coherent discourse-based framework. Compared to schema-based cognitive film studies that focus on viewers’ emotional reactions, the social semiotic discourse analysis provides a more explicit and analytically reliable framework to explain the multi-dimensional construction of film narrative and the discursive mechanisms of viewer engagement.
17
Hassanein, Hamada. "A structural-cognitive semiotic analysis of the Qur'anic story "Joseph and his Brothers"." Public Journal of Semiotics 5, no. 2 (December 25, 2013): 47–74. http://dx.doi.org/10.37693/pjos.2013.5.9756.
Full textAbstract:
Previous work on the semiotics of Qur'anic narration is fairly sparse (cf. Hassanein, 2009b). In this paper I try to provide a semiotic analysis of the Qur'anic story Joseph and his Brothers, employing a model developed by Grambye and Sonne (2003a). The model draws heavily on the theories of structural-cognitive semiotics (Greimas, 1983; Brandt, 2004) and narratological terminology (Prince, 2003) and illustratively analyses the story's descriptive, narrative and argumentative propositional content, as well as enunciation, and discourse. The three facets of propositional content are examined in light of 3-D, transport, and thematic models, respectively. Enunciation and discourse are tested against enunciative and discursive models, respectively. The application of the general model offers a rich and insightful analysis of the story's text in a religious context, with particular focus placed on enunciation to serve a religious purpose. I find the model efficient in analysing narratives in a genre other than the folktale for which it was developed and I am thus recommending testing it against other narrative texts to figure out what it can further reveal.
18
Puumeister, Ott, and Andreas Ventsel. "Biopolitics Meets Biosemiotics: The Semiotic Thresholds of Anti-Aging Interventions." Theory, Culture & Society 35, no. 1 (January 25, 2017): 117–39. http://dx.doi.org/10.1177/0263276416687375.
Full textAbstract:
Biosemiotics and the analysis of biopower have not yet been explicitly brought together. This article attempts to find their connecting points from the perspective of biosemiotics. It uses the biosemiotic understanding of the different types of semiosis in order to approach the practices of biopower and biopolitics. The central concept of the paper is that of the ‘semiotic threshold’. We can speak of (1) the lower semiotic threshold, signifying the dividing line between non-semiosis and semiosis; and (2) the secondary semiotic thresholds, signifying the borders between different types (iconic, indexical, symbolic) of semiosis. Speaking in terms of types of semiosis means speaking in terms of different capabilities for normativity, which is why the article uses the approaches of Michel Foucault on normalization in biopower and of Georges Canguilhem on organismic normativity. As an example on which biopolitics and biosemiotics could connect, the discourse of regenerative and anti-aging medicine is used.
19
Badir, Sémir. "Semiotics and Discourse Studies." Gragoatá 22, no. 44 (December 22, 2017): 1049. http://dx.doi.org/10.22409/gragoata.2017n44a1033.
Full textAbstract:
In this paper, I would like to discuss the contribution that post-structuralist semiotics has brought to the analysis of academic discourse. The semiotic model was developed initially for the analysis of tales and myths. It has been gradually extended to various forms of fiction (novels, short stories), and then, according to "a growing degree of complexity and abstraction", to all "forms of social production of meaning" (p. 5). This is the project stated in the first pages to a book entitled “Introduction to Discourse Analysis in Social Sciences” (A.J. Greimas & E. Landowski eds, 1979). The generalized extension is based on a typology of discourses that has been illustrated by specific analyses published in the 1980s (Bastide 1981, Bastide & Fabbri 1985, Landowski 1986, Bordron 1987). One may be considered that the research project led by Greimas and Landowski is thus located at the farthest point of development and initial application of the model and it is therefore a test for the narrative hypothesis. In doing so, the semiotic approach took the risk of being confronted with other models of analysis, such as they were elaborated in theoretical frameworks resulting from rhetoric (renewed in the 1950s by Chaim Perelman and his school ), pragmatics (cf Parret 1983 & 1987), sociology of knowledge (from the founding work of Berger & Luckmann 1966), or as they relate to other theoretical currents in the language sciences (in particular, In France, the Althusserian discourse analysis). For the discourse in social sciences, these models offer two advantages over that of semiotics: on the one hand, it seems that the theoretical postulates on which they are worked out are more directly in accord with this type of discourse; on the other hand, they can count on a solid tradition of studies to ensure the sustainability of the results. Nevertheless, the model of semiotic analysis is original and it has also an advantage: it is general. I will put forward the benefits of this generality.