scholarly journals How Retailers Support Consumers during the Pandemic: Kaufland Case Study

2021 ◽  
Vol 7 (1) ◽  
pp. 181-193
Author(s):  
Mădălina Moraru
Keyword(s):  
Discourse Analysis ◽  
Medical Care ◽  
Research Method ◽  
Communication Strategies ◽  
Creative Commons ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Family Assistance ◽  
Brand Values

Brands’ perspectives on consumption and consumers have strongly changed during the pandemic because, lately, they have focused on medical care and innovation. The context of advertising campaigns requires a different approach with specific communication characteristics: safety, medical care, protection, family assistance. The present study focuses on the advertising discourse delivered by retailers on the market to answer consumers’ needs. There are two types of perspectives to be considered here: encouraging consumption to survive and looking for solutions and psychological support to get over de-socialisation and fears. Retailers turn from simple suppliers into innovative volunteers who concern themselves with how to diminish fears and insecurity. As a research method, I conducted a multimodal discourse analysis focused on the online advertisements running on Facebook and Instagram to unfold communication strategies, linguistic tools, brand values, and techniques of adaptation to the pandemic. The period considered relevant for this study was during the Romanian lockdown, between March 16 and May 16, 2020, plus another month afterward to observe the consequences of brands’ attitudes towards consumers. This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

scholarly journals A Multimodal Discourse Analysis of the Interpersonal Meaning of a Television Advertisement in Indonesia

2019 ◽  
Vol 5 (2) ◽  
pp. 119-126
Author(s):  
Didin Nuruddin Hidayat ◽  
Abrizal A ◽  
Alex A
Keyword(s):  
Discourse Analysis ◽  
English Education ◽  
Social Semiotics ◽  
Language Function ◽  
Multimodal Discourse Analysis ◽  
Television Advertisement ◽  
Multimodal Discourse ◽  
Wedding Ceremony ◽  
Significant Factors

ABSTRACTThis article attempts to investigate and explore the interpersonal meaning of YOU C1000 on Indonesian television advertisements. This study was conducted qualitatively using case study to check how different semiotic and modes such as music, sound, speech, color, action, and image work together to build the interpersonal meaning. This study discusses the interpersonal meaning in speech and music, interpersonal meaning in movement and interpersonal meaning in image and color. The study aimed to give some contributions to social semiotics studies, television, or video advertisement. YOU C1000 advertisement is successful to attract audiences’ attention. The election of Miss Universe advertisement star, Bali as the shooting location, English as the language function and wedding ceremony as the activity are the significant factors to introduce the product to the market. In addition, its tagline is a successor factor as well. If people hear Healthy Inside and Fresh Outside, they will remember YOU C1000.                                       ABSTRAKArtikel ini bertujuan untuk menginvestigasi and menyelidiki makna interpersonal dari produk ‘YOU C1000’ pada iklan televisi Indonesia. Penelitian ini dilakukan secara kualitatif dengan menggunakan pendekatan studi kasus untuk mengetahui bagaimana semiotik dan moda yang berbeda seperti musik, suara, ucapan, warna, tindakan, dan gambar, dapat berjalan bersama-sama dalam membentuk makna interpersonal. Penelitian ini mengulas makna interpersonal dalam ucapan dan musik, makna interpersonal dalam gerakan, dan makna interpersonal dalam gambar dan warna. Penelitian ini bertujuan untuk memberikan kontribusi pada studi semiotika sosial, televisi, atau iklan video. Iklan YOU C1000 berhasil menarik perhatian penonton. Pemilihan bintang iklan Miss Universe, Bali sebagai lokasi syuting, bahasa Inggris sebagai fungsi bahasa dan upacara pernikahan sebagai aktivitasnya adalah faktor-faktor yang signifikan untuk memperkenalkan produk tersebut ke pasar. Selain itu, ‘tagline’-nya juga merupakan faktor penting lainnya. Jika orang-orang mendengar ‘Healthy Inside and Fresh Outside’, mereka akan mengingat YOU C1000.     How to Cite: Hidayat, D. N.., Abrizal., Alek. (2018). A Multimodal Discourse Analysis of the Interpersonal Meaning of a Television Advertisement in Indonesia. IJEE (Indonesian Journal of English Education), 5(2), 119-126. doi:10.15408/ijee.v5i2.11188

scholarly journals Using Kaleidographic to visualize multimodal relations within and across texts

