Improvising selected tools from Kress and Van Leeuwen’s inter-semiosis framework, this study explores how, between global and local, TV commercials in India often reframe a cultural third space producing new discursive forms and identities. Three commercials from the food and beverage category are selected on the basis of the country of origin of the endorsing company and the patterns of glocalization. Multimodal discourse analysis reveals that the commercials construct the glocal identity in several ways. In the Knorr (...) Soups commercial, the melody of the title song is contemporary pop, whereas the delivery style and crooning are distinctively Western. The language is predominantly Hindi with deft use of selected English words. The Funda Mint commercial casts a rebel voice-support executive who rejects the pseudo-glocal identity and asserts his true identity. In the Cadbury Bournvita Folk commercial, the two boys represent the global and the local in the realm of creativity. The study advances the knowledge of product positioning and brand identity involving the intersemiosis of discursive elements from different cultural spaces within the contemporary Indian consumerist culture. (shrink)

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 (...) class='Hi'>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 the #YouCanTalk social media campaign, designed to teach carers to identify severe depression and effectively respond to suicide warning signs and 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. (shrink)

Ledin and Machin's critique of the use of some current approaches to multimodality for the purposes of critical discourse studies raises some important methodological concerns that need to be addressed. However, both the particular position they develop as well as some of the key points they raise are themselves problematic. In this response, I argue that Ledin and Machin misconstrue some significant aspects of the body of theory they critique and, as a consequence, offer a potentially misleading view of (...) the relevant state of the art in multimodality. I suggest that pursuing closer alignments with theoretically more nuanced accounts of multimodality would allow the account that Ledin and Machin propose to be revised in ways better suited to the task of conducting empirically-driven multimodal critical discourse studies. (shrink)

ABSTRACTWhile the sonic logo for McDonald’s i’m lovin’ it campaign has been widely distributed and highly praised, little is known about the actual characteristics and meaning potentials of this pa...

This study examined the disability support offices websites of twelve US higher education institutions anchored in multimodal discourse analysis and genre analysis to examine how semiotic resources are deployed to describe DSO services on their websites and to determine the discursive functions of advertisement they perform. The DSO websites were within four clicks from HEI homepages but had inconsistent navigation paths, making it difficult to reach DSO websites. DSO websites were foregrounding promoting and branding the institutions (...) rather than presenting the information about the services offered. This is achieved by using multimodal promotional rhetoric such as: situating accessibility as central commodifiable attribute, promoting the value of accessibility, establishing the superiority of the institution, constructing images of students with disabilities as empowered but dependent upon the DSO, and situating students within a college community. Implications for DSO websites functioning as advertisements are also discussed. (shrink)

This book contributes to the analysis of film from a multimodal and textual perspective by extending formal semantics into the realm of multimodal discourse analysis. It accounts for both the inferential as well as intersemiotic meaning making processes in filmic discourse and therefore addresses one of the main questions that have been asked within film theory and multimodal analysis: How do we understand film and multimodal texts? The book offers an analytical (...) answer to this question by providing a systematic tool for the description of this comprehension process. It aims to advance knowledge of the various resources in filmic texts, the ways the resources work together in constructing meaning and the ways people understand this meaning construction. This new approach to film interpretation is thus able to remodel and improve the classical paradigm of film text analysis. (shrink)

This paper proposes a methodological synthesis in order to study multimodal media discourse and argumentation in the context of the so-called ‘refugee crisis’ in Greece. It follows the framework of Multimodal Critical Discourse Analysis, integrating this with argumentation studies, with a particular emphasis on the analysis of inference. Our data come from the Greek newspapers Kathimerini and Ta Nea. We contend that the proposed methodological synergy enables scrutiny of (a) racist conceptualizations cultivated by the (...) representation of migrants and refugees in headlines and photographs in newspaper articles along with (b) the argumentative potential that is implicitly sustained in these multimodal representations. (shrink)

