Intertextual voices and engagement in TV advertisements

2011 ◽  
Vol 10 (4) ◽  
pp. 565-588 ◽  
Author(s):  
Dezheng Feng ◽  
Peter Wignell
Keyword(s):  
Facial Expression ◽  
Social Practice ◽  
Discourse Structure ◽  
Engagement Strategies ◽  
Persuasive Power ◽  
Advertising Discourse ◽  
Point Of Departure ◽  
Shed Light

By analysing multimodal TV advertisements, this study aims to show how intertextual voices are exploited in advertising discourse to enhance persuasive power. Taking as their point of departure the assumption that all discourses are intertextual recontextualizations of social practice that draw on external voices from both specific discourses and discursive conventions, the authors identify two types of intertextual voice in TV advertisements: character and discursive voice. This article illustrates the multimodal construction of voices and demonstrates that the choice of voices is closely related to the ‘domain’ of the product. It is argued that the intertexual voices contribute to the advertising discourse through multimodal engagement strategies. Character voice endorses the advertised product through such resources as lexico-grammar, intonation, facial expression and staged narrative, while discursive voice endorses the advertised product through contextualization and intertextual discourse structure. It is hoped that the study will shed light on the understanding of the heteroglossic nature of advertisements, the interaction between intertextual voices and the advertised message, and multimodal construction of voices and engagement.

Somatic Semiotics: Emotion and the Human Face in the Sagas andÞættirof Icelanders

Traditio ◽  
2014 ◽  
Vol 69 ◽  
pp. 125-145
Author(s):  
Kirsten Wolf
Keyword(s):  
Facial Expression ◽  
Facial Expressions ◽  
Internal State ◽  
Old Norse ◽  
Human Face ◽  
Affective States ◽  
Mixed Emotions ◽  
Wide Range ◽  
Point Of Departure ◽  
Human Facial Expression

The human face has the capacity to generate expressions associated with a wide range of affective states. Despite the fact that there are few words to describe human facial behaviors, the facial muscles allow for more than a thousand different facial appearances. Some examples of feelings that can be expressed are anger, concentration, contempt, excitement, nervousness, and surprise. Regardless of culture or language, the same expressions are associated with the same emotions and vary only in intensity. Using modern psychological analyses as a point of departure, this essay examines descriptions of human facial expressions as well as such bodily “symptoms” as flushing, turning pale, and weeping in Old Norse-Icelandic literature. The aim is to analyze the manner in which facial signs are used as a means of non-verbal communication to convey the impression of an individual's internal state to observers. More specifically, this essay seeks to determine when and why characters in these works are described as expressing particular facial emotions and, especially, the range of emotions expressed. The Sagas andþættirof Icelanders are in the forefront of the analysis and yield well over one hundred references to human facial expression and color. The examples show that through gaze, smiling, weeping, brows that are raised or knitted, and coloration, the Sagas andþættirof Icelanders tell of happiness or amusement, pleasant and unpleasant surprise, fear, anger, rage, sadness, interest, concern, and even mixed emotions for which language has no words. The Sagas andþættirof Icelanders may be reticent in talking about emotions and poor in emotional vocabulary, but this poverty is compensated for by making facial expressions signifiers of emotion. This essay makes clear that the works are less emotionally barren than often supposed. It also shows that our understanding of Old Norse-Icelandic “somatic semiotics” may well depend on the universality of facial expressions and that culture-specific “display rules” or “elicitors” are virtually nonexistent.

Online Diaries: Towards a Structural Approach

2004 ◽  
Vol 38 (3) ◽  
pp. 457-471 ◽  
Author(s):  
VIVIANE SERFATY
Keyword(s):  
Information Technology ◽  
Social Practice ◽  
American Culture ◽  
Structural Approach ◽  
Primary Sources ◽  
The Internet ◽  
Ordinary People ◽  
Insight Into ◽  
Shed Light

Online diaries are at once thoroughly familiar and intensely new. Their publication on the Internet may be seen as upholding a long tradition in self-representational writing even as information technology modifies the forms and functions of such texts. Studying online diaries from a literary standpoint may therefore shed light on the development of new forms of writing, and contribute to assessing the extent of this transformation and its meaning. At the same time, viewing online diaries as primary sources may afford insight into the mores of ordinary people in contemporary America. Focusing on anonymous American diarists makes it possible to explore how this contemporary social practice reflects the transformations of the heartland in present-day America, how ordinary women and men, average Americans, make sense of their society and can be seen as representative of American culture, while at the same time engaging in the most personal kind of writing.

