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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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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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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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Ananda, Rizki, Siti Sarah Fitriani, Iskandar Abdul Samad, and Andi Anto Patak. "Cigarette advertisements: A systemic functional grammar and multimodal analysis." Indonesian Journal of Applied Linguistics 8, no. 3 (January 31, 2019): 616. http://dx.doi.org/10.17509/ijal.v8i3.15261.
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Drawing on a multimodality theory, this study attempted to investigate the various semiotic resources utilized by a giant Indonesian cigarette company, Sampoerna, and explore how these resources communicate meanings or messages in its billboard advertisements to persuade its potential customers to buy the product. The data were analyzed using Halliday’s systemic functional grammar focusing on ideational meta-function or also known as a representational function in multimodal discourse analysis. The findings revealed that the billboard advertisements were designed to persuade the audience to buy the advertised products implicitly through representational functions attained using narrative and conceptual processes. Whereas the former was realized by employing its typical sub-processes, actional and reactional processes, the latter employed its sub-processes such as classificational, analytical, and symbolic processes. Implicationally, this study has illuminated the possible application of systemic functional grammar within multimodal discourse analysis domain to investigate implicit message(s) conveyed by an advertisement.
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Jewitt, Carey. "K. O'Halloran: Multimodal Discourse Analysis: Systemic Functional Perspectives. Continuum, 2004." Applied Linguistics 27, no. 2 (June 1, 2006): 335–37. http://dx.doi.org/10.1093/applin/aml002.
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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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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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Erfanian Mohammadi, Javad, Majid Elahi Shirvan, and Omid Akbari. "Systemic functional multimodal discourse analysis of teaching students developing classroom materials." Teaching in Higher Education 24, no. 8 (September 28, 2018): 964–86. http://dx.doi.org/10.1080/13562517.2018.1527763.
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Alyousef, Hesham Suleiman. "A multimodal discourse analysis of English dentistry texts written by Saudi undergraduate students: A study of theme and information structure." Open Linguistics 6, no. 1 (June 16, 2020): 267–83. http://dx.doi.org/10.1515/opli-2020-0103.
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AbstractThe study of multimodality in discourse reveals the way writers articulate their intended meanings and intentions. Systemic functional analyses of oral biology discourse have been limited to few studies; yet, no published study has investigated multimodal textual features. This qualitative study explored and analyzed the multimodal textual features in undergraduate dentistry texts. The systemic functional multimodal discourse analysis (SF-MDA) is framed by Halliday’s (Halliday, M. A. K. 2014. Introduction to Functional Grammar. Revised by Christian M. I. M. Matthiessen. 4th ed. London/New York: Taylor and Francis) linguistic tools for the analysis of Theme and Kress and van Leeuwen’s (Kress, Gunther, and Theo van Leeuwen. 2006. Reading Images: The Grammar of Visual Design. London: Routledge) framework for the analysis of visual designs. Oral biology discourse intertwines two thematic progression patterns: constant and linear. Although a split-rheme pattern was minimally employed, disciplinary-specific functions of this pattern emerged. The SF-MDA of the composition of information in oral biology pictures extends Kress and van Leeuwen’s functional interpretations of the meaning-making resources of visual artifacts. Finally, the pedagogical implications for science tutors and for undergraduate nonnative science students are presented.
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Alvin, Leong Ping. "The thematic structure of homepages: An exploratory systemic-functional account." Semiotica 2016, no. 210 (May 1, 2016): 105–27. http://dx.doi.org/10.1515/sem-2016-0048.
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AbstractThe visual social semiotic approach, based on Halliday’s systemic functional linguistics (SFL), is widely used in studies on multimodal texts. As SFL is a framework focusing on the functions of language, several SFL categories are re-conceptualized in visual social semiotics to handle the analysis and interplay of extra-linguistic features; other categories, however, are excluded. A consequence is that any insights offered by these excluded categories in multimodal texts remain obscured. This paper focused on one such category, theme, as a generator of expectations. It analyzed the thematic structure of twenty homepages to show that the different SFL themes are applicable and evident in such multimodal texts. It underscores the importance of theme as a point of departure of any discourse, textual or otherwise, allowing us to form expectations about how the rest of the discourse may be acceptably developed.
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Man, Shengchong, and Zepeng Li. "Multimodal Discourse Analysis of Interactive Environment of Film Discourse Based on Deep Learning." Journal of Environmental and Public Health 2022 (August 31, 2022): 1–10. http://dx.doi.org/10.1155/2022/1606926.
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With the advent of the information age, language is no longer the only way to construct meaning. Besides language, a variety of social symbols, such as gestures, images, music, three-dimensional animation, and so on, are more and more involved in the social practice of meaning construction. Traditional single-modal sentiment analysis methods have a single expression form and cannot fully utilize multiple modal information, resulting in low sentiment classification accuracy. Deep learning technology can automatically mine emotional states in images, texts, and videos and can effectively combine multiple modal information. In the book Image Reading, the first systematic and comprehensive visual grammatical analysis framework is proposed and the expression of image meaning is discussed from the perspectives of representational meaning, interactive meaning, and composition meaning, compared with the three pure theoretical functions in Halliday’s systemic functional grammar. In the past, people often discussed films from the macro perspectives of literary criticism, film criticism, psychology, aesthetics, and so on, and multimodal analysis theory provides film researchers with a set of methods to analyze images, music, and words at the same time. In view of the above considerations, Mu Wen adopts the perspective of social semiotics, based on Halliday’s systemic functional linguistics and Gan He’s “visual grammar,” and builds a multimodal interaction model as a tool to analyze film discourse by referring to evaluation theory.
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Amundrud, Thomas. "Multimodal knowledge building in a Japanese secondary English as a foreign language class." Multimodality & Society 2, no. 1 (March 2022): 64–85. http://dx.doi.org/10.1177/26349795221081300.
