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 Rouhani’s and Obama’s Persian New Year messages: A systemic functional grammar perspective

ExELL ◽  
2017 ◽  
Vol 5 (1) ◽  
pp. 25-39
Author(s):  
Amin Karimnia ◽  
Shidak Rahbarian
Keyword(s):  
Discourse Analysis ◽  
Critical Discourse Analysis ◽  
Barack Obama ◽  
Critical Discourse ◽  
Functional Grammar ◽  
Systemic Functional Grammar

Abstract This study investigated Nowruz (Persian New Year) messages by Presidents Hassan Rouhani and Barack Obama in March 2016. The study critically analyzed the discourse of these two presidential messages and uncovered the hidden aspects of their ideologies, policies, and background worldviews. In doing so, an integrated version of Halliday’s systemic functional grammar (SFG) and critical discourse analysis (CDA) was used. The analysis of data included various linguistic dimensions (e.g. processes, modality, transitivity) of the messages and their statistics. Although results suggested that Obama intended to build a more intimate situation, both presidents tried to inspire a spirit of action, development and effort in their respective governments. The messages did not reveal considerable thematic differences, except some discoursal religious features expressed in Rouhani’s message.

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 CRITISISM OF CULTURE AT DAGADU PRODUCT COMPANY A CRITICAL MULTIMODAL DISCOURSE ANALYSIS

2019 ◽  
Vol 4 (2) ◽  
pp. 110
Author(s):  
Ari Nur Widiyanto ◽  
Sigit Ricahyono
Keyword(s):  
Discourse Analysis ◽  
Cultural Value ◽  
Functional Grammar ◽  
Generic Structure ◽  
Systemic Functional Grammar ◽  
Multimodal Discourse Analysis ◽  
Visual Elements ◽  
Multimodal Discourse ◽  
Descriptive Qualitative

<p>Dagadu Djokja is one of the icons Yogyakarta which provides various souvenirs typical of Yogyakarta such as t-shirts, batik, handicrafts and others. One product that is in demand by tourists is the shirt, because the shirt Dagadu has unique characteristics that are of cultural value delivered. In this study will analyze Dagadu products in terms of verbal and visual elements as well as explore the culture found on the shirt Dagadu.The approach of this study is descriptive qualitative. The type of this study is document research. The data of this research takes from <a href="http://www.Dagadu.co.id">www.Dagadu.co.id</a>. In this study, the researcher uses the Systemic Functional Grammar to analyse the verbal elements, the Generic Structure Potential to analyse the visual elements and the Iceberg Model to analyse the culture reflected in dagadu product.</p>

scholarly journals A critical discourse approach to Benjamin Martin’s preface to An introduction to the English language and learning (1754)

2018 ◽  
Vol 16 ◽  
pp. 69
Author(s):  
Dolores Fernández Martínez
Keyword(s):  
Eighteenth Century ◽  
Discourse Analysis ◽  
Critical Discourse Analysis ◽  
English Language ◽  
Critical Discourse ◽  
Analysis Approach ◽  
Discourse Community ◽  
Functional Grammar ◽  
Systemic Functional Grammar ◽  
Potential Buyer

The purpose of the present paper is to contribute to the depiction of Martin’s role as a grammarian by analysing the preface to his grammar “An Introduction to the English Language and Learning” (1754). By using a Critical Discourse Analysis approach and a method based on systemic functional grammar, this study intends to describe the discourse structures used in the preface to fulfil its advertising function and persuade the addressee as a potential buyer or user of the grammar. Martin’s preface is characterised by a peculiarly exaggerated and aggressive tone and by a strong emphasis on the religious implications of education, all of which confer some distinction to Martin within the discourse community of eighteenth-century grammarians.

scholarly journals An elegant lady or a flower girl? A critical discourse analysis of pygmalion through a systemic functional perspective

2019 ◽  
Vol 3 (1) ◽  
pp. 1-9
Author(s):  
Ali Rahimi ◽  
Hamideh Nami Anarjan
Keyword(s):  
Discourse Analysis ◽  
Critical Discourse Analysis ◽  
Critical Discourse ◽  
Functional Grammar ◽  
Systemic Functional Grammar ◽  
Relational Processes ◽  
Functional Perspective ◽  
Participant Role ◽  
Bernard Shaw ◽  
Power Hierarchy

