scholarly journals “And this is the view from outside my window”: On text and image interplay in university website blogs

2017 ◽  
Vol 18 (2) ◽  
pp. 81-93 ◽  
Author(s):  
Renáta Tomášková
Keyword(s):  
Discourse Analysis ◽  
Institutional Environment ◽  
Systemic Functional Linguistics ◽  
Text And Image ◽  
University Websites ◽  
Functional Linguistics ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Verbal Content

Abstract The paper focuses on the institutional website as a complex genre with a relatively discontinuous inner structure, which is, however, coherent and cohesive, and unified by a common communication goal(s). The website is viewed as a discourse colony consisting of independent but related components realized in an array of subgenres, some of which are typical of the academic/institutional environment while others come from different discourse domains and are employed as embedded genres. The paper focuses on the blog as an embedded genre, its forms and functions within university websites, and particularly on its potentially multimodal character, i.e. the interplay of the verbal content of the blog and the non-verbal elements, esp. photographs, which co-create the producer’s message to the addressee. Drawing upon the recently developed field of multimodal discourse analysis within Hallidayan Systemic Functional Linguistics, particularly Martinec and Salway’s model, the paper explores the level to which the modes are integrated and the ways they contribute to meaningmaking in the genre.

scholarly journals A Multimodal Discourse Analysis of the Interactive Meaning in Public Service Advertisement

2019 ◽  
Vol 10 ◽  
pp. 1523-1534 ◽  
Author(s):  
Shuting Liu
Keyword(s):  
Discourse Analysis ◽  
Public Service ◽  
Systemic Functional Linguistics ◽  
Functional Linguistics ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse

On the basis of Kress and van Leeuwen’s Visual Grammar based on Halliday’s Systemic Functional Linguistics, this study explores the interactive meaning in three public service advertisement multimodal discourses, adding evidence to the assumption that Systemic Functional Linguistics can be applied to the multimodal discourse analysis of public service advertisement in a feasible and operational manner.

scholarly journals Right or Wrong? An Image for Immigrants: An Interpersonal Multimodal Discourse Analysis of MIA’s Music Video “Paper Planes”

2020 ◽  
Vol 3 (2) ◽  
pp. 57-66
Author(s):  
Rosy Michelle Peña Chan
Keyword(s):  
Discourse Analysis ◽  
Minority Groups ◽  
Systemic Functional Linguistics ◽  
Music Video ◽  
The Public ◽  
Functional Linguistics ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Depth Analysis

Most of the time, the opinion that people have regarding immigrants is based on what media, press, and news offer to the public. The music video “Paper Planes” by MIA demonstrates some of the stereotypes that society has for people according to their identity, and the singer represents it with the most outstanding characteristics of the minority groups in America. To conduct a more in-depth analysis of the music video and lyrics of MIA, I will provide an interpersonal multimodal discourse analysis. The analysis is based on the theories proposed by Halliday (1978) on systemic functional linguistics and Machin (2010) for the visual semiotic framework. The results demonstrate how the discourse used in the song transmits the perspectives people create regarding immigrants and perpetuate them.

scholarly journals A Multimodal Discourse Analysis of the Promotional Video of Hangzhou

2018 ◽  
Vol 11 (10) ◽  
pp. 121 ◽  
Author(s):  
Yinyan Yao ◽  
Yanfen Zhuo
Keyword(s):  
Discourse Analysis ◽  
Systemic Functional Linguistics ◽  
City Life ◽  
Chinese City ◽  
Functional Linguistics ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
New Perspective ◽  
Promotional Video ◽  
The City

This paper analyzes a promotional video of the Chinese city of Hangzhou from the perspective of multimodal discourse analysis informed by Systemic Functional Linguistics. By drawing on Visual Grammar as well as frameworks of intersemiotic complementarity, the paper examines how various semiotic resources, namely, the visual, audio and verbal, construe meanings and how they work together to create synergy in the video. It is concluded that the deployment of various modes in this dynamic discourse contribute to constructing city images that are glorious in history, unique in culture, picturesque in landscapes, innovative in spirits, vital in city life, and beautiful in people’s hearts. The video also proves to be effective in engaging and aligning the viewers, thus functioning as a vital tool to market the city. It is hoped that this paper will provide a new perspective for semiotic studies of promotional videos in China.