In response to the rising obesity rate in China, the Chinese government has used the social media platform WeChat to encourage the public to lose weight. This article investigates the losing weight posts in 健康中国 [Healthy China], the official WeChat account of the National Health Commission of the People’s Republic of China. Taking a multimodal critical discourse analysis approach, I identify the dominant discourses used to represent obesity and individuals related to obesity. One of the most prominent (...) features of the discourses is a trend of responsibilizing weight management by three sub-discourses surrounding obesity, i.e. medical discourse (obesity as a disease), moral discourse (obesity as a self-management issue) and gendered discourse (obesity as a female and mothering issue). I explore how the responsibilization discourse might be understood in the context of China’s efforts in facilitating the making of health-conscious citizens, which echo neoliberal ideas that normalize individual responsibility for obesity. A special note is paid to women. Apart from the neoliberalism-underpinned responsibility, the posts also position women under the Confucian expectation of ‘responsible mothers’ in terms of childhood obesity. This may lead to dual-responsibilities for women and heighten the weight stigma women experience in the society. (shrink)

Analysing film. Distinguishing the filmic contribution to meaning -- Examples of filmic "textual organisation" -- Redrawing boundaries -- Organisation of the book -- Semiotics and documents. Semiotics and its relations to film -- The nature of discourse semantics -- The film as cinematographic document -- A combined view: filmic documents for filmic discourse -- Constructing the semiotic mode of film. Semiotic multimodality -- The internal organisation of semiotic strata -- Composing and combining semiotic modes -- Materiality and "epistemological (...) commitment" -- Christian Metz and the grande syntagmatique of the image track. The original model -- Two examples of analysis with the grande syntagmatique -- Revisions and rebuttals -- Foundations for analysis: filmic units. The basic units of film: preliminaries -- Audiovisual iconic representations -- Perception, perceptual realism and reliable measurement -- Multiplicity: from perception to discourse -- Filmic units revisited: discourse-motivated definitions -- The paradigmatic organisation of film. Beyond Metz: towards a grande paradigmatique -- Capturing discourse dependency structures in film -- The paradigmatic dimensions of projection, taxis and plane -- Two examples of paradigmatic analysis -- Summary and conclusions. (shrink)

Multimodal Critical Discourse Analysis (MCDA) as a sub-discipline of Critical Discourse Analysis (CDA) emerged from the availability of social semiotic frameworks describing multimodal meaning making. However, weaknesses of these frameworks have raised concerns and prompted recent methodological reflections in MCDA. Inspired by these reflections, this paper critically assesses MCDA research on advertising persuasion and identifies a lack of attention in studies to account for the social and ideological impact of advertising. This shortcoming is argued (...) to be attributable to the weak empirical grounding of social semiotic frameworks which in turn is rooted in a ‘discursive gap’ (Bateman, Citation2019, p. 300) in multimodality as a discipline. The authors then propose methodological solutions involving eye tracking experiments and higher order data analytics which can strengthen the empirical basis of theoretical assumptions made in MCDA research on advertising. Drawing on methodological guidance for empirical multimodal research, the authors discuss specific issues in realizing this proposal, focusing on a strategy addressing operationalization challenges in experimental design and the affordance of a data cluster algorithm that calculates the common viewing path of a group of viewers. (shrink)

This paper is a multimodal critical discourse study of other-representation in ISIS’s magazine, Dabiq, It focuses on both the micro-level analysis of actor and action representation, and the macro-structure of negative other-depiction in Dabiq from both textual and visual perspectives. Through in-depth examination of linguistic and non-linguistic elements, the study aimed to unfold ISIS’s ideology at the global level, which is to construct its desired reality and eventually to recruit supporters. The analysis was carried out on (...) fifteen issues of Dabiq following a conceptual and analytical framework within Multimodal Critical Discourse Analysis employing Van Leeuwen’s Socio-semantic inventory. The results show a considerable number of systematic utilizations of discursive strategies by ISIS to belittle its enemies and downgrade their practices. Throughout Dabiq, the out-group participants are represented either as passive reactants who are afflicted by ISIS’s attacks or as powerless agents whose actions are trivial and carry no significant weight. Ineffectuality of ‘others’ has further been substantiated by the visual analysis. Deactivation of out-groups is closely tied to ISIS’s propaganda of self-alteration to achieve the double aim of casting fear among their adversaries and brainwashing the audience by twisting the reality, and persuading them that the enemies’ chance of winning this war is dim. (shrink)

This study focuses on a series of videos aimed at teacher recruitment in Singapore and how they are used as an ideological tool for persuasion. By adopting a multimodal critical discourse analysis approach to focus on affect, it examines how these videos create and promulgate the ideology of an ideal teacher as one who is caring, encouraging and supportive of students. The analysis shows how affect is not only embodied in and performed by the primary protagonists (...) in the video narratives through their action, facial expression, posture and speech. It is also evoked through various secondary meaning-making modes, such as focus, angle, lighting, background music and setting, through which the narratives unfold. More importantly, it demonstrates how affect is used not only as a means to arouse and engage viewers’ sensibilities but also as a persuasive strategy to manufacture and manage particular social and economic realities in contemporary society. (shrink)