---------------------------------------------------------------------------------Semiótica e Estudos do DiscursoNeste artigo, eu gostaria de discutir a contribuição que a semiótica pós-estruturalista deu à análise do discurso acadêmico. O modelo semiótico foi desenvolvido inicialmente para as análises de fábulas e mitos. Ele tem sido gradualmente estendido às várias formas de ficção (romances, contos) e, então, de acordo com “um grau de crescimento de complexidade e abstração”, para todas as “formas de produção social de sentido” (p. 5). Este é o projeto declarado nas primeiras páginas de um livro intitulado “Introdução à Análise do Discurso nas Ciências Sociais” (A. J. Greimas & E. Landowski (eds), 1979). A extensão generalizada toma como base uma tipologia de discursos que tem sido ilustrada por análises específicas publicadas nos anos 1980 (Bastide, 1981; Bastide & Fabbri, 1985; Landowski, 1986; Bordron, 1987). Pode-se considerar que o projeto de pesquisa liderado por Greimas e Landowski está então localizado no ponto mais distante do desenvolvimento e aplicação inicial do modelo e, portanto, é um teste para a hipótese narrativa. Ao fazê-lo, a abordagem semiótica correu o risco de ser confrontada com outros modelos de análises, tais como foram elaborados na perspectiva teórica resultante da retórica (renovado nos anos 1950 por Chaim Perelman e sua escola), da pragmática (cf. Parret, 1983 & 1987), da sociologia do conhecimento (pelo trabalho fundador de Berger & Luckmann, 1966), ou como elas se relacionam com outras correntes teóricas nas ciências da linguagem (em particular, na França, a análise do discurso althusseriana). Quanto ao discurso nas ciências sociais, esses modelos oferecem duas vantagens sobre a semiótica: por um lado, parece que os postulados teóricos nos quais são trabalhados estão diretamente de acordo com esse tipo de discurso; por outro lado, eles podem contar com uma sólida tradição dos estudos para garantir a sustentabilidade dos resultados. Mesmo assim, o modelo de análise semiótica é original e tem também uma vantagem: ela é geral. Apresentarei os benefícios dessa generalidade. ---DOI: http://dx.doi.org/10.22409/gragoata.2017n44a1033
20
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.
Full textAbstract:
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.
21
Magalhães, Izabel. "Critical discourse analysis and the semiotic construction of gender identities." DELTA: Documentação de Estudos em Lingüística Teórica e Aplicada 21, spe (2005): 179–205. http://dx.doi.org/10.1590/s0102-44502005000300011.
Full textAbstract:
This study examines textual and semiotic aspects of adverts according to critical discourse analysis. The focus of the study is the concept of gender identity. In adverts, different texts are appropriated in new ways explicitly as well as implicitly. Here texts work in a process of discourse technologisation. Both the feminine and the masculine are represented discursively in their heterogeneity: the feminine is represented as a commodified body; it is also frail and pathological. The masculine is linked with power, but with fashion too. Adverts position readers ideologically, so that they can define their gender identities as consumers.
22
Lee, Mimi Miyoung, and Sheng Kuan Chung. "A Semiotic Reading and Discourse Analysis of Postmodern Street Performance." Studies in Art Education 51, no. 1 (October 2009): 21–35. http://dx.doi.org/10.1080/00393541.2009.11518788.
Full text
23
MUCH, NANCY C. "The Analysis of Discourse as Methodology for a Semiotic Psychology." American Behavioral Scientist 36, no. 1 (September 1992): 52–72. http://dx.doi.org/10.1177/0002764292036001006.
Full text
24
Brock, André. "Critical technocultural discourse analysis." New Media & Society 20, no. 3 (November 11, 2016): 1012–30. http://dx.doi.org/10.1177/1461444816677532.
Full textAbstract:
Critical Technocultural Discourse Analysis (CTDA) is a multimodal analytic technique for the investigation of Internet and digital phenomena, artifacts, and culture. It integrates an analysis of the technological artifact and user discourse, framed by cultural theory, to unpack semiotic and material connections between form, function, belief, and meaning of information and communication technologies (ICTs). CTDA requires the incorporation of critical theory—critical race, feminism, queer theory, and so on—to incorporate the epistemological standpoint of underserved ICT users so as to avoid deficit-based models of underrepresented populations’ technology use. This article describes in detail the formulation and execution of the technique, using the author’s research on Black Twitter as an exemplar. Utilizing CTDA, the author found that Black discursive identity interpellated Twitter’s mechanics to produce explicit cultural technocultural digital practices—defined by one investor as “the use case for Twitter.” Researchers interested in using this technique will find it an intervention into normative and analytic technology analyses, as CTDA formulates technology as cultural representations and social structures in order to simultaneously interrogate culture and technology as intertwined concepts.
25
Hidayat, Didin Nuruddin, Abrizal A, and Alex A. "A Multimodal Discourse Analysis of the Interpersonal Meaning of a Television Advertisement in Indonesia." IJEE (Indonesian Journal of English Education) 5, no. 2 (April 22, 2019): 119–26. http://dx.doi.org/10.15408/ijee.v5i2.11188.
