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

An empirical study on multimodal discourse analysis of college English teaching in the context of new media

2021 ◽  
pp. 1-5
Author(s):  
Shuting Cao ◽  
Rui Chen ◽  
Haiyuan Liu ◽  
Ruolin Shi
Keyword(s):  
College Students ◽  
Discourse Analysis ◽  
New Media ◽  
Curriculum Reform ◽  
English Education ◽  
Ministry Of Education ◽  
College English ◽  
English Teaching ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse

The main goal of college English education is to cultivate the students’ language ability of listening, speaking, reading and writing, and to promote the formation of individualized learning and autonomous ability of college students. At present, the new curriculum reform in our country has put forward a new educational requirement to college English teaching, which requires the innovation of college English teaching idea, and under the background of the development of new media, it proposes to use new media equipment to carry out teaching activities. However, college English education in our country is influenced by examination-oriented education mode, and the traditional education method is still used, which is not good for college students to improve their comprehensive quality of English. In view of this development situation, the Ministry of Education of China Based on the development of new media, a multimodal discourse analysis approach to college English education is proposed to enhance the level of College English teaching.

scholarly journals CONTENT ANALYSIS OF COVID-19 MESSAGES ON SELECT WHATSAPP GROUPS: A NIGERIAN PERSPECTIVE

2021 ◽  
Vol 2 (1) ◽  
Author(s):  
Umefien Dakoru Epepe
Keyword(s):  
Content Analysis ◽  
Discourse Analysis ◽  
Social Semiotics ◽  
Conspiracy Theories ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Analysis Methods ◽  
Novel Coronavirus ◽  
Official Sources

This study examined novel coronavirus (COVID-19) messages on select Nigeria-based WhatsApp groups. Viewed through the lens of the Rumour Theory, the study applied content analysis and social semiotics (multimodal discourse analysis) methods. Data were elicited from three purposively selected WhatsApp groups, using the constructed and continuous weeks approach. The sample covered 6 weeks (42 days), spread across March, April, and May 2020. Findings from the content analysis showed that texts, comments, and linked message on COVID-19, had the highest frequency. The frequency of messages peaked in March and steeply tapered downwards in April and May 2020. The multimodal discourse analysis demonstrated a preponderance of messages about vaccines, treatment, prevention, lockdown, and conspiracy theories. A significant number of COVID-19 messages were based on rumours and misinformation from spurious sources, with a few from credible sources. The study recommended that to help flatten the misinformation curve, timely, unambiguous and accurate COVID-19 information should be provided from official sources.

scholarly journals Using Kaleidographic to visualize multimodal relations within and across texts

2018 ◽  
Vol 17 (4) ◽  
pp. 461-474 ◽  
Author(s):  
Helen Caple ◽  
Monika Bednarek ◽  
Laurence Anthony
Keyword(s):  
Discourse Analysis ◽  
Visualization Tool ◽  
News Values ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Potential Applications ◽  
Media Platform ◽  
Interactive Data ◽  
Words And Images

Kaleidographic is a dynamic and interactive data visualization tool that allows users to observe and explore relations between any number of variables. It was developed in reaction to the problem of capturing the complex ways in which words and images combine to make meaning. This article introduces the Kaleidographic tool through a case study examining the multimodal construction of news values in news items widely shared on the Facebook social media platform. The design and functionality of the tool are explained in relation to the challenges faced when exploring both the visual and verbal elements of these news items as part of a multimodal discourse analysis. Through this case study, the authors show that Kaleidographic offers multimodal researchers a means of exploring relations at the intersection of different semiotic modes that might be missed in static graphs and tables. Despite Kaleidographic being initially conceived out of the analysis of text–image relations, the case study demonstrates that it has potential applications beyond multimodal discourse analysis. To facilitate broader applications of the tool, it is now publicly available online for use without charge.

scholarly journals How Retailers Support Consumers during the Pandemic: Kaufland Case Study

2021 ◽  
Vol 7 (1) ◽  
pp. 181-193
Author(s):  
Mădălina Moraru
Keyword(s):  
Discourse Analysis ◽  
Medical Care ◽  
Research Method ◽  
Communication Strategies ◽  
Creative Commons ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Family Assistance ◽  
Brand Values

Brands’ perspectives on consumption and consumers have strongly changed during the pandemic because, lately, they have focused on medical care and innovation. The context of advertising campaigns requires a different approach with specific communication characteristics: safety, medical care, protection, family assistance. The present study focuses on the advertising discourse delivered by retailers on the market to answer consumers’ needs. There are two types of perspectives to be considered here: encouraging consumption to survive and looking for solutions and psychological support to get over de-socialisation and fears. Retailers turn from simple suppliers into innovative volunteers who concern themselves with how to diminish fears and insecurity. As a research method, I conducted a multimodal discourse analysis focused on the online advertisements running on Facebook and Instagram to unfold communication strategies, linguistic tools, brand values, and techniques of adaptation to the pandemic. The period considered relevant for this study was during the Romanian lockdown, between March 16 and May 16, 2020, plus another month afterward to observe the consequences of brands’ attitudes towards consumers. This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

scholarly journals Multimodal Discourse Analysis of the Movie Poster Little Big Soldier