This study addresses the issue of how religious authority is negotiated and redefined in the age of digital media, focusing on the case of Raja Zia ul Haq, a Pakistani Muslim cleric. Utilizing Multimodal Critical Discourse Analysis, the study posits that Zia ul Haq’s strategic semiotic choices in attire and symbolism serve as calculated maneuvers to navigate complex dialogues of power, identity, and cultural capital. The findings reveal that his appropriation of biker club symbolism disrupts traditional paradigms (...) of Islamic clerical authority in Pakistan. These choices resonate with a younger, digitally savvy audience and function as a form of religious rebranding. The study argues that Zia ul Haq’s semiotic choices challenge monolithic interpretations of Islamic authority, thereby opening new avenues for religious engagement and interpretation. The significance of this work lies in its transnational implications, offering a counter-narrative that challenges prevailing stereotypes about Islamic scholars and suggests new paradigms for understanding religious authority in a globalized world. (shrink)

This paper addresses the question how to analyze multimodal public discourse in such a way that the resulting reconstruction of the rhetor’s accountability either obliges the rhetor to acknowledge the argumentative reconstruction as valid or to refute its validity in a meta-discussion. This is a challenge for discourse theory as well as for argument theory because multimodal discourse seems far removed from the ‘standard’ propositional format of an argument. We argue that multimodal discourse (...) should be analyzed as a coherent and relevant discourse, assuming the possibility of instant interactions between all modes. We introduce a method that allows us to account for an argumentative reconstruction in a systematic way. We illustrate our method by analyzing the ABC news item titled Hu Jintao Visit: Economics and Panda Bears of January 20, 2011, holding ABC news as a rhetor accountable for several far reaching standpoints that are implied in the multimodal format. (shrink)

Multimodal discourse analysis offers a novel lens for the study of legal discourse. Within the closing arguments of a trial, prosecution and defense attorneys utilize various multimodal resources to present evidence, articulate opinions, and adopt stances to achieve their communicative goals. This research focuses on the closing arguments in the criminal trial concerning the death of George Floyd to analyze the multimodal representation of the closing arguments delivered by both prosecution and defense attorneys. It (...) employs the analytical framework of the attitude system and paralinguistic typology proposed by Martin and colleagues, and uses the UAM Corpus Tool and Praat to qualitatively annotate and quantify the linguistic and paralinguistic information. The findings reveal that these attorneys employ different multimodal resources, including language and paralanguage, to convey their attitudes towards the case’s participants. This leads to the construction of competing narratives, shedding light on how justice is seen to be done. (shrink)

John Swales’ 1986 article ‘Citation analysis and discourse analysis’ was the first to apply citation analysis to describe in-text citations in the field of discourse analysis. Howard White’s 2004 article ‘Citation analysis and discourse analysis revisited’ was written by an information scientist and primarily focused on citation analysis and discourse analysis. Here, we cast a wider net by conducting a bibliometric analysis of discourse analysis to (...) sketch its scientific landscape between 1978 and 2018. Our findings show that discourse analysis has emerged as a major, and increasingly distinctively sociological, contribution to the analysis of language in social life. It is evident that discourse analysts are increasingly interested in such topics as corpus linguistics, digital conversation analysis, discursive news values approach, membership categorization analysis, multimodal analysis and social media. It is a general trend that the United States is no longer the only dominating publication powerhouse in the field. Countries such as the United Kingdom, Australia and China are wielding a growing share of research output. (shrink)

This paper examines political protest in 40 purposively sampled internet memes circulated among Nigerian WhatsApp users during the Covid-19 pandemic, with a view to exploring the thematic preoccupation, ideology, and the representation of participants and processes in the memes. The data, which were subjected to qualitative analysis, are examined from a multimodal critical discourse analytic approach. The analysis reveals that the memes are used to protest corruption, perceived government deceit, insecurity, hunger, and inadequate health facilities and (...) other social amenities. These are done in order to project and resist an anti-welfarist ideology and emphasise the negative representation of the government. (shrink)

