scholarly journals Visualizing the Knowledge Domain of Multimodal Discourse Analysis (2009-2019): A Bibliometric Review

2020 ◽  
Vol 2 (1) ◽  
pp. 44
Author(s):  
Chunlei Chen
Keyword(s):  
Discourse Analysis ◽  
Critical Discourse Analysis ◽  
Research Output ◽  
Development Trend ◽  
Research Field ◽  
Knowledge Domain ◽  
Growth Trend ◽  
Bibliometric Method ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse

Different from traditional discourse analysis, multimodal discourse analysis (MDA), a systematic analysis of different semiotic modes, utilizing language, images, sounds in a discourse, emphasizes the coordination of both dynamic and static semiotic resources. This study presents the status quo and development trend of the research field through an objective, systematic, and comprehensive review of relevant publications available from the Web of Science Core Collection. Analysis techniques including a descriptive statistical method and a bibliometric method are used. The study quantitatively analyzes the publications in terms of general characteristics, geographical distribution, high-cited representatives, and topic discovery and distribution to illustrate the development and trend of MDA. The research findings are as follows: (1) In the past 10 years or so, international MDA research has presented a significant growth trend, with flourishing research output, interest and diversification of presented subjects; (2) New topics are constantly emerging, with research topics mainly focusing on the development of visual grammar, gesture, digital technologies, conference presentations, metonymy and metaphor, etc.; (3) Research focuses mainly on multimodality, semiotics, conversation analysis, critical discourse analysis etc.; (4) The article also listed a series of important and highly influential literature, countries, journals and authors on MDA during different periods. It is hoped that this paper can provide a reference for the further study of MDA. 

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 A Multimodal Critical Discourse Analysis of Samsung’s Ingenius, Website, Consumers’ Comments, and Samsung-Apple Brand Positioning

K ta Kita ◽  
2019 ◽  
Vol 7 (3) ◽  
pp. 411-426
Author(s):  
Marcella Evelyn
Keyword(s):  
Discourse Analysis ◽  
Critical Discourse Analysis ◽  
Critical Discourse ◽  
Three Dimension ◽  
Brand Positioning ◽  
Online Newspapers ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse

This study analyzed Ingenius video advertisement. Ingenius is a video advertisement produced by Samsung. However, Samsung only shows its competitor’s product (Apple IPhone X) from the beginning until the end of the video. The video is divided into seven segments and was analyzed by using both Multimodal Discourse Analysis and Critical Discourse Analysis three-dimension framework by Fairclough. This study is expected to find how the Apple IPhone X is represented by Samsung in their Ingenius video advertisement, to find the Ingenius messages according to Samsung’s website, to see the reaction of its consumers, and to find how the brand positioning of Samsung and Apple in the society. Multimodal Discourse Analysis is used to analyze the inner dimension of the framework by using Ingenius video advertisement as the text or discourse. The second dimension is analyzed by using the official Samsung explanation from its website about the video to see the meaning of each segment from the producer to consumers and using the YouTube comments to see how the consumers of the video (viewers) react after watching the video. The outer dimension sees the brand positioning from online newspapers, websites, and blogs to see how the society perceives Apple and Samsung as smartphone brands. Keywords: Multimodal Discourse Analysis (MDA), Critical Discourse Analysis (CDA), Advertisements, Discourse.

The selfie as a global discourse

2017 ◽  
Vol 29 (1) ◽  
pp. 86-103 ◽  
Author(s):  
Aslaug Veum ◽  
Linda Victoria Moland Undrum
Keyword(s):  
Discourse Analysis ◽  
Critical Discourse Analysis ◽  
Visual Representations ◽  
Personal Communication ◽  
Critical Discourse ◽  
Linguistic Resources ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
The Social ◽  
Global Discourse

This article presents a critical multimodal discourse analysis of how people make meaning through the semiotic practice of shooting digital self-portraits (selfies), adding captions and then sharing these texts on the social network site Instagram. Combining theories from social semiotics, critical discourse analysis and multimodal discourse analysis, the analysis focuses on the embedded ideological meaning in such digital communication. The analysis explores a data corpus of 100 selfies shared on Instagram. Despite the fact that digital texts shared on social media are generally regarded as personal communication, selfie makers seem to reproduce features of a commercial and global discourse. The typical way of representing oneself on Instagram appears to be surprisingly similar to visual representations in advertisements and image banks. The linguistic resources in use also appear globalized through a mix of languages combined with slang and abbreviations.

scholarly journals A Multimodal Discourse Analysis of Incognegro (2008)

2021 ◽  
Vol 7 (4) ◽  
pp. 171-176
Author(s):  
Marilyn M. Albert ◽  
Keyword(s):  
Discourse Analysis ◽  
Critical Discourse Analysis ◽  
Graphic Novels ◽  
Critical Discourse ◽  
Human Beings ◽  
Dominant Group ◽  
Functional Grammar ◽  
Systemic Functional Grammar ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse

This study attempts to conduct a multimodal discourse analysis (MDA) of Incognegro (2008), a graphic novel by Mat Johnson and arts by Warren Pleece, by applying Michael Halliday’s theory of the Systemic Functional Grammar (SFG) (1994) for the written texts, i.e. the captions found on the images, and Gunther Kress and Theo van Leeuwen’s Grammar of Visual Design (GVD), or what has been recently called Systemic Functional Multimodal Discourse Analysis (SF-MDA) (1996) for the images themselves. The study employs, as well, Teun A. van Dijk’s modal of Critical Discourse Analysis (CDA) (2004), in which power, racism, segregation, oppression, ethnicity, inequality, discrimination, identity, superiority, inferiority, dominant groups, and dominated groups are being analyzed. The study aims at showing the inequality, the oppression, the racial discrimination, and the exercised power Negroes previously suffered (1930s) in America, the land of freedom, and how this suffering is depicted through graphic novels for historical documentation. The study shows that the Whites considered themselves the dominant group, whereas the Negroes were treated as slaves, not even equal to human beings, and hence are recognized to be the oppressed and the dominated group.

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>

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.

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