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Multimodal analysis examines how different modes, such as space, gesture, and language, instantiate meaning together. In this paper, a Systemic Functional-Multimodal Discourse Analysis demonstrates how teachers enact their pedagogy with their students across modes through what is represented experientially, how relationships between people are construed interpersonally, and how coherent texts are realized textually. This paper is a preliminary study of classroom data from a larger project looking at the multimodal pedagogy of Japanese secondary school teachers of English through the paired lenses of Systemic Functional-Multimodal Discourse Analysis and Legitimation Code Theory. It demonstrates how methods from these perspectives may be productively combined. How this teacher builds cumulative knowledge multimodally can be uncovered through the analysis of pedagogic register (Rose, 2018) and exchange (Berry, 1981; Martin and Rose, 2007), as well as classroom space and representing and textual action (Amundrud, 2017; Martin and Zappavigna, 2019). How both gesture and dialogic exchange between the teacher and students modulate the contextual relation of the knowledge construed in class is also explored via semantic gravity, which looks at how closely connected knowledge practices are to their context (Maton, 2014). As a preliminary study, the paper closes with limitations and future directions for this pedagogic multimodality research.
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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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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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Alyousef, Hesham Suleiman. "An SF-MDA of the Textual and the Logical Cohesive Devices in a Postgraduate Accounting Course." SAGE Open 10, no. 3 (July 2020): 215824402094712. http://dx.doi.org/10.1177/2158244020947129.
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The use of cohesive devices in academic discourse not only improves the quality of writing but also enhances our learning experiences. This study aims to explain how the multimodal accounting discourse is constructed by postgraduate business students through the cohesive ties. Halliday and Hasan’s and Halliday’s cohesion analysis schemes were employed in the systemic functional multimodal discourse analysis (SF-MDA) of the cohesive devices in the multimodal accounting texts. The schemes are based on systemic functional linguistics (SFL) which suits the context of this study as it considers language as a social semiotic resource for making meaning. Its linguistic tools are capable of explaining the way we construct and make meanings. The SF-MDA findings showed the first and most frequently occurring cohesive device type in the orthographic texts was lexical cohesion, in particular repetition of the same lexical items, followed by reference and conjunctions. Lexical cohesive devices were higher in the tables than in the orthographic texts. Conjunctions were only employed in the orthographic texts to signal extension and enhancement relationships. One of the key features that characterize financial statements is the abundance of implicit hierarchically networked lexical ties that bind the separate lexical strings, thereby organizing the discourse of financial statements. The results contribute to our understanding of the complex multimodal meaning-making processes in accounting discourse.
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Hu, Chunyu, and Mengxi Luo. "A Multimodal Discourse Analysis of Tmall’s Double Eleven Advertisement." English Language Teaching 9, no. 8 (July 3, 2016): 156. http://dx.doi.org/10.5539/elt.v9n8p156.
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<p>From the 1990s, the multimodal turn in discourse studies makes multimodal discourse analysis a popular topic in linguistics and communication studies. An important approach to applying Systemic Functional Linguistics to non-verbal modes is Visual Grammar initially proposed by Kress and van Leeuwen (1996). Considering that commercial advertisement is an indispensable part of the modern society that bears rich meanings worth discussing, this paper analyzes visual components of the advertisement produced by Tmall for the Double Eleven Shopping Carnival from the perspective of Visual Grammar. By analyzing representational, interactive and compositional meaning presented in the advertisement, this article illustrates how visual components serve as a huge attraction to the viewers and effectively justifies the consumption behavior by appealing to the cultural and social state. It also sheds some light on raising the awareness of consumers by presenting how advertisement producers practice psychological manipulation on the viewers.</p>
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Gao, Hongmiao. "“Dragon and Bear”: A SF-MDA Approach to Intersemiotic Relations." International Journal of English Linguistics 7, no. 5 (July 27, 2017): 74. http://dx.doi.org/10.5539/ijel.v7n5p74.
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Compared with analysing the meaning of discourse from the perspective of language only, multimodal discourse analysis embarking on modes like images, words, colour, sound and other elements can help understand the underlying meaning expressed more thoroughly. Systemic functional multimodal discourse analysis (SF-MDA) built upon systemic functional theory (SFT) is employed in this study. An illustrated article issued in The Economist is taken as an example to fully dredge the intersemiotic relations between the text and the image. By describing the text, interpreting and explaining the underlying sociocultural background of the countries involved, it functions to fully excavate the differences and problems faced by the two countries so that strategies can be defined to cope with the existent problems within. The study finds out that there is an intersemiotic complementarity between the verbal text and visual image. Hopefully, this paper can pave the way for the future research of intersemiotic relations between different modes.
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Sunarto, Clerensia Tian, Albert Tallapessy, and Sabta Diana. "THE REPRESENTATION OF POWER AND DOMINATION IN ASSASSIN’S CREED: A MULTIMODAL CRITICAL DISCOURSE ANALYSIS." Haluan Sastra Budaya 3, no. 1 (September 16, 2019): 1. http://dx.doi.org/10.20961/hsb.v3i1.32790.
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<p>This study aims to reveal the power of dominant group which is from different social class and status. The data source is a movie entitled Assassin’s Creed which is downloaded from internet. The theory of Generic Structure is used to identify the elements of the movie and to collect the data. The data are analysed in the form of shots and clauses which is visual and linguistics element. The linguistics data are analysed by using Systemic Functional Linguistics (SFL) by Halliday (2004) the other hand, the visual data are analysed by using Systemic Functional Visual Element by Kress and Van Leeuwen (2006). Therefore, this research is Critical Discourse analysis (CDA) study. The research’s finding is the power that represents by the dominant people which is constructed in <em>Assassin’s Creed</em>.</p>
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LI, Zhengshuan, and Xiaoqian GUO. "A Study of “A Valediction: Forbidding Mourning” from the Perspective of Multimodal Discourse Analysis." Asia-Pacific Journal of Humanities and Social Sciences 01, no. 04 (January 31, 2022): 001–8. http://dx.doi.org/10.53789/j.1653-0465.2021.0104.001.