As leadership discourses in higher education are increasingly being mediated online, texts previously reserved for staff are now being made available in the public domain. As such, these texts become accessible for study, critique and evaluation. Additionally, discourses previously confined to the written domain are now increasingly multimodal. Thus, an approach is required that is capable of relating detailed, complex multimodal discourse analyses to broader sociocultural perspectives to account for the complex meaning-making practices that operate in online (...) leadership discourses. For this purpose, a digital multimodal discourse approach is proposed and illustrated via a small-scale case study of the online leadership discourse of an Australian university. The analysis of two short video texts demonstrates how a digital multimodal discourse perspective facilitates the identification of key multimodal systems used for meaning-making in online communication, how meaning arises through combinations of semiotic choices, and how the results of multimodal discourse analysis using digital technology can reveal larger sociocultural patterns – in this case, divergent leadership styles and approaches as reflected in online discourse, at a time of immense change within the higher education sector. (shrink)

This study conducts a bibliometric analysis of news discourse analysis using CiteSpace to sketch its scientific landscape based on journal articles in English in the Scopus database from 1988 through 2020. The statistical analysis provides evidence for the interdisciplinarity of this area, and shows an upward trend in general over these years as well as an accelerating growth rate in the past decade. Findings also indicate that the problem-oriented CDA has gained the most popularity in this (...) area since its emergence, and the appraisal framework, multimodality analysis, and discursive news values have become three hotspots of news discourse analysis. In addition, the authors in the West have contributed most in this area, but those from Chinese Mainland, Malaysia, South Africa, and Indonesia have gradually been an emerging powerhouse, which has added diversity in topics and will enhance equality and promote dialogue between different communities, ethnics, and races across the globe. (shrink)

The 9/11 attacks in the USA had profound political consequences at both domestic and international levels. Specific and controversial policy developments were pursued requiring substantial legitimation to find acceptance. A prime example was the USA PATRIOT Act, which was passed in the immediate aftermath of 9/11 and subsequently received considerable critique due to the sweeping nature of its redefinition of what was acceptable in the cause of ‘fighting terror’. The media, and their construal of events and policies, played a significant (...) role in the necessary process of legitimation. In this paper, we explore how one particular area of the media, the superhero comic book, was also active in this regard. By focusing specifically on the multimodal meaning construction within Marvel's Civil War comics series, we suggest how a close multimodal discourse analysis can shed further light on the mechanisms by which particular discourse contexts of public opinion are propagated. (shrink)

Defining technology : technology as apparatus -- Multimodal critical discourse analysis -- Analysing multimodal discourse : a toolkit approach -- Discourses of technology as progress -- Discourses of technological determinism -- Discourses of technological fetishism : (over)valuing technologies -- Discourses of technological (dis)satisfaction : consuming technologies.

Preconception expanded carrier screening (PECS) informs prospective parents about the risk of conceiving a child with a heritable genetic condition. PECS will also, for many, become an important screening test, and websites will likely play a vital role in providing information on this practice. The aim of this article is to examine rationalities in the information on PECS on Dutch websites. The method used is multimodal critical discourse analysis. This method allows an examination of norms and assumptions (...) in the descriptions, as well as of the positions that are discursively made available. The data consist of publicly available material on websites from two genetics departments in the Netherlands. In the results, we present the three main discourses and subject positions that were identified: risk and the couple as possible mediators of severe conditions; the focus on scientific facts and rational conceivers; and severity of the conditions and the responsible couple. In this study, we highlight the importance of acknowledging the interrelation between epistemology and ethics in the discourse on PECS. Finally, it is claimed that the focus on scientific facts in information on PECS risks making existential and ethical dilemmas and choices invisible. (shrink)

The article presents an analysis of metaphorical names for yoga postures as well as other verbal and verbo-gestural means of communication used by yoga teachers to describe these co...