Full textAbstract:
ABSTRACTThis article attempts to investigate and explore the interpersonal meaning of YOU C1000 on Indonesian television advertisements. This study was conducted qualitatively using case study to check how different semiotic and modes such as music, sound, speech, color, action, and image work together to build the interpersonal meaning. This study discusses the interpersonal meaning in speech and music, interpersonal meaning in movement and interpersonal meaning in image and color. The study aimed to give some contributions to social semiotics studies, television, or video advertisement. YOU C1000 advertisement is successful to attract audiences’ attention. The election of Miss Universe advertisement star, Bali as the shooting location, English as the language function and wedding ceremony as the activity are the significant factors to introduce the product to the market. In addition, its tagline is a successor factor as well. If people hear Healthy Inside and Fresh Outside, they will remember YOU C1000. ABSTRAKArtikel ini bertujuan untuk menginvestigasi and menyelidiki makna interpersonal dari produk ‘YOU C1000’ pada iklan televisi Indonesia. Penelitian ini dilakukan secara kualitatif dengan menggunakan pendekatan studi kasus untuk mengetahui bagaimana semiotik dan moda yang berbeda seperti musik, suara, ucapan, warna, tindakan, dan gambar, dapat berjalan bersama-sama dalam membentuk makna interpersonal. Penelitian ini mengulas makna interpersonal dalam ucapan dan musik, makna interpersonal dalam gerakan, dan makna interpersonal dalam gambar dan warna. Penelitian ini bertujuan untuk memberikan kontribusi pada studi semiotika sosial, televisi, atau iklan video. Iklan YOU C1000 berhasil menarik perhatian penonton. Pemilihan bintang iklan Miss Universe, Bali sebagai lokasi syuting, bahasa Inggris sebagai fungsi bahasa dan upacara pernikahan sebagai aktivitasnya adalah faktor-faktor yang signifikan untuk memperkenalkan produk tersebut ke pasar. Selain itu, ‘tagline’-nya juga merupakan faktor penting lainnya. Jika orang-orang mendengar ‘Healthy Inside and Fresh Outside’, mereka akan mengingat YOU C1000. How to Cite: Hidayat, D. N.., Abrizal., Alek. (2018). A Multimodal Discourse Analysis of the Interpersonal Meaning of a Television Advertisement in Indonesia. IJEE (Indonesian Journal of English Education), 5(2), 119-126. doi:10.15408/ijee.v5i2.11188
26
Beru Ginting, Sri Ulina. "SEMIOTIK MAKNA PADA WACANA NGEMBAH BELO SELAMBAR ADAT KARO LANGKAT (KAJIAN SEMIOTIKA SOSIAL)." Jurnal Pena Indonesia 3, no. 2 (October 31, 2017): 130. http://dx.doi.org/10.26740/jpi.v3n2.p130-146.
Full textAbstract:
Ngembah Belo Selambar is one of the rituals of marriage of girls according to Karo custom. The purpose is to get the willingness of girl, parents, sembuyak, Anak Beru, Kalimbubu Singalo Bere-bere and kalimbubu Singalo perkempun on the proposal. Initially the event Ngembah Belo Selambar is done at night after finished eating. However, nowadays events are sometimes held at noon or afternoon, which begins or ends by eating together. Studying it through the social semiotics of the implementation of Ngembah Belo Selambar has a semiotic meaning of custom equipment used from Amak Mentar Kehamaten (Honest White mat), Khamas Kehamaten, Luah (gifts) as cimpa unung unung bulung singkut (lepat pulut wrapped wear palm leaves), side dishes of chicken, Uis pudun pensih can be tried with money, Ose (clothes), all this equipment has a very wide meaning as a symbol in the Karo Langkat tribe. This article looks for meaning not according to the researchers themselves, but the meaning in accordance with what is expressed by the speakers. Researchers look for the quality of the semiotic meaning of verbal and nonverbal symbols based on the quality of the content, the usage of the symbolic meaning that most appear in the marriage of lexical or grammatical meaning, meaning based on social context. The research method used is descriptive analysis method, where will be made a systematic and accurate description of the data under study. Descriptive method was chosen because of research done to see clearly about the object under study naturally. Form Symbol/semiotic sign lays on the discourse Ngembah Belo Selambar and Semiotik Meaning on Equipment discourse Ngembah Belo Selambar.
27
Margaretha, Mona Audryn, and Yasmine Anabel Panjaitan. "Black America: Multimodal Discourse Analysis of Childish Gambino’s “This is America”." Lensa: Kajian Kebahasaan, Kesusastraan, dan Budaya 10, no. 2 (December 31, 2020): 190. http://dx.doi.org/10.26714/lensa.10.2.2020.190-205.
Full textAbstract:
A song can manifest itself as a critical instrument in the vast socio-political atmosphere. Often times a song conceals its real meaning within layers of linguistic elements and through visual communication. Upon the release of Childish Gambino’s This is America (2018), the music video has been assumed widely assumed to contain semiotic elements that criticize the injustice politics of race in America. To dig deeper into this assertion, we use Machin’s Lyrics Analysis (2010) and Kress and van Leeuwen’s Visual Grammar approach (2006) to analyze the illustrated semiotic elements. Both frameworks are two Multimodal Discourse Analysis approaches that explore interdisciplinary analysis in the discourse-oriented research. This article finds that Gambino does question the practice of black discrimination through gun and police violence in present America by utilizing distant words and excessive gestures in his visual communication as a diversion. They are purposefully placed to gain a profound observation from the audience, and thus able to spark a conversation regarding the issue in a greater scale. Furthermore, it is found that This is America applies comical aspects in the visual elements as a layering device. Through humorous semiotic elements, Gambino is discovered to highlight the commodification of black art in his music video.