Interpretive Representation: A Relevance-Theoretic Analysis of the Opening Paragraph of Carlyle's Chartism

2005 ◽  
Vol 34 (1) ◽  
Author(s):  
David Keeble
Keyword(s):  
Relevance Theory ◽  
Theoretic Analysis ◽  
Close Analysis ◽  
Opening Paragraph ◽  
Point Of Departure ◽  
Shed Light

AbstractThis paper demonstrates the capacity of relevance theory to illuminate the stylistic features of a complex piece of literary prose and in particular to shed light on the level of coherence inherent in the text examined. Taking some independent critical observations of the writer's style as a point of departure, it provides a close analysis of the opening paragraph of Thomas Carlyle's essay

scholarly journals Siberian punk shall emerge here: Egor Letov and Grazhdanskaia Oborona

Popular Music ◽  
2012 ◽  
Vol 31 (3) ◽  
pp. 401-415 ◽  
Author(s):  
Yngvar B. Steinholt
Keyword(s):  
Punk Rock ◽  
Right Wing ◽  
Complex Landscape ◽  
Soviet Russia ◽  
Point Of Departure ◽  
Shed Light

AbstractAny study of punk rock in Russia will in some way come into contact with the massive influence of Egor Letov, his band Grazhdanskaia Oborona, and their extensive output during the late 1980s. Academia has thus far been reluctant to study the band because of its leader's involvement with dubious right-wing movements and his many tasteless and provocative media stunts during the 1990s. By taking its point of departure in Letov's songs from four stages of his band's development, this article seeks to shed light on Grazhdanskaia Oborona's contribution to the development of punk in Soviet and post-Soviet Russia. When it comes to Letov's extremist views in the latter half of his career it attempts to venture beyond reductionist notions of fascism, into the complex landscape of the paradoxical and often confusing mixture of extreme ideologies that sprang out of the Soviet collapse. It will argue that Letov's work – his songs – come over as a lot less contradictory and ideologically extreme than their author's political stunts would suggest. Their aesthetics and ideology are first and foremost punk.

scholarly journals Professional Discourse as Social Practice

2017 ◽  
Vol 9 (1) ◽  
pp. 108 ◽  
Author(s):  
Silvia Blanca Irimiea
Keyword(s):  
Social Practice ◽  
Professional Socialization ◽  
Social Constructionist ◽  
Institutional Discourse ◽  
Social Practice Theory ◽  
Professional Discourse ◽  
Identity Creation ◽  
The Social ◽  
Definition Of ◽  
Shed Light

Professional discourse (PD) has come under close scrutiny for the last two-to-three decades. The discipline termed ’professional discourse’ developed side by side with the related fields of organizational discourse, workplace discourse, institutional discourse, and more recently, corporate discourse, all related to or rather subservient to specific forms of communication. From the earliest studies and continuing today, communication-related studies have been interdisciplinary, drawing on sociology, psychology, anthropology, linguistics, and any discipline that could shed light on human behaviour in particular settings. It is the purpose of the present article to show the link between professional discourse and social practice and to link it to sociological theories. The study goes out from a presentation of PD (Gunnarson 1997), the differences between the terms ‘institutional discourse’ and ’professional discourse’ as proposed by Sarangi and Roberts (1999: 15-19), Koester’s definition of ’institutional discourse’, Gotti’s notion of ’specialist discourse’, Drew and Heritage’s (1992:3) notion of ’institutional talk’. The characteristics of PD are viewed in terms of the functions it may perfom and draw on Chiappini and Nickerson (1999), Linell (1998), Mertz (2007), and Kong (2014). Social practice and social practice theory, on the other hand, build on the tenets of Bourdieu (1989), Giddens (1984), Schatzki (2002), Reckwitz (2002), Jackson (2005) and Holtz (2014). While discourse, in general, has been viewed from the social structuration perspective by SFL and CDA scholars, the PD relationship to social practice followed the social constructionist appfoach. PD is explicated through the role discourse plays in professional socialization and identity creation (Kong 2014, Smith 2005). Other notions, such as Wenger’s (1998) ’community of practice’, ’shared repertoire’ are discussed in relation to the use of PD as well. Finally, possible directions for further research inquiry are put forward.

