scholarly journals Multimodal Discourse Analysis of Posters on Wildlife Protection—Based on Visual Grammar

2020 ◽  
Vol 9 (2) ◽  
pp. 132
Author(s):  
Yue Guan
Keyword(s):  
Discourse Analysis ◽  
Information Age ◽  
Three Dimensions ◽  
The Internet ◽  
High Quality ◽  
Wildlife Protection ◽  
Multimodal Analysis ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Text Information

The advent of information age has brought us a plethora of non-text information, such as images, colors, sounds, etc. Consequently, text-based discourse analysis can no longer meet people’s demands to obtain the ever-varying information. Due to this reason, multimodal analysis becomes crucial. This paper analyzes 13 public posters on wildlife protection which are collected from the internet. The 13 posters are examined on the basis of three dimensions— represented meaning, interactive meaning and compositional meaning. This study helps poster designers design high-quality posters, as well as assists poster viewers to understand the meanings of public posters on wildlife protection.

scholarly journals Multimodal Analysis of Parentheticals in Conversational Speech

2014 ◽  
Vol 3 (2) ◽  
Author(s):  
Manon Lelandais ◽  
Gaëlle Ferré
Keyword(s):  
Discourse Analysis ◽  
Production Process ◽  
Video Recording ◽  
Conversational Speech ◽  
Complementary Information ◽  
British English ◽  
Multimodal Analysis ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Flexible Resources

AbstractBased on a video recording of conversational British English, this paper aims at describing the relation between verbal and non-verbal signals in the production process of parentheticals within the framework of Multimodal Discourse Analysis. Parentheticals are described in linguistics as side sequences interrupting linear development. Although their syntactic, prosodic, and discursive characteristics have been deeply analysed, few studies have focused on the articulation of the different communicative modes in their production process. Beyond showing that gesture brings complementary information in regard to prosody, contributing to a composite collateral message, the results allow better delineation and understanding of skip-connecting phenomena as constructing coherence. Changes in the modal configuration throughout the parenthetical sequence suggest modes are dynamic and flexible resources for indexing parentheticals and their particular framing function.

“What an un-wiki way of doing things”

2011 ◽  
Vol 10 (4) ◽  
pp. 535-561 ◽  
Author(s):  
Astrid Ensslin
Keyword(s):  
Language Policy ◽  
Interface Design ◽  
Analytical Approach ◽  
Mission Statement ◽  
Information Age ◽  
The Internet ◽  
Critical Reading ◽  
Multimodal Analysis ◽  
Multimodal Discourse

Wikipedia defines itself as “the biggest multilingual free-content encyclopedia on the internet”, thus featuring an explicit language policy in its mission statement. Bearing in mind that the site has become the most popular source of encyclopaedic information online, its significance for public encounters with multilingualism should not be underestimated. This article offers a critical and multimodal discourse analytical approach to Wikipedia’s explicit and implicit multilingual policies and practices. I examine, under “explicit metalinguistic practice” (Woolard 1998), public disclaimers and exemplary user practice and talk on the “Multilingual Coordination” entry. Under “implicit metapragmatics”, I shall offer a multimodal analysis of Wikipedia’s multilingualism-oriented interface design; the corporate logo and its paratextual meta-commentary on a number of linguistic and journalistic websites; and a code-critical reading of Wikipedia’s “Babel” user language templates. My observations are discussed against the backdrop of postcolonialist theories on the role of English as lingua franca of the information age.

scholarly journals “Nice to get to know you”

2020 ◽  
pp. 33-55
Author(s):  
Judit Háhn
Keyword(s):  
Discourse Analysis ◽  
Social Presence ◽  
Meaning Making ◽  
Three Dimensions ◽  
Self Presentation ◽  
Action Mode ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Media Interaction ◽  
Collaborative Activities

Virtual exchange comprises online collaborative activities in facilitated, educational contexts across borders. This paper offers a multimodal approach to the study of social presence in students’ asynchronous online discourse in the context of virtual exchange. It draws on the Community of Inquiry model of online learning (Garrison 2017) and interprets social presence as the dynamic discursive process of social interaction and self-presentation. The data consists of screenshots collected in a closed Facebook group during the first assignment of a Czech-Finnish virtual exchange project in 2017. The study aims to explore how the method of multimodal discourse analysis can be used to describe the three dimensions of social presence. The students’ self-introductory posts, reactions and comments were examined in three modes of meaning-making: the linguistic, the visual and the action mode. The study offers a model for the qualitative multimodal discourse analysis of social presence construction in asynchronous social media interaction.

scholarly journals A Multimodal Analysis of H&M Video Commercial “A Magical Holiday”

K ta Kita ◽  
2019 ◽  
Vol 7 (3) ◽  
pp. 337-345
Author(s):  
Birgitta Eifelia Panggaraan Pranata
Keyword(s):  
Discourse Analysis ◽  
Qualitative Analysis ◽  
Key Words ◽  
The Real ◽  
Multimodal Analysis ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Holiday Season ◽  
Marketing Tool

In indirect advertising, an advertisement does not boldly show the products on the video. The object of the study in this thesis is a video advertisement of a clothing line, H&M, consisting a story about a family in the holiday season. This thesis aims to show that commercials of H&M “A Magical Holiday” uses multimodality in order to attract the audience through six modes: linguistic, audio, spatial, oral, visual, and gestural modes. In this study, I analyzed the modes by Multimodal Discourse Analysis by Kress and Leeuwen onto the six modes to analyze the advertisement, using the study by Chan and Chia on modes in multimodality. This research is using qualitative analysis by Schreier (2012) since it deals with the connection between all the semiotic modes to bring the message of the advertisement. I analyzed the data by putting the scenes into 6 tables based on the modes. After that, I analyzed the interrelation between each modes. Based on the analysis, the modes helped the advertisers to convey the real message of the video. Beyond the moral message of the story, the advertisement is a marketing tool to promote their products. Key Words: indirect advertising, multimodal discourse analysis, semiotic modes, H&M

scholarly journals A Systemic Functional Multimodal Discourse Analysis of English Micro-lectures