The analysis of legal communication has almost exclusively been the domain of discourse analysts focusing on the ways that the linguistic system is used to realise legal meanings. Multimodal discourse analysis, where visual forms in combination with traditional linguistic expressions co-occur, is now also an area of expanding interest. Taking a Systemic Functional Linguistics “social semiotic” perspective, this paper applies and critiques an analytical framework that has been used for examining intersemiotic complementarity in various types (...) of page-based multimodal texts by analysing a cartoon satirizing the demands that verdict deliberations can make on a citizen jury seated in a Crown Court. While the multimodal analysis reveals that a straightforward application of this analytical framework is useful in and of itself, it is argued that the framework needs to be extended to also account for further and more complex layers of represented meaning. The analysis is also situated in the wider legal social semiotic, and draws attention to international debates on the efficacy of the jury system itself. (shrink)

This paper considers the ways that concepts such as social justice and law were used as semiotic objects-in-tension by a group of five US undergraduates considering law school to make sense of their ideas about entering the discourse communities and communities of practice associated with being a lawyer. This group was made up of undergraduate women who had completed a summer residency program sponsored by the Law School Admissions Council to increase enrollment of students from under-represented groups. Of the (...) five participants, two were US-born; the others immigrated to the US as teenagers; each was aware of her position as multiply marginalized, by gender as well as other factors, including refugee or immigrant status, religious affiliation, sexual identity, and/or association with “at risk” labeling. Data analyzed reflect a 3-year study of their changing perceptions of their relationships to law school discourse communities, using text, interviews, individual video narratives, and informal, face-to-face group meetings. A sociolinguistic approach to multimodal discourse analysis is used to examine the ways that the women, each in a unique way, articulated an increased investment in direct and embodied engagement, lived experience, and personal testimony—not as supplements to doing/being a lawyer, but as necessary and expected practices therein. Over time and through various modalities, they used their vantage point from outside the dominant discourse communities of law to stage social critique and to contest the binary logic and normative criteria that forge the boundaries of exclusion from and inclusion in these communities. Specifically, they resemiotized notions of being a lawyer from the margins in ways that demanded a more fluid and polysemous interpretation of what it means to do ethically rigorous social justice work—hence reworking the relationships between justice and the law and widening the semiotic potential of their own future work. Particularly significant are the ways that semiotic trajectories progressed from an emphasis on what Halliday identifies as textual functions of language to interpersonal and ideational functions. Such a trajectory away from entextualization suggests that voices and perspectives from the margins may be using those imaginary margins tactically as sites from which to contest the boundaries that define whose voices count within the legal system and to contest normative limits on semiotic potentialities for lawyers working toward more just social futures. (shrink)

In this article, we carry out a Multimodal Critical Discourse Analysis of a sample from a larger corpus of Romanian news articles that covered the controversial camp evictions and repatriation of Romanian Roma migrants from France that began in 2010 and continue to the time of writing in 2017. These French government policies have been highly criticized both within France and by international political and aid organizations. However, the analysis shows how these brutal, anti-humanitarian events became (...) recontextualized in the Romanian Press to represent the French government’s actions as peaceful and consensual. In addition, the demonization of the Roma in the press serves as a strategy to continuously disassociate them from their Romanian counterparts. While there is a long history of discrimination against the Roma in Romania, these particular recontextualizations can be understood in the context of the Romanian government’s need to gloss over its failure to comply with the Schengen accession requirements and acquire full European Union membership. (shrink)

Studies of talk-and-bodily-conduct-in-interaction have inspired new insights into the way in which language, interaction and cognition might be articulated. More particularly, they have shown that participants mutually orient to the finely tuned multimodal details by which talk and action in interaction are sequentially organized. This article deals with this form of ‘participants’ multimodal online analysis’ by focusing on a particular phenomenon - the methodical practices and resources by which the end of a turn and of an activity (...) phase is projected and collectively achieved - in a specific videorecorded setting - a meeting in an architect’s office. It aims at questioning both how these local orientations are systematically displayed and exploited by the participants for the sequential organization of their activity and how they can be demonstrably observed by the analyst. (shrink)

In academic oral genres such as conference presentations, speakers resort to more than words to convey meaning. Research also suggests that persuasion, an important element of the communicative purpose of conference presentations, is frequently achieved through a combination of semiotic modes. Therefore, a skilful orchestration of these modes can be considered key to achieving effective communication in this genre. However, our understanding of persuasion has often focused on specific elements of the message considered in isolation and mainly from the linguistic (...) perspective. Relatively little attention has been paid to the overall persuasive effect achieved by the complex multimodal ensemble. This study approaches the analysis of persuasive strategies in conference presentations combining multimodal discourse analysis and ethnographic methods. It focuses on a particular attention-getting technique: enactment of characters, or acting the part of a person that is being referred to. Our analysis shows how it is achieved through the orchestration of different modes such as words, intonation, gestures, head movements, gaze and facial expression. (shrink)

