Construction of risk in road safety advertising: a multimodal analysis of Vietnamese child helmet awareness advertisements

2021 ◽  
Vol 0 (0) ◽  
Author(s):  
Hoang Van Nguyen
Keyword(s):  
Road Safety ◽  
Expert Knowledge ◽  
Multimodal Approach ◽  
Traditional Values ◽  
Multimodal Analysis ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Comprehensive Picture ◽  
Media And Communication

AbstractThe discourses of risk serve to organise the ways in which we understand and respond to potential harms and threats, which have become a major concern in our daily life. However, the discourses of risk have not been extensively investigated using linguistic text-based methods on the multimodal level, nor deeply examined beyond Western contexts. Grounded in the literature of risk and multimodal discourse, the aim of the study is to demonstrate Multimodal Discourse Analysis from a Systemic Functional Linguistics perspective as a potential methodology to investigate how risk discourses are constructed in and through semiotic resources in a non-Western setting. Through a case study of child helmet awareness advertisements in Vietnam, the multimodal analysis reveals a comprehensive picture of risk discourses constructed across various semiotic modes. In this analysis, the discourses of risk are constructed through a negotiation of expert knowledge and traditional values to encourage the audience to take actions and provide helmets for their children. Findings of the study demonstrate the use of Systemic Functional multimodal approach to media and communication to provide evidence for risk discourses in the Vietnamese setting, which are at odds with the current literature and can potentially be extended to other contexts.

“The Last Laugh?” A Multimodal Analysis of Captions in Photojournalism

Pólemos ◽  
2017 ◽  
Vol 11 (1) ◽  
Author(s):  
Mara Logaldo
Keyword(s):  
Poor Quality ◽  
Pop Art ◽  
Point Of View ◽  
Multimodal Analysis ◽  
Multimodal Discourse ◽  
Low Culture ◽  
Verbal Discourse ◽  
Selective Process

Abstract It is generally agreed that in photojournalism pictures come first. However, also the short verbal texts that accompany them play a crucial role, as they lead readers among the different signifieds of the image. A multimodal discourse analysis of captions will aptly consider both the linguistic elements that appear within the verbal discourse and the image-text relation. The interconnectedness of captions and pictures has lately been defined as a “loop,” a view which blurs the traditional distinction between anchoring and relaying processes theorized by Barthes. The association of the relaying function with comics, however, seems to establish an interesting point of contact between photojournalism and pop art. Captions actually show the tension between “high” and “low” culture, the former being traditionally identified with the word and the latter with the image. While in the heyday of photojournalism captions were made necessary by the poor quality of the photographs, they soon began to provide an abstractive summary of the story told by the picture. This selective process involves interpretation. For this reason, captions can be ethically misleading and even legally controversial forms of discourse, for instance when they are used instrumentally to convey a specific point of view. In photojournalism dealing with crime cases, in particular, captions may display a sensationalist and populist view of justice, thus articulating the thoughts of public opinion supported by the newspaper’s stand. My case study focuses on the caption that accompanied the photo portraying Perry Smith and Richard Hickock while leaving the courtroom on March 29, 1960. The two murderers – who have become famous after the publication of the documentary novel

scholarly journals A Multimodal Discourse Analysis of the Interpersonal Meaning of a Television Advertisement in Indonesia

2019 ◽  
Vol 5 (2) ◽  
pp. 119-126
Author(s):  
Didin Nuruddin Hidayat ◽  
Abrizal A ◽  
Alex A
Keyword(s):  
Discourse Analysis ◽  
English Education ◽  
Social Semiotics ◽  
Language Function ◽  
Multimodal Discourse Analysis ◽  
Television Advertisement ◽  
Multimodal Discourse ◽  
Wedding Ceremony ◽  
Significant Factors