2021 ◽  
Vol 2 (5) ◽  
Author(s):  
Haili Feng
Keyword(s):  
Discourse Analysis ◽  
Learning Strategies ◽  
Information Age ◽  
Meaning Construction ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Semiotic Resources ◽  
The Media ◽  
Relationship Of ◽  
The Relationship

Lim (2019) states that one challenge for the researchers in multimodal discourse analysis is to describe and discuss the interplay across various semiotic resources. English micro-lectures, as a kind of popular and widespread teaching materials in the information age, are typical multimodal discourses involving multi-semiotic resources. This article adopts the systemic-functional synthetic framework for multimodal discourse analysis from Zhang Delu (2018) to explore the relationship of various modes involved in excellent English micro-lectures and further examine how the semiotic resources cooperate and interact to construct communicative meaning. By analyzing and interpreting the context of culture, the meaning, the lexico-grammar, the media and the substance systems of involved modes in micro-lectures, it proves that English micro-lectures demonstrate complicated intersemiosis and various modes cooperate in a perfect way in meaning construction. This comprehensive investigation of semiotic systems sheds light on teachers’ mode choice and teaching design in producing micro-lectures and students’ learning strategies of micro-lectures in the mobile-assisted learning environment.

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.

It’s all about logics?! Analyzing the rhetorical structure of multimodal filmic text

Semiotica ◽  
2018 ◽  
Vol 2018 (220) ◽  
pp. 95-121
Author(s):  
Janina Wildfeuer
Keyword(s):  
Discourse Analysis ◽  
Analytical Approach ◽  
Short Film ◽  
Inference Process ◽  
Making Meaning ◽  
Rhetorical Structure ◽  
Multimodal Analysis ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Pragmatic Information

AbstractThis paper focuses on questions concerning the process of making meaning out of the filmic text by asking for the argumentative patterns that enable the recipient’s inference processes during his/her interpretation. Film analysis, and multimodal analysis in general, is no longer seen as simply decoding the semiotic resources, but asking for inferential processes of reasoning about the best and most plausible interpretation. For this, the paper presents an analytical approach based on recent advancements in contemporary discourse semantics and multimodal discourse analysis which outlines the discursive and rhetorical structure of filmic text and retraces the inference process of the recipient in detail. The aim is to show how multimodal film leads its spectators to acknowledge the argumentative reconstruction of its content by relating the diegetic world to its reality and proving its validity. An example analysis of the short film El Vendedor de Humo (2012) shows how it is possible to elucidate a film’s rhetorical structure and to outline the process of logically reasoning about semantic and pragmatic information in the text. The aim is thus to gain a detailed look at how premises and arguments for the interpretation are made available in multimodal context and how they are operated by the recipient.

scholarly journals Persuasion Through Bitter Humor: Multimodal Discourse Analysis of Rhetoric in Internet Memes of Two Far-Right Groups in Finland

2020 ◽  
Vol 6 (2) ◽  
pp. 205630512092157 ◽  
Author(s):  
Eemeli Hakoköngäs ◽  
Otto Halmesvaara ◽  
Inari Sakki
Keyword(s):  
Discourse Analysis ◽  
The Internet ◽  
Far Right ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Moral Anger ◽  
Extreme Groups

This study focuses on the role of Internet memes in the communication of two far-right groups in Finland. The material consists of 426 memes posted by Finland First and the Soldiers of Odin between the years 2015 and 2017 on Facebook. Multimodal discourse analysis was applied to understand the contents, forms, and rhetorical functions communicated via the Internet memes. The analysis shows that the contents of the memes revolve around six themes: history, humor, mythology, symbols, news and mottos. By using Internet memes, the groups aim to construe a heroic imagined past, to lend legitimacy to the nationalist cause, to arouse moral anger and hate toward refugees, and to encourage the movements’ followers to fight. We argue that, for the extreme groups, Internet memes are tools to crystallize their arguments in an easily shareable and concise form, which makes the memes useful tools in persuasion and mobilization, as well as attracting new audiences.

scholarly journals THE POWER OF BROCHURE: A MULTIMODAL DISCOURSE ANALYSIS ON CHILDREN EDUCATIVE TOY “HAFIZ AND HAFIZAH TALKING DOLL”

2018 ◽  
Vol 1 (1) ◽  
pp. 27-33
Author(s):  
Siska Eka Syafitri
Keyword(s):  
Discourse Analysis ◽  
The Internet ◽  
Global Era ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse

Brochure as a media in promoting a product has developed by the growing of technology in this multimedia era. The inovation in brochure in fact is needed to support a success marketing. The images and words which are showed in the brochure should be present in meaningful and creative ways. It will catch the interest and raise the curiosity of the customers. Seeing the situation, studying the popular product by the brochure delivered is very important. “Hafiz and Hafizah Talking Doll” is one of the popular product in this global era. It is a kind of educative toy that is contained of many features as its superiority . This product has caught many customer and we can find so many online brochures in the internet. Therefore, analyzing the brochure of “Hafiz and Hafizah Talking Doll” is very essential. Multimodal Discourse Analysis is applied in this research to get the understanding of the brochure.

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