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“A Valediction: Forbidding Mourning” is one of John Donne’s representative works. It displays the poet’s profound love for his wife by using ingenious conceit and defamiliarization techniques. The poet uses the image of compasses to express his spectacular ideas and his unusual view of love. Based on the theory of multimodal discourse analysis developed by systemic functional linguisticians, this paper interprets the poem from four aspects: visual mode, auditory mode, verbal mode and multimodal meaning integration, so as to understand the poem from the perspective of form, sound and meaning comprehensively, enriching the connotation of the poem.
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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.
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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.
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O'Halloran, Kay L. "Systemic functional-multimodal discourse analysis (SF-MDA): constructing ideational meaning using language and visual imagery." Visual Communication 7, no. 4 (November 2008): 443–75. http://dx.doi.org/10.1177/1470357208096210.
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Alyousef, Hesham Suleiman, and Amerah Abdullah Alsharif. "Thematic Progression in Saudi Postgraduate Business Students’ Multimodal Texts: An SF-MDA of Accounting Discourse." JEES (Journal of English Educators Society) 4, no. 2 (October 2, 2019): 99. http://dx.doi.org/10.21070/jees.v4i2.2582.
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Thematic progression plays a vital role in organizing the information in a text and in enabling it to be understood and communicated effectively. Studies of multimodal business discourse have been confined to workplace contexts, and across the fields of management accounting, marketing, and finance. Based on Halliday’s (2014) analytical tools of systemic functional linguistic (SFL) and Kress and van Leeuwen’s (2006) analysis of images, an Systemic Functional Multimodal Discourse Analysis (SF-MDA) was conducted to explore THEME and INFORMATION structure in five international students’ texts in a key topic in accounting, namely financial statements. The participants are first-year Master of Commerce Accounting Saudi students enrolled in the Accounting Concepts and Methods module at an Australian university. The findings of the SF-MDA revealed the frequency of Theme reiteration and the linear Theme pattern in financial statements. The first pattern is employed in accounting tables to list the corresponding numerical values. The SF-MDA findings of the balance sheet corresponded with Kress and van Leeuwen’s (2006) approach to the analysis of grammar of visual design in terms of compositional zones.
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Clemente-Escobar, Karina. "GE Big Boys Appliances: Towards a Multimodal Discourse Analysis of the SNL Fake Commercial." Open Journal for Studies in Arts 4, no. 1 (August 12, 2021): 1–14. http://dx.doi.org/10.32591/coas.ojsa.0401.01001c.
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Nowadays, comedy shows like Saturday Night Live (SNL) have become popular and entertain many people around the world. For this study, a fake commercial for GE Big Boys Appliances, aired on YouTube in 2018 is analyzed to explore how discourse is used to represent gender roles and stereotypes. To conduct this multimodal discourse analysis, some elements of Systemic Functional Linguistics (SFL) proposed by Halliday (1978), some notions of critical discourse analysis, and some features of the Machin’s (2010) visual semiotic framework are employed. The findings portray that the sketch shows a change concerning gender roles through time, but it still promotes the transmission of some classical gender stereotypes. Therefore, it is valuable to study comedy sketches to understand how traditional gender roles and stereotypes are still transmitted in social media.
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Sarkisova, Sofiya. "“President-Protector”: A Multimodal Critical Discourse Analysis of a News Report Promoting the Personality Cult of the President of Turkmenistan G. Berdymukhamedov." Open Journal for Studies in Arts 4, no. 1 (October 11, 2021): 25–40. http://dx.doi.org/10.32591/coas.ojsa.0401.03025s.
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The cult of personality started by the first President of Turkmenistan Saparmurat Niyazov has acquired new dimensions with the present leader of the country. The cult of personality of Gurbanguly Berdymukhamedov is actively constructed via mass media. This paper examines two short clips of a news report dedicated to the President’s birthday celebration that was broadcasted on the Turkmen national TV on 26 June 2020. The paper analyzes a set of specific mechanisms of flattery inflation used in the report and demonstrates special linguistic choices and visual patterns applied to force a specific ideology on the audience. Due to the multimodal nature of the analyzed discourse, multimodal critical discourse analysis has been implemented, additionally informed by the systemic functional linguistics and the visual semiotic analysis.
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Sugianto, Ahmad, Ilham Agung Prasetyo, and Widy Asti. "‘IS THE PICTURE WORTH A THOUSAND WORDS?’: THE INTERPERSONAL MEANINGS OF A DIALOGUE IN AN EFL TEXTBOOK." Journal of Languages and Language Teaching 10, no. 2 (April 19, 2022): 187. http://dx.doi.org/10.33394/jollt.v10i2.4510.
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This study was aimed at scrutinising a multimodal text embedded in a dialogue of an EFL textbook. To this end, Systemic Functional Multimodal Discourse Analysis (SF-MDA) focused on interpersonal meanings consulting grammar of visual design and intersemiotic complementarity drawing on systemic functional linguistics were employed to analyse the artefact, a dialogue within a part named 'communication' taken from an EFL textbook for a primary school level. The findings revealed that declarative clause and modalisation (epistemic modality) of probability was found to be the most common system used in the verbal text. Meanwhile, high modality and validity were found in the visual image indicated by the realisations and representations of detailed abstraction and full-colour saturation. Finally, the study draws a conclusion that there is a cohesive interaction to a certain extent between the verbal text and the visual image represented in the multimodal dialogue.
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Lim, Victor Fei. "Analysing the teachers’ use of gestures in the classroom: A Systemic Functional Multimodal Discourse Analysis approach." Social Semiotics 29, no. 1 (December 19, 2017): 83–111. http://dx.doi.org/10.1080/10350330.2017.1412168.
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Widiyanto, Ari Nur, and Sigit Ricahyono. "CRITISISM OF CULTURE AT DAGADU PRODUCT COMPANY A CRITICAL MULTIMODAL DISCOURSE ANALYSIS." English Teaching Journal : A Journal of English Literature, Language and Education 4, no. 2 (July 3, 2019): 110. http://dx.doi.org/10.25273/etj.v4i2.4581.