The rise in Study Abroad participation among college students has increased interest among educationalists wondering about the impact of SA on students, particularly when students return home without evidence of deep engagement and understanding of other cultures and people. The purpose of this case study was to locate one potential source of the meanings ascribed to the SA experience, through analysis of multimodal representations on the institutional website of a popular SA program provider. In this study, Kress’ model (...) of multimodal social semiotic communication was employed in the analysis of the ensemble of modes of communication on the website, and their role in the production and dissemination of discourses of SA. Findings indicate that discourses of tourism prevail over discourses of education, and the representations enacted on the institutional website are mirrored in the discursive practices of students. (shrink)

This paper uses van Leeuwen’s Authority Legitimation framework to examine government posters published in the 1950s–1980s in Hong Kong, which serve as a means of shaping public opinion and legitimate social action. Martin and White’s Appraisal framework is also applied to provide the study with relevant analytical tools by which to construct evaluatively coherent authorial reading positions propagated by the government in the posters as well as aligning viewers with these desired positions. The government posters being studied are concerned with (...) various aspects of social practices in the domain of public health communication. This paper argues that the representations of these social practices are realized as texts – both visual and verbal – in the posters, as part of a broader recontextualization process where legitimate ways of doing things as stipulated in the government guidelines are recontextualized in these posters and conveyed to members of the public. The aim is two-fold: to provide a systematic analysis of how visual and verbal resources construe evaluation in the government posters and the consequent legitimation discourse as viewers are being persuaded to align with legitimate social practices; to highlight various forms of legitimation, namely, role model authority legitimation, impersonal authority legitimation, and conformity authority legitimation, that are realized in these posters through visual-verbal articulation. (shrink)

In this paper, I carry out an analysis of an event in Sweden called ‘the spring turnout’. It is a traditional event where cows are allowed out into the fields after the winter. I show how it has been colonized by Arla Foods, the diary company which controls part of the milk production in Sweden and in many other countries. Of interest in this analysis is how Arla infuses the event, and its own marketing, with discourses about nature (...) that are specifically Swedish and can be traced to the nation building of the nineteenth and twentieth centuries, used systematically as part of the social democratic project for equality and progress through a strong welfare system. The paper examines how Arla recontextualizes these discourses for commercial purposes. I show how such recontextualized discourses carry reassurances to Swedish people that this project is still intact despite huge social political changes in Swede over the past decades embracing neoliberalism, global capitalism and becoming one of the fastest deregulating countries in the world. (shrink)

Previous studies on legitimation, multimodality and political discourse by researchers, such as Van Leeuwen, Van Dijk and Mackay, have suggested different but supplementary methods of legitimation analysis by providing a number of analytical frameworks. Multimodal legitimation research, however, seems to be in need of a better conflation of the theoretical backgrounds of disciplines, such as narratology. This article focuses on the multimodal discourse of three political advertisements of the political party New Democracy, filmed for the (...) needs of the Greek legislative election of January 2015. What is investigated is the multimodal means by which New Democracy’s president, and Prime Minister at the time, Antonis Samaras attempted to legitimise his candidacy. In this article, I use the six-layer framework proposed by Mackay for multimodal legitimation analyses and I argue that multimodal legitimation research can benefit and get enhanced from the use of narratology and its analytical categories, such as perspective. (shrink)

This article explores verbal and visual language use in Zimbabwean contraceptive promotional brochures distributed from the early to mid-1980s. Drawing on recent work in critical discourse analysis of text and visual design, the article uses multimodal discourse analysis and draws from Halliday’s Systemic Functional Grammar’s transitivity analysis to analyze family planning pamphlets, focusing on the discursive construction of women as contraceptive users. The article argues that the salience of the language of risk and vulnerability, (...) which is textually and visually deployed throughout the pamphlets, discursively constructs risk as a feature of unequal power relations. The article further argues that underlying the overarching discourse on risk are multiple ‘silences’ that discursively construct an ideological difference consisting of oppositional binaries between ‘us’ and ‘them’ in terms of power relations. The differentiation of social groups reflects ‘hidden’ social inequalities in the text and visual images. (shrink)