The purpose of this study was to investigate the language of the main female character called Eliza in the play ‘Pygmalion’ by Bernard Shaw. This analysis is done by applying the transitivity system, which is part of English linguist Halliday’s (1985; 1994) systemic-functional grammar. According to the transitivity system, verbs can be classified into six processes: material, mental, relational, verbal, behavioural and existential. The most important ones, which are analysed in the play Pygmalion for the analysis of power status, are the material, mental and relational processes. When considering the pattern of participant representation in a text from the perspective of critical discourse analysis, it is useful to have some general sense of the types of participants, which tend to be construed grammatically as powerful and of those which are construed as less powerful or even powerless. The investigation is based on the ideas suggested by Goatly (2000) who made the interesting suggestion that we may construct a hierarchy of participant power relations in a text based on their roles in different types of clauses and processes. The results show that Eliza's change of power status has an effect on her role as a participant in clauses and processes in the play that is in accordance with Goatly's (2000) theory about participants' power hierarchy in process types. Keywords: CDA, systemic functional grammar, transitivity, power, participant role.

scholarly journals Can Beauty Advertisements Empower Women? A Critical Discourse Analysis of the SK-II’s “Change Destiny” Campaign

2020 ◽  
Vol 10 (2) ◽  
pp. 176
Author(s):  
Huimin Xu ◽  
Yunying Tan
Keyword(s):  
Discourse Analysis ◽  
Critical Discourse Analysis ◽  
Gender Ideology ◽  
Critical Discourse ◽  
Women Empowerment ◽  
Functional Grammar ◽  
Systemic Functional Grammar ◽  
Verbal Language ◽  
Discursive Strategies ◽  
The Ideal

This study examines the advertising campaign of a beauty product SK-II, “Change Destiny” through the lens of critical discourse analysis. By unpacking the verbal language and visuals in the three advertisements and a video advertisement, this article aims to investigate how the beauty advertiser SK-II constructs the ideal images of women through discursive strategies in ads and uncover the possible ideologies underlying the advertising discourse. Adopting Kress and Van Leeuwen’s (1990 ,1996) framework of ‘reading images’ and systemic functional grammar (Butt, 2012; Halliday, 1994) to analyze the texts and visuals in the ads, this study has found that the beauty brand SK-II has utilized various strategies to engage the audiences and market its products, such as problematizing the aging of women, providing personalized solutions to the problem of aging, constructing certain feminist discourses for women, and drawing itself close to the younger generation through women empowerment. The findings show that although the beauty brand claims to empower women through advocating change of destiny for women in its ads, gender ideology remains to be dominant and continues to perpetrate women. It is concluded that these new changes in the ads are simply playful discursive strategies that employed by advertisers to legitimate the new capitalism and commercialism and generate more sales.

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.

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.

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.

A Systemic Functional Grammar-Based Critical Discourse Analysis of Jamaica Kincaid’s Lucy

2020 ◽  
Vol 12 (3) ◽  
pp. 307-325
Keyword(s):  
Discourse Analysis ◽  
Critical Discourse Analysis ◽  
Gender Inequality ◽  
Gender Stereotypes ◽  
Jamaica Kincaid ◽  
The Other ◽  
Critical Discourse ◽  
Female Characters ◽  
Functional Grammar ◽  
Systemic Functional Grammar

The present paper investigates the grammatical choices made by Jamaica Kincaid in her work Lucy. It analyzes how the selected structure contributes to the realization of particular beliefs such as gender inequality, using the Systemic Functional Grammar (SFG) approach (Halliday 1973, 1985, 1994; Halliday and Hasan 1989; Halliday and Matthiessen 2004). In particular, the study examines the participants’ roles and the processes types assigned to them with reference to the transitivity system. The data of the present study are collected from the first three chapters of Lucy. The corpus belongs to seven males and eleven female characters who were directly involved in all the actions in the text. A total of 325 sentences were extracted. They were quantitatively and qualitatively analyzed. The results of the study revealed the writer’s subvert of traditional gender stereotypes through displaying women as effectual dynamic actors and assertive sayers. In addition, all female characters were shown as the main participants of the other minor processes, in the sense that they were the behavers and sensers in both behavioral and mental clauses. Keywords: critical discourse analysis, gender inequality, systemic functional grammar, transitivity system.

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