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<p>Dagadu Djokja is one of the icons Yogyakarta which provides various souvenirs typical of Yogyakarta such as t-shirts, batik, handicrafts and others. One product that is in demand by tourists is the shirt, because the shirt Dagadu has unique characteristics that are of cultural value delivered. In this study will analyze Dagadu products in terms of verbal and visual elements as well as explore the culture found on the shirt Dagadu.The approach of this study is descriptive qualitative. The type of this study is document research. The data of this research takes from <a href="http://www.Dagadu.co.id">www.Dagadu.co.id</a>. In this study, the researcher uses the Systemic Functional Grammar to analyse the verbal elements, the Generic Structure Potential to analyse the visual elements and the Iceberg Model to analyse the culture reflected in dagadu product.</p>
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Li, Zhang, and Wang Fangya. "A Multimodal Discourse Analysis of Walt Whitman’s Poem “O Captain! My Captain!”." Scholars International Journal of Linguistics and Literature 5, no. 10 (October 20, 2022): 339–43. http://dx.doi.org/10.36348/sijll.2022.v05i10.003.
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“O Captain! My Captain!”, written by Walt Whitman, one of the most talented poets in American history, is an elegy on the death of Pres. Abraham Lincoln. It portrays Lincoln as the captain of a sea-worn ship, which implies the Union triumphant after the American Civil War. By drawing on multimodal discourse analysis and its theoretical framework of Halliday’s systemic functional grammar, this paper seeks to explore its meaning from both literary and non-literary aspects. The ideational function of the poem presents readers largely material processes, which post a whole dynamic scene. Whitman calls the captain “captain”, “my captain” and “father”. The change indicates that the author’s mourning seems to transcend the sorrow of a citizen for the assassination of a leader to become more like that of a son for his father. Cohesive markers of conjunction glue everything together and make the poem ship-like. To connect literature with linguistics and multimodal discourse analysis provides a new way to interpret Whitman’s poem and helps to understand the poem better.
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Alyousef, Hesham Suleiman, and Suliman Mohammed Alnasser. "A study of cohesion in international postgraduate Business students’ multimodal written texts: an SF-MDA of a key topic in finance." Buckingham Journal of Language and Linguistics 8 (October 14, 2015): 56–78. http://dx.doi.org/10.5750/bjll.v1i0.1047.
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Empirical research studies of finance students’ language use have investigated students’ performance in finance courses and the effect of class attendance on students’ performance.Similarly, research on accounting students’ texts has been directed at readability of accounting narratives and lexical choices. Systemic Functional Linguistics (SFL) based research in multimodal communication and representation has been confined to school and workplace contexts. Whereas multimodal communication investigations in tertiary contexts has been conducted across the fields of mathematics, science and computing, and nursing, business courses have not been explored. The purpose of this paper is to report on a case study designed to investigate the key multimodal academic literacy and numeracy practices of ten international Master of Commerce Accounting students enrolled at an Australian university. Specifically, it aims to provide an account of the salient textual and the logical patterns through the analysis of cohesive devices in a key topic in the Principles of Finance course, namely capital budgeting techniques and management reports. This study is pertinent as most international ESL/EFL students’ enrolments in Australia and elsewhere is in business programs. This study is underpinned by Halliday’s (1985) Systemic Functional Linguistics (SFL) approach to language and Halliday and Hasan’s (1976) cohesion analysis scheme. The study employs a Systemic Functional Multimodal Discourse Analysis (SF-MDA) for the analysis of cohesive devices in the participants’ multimodal texts. Lexical cohesion formed the largest percentage of use, and in particular repetition of the same lexical items, followed by reference.The findings contribute to the description of the meaning-making processes in these multimodal artefacts. They provide a potential research tool for similar investigations across a broad range of educational settings. Implications of the findings for finance students and educators are finally presented.
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Holubenko, Nataliia. "Discourse approach to conveying modality in translation." MESSENGER of Kyiv National Linguistic University. Series Philology 24, no. 1 (July 6, 2021): 49–56. http://dx.doi.org/10.32589/2311-0821.1.2021.236058.
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This paper highlights a brief theoretical and methodological investigation of the most widespread specific features of Translation Studies touching the development of the discourse approach in adequate conveying of modality in translation. The category of modality is examined from the point of view of an interdisciplinary approach that combines results obtained in logic, and traditional linguistics. Modality, originating in the logical philosophical tradition, is one of the most important characteristics of the utterance. It reflects cognitive activity of a person, thus expressing the connections of the objective world. As a functional-semantic category, it contains a number of evaluative means characterizing the attitude of a statement to reality, its objective significance, and the means that characterize the attitude of a speaker to the statement, which reflects its subjective side. Further studies can help to fully attain substantial progress in the analysis of the multimodal systemic functional approach to investigating the variability of expressing the means of modality in translation which may be another step towards a fuller understanding of the nature of this still poorly investigated sphere of translation. This rather interdisciplinary analysis is anchored in Hallidayan systemic functional grammar where "a text is the product of ongoing selection in a very large network of systems – a system network". Thus, a text is analyzed from the point of view of creativity and expression of various modal meanings.
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Paramitha Sari, Ni Made Dian. "Multimodal Discourse Analysis of Djarum 76 Advertisement Entitled “New Normal”." International Journal of Systemic Functional Linguistics 4, no. 1 (November 4, 2021): 14–21. http://dx.doi.org/10.55637/ijsfl.4.1.4095.14-21.