ABSTRACTThis article attempts to investigate and explore the interpersonal meaning of YOU C1000 on Indonesian television advertisements. This study was conducted qualitatively using case study to check how different semiotic and modes such as music, sound, speech, color, action, and image work together to build the interpersonal meaning. This study discusses the interpersonal meaning in speech and music, interpersonal meaning in movement and interpersonal meaning in image and color. The study aimed to give some contributions to social semiotics studies, television, or video advertisement. YOU C1000 advertisement is successful to attract audiences’ attention. The election of Miss Universe advertisement star, Bali as the shooting location, English as the language function and wedding ceremony as the activity are the significant factors to introduce the product to the market. In addition, its tagline is a successor factor as well. If people hear Healthy Inside and Fresh Outside, they will remember YOU C1000.                                       ABSTRAKArtikel ini bertujuan untuk menginvestigasi and menyelidiki makna interpersonal dari produk ‘YOU C1000’ pada iklan televisi Indonesia. Penelitian ini dilakukan secara kualitatif dengan menggunakan pendekatan studi kasus untuk mengetahui bagaimana semiotik dan moda yang berbeda seperti musik, suara, ucapan, warna, tindakan, dan gambar, dapat berjalan bersama-sama dalam membentuk makna interpersonal. Penelitian ini mengulas makna interpersonal dalam ucapan dan musik, makna interpersonal dalam gerakan, dan makna interpersonal dalam gambar dan warna. Penelitian ini bertujuan untuk memberikan kontribusi pada studi semiotika sosial, televisi, atau iklan video. Iklan YOU C1000 berhasil menarik perhatian penonton. Pemilihan bintang iklan Miss Universe, Bali sebagai lokasi syuting, bahasa Inggris sebagai fungsi bahasa dan upacara pernikahan sebagai aktivitasnya adalah faktor-faktor yang signifikan untuk memperkenalkan produk tersebut ke pasar. Selain itu, ‘tagline’-nya juga merupakan faktor penting lainnya. Jika orang-orang mendengar ‘Healthy Inside and Fresh Outside’, mereka akan mengingat YOU C1000.     How to Cite: Hidayat, D. N.., Abrizal., Alek. (2018). A Multimodal Discourse Analysis of the Interpersonal Meaning of a Television Advertisement in Indonesia. IJEE (Indonesian Journal of English Education), 5(2), 119-126. doi:10.15408/ijee.v5i2.11188

scholarly journals Nationalism in official tourism websites of Balkan countries: a multimodal analysis

2020 ◽  
Author(s):  
Linda Houliston ◽  
Stanislav Hristov Ivanov ◽  
Craig Webster
Keyword(s):  
Ottoman Empire ◽  
Historical Context ◽  
International Tourism ◽  
Analysis Method ◽  
Multimodal Analysis ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Balkan Countries ◽  
Tourism Websites ◽  
Do So

This paper investigates the official tourism websites for the Balkan countries of Albania, Bosnia and Herzegovina, Bulgaria, Croatia, Greece, Montenegro, North Macedonia, Romania, Serbia, Slovenia, and Turkey to learn about their depiction of the nations for international tourism markets. The research combines Pauwels’ (2012) multimodal discourse analysis method designed for cultural websites with Smith’s (1998) six main institutional dimensions to seek out potential nationalistic patterns involving the state, territory, language, religion, history, and rites and ceremonies. The findings mostly involve verbal and visual signifiers that have a historical context to the nations such as antiquity, communism, Yugoslavia, religion, irredentism, the Ottoman Empire, and national identity. The findings illustrate that official tourism websites while being sensitive not to alienate international tourists, portray a sense of nationalism but do so in a different way, based upon the historical experiences and unique features of each country surveyed.

