scholarly journals Observation and Reflection of English Intensive Reading Classroom from the Perspective of Multimodal Discourse Analysis

2020 ◽  
Vol 14 (1) ◽  
pp. 1248-1255
Author(s):  
Guo Zhe
Keyword(s):  
Discourse Analysis ◽  
Social Life ◽  
Cultural Context ◽  
North China ◽  
Teaching Practice ◽  
Language Teaching ◽  
Language Skills ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Intensive Reading

The application of Multimodal Discourse Analysis to language teaching classroom adapts to the requirements put forward by the multimodality environment in modern social life, since various multimodal teaching strategies are employed to enhance students' language skills. However, problems exist in the efficient collocation between various modes. Classroom observation is employed to collect the data, and the framework proposed by Zhang Delu (2016) is followed to conduct the Multimodal Discourse Analysis of the Intensive Reading class of the juniors of English majors in North China Electric Power University. Finally, the problems from the aspects of cultural context, contextual context, interactive context, modal and media are identified, and the suggestions to improve language teaching practice are raised accordingly in terms of teachers' employment of modality and the teaching design.

scholarly journals Determination of Prominent Representations of Domestic Products Advertisements in Kass TV on to Kipsigis Consumer in Belgut Sub-County, Kericho, Kenya

2020 ◽  
Vol 2 (1) ◽  
pp. 8-14
Author(s):  
Judith Chepchirchir
Keyword(s):  
Discourse Analysis ◽  
Consumer Choice ◽  
Cultural Context ◽  
Simple Random Sampling ◽  
Target Population ◽  
Sampled Data ◽  
Intended Meaning ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Domestic Products

Commercial advertising is part and parcel of our day to day lives which bears vast meanings, thus drawing a great discussion. This study, therefore, intended to study television (TV) advertisements. Television advertisements come in both visual and verbal modes of communication. Meaning is achieved by sounds and images which in turn influence the viewers’ choice. This study sought to investigate how adverts in Kass TV use music, textual and visual images to create meaning and its influence on Kipsigis consumers. The objective of this study was to: determine the prominent representations of domestic products by Kass TV to Kipsigis consumer in Belgut sub-county, Kericho, Kenya. To establish if the prominent representations of domestic products in Kass TV influence consumer choice within Belgut sub-county and to evaluate the extent to which the prominent representations of domestic products reflect the socio-cultural context of Kenya as far as Belgut Sub-County is considered. The study used Kress and van Leeuwen’s Multimodal Discourse Analysis theory, the theory of semiotics and information processing theory. ‘Multimodality’ typically refers to the use of both verbal and non-verbal modes of communication. This study, therefore, analysed the verbal and visual modes of communication in TV advertisements in order to determine their influence on Kipsigis consumers. A descriptive survey research design was adopted. The target population was Kass TV viewers in Belgut sub-county because it is among the Kass TV coverage areas and also due to the fact that a wide population in the sub-county is Kipsigis speakers. Simple random sampling was used to identify the respondents. A structured questionnaire which was self-administered to the Kass TV viewers and buyers of the advertised domestic products was used. 186 respondents were sampled. Data was analysed using content analysis with the use of Frith’s table for analysis of layers of meanings (surface meaning, advertiser’s intended meaning and cultural meaning) by employing descriptive statistics. The study was aimed at contributing to the studies of Multimodal Discourse Analysis (MDA) since it sought to analyse how information is presented in Kass TV advertisement of domestic products. It also aimed at shedding more light on letting consumers be aware of the multiple modes that TV producers of television advertisement use to influence their buying behaviour. Television adverts were found to blend visual and verbal modes of communication.

A Multimodal Discourse Analysis of a Propaganda Image—Taking the Official Homepage of One Belt and One Road Economic and Cultural Development Center as an Example

2017 ◽  
Vol 7 (12) ◽  
pp. 1261
Author(s):  
Qing Wang ◽  
Xiaorong Zhang
Keyword(s):  
Discourse Analysis ◽  
Cultural Context ◽  
Cultural Development ◽  
Main Mode ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Interactive Relationship ◽  
Angle Of View ◽  
Meaning System ◽  
Development Center