28
Niknejat, Zeinab, and Majid Movahed. "Semiotic Analysis of Media and Visual Jihad of ISIS Group in Photos Released by Them." Jurnal Pengajian Media Malaysia 21, no. 2 (December 1, 2019): 73–88. http://dx.doi.org/10.22452/jpmm.vol21no2.4.
Full textAbstract:
Jihad is a central but variable concept in the Islamic fundamentalism discourse. The Islamic State of Iraq and Syria (ISIS) as the latest product of this discourse defined media jihad as an important aspect of this obligation by conceptual and exemplary development of jihad. In this research, by applying social semiotics method, a semiotic analysis of media jihad was conducted by emphasizing their photographic activities on some published photos of ISIS and also efforts were made to discover the intrinsic meaning of ISIS on this concept. By committing themselves to social semiotics presumptions, the authors tried to explore underlying layers of photos and reveal the social and cultural contexts, as well as power relations as the background of this semiotics. In this study, some codes such as companionship of ISIS soldiers with visual and media tools, companionship of media and visual tools with military and violent weapons and active participation of women in the jihad media, which consists of a system of signs were analyzed and such analyses were discussed in social and cultural contexts such as power, dual space, and switch from writing to image. Finally, the meaning that is generally understood of media jihad was quite different from what exists in Islam about jihad.
29
Belgrimet, Souad, and Ghaleb Rabab'ah. "A Multimodal Discourse Analysis of English Posters in Violence Awareness Campaigns against Women." Theory and Practice in Language Studies 11, no. 2 (February 1, 2021): 191. http://dx.doi.org/10.17507/tpls.1102.12.
Full textAbstract:
The present study seeks to delve into the intricacies of multimodal discourse analysis with regard to violence against women awareness campaign posters. To this end, a study is conducted on English posters. In this respect, the different semiotic modes adopted in English posters were put under scrutiny. Similarly, the study attempts to explore how the adoption of different semiotic modes may contribute to the construction of meaning when cooperating with language. To this end, three English posters were selected from different electronic sources and put under investigation. The qualitative analysis of the yielded results was couched with Kress and Van Leeuwen’s (2006) Visual Grammar framework. The findings indicate that English posters employed a variety of semiotic modes. By the same token, the yielded results indicate that the majority of the sampled posters are conceptual. Such visual characterization demonstrates that the English posters tend to be static and immovable.
30
Joshi, Dipak Raj. "Interdiscursivity in McCormick’s Sold: A Critical Discourse Analysis." Contemporary Research: An Interdisciplinary Academic Journal 3, no. 1 (December 31, 2019): 19–24. http://dx.doi.org/10.3126/craiaj.v3i1.27485.
Full textAbstract:
This paper aims to analyze the manifestation of interdiscursivity in Patricia McCormick’s novel Sold in the light of supportive, essentialist, traditional, patriarchal discourse conventions versus contradictory, hybrid, mixed discourses of change. The paper approaches the subject from the perspective of critical discourse analysis, feminist discourse analysis, and James Paul Gee’s semiotic system of seven building tasks of language. McCormick’s representation of girl trafficking in Nepali rural areas and her exoticizing of the society is found to be guided by her prior assumption and generalization of the third world countries. In spite of the presence of counter-discourses like government action, social protest organizations, joint effort against trafficking, the author only highlights Western discourse conventions vis-à-vis the third world like submissive womanhood, patriarchy, poverty, subsistent economy, and illiteracy. The paper discovers that the novelist, like a researcher, uses vignettes as tools for investigating into Nepali society, but they show her subscription to Western interdiscursivity, which makes her blind to the reformative measures afoot in Nepal to arrest the situation of girl trafficking. The novel is about a social problem but the novelist’s efforts are seen to be invested in effeminizing, romanticizing or exoticizing the Nepali society rather than in improving the situation.
31
Yao, Yinyan, and Yanfen Zhuo. "A Multimodal Discourse Analysis of the Promotional Video of Hangzhou." English Language Teaching 11, no. 10 (September 21, 2018): 121. http://dx.doi.org/10.5539/elt.v11n10p121.
Full textAbstract:
This paper analyzes a promotional video of the Chinese city of Hangzhou from the perspective of multimodal discourse analysis informed by Systemic Functional Linguistics. By drawing on Visual Grammar as well as frameworks of intersemiotic complementarity, the paper examines how various semiotic resources, namely, the visual, audio and verbal, construe meanings and how they work together to create synergy in the video. It is concluded that the deployment of various modes in this dynamic discourse contribute to constructing city images that are glorious in history, unique in culture, picturesque in landscapes, innovative in spirits, vital in city life, and beautiful in people’s hearts. The video also proves to be effective in engaging and aligning the viewers, thus functioning as a vital tool to market the city. It is hoped that this paper will provide a new perspective for semiotic studies of promotional videos in China.
32
Mosqueda Ramírez, María José. "Exploring Instances of Feminism Movement in a Reggaeton Song: A Multi-Semiotic Critical Discourse Analysis." Open Journal for Studies in Arts 4, no. 1 (August 20, 2021): 15–24. http://dx.doi.org/10.32591/coas.ojsa.0401.02015m.
