This paper uses a social semiotic perspective to analyze Donald Trump’s domination of media coverage of the US presidential campaign from 16 June 2015, when he announced his candidacy for nomination as the Republican candidate until 8 November 2016, when he was elected as President of the United States. The paper argues that one of the keys to Donald Trump’s domination of media coverage was that, in presenting himself and his agenda, he foregrounded interpersonal meaning by making himself the focus (...) of attention of the campaign through strategies that invaded various semiotic spaces to form a “sub-semiosphere” of Trump dogma. The effects of this were that what he did and what he said captured the majority of media attention at the expense of his opponents, enabling him to win the election, despite his complete lack of background experience as a politician. (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 takes a systemic functional multimodal social semiotic approach to the analysis and discussion of image and text relations in two sets of data. First, patterns of contextualisation of images and text in the online magazines Dabiq and Rumiyah produced by the Islamic extremist organisation which refers to itself as Islamic State are examined. The second data set consists of a sample of texts from Western online news and blog sites which include recontextualisations of images found in the first (...) data set. A sample of examples of the use and re-use of images is discussed in order to identify patterns of similarity and difference when images and text are recontextualised. It is argued that the ISIS material tends to foreground the interpersonal metafunction in combination with the textual metafunction, while the other data set tends to foreground the ideational metafunction. These inferences indicate that further exploration of a larger data set is worth pursuing. Such studies would provide deeper insights helping to distinguish between online material which supports terrorism and that which opposes it, as well as facilitating the further development of multimodal social semiotic approaches to image and text relations. (shrink)

ABSTRACTThis study examines the types of verbal, pictorial, and multimodal metaphors in the genre of sex education picture books for young children in Mainland China. Although being an educational discourse genre that is essentially concerned with transmitting scientific facts, sex education picture books employ a range of metaphors that categorize and construe the biological knowledge of human reproduction in a way that not only facilitates young children’s understanding of scientific concepts but also instills in them particular values and moralities that (...) are socioculturally conditioned. An examination of the source domains from which the metaphors are drawn and the target domains onto which the metaphors are mapped reveals three types of metaphor, namely, personification, domestication, and cross-experience metaphors. The analysis of seven sex education picture books for pre-school children suggests that these types of metaphor are used purposefully for addressing pedagogical as well as ideological con... (shrink)

Volume 16, Issue 5, November 2019, Page 514-521.

International education is impacted by multiple discourses, in particular the discourse of university as an educational institution responsible for producing and curating knowledge for the public good, pursuing truth and transforming student life, and the neoliberal marketing discourse which portrays the university as a business organization providing a service for international students as customers/consumers. Following a multimodal discourse analytic perspective, this study examines ‘Why Choose’ webpages of one British and two Australian universities to identify how the apparently conflicting higher education (...) and neoliberal marketing discourses are managed in the interdiscursive space using language, images and videos. The results reveal that ‘Why Choose’ webpages are hybrid texts where the discourse of higher education is upheld in relation to the neoliberal marketing discourse through multimodal strategies of accentuation, infusion and progression. The study argues for the necessity of undertaking a multimodal discourse approach to understand how various positions are negotiated interdiscursively in online media. (shrink)

In the 21st century, the field of business and finance has become a media spectacle. Not only have advances in technology changed the ways in which audiences engage with business information, the pervasiveness of internet and cable television networks has led to the emergence of new hybrid forms of business news discourse, blending verbiage, images, graphics, audio, and video clips. Combining discourse analysis, social semiotic theory, and other interdisciplinary approaches, this article explores the multiple ways in which business news are (...) mediated on the internet by continuous 24-hour business news networks such as Bloomberg, CNBC, FOXBusiness, and Reuters. In particular, this article is concerned with how events are contextualized, that is, how identities and social relationships are constructed and represented within and across different modes, media, and networks. The analysis focuses on what is foregrounded or backgrounded, what is thematized or unthematized in each mode and medium, and what process types and categories are drawn upon to represent events, social actors, and social actions. In this context, special interest is being paid to the semiotic shifts or transformations that multimodal representations undergo across modes, media, and news networks. (shrink)