2018 ◽  
Vol 17 (4) ◽  
pp. 461-474 ◽  
Author(s):  
Helen Caple ◽  
Monika Bednarek ◽  
Laurence Anthony
Keyword(s):  
Discourse Analysis ◽  
Visualization Tool ◽  
News Values ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Potential Applications ◽  
Media Platform ◽  
Interactive Data ◽  
Words And Images

Kaleidographic is a dynamic and interactive data visualization tool that allows users to observe and explore relations between any number of variables. It was developed in reaction to the problem of capturing the complex ways in which words and images combine to make meaning. This article introduces the Kaleidographic tool through a case study examining the multimodal construction of news values in news items widely shared on the Facebook social media platform. The design and functionality of the tool are explained in relation to the challenges faced when exploring both the visual and verbal elements of these news items as part of a multimodal discourse analysis. Through this case study, the authors show that Kaleidographic offers multimodal researchers a means of exploring relations at the intersection of different semiotic modes that might be missed in static graphs and tables. Despite Kaleidographic being initially conceived out of the analysis of text–image relations, the case study demonstrates that it has potential applications beyond multimodal discourse analysis. To facilitate broader applications of the tool, it is now publicly available online for use without charge.

scholarly journals A bottom-up method for remixing narratives for virtual heritage experiences

2021 ◽  
pp. 135485652110489
Author(s):  
Nicole Basaraba
Keyword(s):  
Discourse Analysis ◽  
Cultural Heritage ◽  
User Model ◽  
Bottom Up ◽  
Multimodal Discourse Analysis ◽  
Content Model ◽  
Multimodal Discourse ◽  
Virtual Heritage ◽  
Virtual Experiences

Considering the impacts COVID-19 has had on travel and many economies, developing virtual experiences that are well-received by different publics has become even more prominent. This paper shows how a multimodal discourse analysis can be used to as a bottom-up approach to identifying narrative themes that can be used in virtual experiences for cultural heritage sites. A case study on 11 UNESCO World Heritage Australian Convict Sites shows how diverse sources of user-generated content, tourism marketing materials and historical information can be analysed and then remixed into a virtual tour of the sites in the form of an interactive web documentary (iDoc). Although this case study involved a total of seven narrative development phases, this paper focuses on two phases, namely how the user model and content model were determined. These models were later used to develop the resulting iDoc prototype. The user model focused on the prospective audience of cultural heritage tourists, and a content model of narrative themes for the iDoc was developed through a multimodal discourse analysis. This bottom-up approach of analysing existing cultural data allows for the discovery of the prospective audiences’ interests as well as narrative themes that can be included in virtual heritage experiences. It also provides a new creative methodology that can prevent issues that may arise with top-down narratives that focus too heavily on one institutional perspective or national narrative and lack direct engagement with or understanding of today’s publics.

Construction of risk in road safety advertising: a multimodal analysis of Vietnamese child helmet awareness advertisements

2021 ◽  
Vol 0 (0) ◽  
Author(s):  
Hoang Van Nguyen
Keyword(s):  
Road Safety ◽  
Expert Knowledge ◽  
Multimodal Approach ◽  
Traditional Values ◽  
Multimodal Analysis ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Comprehensive Picture ◽  
Media And Communication

AbstractThe discourses of risk serve to organise the ways in which we understand and respond to potential harms and threats, which have become a major concern in our daily life. However, the discourses of risk have not been extensively investigated using linguistic text-based methods on the multimodal level, nor deeply examined beyond Western contexts. Grounded in the literature of risk and multimodal discourse, the aim of the study is to demonstrate Multimodal Discourse Analysis from a Systemic Functional Linguistics perspective as a potential methodology to investigate how risk discourses are constructed in and through semiotic resources in a non-Western setting. Through a case study of child helmet awareness advertisements in Vietnam, the multimodal analysis reveals a comprehensive picture of risk discourses constructed across various semiotic modes. In this analysis, the discourses of risk are constructed through a negotiation of expert knowledge and traditional values to encourage the audience to take actions and provide helmets for their children. Findings of the study demonstrate the use of Systemic Functional multimodal approach to media and communication to provide evidence for risk discourses in the Vietnamese setting, which are at odds with the current literature and can potentially be extended to other contexts.

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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