scholarly journals Right or Wrong? An Image for Immigrants: An Interpersonal Multimodal Discourse Analysis of MIA’s Music Video “Paper Planes”

2020 ◽  
Vol 3 (2) ◽  
pp. 57-66
Author(s):  
Rosy Michelle Peña Chan
Keyword(s):  
Discourse Analysis ◽  
Minority Groups ◽  
Systemic Functional Linguistics ◽  
Music Video ◽  
The Public ◽  
Functional Linguistics ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Depth Analysis

Most of the time, the opinion that people have regarding immigrants is based on what media, press, and news offer to the public. The music video “Paper Planes” by MIA demonstrates some of the stereotypes that society has for people according to their identity, and the singer represents it with the most outstanding characteristics of the minority groups in America. To conduct a more in-depth analysis of the music video and lyrics of MIA, I will provide an interpersonal multimodal discourse analysis. The analysis is based on the theories proposed by Halliday (1978) on systemic functional linguistics and Machin (2010) for the visual semiotic framework. The results demonstrate how the discourse used in the song transmits the perspectives people create regarding immigrants and perpetuate them.

scholarly journals “And this is the view from outside my window”: On text and image interplay in university website blogs

2017 ◽  
Vol 18 (2) ◽  
pp. 81-93 ◽  
Author(s):  
Renáta Tomášková
Keyword(s):  
Discourse Analysis ◽  
Institutional Environment ◽  
Systemic Functional Linguistics ◽  
Text And Image ◽  
University Websites ◽  
Functional Linguistics ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Verbal Content

Abstract The paper focuses on the institutional website as a complex genre with a relatively discontinuous inner structure, which is, however, coherent and cohesive, and unified by a common communication goal(s). The website is viewed as a discourse colony consisting of independent but related components realized in an array of subgenres, some of which are typical of the academic/institutional environment while others come from different discourse domains and are employed as embedded genres. The paper focuses on the blog as an embedded genre, its forms and functions within university websites, and particularly on its potentially multimodal character, i.e. the interplay of the verbal content of the blog and the non-verbal elements, esp. photographs, which co-create the producer’s message to the addressee. Drawing upon the recently developed field of multimodal discourse analysis within Hallidayan Systemic Functional Linguistics, particularly Martinec and Salway’s model, the paper explores the level to which the modes are integrated and the ways they contribute to meaningmaking in the genre.

scholarly journals A Multimodal Discourse Analysis of the Interactive Meaning in Public Service Advertisement

2019 ◽  
Vol 10 ◽  
pp. 1523-1534 ◽  
Author(s):  
Shuting Liu
Keyword(s):  
Discourse Analysis ◽  
Public Service ◽  
Systemic Functional Linguistics ◽  
Functional Linguistics ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse

On the basis of Kress and van Leeuwen’s Visual Grammar based on Halliday’s Systemic Functional Linguistics, this study explores the interactive meaning in three public service advertisement multimodal discourses, adding evidence to the assumption that Systemic Functional Linguistics can be applied to the multimodal discourse analysis of public service advertisement in a feasible and operational manner.

scholarly journals Live Fast, Die Young: Bad Girls Do It Well – A Multimodal Discourse Analysis of M.I.A’s Music Video “Bad Girls”

2020 ◽  
Vol 3 (2) ◽  
pp. 65-76
Author(s):  
Fabiola Martínez Guerrero
Keyword(s):  
Discourse Analysis ◽  
Music Video ◽  
Pop Music ◽  
Functional Linguistics ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Song Lyrics ◽  
The Relationship

Feminism has become part of the pop music discourse in recent years. Through M.I.A’s “Bad Girls” video, not only the image of empowered, independent, rebel women are portrayed, but also the celebration of culture and the relationship between women and men in an environment of equity is suggested. In order to propose an analysis and interpretation of “Bad Girls” video and song lyrics, a multimodal discourse analysis (Machin, 2010) is followed, as well as Halliday’s systematic functional linguistics framework. The findings from this analysis suggest a discourse of feminism and empowerment, but also inclusion and acceptance regardless of race, religion or gender.

scholarly journals A Multimodal Discourse Analysis of the Promotional Video of Hangzhou

2018 ◽  
Vol 11 (10) ◽  
pp. 121 ◽  
Author(s):  
Yinyan Yao ◽  
Yanfen Zhuo
Keyword(s):  
Discourse Analysis ◽  
Systemic Functional Linguistics ◽  
City Life ◽  
Chinese City ◽  
Functional Linguistics ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
New Perspective ◽  
Promotional Video ◽  
The City

This paper analyzes a promotional video of the Chinese city of Hangzhou from the perspective of multimodal discourse analysis informed by Systemic Functional Linguistics. By drawing on Visual Grammar as well as frameworks of intersemiotic complementarity, the paper examines how various semiotic resources, namely, the visual, audio and verbal, construe meanings and how they work together to create synergy in the video. It is concluded that the deployment of various modes in this dynamic discourse contribute to constructing city images that are glorious in history, unique in culture, picturesque in landscapes, innovative in spirits, vital in city life, and beautiful in people’s hearts. The video also proves to be effective in engaging and aligning the viewers, thus functioning as a vital tool to market the city. It is hoped that this paper will provide a new perspective for semiotic studies of promotional videos in China.