Splits on Instagram: a case study of young adults’ selfies

Semiotica ◽  
2021 ◽  
Vol 0 (0) ◽  
Author(s):  
Reham El Shazly
Keyword(s):  
Young Adults ◽  
Self Concept ◽  
Power Relationships ◽  
Ideal Self ◽  
Mediated Communication ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Online Spaces ◽  
And Behavior

Abstract Instagram serves as a powerful instrument for youth socialization, self-expression, and self-performance in visual online spaces. Using social semiotics and multimodal discourse analysis, this study examines the potential ideological meanings and implications of selfie-shooting and sharing on Instagram on young adults’ self-concept. A corpus of 110 questionnaires, including almost 85 captioned selfies, was surveyed as multimodal utterances. In doing so, this study argues that selfies can create young adults’ split-selves while constructing their multiple personas in visual online spaces. This marks the significance of viewing selfie-creators not only as authors of their selfies, but rather as viewers of a three-fold self: an ideal-self, a projected-self, and an internal-self, to negotiate social and power relationships, while (re)positioning observer-observed roles. This study claims originality in unraveling how young adults use visual and textual mediated communication to represent and perform their split-selves. It suggests that selfie-shooting-sharing has become a key self-performance tactic and behavior in online cultures. Therefore, young adults deploy selfies and captions to posit a redefinition of certain social values, such as aesthetics and freedom, while deploying their selfies and captions. Challenging certain orthodox social allegiances, they conceive wildness, messiness, and exuberance as emerging neo-aesthetics components of appeal. This study contributes to the literature on personal visual communication with insights on how Egyptian young adults perform their self-concept via the semiotic practice of selfie-shooting-sharing.

scholarly journals Multimodal Analysis of Parentheticals in Conversational Speech

2014 ◽  
Vol 3 (2) ◽  
Author(s):  
Manon Lelandais ◽  
Gaëlle Ferré
Keyword(s):  
Discourse Analysis ◽  
Production Process ◽  
Video Recording ◽  
Conversational Speech ◽  
Complementary Information ◽  
British English ◽  
Multimodal Analysis ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Flexible Resources

AbstractBased on a video recording of conversational British English, this paper aims at describing the relation between verbal and non-verbal signals in the production process of parentheticals within the framework of Multimodal Discourse Analysis. Parentheticals are described in linguistics as side sequences interrupting linear development. Although their syntactic, prosodic, and discursive characteristics have been deeply analysed, few studies have focused on the articulation of the different communicative modes in their production process. Beyond showing that gesture brings complementary information in regard to prosody, contributing to a composite collateral message, the results allow better delineation and understanding of skip-connecting phenomena as constructing coherence. Changes in the modal configuration throughout the parenthetical sequence suggest modes are dynamic and flexible resources for indexing parentheticals and their particular framing function.

scholarly journals Multimodal Discourse Analysis of Posters on Wildlife Protection—Based on Visual Grammar

2020 ◽  
Vol 9 (2) ◽  
pp. 132
Author(s):  
Yue Guan
Keyword(s):  
Discourse Analysis ◽  
Information Age ◽  
Three Dimensions ◽  
The Internet ◽  
High Quality ◽  
Wildlife Protection ◽  
Multimodal Analysis ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Text Information

The advent of information age has brought us a plethora of non-text information, such as images, colors, sounds, etc. Consequently, text-based discourse analysis can no longer meet people’s demands to obtain the ever-varying information. Due to this reason, multimodal analysis becomes crucial. This paper analyzes 13 public posters on wildlife protection which are collected from the internet. The 13 posters are examined on the basis of three dimensions— represented meaning, interactive meaning and compositional meaning. This study helps poster designers design high-quality posters, as well as assists poster viewers to understand the meanings of public posters on wildlife protection.

scholarly journals A Multimodal Analysis of H&M Video Commercial “A Magical Holiday”

K ta Kita ◽  
2019 ◽  
Vol 7 (3) ◽  
pp. 337-345
Author(s):  
Birgitta Eifelia Panggaraan Pranata
Keyword(s):  
Discourse Analysis ◽  
Qualitative Analysis ◽  
Key Words ◽  
The Real ◽  
Multimodal Analysis ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Holiday Season ◽  
Marketing Tool