Full textAbstract:
This study analyses the instances of feminism in a reggaeton song consulting a Multimodal Critical Discourse Analysis (MCDA). It interprets these instances and provides a description to what they intend to present from a feminist perspective. It also attempts to find out what are the visual semiotic choices that the song presents to the audience such as the attributes, settings and salience. Finally, it aimed to explore how these elements are represented in the video. To achieve the goal of the study, I created a table where I included the visual semiotic elements previously mentioned. This table presents the three scenes that were chosen to be analyzed from the video and the semiotics elements according to the MCDA by Machin and Mayr (2012). Regarding the results of the study, they show that the visuals of the video represent instances where women have the power to stop men from abusing them. Even when the visuals show some fictional scenes, the interpretation is that women have the right and the power to make themselves be respected by men. In addition, the results showed as a reminder that there are movements which are there to help women in these injustices. Finally, in the last part of the song the final idea about the resistance of men violating women is represented as the final result of this study.
33
Cheregi, Bianca Florentina. "Nation Branding in Romania After 1989: A Cultural Semiotic Perspective." Romanian Journal of Communication and Public Relations 19, no. 1 (April 1, 2017): 27. http://dx.doi.org/10.21018/rjcpr.2017.1.229.
Full textAbstract:
This paper discusses four nation branding post-communist campaigns initiated by the Romanian Government, from a cultural semiotic perspective, as developed by the Tartu-Moscow-Semiotic School. In so doing, it focuses on analyzing advertising and national identity discourses inside the semiospheres. Moreover, the paper investigates how elements of neoliberal ideology are addressed in the governmental campaigns, considering the “marketization of public discourse” (Fairclough, 1993). Nation branding in post-communist Romania is a distinctive phenomena, compared to other countries, especially from Western Europe. In transition countries, nation branding is often mentioned because of the constant need to reconfigure national identity by dissociating from the communist past (Kaneva, 2012). In Romania, nation branding is also a public issue discussed in the media, connected to the ways in which the international press portrays the country or to the migrants’ actions. In this context, Romania’s nation brand represents a cultural space and the campaigns mobilize cultural symbols as systems of signs necessary for the existence and functioning of advertising discourses.
Using a semiotic analysis linked to the field of cultural semiotics (Lotman, 2005/1984), this article analyzes four nation branding campaigns initiated by the Romanian Government (Romania Simply Surprising – 2004, Romania Land of Choice – 2009, Explore the Carpathian Garden – 2010, and Discover the Place Where You Feel Reborn – 2014), considering elements such as semiotic borders, dual coding and symbols. The results show that the campaigns are part of four different semiospheres, integrating discursive practices both from advertising and public diplomacy when communicating the national image to the internal (citizens) or external (international) audiences.
34
Presner, Ruslana, Nataliia Tsolyk, Oleksandra Vanivska, Ivan Bakhov, Roksolana Povoroznyuk, and Svitlana Sukharieva. "Cognitive and Semiotic Model of Translation." Postmodern Openings 12, no. 3Sup1 (September 10, 2021): 125–42. http://dx.doi.org/10.18662/po/12.3sup1/355.
Full textAbstract:
The paper aims to give a comprehensive cognitive and semiotic analysis of translation strategies implied in the translation of the film “Darkest Hour”. Regarding a film as a communicative process mediated by certain semiotic features makes it possible to analyze the semiotic character of film discourse in translation. Thus, it was decided that translation is not just a speech-oriented process but a communicative act taking place within a definite semiotic space in a cross-cultural perspective. The semiotic model of cinematic discourse has a complicated structure and is analyzed based on semantic, syntactic, and pragmatic criteria. The choice of the semiotic system primarily depends on the communicative situation and its recipients. As the semiotic system of the film “Darkest Hour” is both socioculturally and situationally conditioned, the translator reconstructed the sense of the source language text by implying the translation transformations that assured the accuracy and adequacy of its translation into the target language text.
35
Iedema, Rick. "Multimodality, resemiotization: extending the analysis of discourse as multi-semiotic practice." Visual Communication 2, no. 1 (February 2003): 29–57. http://dx.doi.org/10.1177/1470357203002001751.
Full text
36
Louw, Johannes. "A Semiotic Approach to Discourse Analysis with Reference to Translation Theory." Bible Translator 36, no. 1 (January 1985): 101–7. http://dx.doi.org/10.1177/026009358503600101.
Full text
37
Lanigan, Richard L. "Netizen communicology: China daily and the Internet construction of group culture." Semiotica 2015, no. 207 (October 1, 2015): 489–528. http://dx.doi.org/10.1515/sem-2015-0056.
Full textAbstract:
AbstractIntercultural communicology is a complex system of intergroup communication and, in consequence, is a specialized case of human communication in which discourse is constructed in a semiotic world of experience, i.e., the Semiosphere. I look at the Netizen (online citizen) application of semiotic phenomenological theories and categories as we explore their emblematic presence as cosmologies and logics in the sociocultural discourses of the People’s Republic of China. The analysis examines stories published (2010–2011) in the online version of China Daily, a quasi-official newspaper of the Chinese government. The analysis is the main task that Umberto Eco called the semiotic quest for “the logic of culture”. I shall periodically cite the longitudinal statistical research of Richard E. Nisbett reported in his popular book The Geography of Thought. It is important to note that Nisbett’s research confirms the applied practice of the cultural group semiotic in use, rather than theoretically describing the logic constituted by the semiotic systems, which is my goal. In consequence as we shall see, Nisbett makes the mistake of describing the Asian semiotic in terms of a Western logic perspective – not the Asian perspective per se!