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Advertisement is one of the communication media that aims to convey information in order to persuade people to buy products. Advertisements use verbal and nonverbal language in conveying the information, as the result it is included as multimodal text. Djarum 76 advertisement is interesting to analyze because they show a different concept from other cigarette advertisements. This study aims to (1) describe language metafunctions, (2) examine visual metafunctions, and (3) explain the relationship between language metafunction and visual metafunction of Djarum 76 advertisements as a multimodal text. The data used in this study are a video of Djarum 76 advertisements entitled "New Normal" in 2020. This video was obtained at Glow Films Jakarta’s YouTube channel, which is the production house for this advertisement. In collecting data, documentation methods and techniques of screenshots, transcripts, and notes were used. This study used the theory of Systemic Functional Linguistics by Halliday (1985), the theory of visual communication grammar from Kress and Leeuwen (2006), intersemiosis (Liu & O’Halloran, 2009) and resemiotization (Iedema, 2003). In explaining the research results, formal and informal methods were used. Based on the analysis of language metafunction, the Djarum 76 advertisement entitled “New Normal” is dominated by mental processes and relational identification processes, declarative mode, and simplex themes. Based on visual metafunctions, this advertisement is dominated by narrative representation process, no eye contact, far social distance, subjective, and center-margin information. The relationship of language and visual metafunctions show that this advertisement is dominated by additive intersemiosis. It means the text elements give a new information to visual elements and vice versa. In addition, resemiotization in this advertisement is used as a marketing technique to attract the attention of the audience.
Keywords: Multimodality, Language Metafunctions, Visual Metafunctions, Intersemiosis, Resemiotization, Djarum 76 Cigarette Advertisiments
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Wan Abdul Halim, Wan Fatimah Solihah, Intan Safinaz Zainudin, and Nor Fariza Mohd Nor. "Online Promotion of Private Hospital Promoting Medical Tourism: A Multimodal Analysis from A Cultural Perspective." Jurnal Komunikasi: Malaysian Journal of Communication 37, no. 3 (September 30, 2021): 208–30. http://dx.doi.org/10.17576/jkmjc-2021-3703-12.
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The medical tourism industry, which was seriously affected by the coronavirus disease of 2019 (COVID-19), needs to give attention to its online promotional message strategy to boost the industry. Cultural variability is also crucial since the market for the medical tourism industry is global. However, studies involving cultural variability have only focused on examining single discourse mode, mainly the linguistic mode and overlooked the multimodal perspective. This study, therefore, examined the way in which the Prince Court Medical Centre (PCMC), a private hospital in Malaysia is presented and how the various modes in the hospital's website are combined to deliver promotional messages to international medical tourists. A total of three web pages from the website of PCMC were analysed using the Systemic Functional Theory framework. This study employed Halliday’s metafunction theory (for language analysis and Kress and van Leeuwen’s model for image analysis. The ways in which the multimodal features of the website reflect communicative style from the cultural perspective were also explored. Hall’s (2000) cultural dimension of context dependency which classifies cultures into high-context and low-context cultures was used to present the analysis. The findings revealed that PCMC’s hospital website has elements that are mainly encountered in low-context cultures such as elaborated code systems as well as direct, explicit, and highly structured messages. The findings help create awareness of communicative strategies in designing medical tourism websites that involve meaning making through texts and images and the possible cultural interpretation especially among copywriters, website designers or medical tourism stakeholders. Keywords: Multimodal analysis, systemic functional theory (SFT), cultural context dimension, online promotional discourse, medical tourism.
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Onipede, Festus Moses. "Patterns of Meaning in Selected Nigerian Military and Paramilitary Logos: A Systemic Functional Multimodal Discourse Approach." International Journal of Systemic Functional Linguistics 2, no. 2 (December 23, 2019): 61–70. http://dx.doi.org/10.55637/ijsfl.2.2.1415.61-70.
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This research is concerned with the compositional pattern of meaning in selected Nigerian military and paramilitary logos, how the logos presented their identity, and the appropriateness of visual and verbal elements. This paper is concerned with the analysis of patterns of meaning in visual and verbal components of selected Nigerian military and paramilitary logos. For visual analysis, ten logos were selected, and the texts (agency's name and motto), which accompanied the images , were grouped via 'below the clause.' Both visual and verbal components of the logos were analysed based on Kress and Van Leeuwen's social semiotics, and Halliday's systemic functional linguistics (henceforth, SFL). Our findings showed that the logo designers made use of animal (eagles, bat, horses, elephant and human eye) and object (flag, anchor, shovel, axe, flower, wheat leaves, passport, colours) participants. Analysis 'below the clause' presented Nominal Group (NG) with highest percentage which showed that the major focus of the communicators (military and paramilitary) is to persuade viewers. The verbal components of the logos were appropriately used to accompany the logos for easy understanding. Also, the selected colours are peculiar to Nigeria environment. Therefore viewers had no difficulty in getting the intended messages.
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Alyousef, Hesham Suleiman. "Text Cohesion in English Scientific Texts Written by Saudi Undergraduate Dentistry Students: A Multimodal Discourse Analysis of Textual and Logical Relations in Oral Biology Texts." SAGE Open 11, no. 3 (July 2021): 215824402110321. http://dx.doi.org/10.1177/21582440211032194.
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This qualitative study examined multimodal cohesive devices in English oral biology texts by eight high-achieving Saudi English-as-a-foreign-language students enrolled in a Bachelor of Science Dentistry program. A Systemic Functional Multimodal Discourse Analysis (SF-MDA) of the textual and logical cohesive devices in oral biology texts was conducted, employing Halliday and Hasan’s cohesion analysis scheme. The findings showed that students used varied cohesive devices: lexical cohesion, followed by reference and conjunctions. Although ellipsis was minimally employed in the oral biology texts, its discipline-specific uses emerged: the use of bullet points and numbered lists that facilitate recall. The SF-MDA of cohesion in multimodal semiotic resources highlighted the processes underlying construction of conceptual and linguistic knowledge of cohesive devices in oral biology texts. The results indicate that oral biology discourse is interdisciplinary, including a number of subfields in biology. The SF-MDA of pictorial oral biology representations indicates that they include instances of cohesive devices that illustrate and complement verbal texts. The results indicate that undergraduate students need to be provided with a variety of multimodal high-cohesion texts so that they can successfully extend underlying conceptual and logical meaning-making relations.
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Ademolokun, Mohammed. "A Multimodal Analysis of Some Visual Images in the Political Rally Discourse of 2011 Electioneering Campaigns in Southwestern Nigeria." Ahyu: A Journal of Language and Literature 1 (December 4, 2017): 57–69. http://dx.doi.org/10.56666/ahyu.v1i.101.