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 pragma-syntactic analysis of slogans on t-shirts

2020 ◽  
Vol 9 (1) ◽  
pp. 86-94
Author(s):  
Michael Alozie Nwala
Keyword(s):  
Discourse Analysis ◽  
Key Words ◽  
Theoretical Framework ◽  
Syntactic Analysis ◽  
Qualitative Design ◽  
The Public ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Different Types

The T-shirts and the slogans on them are used to achieve different discourse and communicative themes. The T-shirts help to describe people, events, positions and situations. This article written the confines of the theoretical framework of multimodal discourse analysis and the qualitative design, investigates five different types of T-shirts. The T-shirts and the inscriptions on them as exemplified in the themes of readiness, position and desire, happiness and celebration, and protest are used to describe the wearers, address situations and pass information to the public. The paper therefore concludes that T-shirts and the slogans scripted on them perform different types of illoucutionary actions which cause different forms perlocutionary reactions Key Words: T-shirts, slogans, themes, multimodal, cloth; communication

scholarly journals Black America: Multimodal Discourse Analysis of Childish Gambino’s “This is America”

2020 ◽  
Vol 10 (2) ◽  
pp. 190
Author(s):  
Mona Audryn Margaretha ◽  
Yasmine Anabel Panjaitan
Keyword(s):  
Discourse Analysis ◽  
Visual Communication ◽  
Music Video ◽  
Black America ◽  
Multimodal Discourse Analysis ◽  
Visual Elements ◽  
Multimodal Discourse ◽  
Black Art ◽  
Politics Of Race ◽  
Oriented Research

A song can manifest itself as a critical instrument in the vast socio-political atmosphere. Often times a song conceals its real meaning within layers of linguistic elements and through visual communication. Upon the release of Childish Gambino’s This is America (2018), the music video has been assumed widely assumed to contain semiotic elements that criticize the injustice politics of race in America. To dig deeper into this assertion, we use Machin’s Lyrics Analysis (2010) and Kress and van Leeuwen’s Visual Grammar approach (2006) to analyze the illustrated semiotic elements. Both frameworks are two Multimodal Discourse Analysis approaches that explore interdisciplinary analysis in the discourse-oriented research. This article finds that Gambino does question the practice of black discrimination through gun and police violence in present America by utilizing distant words and excessive gestures in his visual communication as a diversion. They are purposefully placed to gain a profound observation from the audience, and thus able to spark a conversation regarding the issue in a greater scale. Furthermore, it is found that This is America applies comical aspects in the visual elements as a layering device. Through humorous semiotic elements, Gambino is discovered to highlight the commodification of black art in his music video.

scholarly journals A Multimodal Discourse Analysis of Tmall’s Double Eleven Advertisement

2016 ◽  
Vol 9 (8) ◽  
pp. 156 ◽  
Author(s):  
Chunyu Hu ◽  
Mengxi Luo
Keyword(s):  
Discourse Analysis ◽  
Systemic Functional Linguistics ◽  
Modern Society ◽  
Communication Studies ◽  
Consumption Behavior ◽  
Social State ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Important Approach ◽  
Discourse Studies

<p>From the 1990s, the multimodal turn in discourse studies makes multimodal discourse analysis a popular topic in linguistics and communication studies. An important approach to applying Systemic Functional Linguistics to non-verbal modes is Visual Grammar initially proposed by Kress and van Leeuwen (1996). Considering that commercial advertisement is an indispensable part of the modern society that bears rich meanings worth discussing, this paper analyzes visual components of the advertisement produced by Tmall for the Double Eleven Shopping Carnival from the perspective of Visual Grammar. By analyzing representational, interactive and compositional meaning presented in the advertisement, this article illustrates how visual components serve as a huge attraction to the viewers and effectively justifies the consumption behavior by appealing to the cultural and social state. It also sheds some light on raising the awareness of consumers by presenting how advertisement producers practice psychological manipulation on the viewers.</p>

scholarly journals A Multimodal Discourse Analysis in Pantene Advertisement

2021 ◽  
Vol 4 (10) ◽  
pp. 21-30
Author(s):  
Venti Wulan Sari
Keyword(s):  
Discourse Analysis ◽  
International Market ◽  
Point Of View ◽  
The Public ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Beautiful Woman ◽  
Brand Ambassadors ◽  
Research Show

Advertisement is a persuasive media aimed at persuading and influencing the public. Every day, the advertisement can be found anywhere, such as in a newspaper, television, radio, and also magazine. Pantene is a shampoo product that is very famous especially among women. Its advertisement can be found almost in every media. In this research, the researcher aims to investigate how Pantene Indonesian ads verbally and visually represent the image of women with beautiful strong hair and the ads’ differences by means of Halliday’s transitivity system (2014) and Kress and van Leeuwen’s (2006) point of view. This research also focuses on what the differences signify. The research analyzes Pantene’s advertisements. The data taken for this research are the Pantene Indonesian ads, focusing on the ads that show their brand ambassadors. The results of this research show that Pantene Indonesian ads describe women with strong hair as something that is coveted by women in Indonesia. Similarly, in Pantene International ads, the figure of a woman with strong and beautiful hair is described as a beautiful woman. In the Pantene Indonesian advertisement, it can be seen that ads makers use the implicit persuasive method, whereas, in the International Pantene, the method is explicit declarative employed which can be seen by viewers directly. These differences verify the stereotypes attached to the Indonesian and International market, namely being communal and individual, respectively.

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