This book positions itself at the intersection of the key areas of the modern humanities. Different authors from a variety of countries take innovative approaches to investigating multimodal communication, adapting pedagogical design to digital environments and enhancing cognitive skills through transformations in teaching and learning practices. The eclectic forms under study require eclectic approaches and methodologies, and the authors cross disciplinary boundaries drawing on philosophy, linguistics, semiotics, computational linguistics, mathematics, cognitive studies and neuroaesthetics. Part I presents methods of analysing (...) multimodal communication in its different displays, covering promotional video in crowdfunding project presentations, multimodal public signs of prohibition and visuals as arguments. Part II explores varied teaching methodologies that have emerged as a result of and in response to modern technological changes and contains some practical hints for educators. It demonstrates the pedagogical potential of video games, virtual worlds, linguistic corpora and online dictionaries. Part III focuses on psychological and cognitive factors influencing success in the classroom, primarily, ways of developing students’ and teachers’ personalities. The volume sits at the intersection between Communication Studies, Digital Humanities, Discourse Analysis, Education Theory and Cognitive Studies and is useful to scholars and students of communication, languages, education and other areas of the humanities. This book should trigger scholarly discussions as well as stimulating practitioners’ interest in these fields. (shrink)

In contemporary educational contexts there is considerable variation in how argumentation works and what forms and styles it takes. Influencing factors include the educational purpose and task, the level of education, and the discipline or curriculum subject in which it occurs. This paper offers a theoretical framework and a set of multimodal analytical tools which can provide a rich and systematic account of such variation. Using naturalistic data from three different educational sites I illustrate how such a framework reveals (...) the diverse ways in which students use language and other modes of meaning making as they engage in processes of argumentation. In particular, I consider how new technologies have caused shifts in the distribution of meaning across different semiotic modes (such as visual images, space, colour and graphics) and how this impacts upon both argumentation process and product. The educational implications of such changes are also considered. (shrink)

Taste is a central sense for humans and animals, and it has been largely studied either from physiological and neurological approaches or from socio-cultural ones. This paper adopts another view, focused on the activity of tasting rather than on the sense of taste, approached within the perspective of ethnomethodology and multimodal conversation analysis. This view addresses the activity of tasting as it is interactionally organized in specific social settings, observed in a naturalistic way, on the basis of video (...) recordings. Focusing on video recorded improvised tastings of cheese in gourmet shop encounters, the paper offers a systematic analysis of the way in which tasting is orderly achieved in an intersubjective way. It follows the various steps characterizing tasting, from the invitation to taste, to the grasping of a bit to taste, which is put in the mouth, chewed, and swallowed; it details how an interactional moment offering the taster a priviledged, individual, focused space in which to devote exclusive attention to the object tasted is actively tailored by all parties. By contrast, the completion of tasting is marked by a return to mutual gaze, the animation of facial expressions and nods, and the final production of a judgment of taste. By offering a systematic reconstruction of how these tasting moments are organized, the paper invites to a multimodal approach of sensoriality in social interaction. (shrink)

This paper presents an analytical framework for analyzing how multimodal resources of emotion expression are semiotically materialized in discursive interactions specific to political discourse. Interested in how political personae are emotionally constructed through multimodal meaning-making practices, our analysis model assumes an interdisciplinary perspective, which integrates facial expression analysis – using FaceReader™ software –, the theory of emotional arcs and bodily actions (hand gestures) analysis that express emotions, in the analytical framework of multimodality. The results (...) show how the multimodal choices that political actors make during discursive interactions allow them to build their political brand and make connections with the audience on an emotional level. (shrink)

This article analyzes the construction of female subjectivity in the specific context of audiovisual cyberspaces in Spain dedicated to the struggle against violence against women. Looking at the YouTube channels of two virtual feminist communities that deal with violence against women, the authors analyze how the victim-subject is configured in terms of agency and activism. The authors adopt a multimodal model of studying the sign complexes of the videos as semiotic artifacts that produce meaning. Sign complexes are always engaged (...) because representation is never neutral because what is represented in sign is meant to realize the values and positions of those who make the sign. In this article, the authors understand feminist activism in the fight against violence targeting women as constructing in its discourse not only the activist process, but also the subject of this activism: the victim-subject of gender-based violence. The analysis engages in the discussion about the various ways in which this subject is interpellated by the audiovisual texts in terms of agency. As a result, this study proposes the necessity to devise new ways of articulating this subject as a political and agential one. (shrink)

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 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. (shrink)