38
Wennerlind, C. "Money Talks, but What Is It Saying? Semiotics of Money and Social Control." Voprosy Ekonomiki, no. 2 (February 20, 2010): 65–82. http://dx.doi.org/10.32609/0042-8736-2010-2-65-82.
Full textAbstract:
The article with the help of semiotic methodology considers social functions of money. The author provides a brief overview of semiotics, and shows how to establish links between inquiry into meanings and contexts and study of money, putting accent on the analogy between money and language and discussing contributions from Austrian and institutionalist traditions. Marxist approach to the analysis of moneys symbolic meanings is used to show how money becomes discourse of power.
39
Nasir, Muhammad Haseeb, Muhammad Safiullah, and Sana Hussan. "Manifestation of Gender-Binaries in Pakistani Television Commercials: A Semiotic Analysis." Global Social Sciences Review III, no. I (March 30, 2018): 355–75. http://dx.doi.org/10.31703/gssr.2018(iii-i).21.
Full textAbstract:
The current study investigates the prevalent gender-binary narrative in Pakistani television commercials. It tends to portray the dominant gender representational mechanisms which are implicitly employed by the advertisers. Television commercials, having the power to (re)frame the ideology of larger audience through visual/linguistic content and agency to pave the way for social change have become one of the most viable social institutions of disseminating information to a wider audience. The theoretical underpinning of the study is based on the theory of semiotics outlined by Dyer in “Advertising as Communication”. Semiotics is considered a critical tool for investigating meaning making process in media discourse because of its wideranged acceptability and reliability. The data for the current study comprise television commercials which are broadcast on popular Pakistani television channels. The sampling technique is purposive in nature including only those commercials which largely reflect gender representation. The study finds the commercials presenting layers of meanings at symbolic level of semiotic modes where men and women are displayed in stereotypical manner, subscribing to patriarchal structures.
40
Augustyn, Prisca. "Solar energy discourse in the Sunshine State." Sign Systems Studies 49, no. 1-2 (June 4, 2021): 63–85. http://dx.doi.org/10.12697/sss.2021.49.1-2.03.
Full textAbstract:
This case study of a 2016 Florida constitutional amendment analyses the semiotic devices and mechanisms of shaping public opinion on solar energy and beliefs about energy distribution. After a nationwide rise in rooftop solar installations between 2014 and 2015, utilities in several US states were faced with challenges to their business models. Anticipating similar problems in Florida, utilities and energy corporations promoted constitutional amendments. This semiotic analysis follows the voter from the billboards and flyers to the text on the ballot. Starting from Peirce’s phenomenological categories, this critical analysis of the campaign reveals how the goals of the amendment were shrouded in positive environmental and consumer protection narratives. Lakoff ’s cognitive linguistics and Stibbe’s ecolinguistics support a deeper analysis of the ballot text. This study shows that by leaving key concepts (especially net metering) out of the discourse, the ballot text successfully framed an anti-solar amendment as a pro-consumer measure, while hiding the direct legal implications concerning alternative energy distribution. In particular, this study explains the opposition to the sharing of surplus in the context of neoclassical economics as a key factor in shaping beliefs about alternative energy distribution.
41
Veg-Sala, Nathalie, and Elyette Roux. "A semiotic analysis of the extendibility of luxury brands." Journal of Product & Brand Management 23, no. 2 (April 14, 2014): 103–13. http://dx.doi.org/10.1108/jpbm-02-2014-0499.
Full textAbstract:
Purpose – Considering a long-term perspective and the discourse directly emitted by brands, the aim is to study how can brand extension potential be predicted through the analysis of brand contracts? Design/methodology/approach – Considering a long-term perspective and the discourse directly emitted by brands, the aim is to study how can brand extension potential be predicted through the analysis of brand contracts? Findings – Three groups of brands are identified: brands anchored in both determination and mastery contracts defined as open (high extendibility); brands anchored in a determination contract defined as open, as well as in a mastery contract defined as closed (low extendibility); brands anchored in a mastery contract defined as open as well as in a determination contract defined as not closed (high extendibility, but risks of diluting the brand value). Research limitations/implications – Compared with extensions actually developed by these brands, the results are discussed and strategies are proposed to maximize the long-term brand development when the brand extension potential is low. Only studied on products, it would be interesting to complete this analysis in services. Originality/value – The main contribution is the focus on brand narratives and contracts to predict the brand extensibility of luxury brands. Structural semiotics provides another original insight.
42
Sheikh, Asmat A., and Naveed Ahmad. "Femininities In The Discourse Of Khawateen Digest Of Pakistan." Pakistan Journal of Gender Studies 11, no. 1 (September 8, 2015): 23–36. http://dx.doi.org/10.46568/pjgs.v11i1.210.