In indirect advertising, an advertisement does not boldly show the products on the video. The object of the study in this thesis is a video advertisement of a clothing line, H&M, consisting a story about a family in the holiday season. This thesis aims to show that commercials of H&M “A Magical Holiday” uses multimodality in order to attract the audience through six modes: linguistic, audio, spatial, oral, visual, and gestural modes. In this study, I analyzed the modes by Multimodal Discourse Analysis by Kress and Leeuwen onto the six modes to analyze the advertisement, using the study by Chan and Chia on modes in multimodality. This research is using qualitative analysis by Schreier (2012) since it deals with the connection between all the semiotic modes to bring the message of the advertisement. I analyzed the data by putting the scenes into 6 tables based on the modes. After that, I analyzed the interrelation between each modes. Based on the analysis, the modes helped the advertisers to convey the real message of the video. Beyond the moral message of the story, the advertisement is a marketing tool to promote their products. Key Words: indirect advertising, multimodal discourse analysis, semiotic modes, H&M

scholarly journals Meaning Construction of Multimodal Discourse in High School English PPT Courseware—A Case Study of the 10th National Demonstration Lectures for High School English Teachers

2019 ◽  
Vol 9 (9) ◽  
pp. 1134
Author(s):  
Yanling Zheng
Keyword(s):  
High School ◽  
Middle School Teachers ◽  
Meaning Construction ◽  
School Teachers ◽  
High School English ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Analysis Theory ◽  
Multimodal Features

This paper will be devoted to meaning construction of the lead-in part in 30 PPT courseware for the 10th national demonstration lectures for middle school teachers. Based on the meta-function proposed by Halliday, taking the lead-in part as the analyzing material, this paper will apply multimodal discourse analysis theory to answer the following questions: (1) what are the multimodal features of the lead-in part? (2) how can these multimodal features co-construct the discourse meaning effectively? (3) what are the implications of the lead-in part’s PPT to multimodal PPT design and high school English teaching？

scholarly journals Cigarette advertisements: A systemic functional grammar and multimodal analysis

2019 ◽  
Vol 8 (3) ◽  
pp. 616
Author(s):  
Rizki Ananda ◽  
Siti Sarah Fitriani ◽  
Iskandar Abdul Samad ◽  
Andi Anto Patak
Keyword(s):  
Discourse Analysis ◽  
Functional Grammar ◽  
Systemic Functional Grammar ◽  
Multimodal Analysis ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Semiotic Resources ◽  
Symbolic Processes ◽  
Potential Customers

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.

It’s all about logics?! Analyzing the rhetorical structure of multimodal filmic text

Semiotica ◽  
2018 ◽  
Vol 2018 (220) ◽  
pp. 95-121
Author(s):  
Janina Wildfeuer
Keyword(s):  
Discourse Analysis ◽  
Analytical Approach ◽  
Short Film ◽  
Inference Process ◽  
Making Meaning ◽  
Rhetorical Structure ◽  
Multimodal Analysis ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Pragmatic Information

AbstractThis paper focuses on questions concerning the process of making meaning out of the filmic text by asking for the argumentative patterns that enable the recipient’s inference processes during his/her interpretation. Film analysis, and multimodal analysis in general, is no longer seen as simply decoding the semiotic resources, but asking for inferential processes of reasoning about the best and most plausible interpretation. For this, the paper presents an analytical approach based on recent advancements in contemporary discourse semantics and multimodal discourse analysis which outlines the discursive and rhetorical structure of filmic text and retraces the inference process of the recipient in detail. The aim is to show how multimodal film leads its spectators to acknowledge the argumentative reconstruction of its content by relating the diegetic world to its reality and proving its validity. An example analysis of the short film El Vendedor de Humo (2012) shows how it is possible to elucidate a film’s rhetorical structure and to outline the process of logically reasoning about semantic and pragmatic information in the text. The aim is thus to gain a detailed look at how premises and arguments for the interpretation are made available in multimodal context and how they are operated by the recipient.

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