Nowadays, China is overwhelmed by the thoughts of “One Belt and One Road Economic and Cultural Development”, which was proposed by President Xi Jinping in 2013. That is the main reason why we choose the propaganda image of One Belt and One Road Economic and Cultural Development Center, an official homepage (http://www.oborecdc.org), as research target. And we call it “One Belt and One Road Multimodal Discourse” for convenience in this paper. This paper, applying Kress & van Leeuwen’s Visual Grammar theoretical framework, is studied with qualitative analysis from three aspects, which are representational function, interactive function and compositional function. Besides, based on the specific social and cultural context, the paper gives a specific analysis of how different semiotic resources work together to produce a integrated meaning system. It is founded that: 1) For representational function, “One Belt and One Road Multimodal Discourse” belongs to a conceptual image, which includes the classification process and symbolism process; 2) As for interactive function, the designer builds the interactive relationship with viewers by using frontal-horizontal angle of view; 3) In composing the whole image, due to the different value of information, the designer composes the image by using different location, size and color. Specifically speaking, the central writing system belongs to the main mode, while the other visual modes mainly complement or highlight it in order to effectively realize the total meaning of the whole image; 4) Based on specific social and cultural context, the designer combines the historical symbol-Silk Road and cultural symbol-Chinese Red with realistic Symbol-globalization, to realize the complete meaning of “One Belt and One Road Multimodal Discourse”. It is theoretically and practically significant to do this research. Theoretically speaking, it enriches the relative research on static multimodal discourse analysis. In practice, it helps viewers to understand the implied meaning of “One Belt and One Road Multimodal Discourse” better.

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”.

Subverting superhero and meiga imaginaries in street art narrative Fenómenas do rural

2021 ◽  
pp. 136754942110032
Author(s):  
Beatriz Carbajal-Carrera
Keyword(s):  
Discourse Analysis ◽  
Street Art ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Narrative Patterns

Heroic narratives are often biased towards a conceptualization of the rural/urban difference that positions rural identities at the margins. In particular, superhero stories have traditionally offered a vision of heroism assumed to be male, urban and young. How can post-rural contexts shaped by migration contest these narrative patterns? This article examines the street narrative of Fenómenas do rural, which recognizes older female rural identities and casts them as superheroines. Through a multimodal discourse analysis, I examine its contestation of heroic patterns, its recognition of older female rural identities and its creation of affiliation opportunities for the Galician community. I argue that this narrative stands as a reflection of the rurban (rural + urban) and the glocal (global + local) elements that subverts pre-existing canons in the superhero and the meiga (‘witch’) mythology imaginaries.

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.

Social Semiotics of Gangstalking Evidence Videos on YouTube: Multimodal Discourse Analysis of a Novel Persecutory Belief System (Preprint)

2021 ◽  
Author(s):  
Andrew Lustig ◽  
Gavin Brookes ◽  
Daniel Hunt
Keyword(s):  
Discourse Analysis ◽  
Mentally Ill ◽  
Belief Systems ◽  
Belief System ◽  
Classification Systems ◽  
Theory Approach ◽  
Definitive Evidence ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Naturalistic Setting

BACKGROUND Gangstalking refers to a novel persecutory belief system wherein sufferers believe that they are being followed, watched, and harassed by a vast network of people in their community who have been recruited as complicit perpetrators. They are frequently diagnosed as mentally ill, though they vehemently reject this formulation. Those affected by this belief system self-identify as targeted individuals. Targeted individuals seek to prove the veracity of their persecution and dispute the notion that they are mentally ill by posting videos online that purport to provide definitive evidence to substantiate their claims of harassment. OBJECTIVE The objective of the study was to characterize the multimodal social semiotic practices employed in gangstalking evidence videos. METHODS We assembled a group of 50 evidence videos posted on YouTube by self-identified targeted individuals. We performed a multimodal discourse analysis on a corpus of 50 YouTube vlogs. We employed a grounded theory approach to data analysis. RESULTS Targeted individuals accomplished several social and interpersonal tasks in the videos. They constructed their own identity as subjects of persecution and refuted the notion that they suffered from mental illness. They also cultivated positive ambient affiliation with viewers of the videos but manifested hostility to people who appeared in the videos. They made extensive use of multimodal deixis to generate salience and construe the gangstalking belief system. The act of filming itself was a source of conflict and served as a self-fulfilling prophecy; filming was undertaken to neutrally record hostility directed towards vloggers. However, the act of filming precipitated the very behaviours that they set out to document. Finally, the act of filming was also regarded as an act of resistance and empowerment by vloggers. CONCLUSIONS This data provides valuable insights into the social and linguistics construction of a novel persecutory belief system. The data is collected in a naturalistic setting and is not influenced by interviewers or clinicians, which may influence the disclosures of those affected in clinical settings. It demonstrated that interpersonal concerns figured prominently for those affected by this belief system and they constructed various subjects as either sympathetic or hostile. They created positive ambient affiliation with viewers of the videos. This study found that vloggers used multimodal deixis to construct the salience of the gangstalking belief system. The videos also highlighted the Derridean concept of differance, wherein meaning of polysemous signifiers is deferred without definitive resolution. This may have important clinical ramification in communicating with people and patients suffering from persecutory belief systems. Clinicians working with adherents to persecutory belief systems may consider stepping away from the traditional true/false dichotomy historically endorsed by psychiatric classification systems and focus on the fundamental ambiguity inherent in semiotic systems generally and in persecutory belief systems specifically.

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