scholarly journals GE Big Boys Appliances: Towards a Multimodal Discourse Analysis of the SNL Fake Commercial

2021 ◽  
Vol 4 (1) ◽  
pp. 1-14
Author(s):  
Karina Clemente-Escobar
Keyword(s):  
Discourse Analysis ◽  
Gender Roles ◽  
Critical Discourse Analysis ◽  
Gender Stereotypes ◽  
Systemic Functional Linguistics ◽  
Critical Discourse ◽  
Multimodal Discourse Analysis ◽  
Traditional Gender Roles ◽  
Multimodal Discourse ◽  
Saturday Night Live

Nowadays, comedy shows like Saturday Night Live (SNL) have become popular and entertain many people around the world. For this study, a fake commercial for GE Big Boys Appliances, aired on YouTube in 2018 is analyzed to explore how discourse is used to represent gender roles and stereotypes. To conduct this multimodal discourse analysis, some elements of Systemic Functional Linguistics (SFL) proposed by Halliday (1978), some notions of critical discourse analysis, and some features of the Machin’s (2010) visual semiotic framework are employed. The findings portray that the sketch shows a change concerning gender roles through time, but it still promotes the transmission of some classical gender stereotypes. Therefore, it is valuable to study comedy sketches to understand how traditional gender roles and stereotypes are still transmitted in social media.

scholarly journals Textimage Discourse of Environmental Slogans : A Discourse Analysis Study

2022 ◽  
Vol 12 (01) ◽  
Author(s):  
Prof Dr Salih Mahdi Abdzaid ◽  
Prof Dr Salih Mahdi Abdzaid
Keyword(s):  
Discourse Analysis ◽  
Text And Image ◽  
Analysis Study ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse

This study is a multimodal discourse analysis study, it investigates the correlation between image and text. It studies the environmental slogans that contain text and image correlated together, with reference to other techniques that are used within these slogans, hence it analyses the semiotic side of slogans with reference to the semiotic tools like colors that are integrated within these slogans. Four different environmental slogans within the analysis show that the tools and texts are not the same, while the message is one and unique, different texts, color, gestures and draws might help to convey the same message to others, all these details are analyzed relation to the text.

scholarly journals A Multimodal Discourse Analysis of Tmall’s Double Eleven Advertisement

2016 ◽  
Vol 9 (8) ◽  
pp. 156 ◽  
Author(s):  
Chunyu Hu ◽  
Mengxi Luo
Keyword(s):  
Discourse Analysis ◽  
Systemic Functional Linguistics ◽  
Modern Society ◽  
Communication Studies ◽  
Consumption Behavior ◽  
Social State ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Important Approach ◽  
Discourse Studies

<p>From the 1990s, the multimodal turn in discourse studies makes multimodal discourse analysis a popular topic in linguistics and communication studies. An important approach to applying Systemic Functional Linguistics to non-verbal modes is Visual Grammar initially proposed by Kress and van Leeuwen (1996). Considering that commercial advertisement is an indispensable part of the modern society that bears rich meanings worth discussing, this paper analyzes visual components of the advertisement produced by Tmall for the Double Eleven Shopping Carnival from the perspective of Visual Grammar. By analyzing representational, interactive and compositional meaning presented in the advertisement, this article illustrates how visual components serve as a huge attraction to the viewers and effectively justifies the consumption behavior by appealing to the cultural and social state. It also sheds some light on raising the awareness of consumers by presenting how advertisement producers practice psychological manipulation on the viewers.</p>

scholarly journals Live Fast, Die Young: Bad Girls Do It Well – A Multimodal Discourse Analysis of M.I.A’s Music Video “Bad Girls”

2020 ◽  
Vol 3 (2) ◽  
pp. 65-76
Author(s):  
Fabiola Martínez Guerrero
Keyword(s):  
Discourse Analysis ◽  
Music Video ◽  
Pop Music ◽  
Functional Linguistics ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Song Lyrics ◽  
The Relationship