scholarly journals Professional Discourse as Social Practice

2017 ◽  
Vol 3 (4) ◽  
pp. 108
Author(s):  
Silvia Blanca Irimiea
Keyword(s):  
Social Practice ◽  
Professional Socialization ◽  
Social Constructionist ◽  
Institutional Discourse ◽  
Social Practice Theory ◽  
Professional Discourse ◽  
Identity Creation ◽  
The Social ◽  
Definition Of ◽  
Shed Light

Professional discourse (PD) has come under close scrutiny for the last two-to-three decades. The discipline termed ’professional discourse’ developed side by side with the related fields of organizational discourse, workplace discourse, institutional discourse, and more recently, corporate discourse, all related to or rather subservient to specific forms of communication. From the earliest studies and continuing today, communication-related studies have been interdisciplinary, drawing on sociology, psychology, anthropology, linguistics, and any discipline that could shed light on human behaviour in particular settings. It is the purpose of the present article to show the link between professional discourse and social practice and to link it to sociological theories. The study goes out from a presentation of PD (Gunnarson 1997), the differences between the terms ‘institutional discourse’ and ’professional discourse’ as proposed by Sarangi and Roberts (1999: 15-19), Koester’s definition of ’institutional discourse’, Gotti’s notion of ’specialist discourse’, Drew and Heritage’s (1992:3) notion of ’institutional talk’. The characteristics of PD are viewed in terms of the functions it may perfom and draw on Chiappini and Nickerson (1999), Linell (1998), Mertz (2007), and Kong (2014). Social practice and social practice theory, on the other hand, build on the tenets of Bourdieu (1989), Giddens (1984), Schatzki (2002), Reckwitz (2002), Jackson (2005) and Holtz (2014). While discourse, in general, has been viewed from the social structuration perspective by SFL and CDA scholars, the PD relationship to social practice followed the social constructionist appfoach. PD is explicated through the role discourse plays in professional socialization and identity creation (Kong 2014, Smith 2005). Other notions, such as Wenger’s (1998) ’community of practice’, ’shared repertoire’ are discussed in relation to the use of PD as well. Finally, possible directions for further research inquiry are put forward.

scholarly journals Wacana Drama Korea dalam Iklan Sprite Versi “Kenyataan Gak Kayak Drama Korea”

2020 ◽  
Vol 14 (2) ◽  
pp. 57-69
Author(s):  
Shani Fella ◽  
Fitri Murfianti
Keyword(s):  
Qualitative Research ◽  
Theoretical Basis ◽  
Research Method ◽  
Discourse Structure ◽  
Advertising Agencies ◽  
Korean Wave ◽  
And Behaviors ◽  
Advertising Discourse ◽  
Descriptive Qualitative

The development of the Hallyu, or Korean Wave, has an impact on product advertising in Indonesia, which uses many actors and discourses brought from Korean culture.Starting from this it turns out that growing questions about the possibility of Korean Wave can shape new consumption interests and behaviors that have an interest in Korea. The study, entitled Korean Drama Discourse in the Sprite ad version “Kenyataan Gak Kayak Drama Korea” is an advertisement for Sprite beverage products identified using Korean drama discourse with humor at the end of the story. The research method used is descriptive qualitative research supported by a theoretical basis, namely the structure of advertising discourse to dismantle Korean drama discourse on the Sprite advertisement version “Kenyataan Gak Kayak Drama Korea” using the concept of fashion as communication and storyline and location settings to be peeled off per scene advertisement. The discourse structure of advertising in this study will be explained in three parts, namely the main items of advertising, advertising agencies and closing advertisements. The results of this study indicate that in the version of the Sprite advertisement “Kenyataan Gak Kayak Drama Korea” there is a Korean drama discourse displayed on the advertising body, which functions as an advertisement explanatory item that is a message from a Sprite advertisement that "Nyatanya Nyegerin" can be well received by prospective customers.