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This paper explores the visual agency in political campaign discourse in southwestern Nigeria by analysing some visual images that are used for political communication in the political rally context. Data for the study were obtained from 12 political rallies, two each of the six south-western Nigerian states. Systemic functional multimodal discourse analytical framework and Barthes’ conception of the interaction of signs encapsulated in the concepts of “anchorage” and “relay” provide the theoretical perspective for the analysis of the data. Data analysis reveals that the discourse participants use semiotic artefacts such as vests, ankara and head wears to communicate messages relating to the visions, ideals, abilities and promises of the political parties and politicians to the electorate in order to gain their acceptance. The paper reveals further that the visual signifiers in the discourse were also used to give aesthetic and affective appeal to the discourse. The paper concludes that the visual resources communicated political meanings and highlighted certain cultural and social factors in the Nigerian environment.
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Yunita, Widia, Fuad Abdullah, Meli Mellan, Arini Nurul Hidayati, and Havid Ardi. "Managing English Young Learners’ Classroom Activities through Gestures: A Multimodal Perspective." Jurnal Obsesi : Jurnal Pendidikan Anak Usia Dini 6, no. 4 (February 12, 2022): 2962–73. http://dx.doi.org/10.31004/obsesi.v6i4.2007.
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Managing classroom activities in children has become a challenge for English as a Foreign Language (EFL) teachers. Teachers usually use gestures in class activities, such as giving directions and pointing at students. This study explores the multimodal representation of the teacher's gestures when managing classroom activities in the EYL context. Data were collected through non-participant observation and analyzed by Systemic Functional Multimodal Discourse Analysis (SFMDA). The findings show that four meanings are multimodally represented in teacher gestures, namely (1) building student-teacher relationships through clapping and thumbs up, (2) emphasizing instruction through raising hands, pointing and lifting class objects, (3) encouraging involvement of students in academic tasks through finger pointing and counting down, and (4) warning of disruptive behavior of students through pulling gestures. Pedagogically, this research provides a paradigm shift that classroom-based communication does not have to use a single semiotic source but also a combination of other semiotic sources to help students understand teacher instructions easily.
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Hafiz Nauman Ahmed, Ali Rizwan Pasha, and Muhammad Islam. "Critical Action-implicative Multimodal Discourse Analysis of Covid-19 Awareness Campaigns on Pakistani Media." Progressive Research Journal of Arts & Humanities (PRJAH) 4, no. 1 (April 6, 2022): 25–40. http://dx.doi.org/10.51872/prjah.vol4.iss1.179.
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With the spread of Covid-19, many rumors, conspiracy theories, and discourse of fear came into existence. The mainstream media was one of the main sources to educate the masses against such idiosyncrasies and made them save themselves from the disease and its other harmful impacts. In line with this, the study aims at examining Covid-19 awareness campaigns on Pakistani TV channels critically. To evaluate the appropriateness of 24 campaigns/commercials, which were selected through a purposive sampling, a critical multimodal discourse analysis of the campaigns was carried out, using Systemic Functional Grammar proposed by Halliday (2013) (for linguistic resources) along with Kress and van Leeuwen’s Visual Grammar (for nonlinguistic resources). The analysis of campaigns revealed that a few campaigns (e.g., the campaigns of SAMAA TV, PTV, and ISPR) contain sociosemiotic resources (e.g., language, signs, sound, color, picture, animation, actions, etc.) that were more appropriate socio-psychically for Pakistani context, but most campaigns (e.g., the campaigns of Geo TV, ARY, etc.) lack the action-implicative discourse. The study suggests that TV campaigns be culturally and psychologically fit to the context and be action-implicative
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Tomášková, Renáta. "“And this is the view from outside my window”: On text and image interplay in university website blogs." Topics in Linguistics 18, no. 2 (December 20, 2017): 81–93. http://dx.doi.org/10.1515/topling-2017-0012.
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Abstract The paper focuses on the institutional website as a complex genre with a relatively discontinuous inner structure, which is, however, coherent and cohesive, and unified by a common communication goal(s). The website is viewed as a discourse colony consisting of independent but related components realized in an array of subgenres, some of which are typical of the academic/institutional environment while others come from different discourse domains and are employed as embedded genres. The paper focuses on the blog as an embedded genre, its forms and functions within university websites, and particularly on its potentially multimodal character, i.e. the interplay of the verbal content of the blog and the non-verbal elements, esp. photographs, which co-create the producer’s message to the addressee. Drawing upon the recently developed field of multimodal discourse analysis within Hallidayan Systemic Functional Linguistics, particularly Martinec and Salway’s model, the paper explores the level to which the modes are integrated and the ways they contribute to meaningmaking in the genre.
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Pérez-Arredondo, Carolina, and Camila Cárdenas-Neira. "Space and legitimation: The multimodal representation of public space in news broadcast reports on Hooded Rioters." Discourse & Communication 13, no. 3 (April 2, 2019): 279–302. http://dx.doi.org/10.1177/1750481319835647.
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This article analyses the multimodal representations of public space in Chilean broadcast news reports on the figure of the hooded rioter and its alleged connections with the student movement. We seek to identify how space is constructed as a (de)legitimation strategy in relation to the actors involved and the actions taking place across four different news broadcast pieces in the light of Multimodal Critical Discourse Analysis and Systemic Functional Linguistics. Results show that the multimodal representations of space are crucial to identify and functionalize hooded rioters as belonging to the student movement. Actions are dependent on the spaces in which actors operate, restricting the occupation of certain spaces to specific actors. Thus, transgressive protest actions are to be contained to educational spaces and represented as naturalized vandalism, ignoring the students’/demonstrators’ motivations to recuperate/vindicate the public space.
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Peña Chan, Rosy Michelle. "Right or Wrong? An Image for Immigrants: An Interpersonal Multimodal Discourse Analysis of MIA’s Music Video “Paper Planes”." Open Journal for Studies in Linguistics 3, no. 2 (October 27, 2020): 57–66. http://dx.doi.org/10.32591/coas.ojsl.0302.02057p.