The British Miners’ Strike of 1984–1985 represents one of the most pivotal periods in British industrial relations. The significance of media stance towards the miners remains a controversial issue today, as attested by recent publications looking back at the strike. Here, authors including miners, journalists and other commentators argue that media coverage of the strike followed a consistently anti-trade union agenda in which the media sought to destabilise the strike. An internal British Broadcasting Corporation report, only recently made public, shows (...) that the BBC themselves had concerns over possible imbalances in their coverage of the so-called ‘Battle of Orgreave’. Despite the weight attached to media coverage in this context, however, surprisingly little research has been conducted from a discourse-analytical perspective to show systematically and empirically how such an agenda may have been manifested across media texts. In this article, drawing on Cognitive Linguistic Critical Discourse Studies, I show how one particular metaphorical framing of the strike, which construed the strike as a war between the State and the National Union of Miners, persisted through the year-long period and consider the potential ideological functions of this framing in media strategies of legitimation. I show how this metaphor featured in linguistic, visual and multimodal forms of media representation. (shrink)

This article investigates a multiparty interaction in an accounting office by applying a multimodal approach to discourse. This approach allows the incorporation of all relevant communicative modes and is based on the following three notions: 1) the notion of mediated action; 2) the notion of modal density; and 3) the notion of a foreground– background continuum of attention/awareness. The article illustrates that a social actor in a multiparty interaction simultaneously co-constructs several higher-level actions with the various participants on (...) different levels of their attention/awareness. On a theoretical level, the article argues that traditional approaches to discourse analysis, with their unconditional focus on language as the primary mode, misconstrue the multiple higher-level actions that a social actor is engaged in simultaneously as dyadic or triadic interactions in quick succession. (shrink)

It is argued in this paper that a multimodal analysis of turn-taking, one of the core areas of conversation analytic research, is needed and has to integrate gaze as one of the most central resources for allocating turns, and that new technologies are available that can provide a solid and reliable empirical foundation for this analysis. On the basis of eye-tracking data of spontaneous conversations, it is shown that gaze is the most ubiquitous next-speaker-selection technique. It can (...) function alone or enhance other techniques. I also discuss the interrelationship between the strength for sequential projection and the choice of next-speaker-selection techniques by a current speaker. The appropriate consideration of gaze leads to a revision of the turn-taking model in that it reduces the domain of self-selection and expands that of the current-speaker-selects-next sub-rule. It also has consequences for the analysis of “simultaneous starts”. (shrink)

This paper focuses on the news representation of Liz Truss by the British press, starting from the identification of news values. In addition, our analysis investigates the portrayal of Truss as a gendered social actor. The data were retrieved online through the resource LexisNexis – using the keyword “Truss” in headlines and lead paragraphs in both British broadsheets and tabloids – during three crucial days: 10 July 2022, the day Truss announced her candidacy for the leadership of the Conservative (...) Party and as Prime Minister, 5 September 2022, when she became leader of the Conservative Party and consequently the new Prime Minister, and 20 October 2022, the day she announced her resignation as leader of the Conservative Party and Prime Minister. These data were analysed combining Bednarek’s and Caple’s Discursive News Values Analysis (DNVA) and Multimodal Critical Discourse Analysis (MCDA). Our findings identify the most frequent news values employed by British national newspapers in Truss’ portrayal during the selected timespans and highlight the connection between those values and her gendered representation. (shrink)

The analysis of courtroom trials has attracted considerable scholarly attention. However, studies performing SFL analysis of legal texts and speeches are rare. The up-to-date published studies handled criminal cases; yet, there is a lack of SFL studies examining civil cases like divorce and defamation. The present qualitative study utilized systemic functional multimodal discourse analysis (SF-MDA) of the 2022 defamation trial sued by Johnny Depp’s lawyer (the plaintiff) against Amber Heard (the defendant). The SF-MDA of the (...) transitivity system aimed to examine and compare the experiential meaning in the speeches of the plaintiff and the defendant. The study aimed to answer the following research questions: (1) what are the differences in the plaintiff’s and defendant’s use of experiential meanings? (2) how can transitivity and multimodality aid in the experiential communicative meanings and the arrival of the final verdict in the courtroom? and (3) what were the language tactics that were manifested throughout the analysis? The plaintiff utilized material processes with the highest frequency, followed by relational and mental processes. However, the defendant made excessive use of the relational processes followed by mental and material processes. The speech of the plaintiff included more circumstances than the defendant. Some of the language techniques, used by the plaintiff and the defendant were detected. (shrink)