scholarly journals An ethnography of Bitcoin: Towards a future research agenda

2016 ◽  
Vol 4 (1) ◽  
pp. 65-78 ◽  
Author(s):  
Alexia Maddox ◽  
Supriya Singh ◽  
Heather A. Horst ◽  
Greg Adamson
Keyword(s):  
Social Practice ◽  
Research Agenda ◽  
Banking Industry ◽  
Dynamic Properties ◽  
Future Research ◽  
Social Critique ◽  
Monetary System ◽  
Future Research Agenda ◽  
Digital Community ◽  
Shed Light

Cryptocurrencies such as Bitcoin are a recent socio-technical innovation that seeks to disrupt the existing monetary system. Through mundane uses of this new digital cash, they provide a social critique of the centralized infrastructures of the banking industry. This paper outlines an ethnographic research agenda for this new digital frontier of social practice and exchange and the human affordances of engaging with cryptocurrencies such as Bitcoin. Firstly we argue that the use of Bitcoin can be seen as acts of social resistance and a form of social mobility that harnesses the emergent, serendipitous and dynamic properties of digital community. We then outline the disruptive nature of borderless, affordable and instantaneous international transfers within social practice. Finally, we identify the possible permutations of trust that may be found in the technical affordances of Bitcoin and how these relate to user (pseudo)anonymity, cybertheft, cyberfraud, and consumer protection. Bringing together these three key areas we highlight the importance of understanding the ordinary (rather than extra-ordinary) uses of cryptocurrencies such as Bitcoin. We contend that focusing upon users interactions with Bitcoin as a system and culture will shed light upon mundane acts of socio-technical disruption, acts that critique and provide alternative financial exchange practices to the economic and regulatory financial infrastructures of the centralised banking industry.

Sôma, technê and the Somatechnics of Sexual Difference

Somatechnics ◽  
2013 ◽  
Vol 3 (2) ◽  
pp. 233-249 ◽  
Author(s):  
Kristin Sampson
Keyword(s):  
Sexual Difference ◽  
Luce Irigaray ◽  
Ancient Greek ◽  
The Third ◽  
Point Of Departure ◽  
Shed Light

This article investigates what may be called a somatechnics of sexual difference by way of making a detour through the classical Greek notions of sôma and technê. An emphasis is put upon a tension between different figurations of these notions within an ancient Greek context, exemplified through a contrast, or counterpoint, between a later Platonic and earlier pre-Platonic significance of these words. Taking some of the various denotations that sôma and technê carry within early Greek thinking both as a point of departure and as a means of providing an outside to more contemporary ways of conceptualizing and understanding corporeality and technology, the article attempts to use this as a background in order to shed light upon sexual difference. That is to say, I am addressing three different contexts in this article: The first is a pre-Platonic context. The second is a later, classical context: the context of Plato, if you will. These two constitute a background in order to shed light upon the third contemporary one, where the concept of somatechnics as well as the notion of sexual difference as conceived by Luce Irigaray belong.

Avoiding Ribā: Credit and Custodianship in Nineteenth- and Early-Twentieth Century ḥaḍramawt

1998 ◽  
Vol 5 (2) ◽  
pp. 196-213 ◽  
Author(s):  
Linda Boxberger
Keyword(s):  
Twentieth Century ◽  
Legal System ◽  
Social Practice ◽  
Early Twentieth Century ◽  
History Of ◽  
Southern Arabia ◽  
Economic Need ◽  
Financial Transactions ◽  
Shed Light ◽  
Economic Institution

AbstractThis essay examines a little-known economic institution known as ʿuhda sale which was highly elaborated in the ḥaḍramawt region of southern Arabia, where it was used to facilitate the availability of credit by allowing people to benefit from extending credit without breaking the Qurʾānic prohibition of Ribā. After considering the history of the practice in ḥaḍramawt and controversies associated with it, I analyze how the transactions worked and who participated in them, as reflected in nineteenth- and twentieth-century contracts. In addition, evidence culled from contemporary fatāwā shed light on some of the questions and problems which arose in the course of these transactions. The ʿuhda transaction in ḥaḍramawt illustrates the development of a utilitarian economic institution through the combined influences of local usage based on practical needs and local juristic decisions as to religious legitimacy. The transaction exemplifies the flexibility of the local legal system in response to economic need and social practice. It also illustrates the degree to which people of different genders, ages, and social backgrounds participated in financial transactions in this society.

Sign in / Sign up

Export Citation Format

Share Document