Feminism has become part of the pop music discourse in recent years. Through M.I.A’s “Bad Girls” video, not only the image of empowered, independent, rebel women are portrayed, but also the celebration of culture and the relationship between women and men in an environment of equity is suggested. In order to propose an analysis and interpretation of “Bad Girls” video and song lyrics, a multimodal discourse analysis (Machin, 2010) is followed, as well as Halliday’s systematic functional linguistics framework. The findings from this analysis suggest a discourse of feminism and empowerment, but also inclusion and acceptance regardless of race, religion or gender.

scholarly journals Text Cohesion in English Scientific Texts Written by Saudi Undergraduate Dentistry Students: A Multimodal Discourse Analysis of Textual and Logical Relations in Oral Biology Texts

SAGE Open ◽  
2021 ◽  
Vol 11 (3) ◽  
pp. 215824402110321
Author(s):  
Hesham Suleiman Alyousef
Keyword(s):  
Discourse Analysis ◽  
Undergraduate Students ◽  
Meaning Making ◽  
Linguistic Knowledge ◽  
Bachelor Of Science ◽  
Lexical Cohesion ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Cohesive Devices ◽  
Analysis Scheme

This qualitative study examined multimodal cohesive devices in English oral biology texts by eight high-achieving Saudi English-as-a-foreign-language students enrolled in a Bachelor of Science Dentistry program. A Systemic Functional Multimodal Discourse Analysis (SF-MDA) of the textual and logical cohesive devices in oral biology texts was conducted, employing Halliday and Hasan’s cohesion analysis scheme. The findings showed that students used varied cohesive devices: lexical cohesion, followed by reference and conjunctions. Although ellipsis was minimally employed in the oral biology texts, its discipline-specific uses emerged: the use of bullet points and numbered lists that facilitate recall. The SF-MDA of cohesion in multimodal semiotic resources highlighted the processes underlying construction of conceptual and linguistic knowledge of cohesive devices in oral biology texts. The results indicate that oral biology discourse is interdisciplinary, including a number of subfields in biology. The SF-MDA of pictorial oral biology representations indicates that they include instances of cohesive devices that illustrate and complement verbal texts. The results indicate that undergraduate students need to be provided with a variety of multimodal high-cohesion texts so that they can successfully extend underlying conceptual and logical meaning-making relations.

Māori Gender Non-conforming Identity: Analysing the ‘Takatāpui’ Discourse

2020 ◽  
Vol 9 (1) ◽  
Author(s):  
Francesca Marino
Keyword(s):  
Discourse Analysis ◽  
Cultural Identity ◽  
Indigenous Peoples ◽  
First Century ◽  
Sex Characteristics ◽  
Analysis Framework ◽  
Culturally Specific ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Decolonizing Methodologies

AbstractThis study aims to investigate the process of reconstruction of Māori postcolonial cultural identity in the twenty-first century which also passes through the reclamation and redefinition of ‘takatāpui’ notion. ‘Takatāpui’ is an umbrella term that nowadays indicates all the Māori with non-conforming wairua (spiritualities, gender identities), sexualities and sex characteristics. It is a culturally specific word which represents a form of intersectionality by identifying people as both Māori and queer.As a consequence of the increasing spread of the Internet, which has become a virtual place to construe identity and to promote the dissemination of ideas, a Multimodal Discourse Analysis is conducted on a corpus comprising 10 audiovisual texts fully retrieved from the web and exclusively produced by Māori takatāpui activists and/or containing Māori takatāpui activists’ self-narratives or claims.The corpus is analysed by applying a MMDA (Multimodal Discourse Analysis) framework based on Kress and van Leeuwen’s social semiotic framework (2006). The analysis is conducted also by taking into account Blommaert’s linguistic and ethnographic framework (2014).The findings of the analysis show the different strategies through which Māori identities are construed and conveyed reinforcing what the Māori scholar, Tuhiwai Smith (1999. Decolonizing Methodologies: Research and Indigenous Peoples. Dunedin: Zed Books Limited, 28), calls “a very powerful need to give testimony to and restore a spirit, to bring back into existence a world fragmenting and dying”.

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