2021 ◽  
Vol 7 (3) ◽  
pp. 101-105
Author(s):  
Li Yin ◽  
◽  
Hanita Hassan
Keyword(s):  
Discourse Analysis ◽  
21St Century ◽  
Computer Technology ◽  
Visual Media ◽  
Social Semiotics ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse

Movie Posters are visual media used to transmit cultural and commercial information through social semiotics such as image, text, font and color. One of the important techniques of poster design is to convey movie topics or focused information. Movie poster design has gone through two major periods in China. Between 1980s and 1990s, posters were apparently designed simple and color-vivid; entering the 21st century, with computer technology, Chinese movie posters have shown diversified expressions and propagandas, which seem more fresh and unique in artistic charm. Multimodality usually expresses meanings through the combination of text and other elements, and movie poster is one of the multimodal means. This paper discusses the findings of multimodal discourse analysis by Kress &Van Leeuwen carried out on a movie poster Little Big Soldier, of which the aims are, among others, to reveal how verbal and visual signs work together as social signs to interpret the representational, interactional and compositional meanings, thus viewers better understand how the movie poster realizes meaning co-construction and how it conveys the movie information. The main goal of poster message is to play a propaganda role and attract more audience to the movie.

scholarly journals A bottom-up method for remixing narratives for virtual heritage experiences

2021 ◽  
pp. 135485652110489
Author(s):  
Nicole Basaraba
Keyword(s):  
Discourse Analysis ◽  
Cultural Heritage ◽  
User Model ◽  
Bottom Up ◽  
Multimodal Discourse Analysis ◽  
Content Model ◽  
Multimodal Discourse ◽  
Virtual Heritage ◽  
Virtual Experiences

Considering the impacts COVID-19 has had on travel and many economies, developing virtual experiences that are well-received by different publics has become even more prominent. This paper shows how a multimodal discourse analysis can be used to as a bottom-up approach to identifying narrative themes that can be used in virtual experiences for cultural heritage sites. A case study on 11 UNESCO World Heritage Australian Convict Sites shows how diverse sources of user-generated content, tourism marketing materials and historical information can be analysed and then remixed into a virtual tour of the sites in the form of an interactive web documentary (iDoc). Although this case study involved a total of seven narrative development phases, this paper focuses on two phases, namely how the user model and content model were determined. These models were later used to develop the resulting iDoc prototype. The user model focused on the prospective audience of cultural heritage tourists, and a content model of narrative themes for the iDoc was developed through a multimodal discourse analysis. This bottom-up approach of analysing existing cultural data allows for the discovery of the prospective audiences’ interests as well as narrative themes that can be included in virtual heritage experiences. It also provides a new creative methodology that can prevent issues that may arise with top-down narratives that focus too heavily on one institutional perspective or national narrative and lack direct engagement with or understanding of today’s publics.

scholarly journals AN ANALYSIS ON TEACHERS' IDENTITY REPRESENTATIONS ON INSTAGRAM

2020 ◽  
Vol 27 (1) ◽  
Author(s):  
Didin Nuruddin Hidayat ◽  
Lili Samrotul Karimah ◽  
Alek Alek ◽  
Agus Sufyan
Keyword(s):  
Discourse Analysis ◽  
Critical Discourse Analysis ◽  
Developed Countries ◽  
Teaching Profession ◽  
Critical Discourse ◽  
Social Semiotics ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Number Of Factors ◽  
Job Title

<p>The teaching profession has been seen as a highly respected job title in some developed countries for bringing significant impacts on the country’s national growth. It is, therefore, teachers are often illustrated into some animations, videos, or pictures on websites and other internet sources. This research aimed to investigate how teachers’ identity is represented on Instagram. 10 Instagram posts related to this issue with the help of Instagram hashtag about #teacherlife were used as the data to get the finding. This research applied the theory and method of Critical Discourse Analysis (CDA) with the perspective of multimodal discourse analysis and social semiotics. The data were analyzed using the sign model of Saussure. Initial coding was also used to analyze the data. After that, the data were then thematized to categorize the data analysis results. The findings of this study revealed that teachers’ identity represented on Instagram provides meaningful insights and offers rich perspectives. It was evident that many ideas of teachers’ identity are against the teachers’ expectations.  Four major themes were revealed; they are the teachers’ responsibility, teachers’ commitment, teachers’ authority, and teachers’ needs for recognition. Furthermore, as identity is affected by a significant number of factors, different contexts of teachers may have different identities.</p>

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