Full textAbstract:
Khawateen Digest, an Urdu magazine, is one of the important repositories of feminine culture in Pakistan from many decades. This work attempts to explore Khawateen Digest for representation of women and provides a focus on the traditional and patriarchal female images. It endeavours to analyse issues of women as discussed in Khawateen Digest from the feminist perspective of Millet (1970) and Weedon (1987) who opine that women's social roles in patriarchal societies are defined by men. Moreover, at times, the use of language for secondary sex is not only exploitative but also sexually abusive in the respective magazine. The analysis centers on magazines as linguistic and semiotic constructs. The linguistic and semiotic content of the magazine has been encoded from a masculine and patriarchal perspective and the researcher has tried to decode it from feminist linguistic (Cameron 1998) perspective. Hence, this article is an effort to highlight the exploitative, demeaning, belittling, subjugating, subordinating, controlling and marginalizing representations of women through the analysis of linguistic and semiotic content of KHAWATEEN DIGEST.
43
Waqar, Sajid, Shahida Naz, and Mamuna Ghani. "Persuasion/Dissuasion on National Interest Agenda: A Semiotic Analysis of Pakistani Newspaper Cartoons." International Journal of English Linguistics 10, no. 3 (March 17, 2020): 68. http://dx.doi.org/10.5539/ijel.v10n3p68.
Full textAbstract:
The focus of this research was depiction of and persuasion on national interest agenda through semiotics of Pakistani newspapers. It targeted a broad comparison among the semiotics as depicted in two Pakistani English newspapers i.e., Dawn and The Nation. To achieve the objectives, the study was divided into two parts: In part 1 the semiotics were analyzed and in part 2 the written part of political cartoons was analyzed. The study devised an integrated framework of analysis by blending Barthes (1957) theory of semiotics and Fairclough’s (1995) ‘three dimensional’ CDA model for interpretation and explanation of semiotics’ discourse. The study revealed the frequent use of multiple persuasion modes in political cartoons of both the newspapers’ semiotics and discourse. While comparing the two newspapers’ semiotics and discourse, the study also found that daily ‘Dawn’ semiotics played very negligible role in persuasion on national interest agenda of establishing military courts. However, ‘The Nation’ semiotics contributed positively towards national interest agenda-setting. The study recommended careful comparison between various newspapers by readership in order to know the ideological bent of newspapers while representing the facts and opinions.
44
Lanigan, Richard L. "The semiotic phenomenology of Maurice Merleau-Ponty and Michel Foucault." Sign Systems Studies 33, no. 1 (December 31, 2005): 7–25. http://dx.doi.org/10.12697/sss.2005.33.1.01.
Full textAbstract:
Postmodern methodology in the human sciences and philosophy reverses the Aristotelian laws of thought such that (1) non-contradiction, (2) excluded middle, (3) contradiction, and (4) identity become the ground for analysis. The illustration of the postmodern logic is Peirce’s (1) interpretant, (2) symbol, (3) index, and (4) icon. The thesis is illustrated using the work of Merleau-Ponty and Foucault and the le même et l’autre discourse sign where the ratio [Self:Same :: Other:Different] explicates the communicology of Roman Jakobson in the conjunctions and disjunctions, appositions and oppositions of discours, parole, langue, and langage.
45
د. عبد اللطيف السلمي, د. عبد اللطيف السلمي. "Semantics of Saudi Political Discourse: A Significations Study of Prince Saud Al-Faicel Speeches." journal of King Abdulaziz University Arts And Humanities 28, no. 14 (May 17, 2020): 245–73. http://dx.doi.org/10.4197/art.28-14.7.
Full textAbstract:
the present study p urports to shed light on the problematics of the relationship between language and politics in general and on the semiotic formulation, in particular, of Prince Saud Al-Faicel political discourse. It attempts to explain how this discourse succeeded to formulate a political model capable, thanks to its argumentative and rhetorical tools, to decode or unlock regional crises and international transformations in order to make historical decisions. Such problematics reflect our particular perception of political discourse in its relationship with textual linguistics, along with the powerful semiotic discursive strategies and practices ever present in the analysis and interpretation of the political discourse of Prince Saud Al-Faicel. The Present study relied on an analytic frame following Norman Fairclough's model and other semiotic studies structured around lexicon and language construction. It also paid attention to analyzing the intricacies characterizing relations and strategies within power relations. The originality of the present study can be seen in its combination of the textual approach with the analytical one when dealing with political discourse.
46
Salama, Amir H. Y. "Towards a discourse-semantic approach to visual narrative analysis." Pragmatics and Society 12, no. 2 (June 3, 2021): 188–222. http://dx.doi.org/10.1075/ps.18045.sal.