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Most of the time, the opinion that people have regarding immigrants is based on what media, press, and news offer to the public. The music video “Paper Planes” by MIA demonstrates some of the stereotypes that society has for people according to their identity, and the singer represents it with the most outstanding characteristics of the minority groups in America. To conduct a more in-depth analysis of the music video and lyrics of MIA, I will provide an interpersonal multimodal discourse analysis. The analysis is based on the theories proposed by Halliday (1978) on systemic functional linguistics and Machin (2010) for the visual semiotic framework. The results demonstrate how the discourse used in the song transmits the perspectives people create regarding immigrants and perpetuate them.
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Yang, Yang. "A Social Semiotic Approach to Multimodal Discourse of the Badge of Xi’an Jiaotong University." Theory and Practice in Language Studies 6, no. 8 (August 1, 2016): 1596. http://dx.doi.org/10.17507/tpls.0608.11.
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Using the school badge of Xi’an Jiaotong University as an example, this article aims to unravel that both literal expression and visual imagery have the ideographic function. The analysis in this article primarily utilizes the theoretical framework of the visual communication grammar, which is developed by Kress & Van Leeuwen from Halliday’s systemic functional linguistics. By analyzing the representational, interactive, and compositional meaning of the school badge, this article shows that school badges have rich connotations and the ability to interpret them should be attached importance. Furthermore, this article aims to make a little contribution to the interpretation of school badges.
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LI, Jie. "An Inter-Linguistic Analysis on Multimodal Coupling of German and Chinese Tourism Video Commercials – A comparative Study based on ELAN." Lebende Sprachen 64, no. 2 (November 5, 2019): 323–40. http://dx.doi.org/10.1515/les-2019-0018.
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Abstract With the development and renovation of digital information technology, images, sounds, animations, colors and other models are integrated into one system to convey information. Multimodality is also applied in language research. One example of multimodal discourse are tourism video commercials, which combine written, visual and auditory signals to construct the metaphorical meaning of advertisements. Therefore, this paper selects six pieces of German and Chinese tourism video commercials as objects, which are parsed, transcribed and annotated by ELAN 5.1. Both quantitative and qualitative approaches are adopted to analyze the selected corpus. The theoretical framework for this study is Systemic-Functional Grammar and Visual Grammar, and it aims to explore the similarities and differences in the fusion of multimodal features between German and Chinese tourism video advertisements by comparative analysis.
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Santos, Edna Cristina S. "A linguagem dos blogs: um gênero textual emergente." Cadernos de Linguagem e Sociedade 6 (June 26, 2018): 94–105. http://dx.doi.org/10.26512/les.v6i0.9376.
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Adolescents all over the world have communicated with one another through the Internet by means of personal sites called Blogs, in which they say what they think and feel about life, and interact electronically with people from different places. This is a new mode of literacy which is leading adolescents to writing spontaneously about diverse topics. They use multimodal texts in which they integrate different types of semiosis. In this paper, we will examine the language of this new genre according to critical discourse analysis (Fairclough, 1992), genre analysis (Bakhtin, 1992) and systemic functional linguistics (Halliday, 1985).
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Khusna, Weny Lailla, and Njaju Jenny Malik Tomi Hardjatno. "The ideational meaning of Covid-19 health promotion posters: Multimodal discourse." Diksi 30, no. 1 (October 19, 2022): 57–65. http://dx.doi.org/10.21831/diksi.v30i1.47248.
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Indonesian Government has used online posters to deliver the information regarding Covid-19 which is known as the new variant of virus spreading in the world. Covid-19 posters as multimodality discourse coming with two different semiotic modes that explains ideas and information related to Covid-19. The problem of this study was how the posters deliver and represent the idea of Covid-19 discourse through two semiotic modes. This study aims to describe the ideational and representational meaning of two semiotic modes, verbal and visual. This study used qualitative descriptive method. Verbal data was clauses and visual data was images on the poster of Covid-19. The source of data was the poster downloaded from a website https://promkes.kemkes.go.id/. This study used Systemic Functional Linguistics Theory of Halliday (2004) to analyze ideational meaning of the verbal text and Visual Grammar Theory of Kress and Van Leeuwen (2021) to identify representational meaning of the images on the poster. Based on the analysis, verbal text represents the dominance of material process while the images describe the symbolic process. The dominance of material process means the strong intention that the messages deliver to encourage the readers to carry out the activities. Then, conceptual symbolic process and narrative act process represents meaning and experience of the verbal text.
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Elsanhoury, Mohamed Hassanien Abdel Ghany Hassan. "A Multimodal Discourse Analysis of Political Speeches: The Case of Donald Trump’s 2016 Election Speeches." Journal of Language and Literature 20, no. 2 (October 5, 2020): 168. http://dx.doi.org/10.24071/joll.v20i2.2390.
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<p><em>This paper investigates the different verbal and non-verbal meaning making resources manifested in the speeches of Akron, Ohio and Phoenix, Arizona delivered by Donald Trump during his presidential campaign in 2016. The way verbal and non-verbal resources combine or interact intersemiotically unravels how Donald Trump attempts to affect his audience and reveal his populist leadership. For that end, the researcher carried out an analysis that is divided into two sections. Section one is devoted to a ‘themes’ analysis to isolate the overarching themes and illuminate the major topics addressed by President Donald Trump to seek his audience’s support. Section two follows SF-MDA which relies on Halliday’s systemic functional linguistics (Halliday, 1978, 1994; Halliday & Matthiessen, 2004/2014) for the analysis of verbal meaning- making resources and Kress and Van Leeuwen’s visual grammar (1996/2006) for the analysis of non-verbal resources. The analysis reveals that both verbal and non-verbal meaning-making resources, in terms of representational, interactive and compositional meanings, work intersemiotically to deliver a full account of meaning and unravel Donald Trump's populist leadership.</em></p>
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Sindoni, Maria Grazia. "‘#YouCanTalk’: A multimodal discourse analysis of suicide prevention and peer support in the Australian BeyondBlue platform." Discourse & Communication 14, no. 2 (December 26, 2019): 202–21. http://dx.doi.org/10.1177/1750481319890386.
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Research has shown that suicide rate in Australia is on the rise and that most people who die by suicide are not in contact with mental health services. They most likely communicate their suicidal thoughts to family members or close friends, whose responses may sound unhelpful and/or dismissive, thus reinforcing suicidal ideation. This national emergency has been tackled via a social media campaign, #YouCan Talk, launched by a government-supported digital platform, BeyondBlue. This article adopts a multimodal discourse analysis approach to investigate how peer support is encouraged and articulated in the context of mental health discourse for suicide prevention. The two case studies selected for analysis from the BeyondBlue platform are (1) the #YouCanTalk social media campaign, designed to teach carers to identify severe depression and effectively respond to suicide warning signs and (2) a sample of posts from a thread for peer support in a monitored online forum devoted to help carers who seek peer advice. Unlike previous research, the article focuses on how pronouns and verbs index interpersonal relations in a systemic-functional perspective as well as other multimodal resources, such as visuals, layout and hyperlinking, to understand how identities are entextualised by both professional health providers and peer carers in digital platforms that address mental health issues.
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Utami, Fajar Dwi, Mei Ardaning Tyas, and Nurika Mustika. "The Use of Commercial Advertisement to Teach University Students in English for Specific Purpose Context." Lingua Cultura 13, no. 2 (July 3, 2019): 151. http://dx.doi.org/10.21512/lc.v13i2.5297.
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This research aimed to propose multimodal-based English teaching through video for university students majoring in marketing management through project-based learning. Teaching English for university students are belonging to the field of English for Specific Purposes (ESP). It needs special treatments due to the fact that ESP students have different needs for English use for their future jobs, since the industrial revolution 4.0 typically affected the economic area. For presenting the research, the qualitative research design was employed. This research used interpretive analysis in the context of discourse analysis. The commercial advertisement video was analyzed in terms of Systemic Functional Linguistics (SFL) and semiotic features of multimodal discourse analysis. The analysis results of the video show that semiotic features are more powerful than linguistics aspects in promoting goods well. The video is expectedly used to teach language for promotion to the university students, particularly in marketing management majors. The teaching-learning process would be guided by the use of project-based learning method so that the outcomes would be in the form of the promotional video which employs both linguistics and semiotic features.
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Bouziri, Basma. "A corpus-assisted genre analysis of the Tunisian Lecture Corpus: An exploratory study." Research in Corpus Linguistics 8, no. 2 (2020): 103–32. http://dx.doi.org/10.32714/ricl.08.02.06.
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Multimodal, specialized corpora of academic lectures represent authentic classroom data that practitioners can draw on to design academic listening resources that would help students attend lectures. These corpora can also act as reflective practice corpora for teacher training or professional development programs with the objective of raising awareness of lecturing practices. Despite their contribution in shaping the type and quality of the learning that takes place in classrooms, multimodal lecture corpora are scarce, particularly in the Arab world. This paper addresses this research gap by designing and collecting a corpus of academic lectures delivered in English in Tunisia. The corpus was explored using a Systemic Functional Linguistics and English for Specific Purposes integrated genre analysis framework. A three-layered model of analysis was used to manually code various rhetorical functions as well as their realizations. Major findings include the pervasiveness of metadiscursive functions when compared to discourse functions, the identification of context-specific metadiscursive strategies, and the absence of verbal or non-verbal signaling of some rhetorical functions. Implications relate to the necessity of compiling and/or using lecture corpora that are multimodal, the value of adopting function-first approaches to explore these, particularly in non-native contexts, and the design of professional development programs and learning materials that would better account for local academic needs.
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Moreno López, Gustavo. "A Multimodal Discourse Analysis of the Most Viewed Reggaeton Video on Youtube by the LIV Super Bowl Halftime Show." Open Journal for Studies in Arts 3, no. 2 (November 21, 2020): 41–52. http://dx.doi.org/10.32591/coas.ojsa.0302.01041m.
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We are what they eat and what we listen as well. Concerning this idea, it is essential to mention that reggaeton is one of the most consumed genres in many countries. Furthermore, to the extent that people regularly listen to music on platforms and express to like reggaeton in recent years, they may want to know more about what they are consuming. However, in the related literature, there is evidence of a negative impact on the women’s image and heavy load of sexual content (Gallucci, 2008; Noriega, 2014; Ramírez, 2012). Therefore, the present article analyses the discourse of “no me conoce” by J. Balvin, Bad Bunny, and Jhay Cortez. The lyrics and images were analyzed using systemic functional linguistics (Halliday & Matthiessen, 2003) and visual semiotics (Machin, 2010). The findings suggest that this genre contributes negatively to educational stances, such as writing proficiency, vocabulary range, and reading comprehension.
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Zapletalová, Gabriela. "MULTIMODALITY IN ACADEMIC LANGUAGE: ASPECTS OF THE LEXICOGRAMMAR OF PRESENTATION SLIDES." Discourse and Interaction 7, no. 2 (December 15, 2014): 61. http://dx.doi.org/10.5817/di2014-2-61.
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The paper approaches academic talks or conference presentations (CPs) as a researchprocess genre which is based on the interplay of the written and spoken modes. The aim of the study is twofold: (1) it attempts to present an in-depth overview of research on multimodality in relation to academic language, and (2) it offers a (mostly quantitative) analysis of slides from PowerPoint presentations. The slides are approached as a platform for the study of so-called visual lexicogrammar. The research is rooted in Halliday’s systemic-functional framework involving the concept of language functions; it also draws on the genre-based approach to discourse analysis (Bhatia 1993, Martin 1997, Swales 1990, 2004) and multimodal theory as elaborated by Iedema (2003), Kress and van Leeuwen (2006) and O’Halloran and Smith (2011). The findings suggest that the visual lexicogrammar is realized through the interplay of visual and scriptural images; scriptural images dominate over visual images, primarily performing a discourse-structuring role in the slides by signalling the ‘IMRAD’ stages.