Full textAbstract:
Abstract The present study propounds a novel discourse-semantic approach that problematizes the social semiotic analysis of visual narrative in two respects: (i) the lack of a model that can explain the plurifunctional structure of visual acts of communication in general and (ii) the failure to provide the deep structure underlying the characters and/or objects in visual narrative in particular. Redressing these two shortcomings, the approach is methodologically geared towards analysing the visual narrative grammar that encodes the 2017 BBC image-enabled news story of Islamic State (IS). The proposed approach rests on two theoretical models: (i) Roman Jakobson’s (1960) communication model of language functions; (ii) Algirdas Julien Greimas’s (1966, 1987) structural-semantic model of actant grammar. The study has reached two major findings. First, theoretically, the visual narrative analysis of images demands the presence of both (1) a theory that can adequately explain the plurifunctional structure associated with the semiotic complexity of visual communication and (2) a structural-semantic model that reveals the deep structure of the actants that enable the dramatis personae to relate to the events featuring in the mono-/multimodal discourse of narrative. Second, on a practical level of the BBC’s visual storyline, IS has been represented within three actant-based enunciation-spectacles: (a) victimhood with Subject versus Object, (b) beneficiariness with Sender versus Receiver, and (c) villainy (self-presented and other-presented) with Opponent/Victim versus Helper.
47
Afwadzi, Benny. "TINJAUAN SEMIOTIKA ATAS PEMAHAMAN HADITH DALAM KITAB FATH ALBARI KARYA IBN HAJAR AL‘ASQALANI." Al-A'raf : Jurnal Pemikiran Islam dan Filsafat 17, no. 1 (June 30, 2020): 97–138. http://dx.doi.org/10.22515/ajpif.v17i1.1935.
Full textAbstract:
This article aims to analyze semiotically on the Muslim scholars' understanding of the hadith in Fath Albari, written by Ibn Hajar Al‘asqalani. Focus of the study refers to three things; understanding models, examining semiotically (significance and communication) on understanding models, and contribution of semiotics in the hadith understanding discourse. By making two hadiths as its analysis objects; first, the hadith about believers who eat with one intestine and infidels with seven intestines; second, the hadith regarding the deeds most loved by Allah SWT. The results of the study show that the understanding model of hadith in Fath Albari is divided into textual (symbolic and non-symbolic) and contextual (symbolic and non-symbolic) models of understanding. This model, semiotically (significance and communication) has given a new nuance in the study of hadith understanding. The understanding model of the first hadith, in semiotic significance, indicates the existence of an understanding model with a signifier of denotation and connotation levels. In semiotic communication, the understanding model of the second hadith is seen more systematic because it elaborates reasoning continuously, and shows the important contribution of semiotics in the hadith understanding discourse, like eliminating truth claims and being media of developing textual and contextual understanding.
48
Hart, Christopher. "‘Riots engulfed the city’: An experimental study investigating the legitimating effects of fire metaphors in discourses of disorder." Discourse & Society 29, no. 3 (November 9, 2017): 279–98. http://dx.doi.org/10.1177/0957926517734663.
Full textAbstract:
In Cognitive Linguistic Critical Discourse Studies (CL-CDS), metaphor is identified as a key index of ideology and an important device in the legitimation of social action. From this perspective metaphor is a cognitive-semiotic operation, invoked by metaphorical expressions in discourse, in which a source frame is mobilised to provide a template for sense-making inside a target frame, leading to particular framing effects. However, the extent to which metaphors in discourse genuinely activate an alternative frame and thereby achieve framing effects has recently been subject to question. Amid calls for more empirical forms of analysis in CDS, the article reports two experiments testing the legitimating framing effects of fire metaphors in discourses of disorder. Results show that images of fire and fire metaphors in the absence of competing images facilitate support for police use of water cannon in response to social unrest. The study not only justifies attention to metaphor in CL-CDS, but similar effects observed across semiotic modalities are interpreted as evidence in support of simulation-based theories of metaphor.
49
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.
Full textAbstract:
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.
50
Khormaee, Alireza, and Rayeheh Sattarinezhad. "A Critical Discourse Analysis of Radi’s Dramas From behind the Windows and Hamlet with Season Salad Based on Van Leeuwen’s Framework "Representing Social Actions"." Khazar Journal of Humanities and Social Sciences 21, no. 3 (November 2018): 103–19. http://dx.doi.org/10.5782/2223-2621.2018.21.3.103.
Full textAbstract:
Different representations of social actions create distinct types of discourses. Applying van Leeuwen’s 'Social Actions' framework (2008), the present study critically analyzes the power relations between the main characters of Radi’s dramas From behind the Windows and Hamlet with Season Salad. The objective of our study is to account for the differences between the discourse of the dominant and the discourse of the dominated. In order to elucidate such differences we count and analyze the characters’ social (re)actions and, in turn, identify four types of contrasts: cognitive vs. affective and perceptive reactions; material vs. semiotic actions; transactive vs. non-transactive actions; interactive vs. instrumental actions. Two opposing discourses emerge from these contrasts. On the one hand, the dominant characters mostly react cognitively and their actions are often semiotic, transactive, and interactive. On the other hand, the dominated characters’ reactions are often affective and perceptive, while most of their actions are material, non-transactive, and instrumental. As the results show, the author’s linguistic choices underscore the power relations between the dominant and the dominated characters. Building upon the fact that our analysis sheds light on the underlying ideologies and intentions of the author, we tentatively conclude that despite its being predominantly employed in the analysis of political discourses, van Leeuwen’s framework also proves effective in the critical analysis of literary works.