scholarly journals The Construction of Meaning Through the Visual Images and Written Texts in Nature Republic

K ta Kita ◽  
2020 ◽  
Vol 8 (1) ◽  
pp. 92-100
Author(s):  
Wendy Cynthia Gunawan
Keyword(s):  
Discourse Analysis ◽  
Research Question ◽  
Aloe Vera ◽  
Qualitative Approach ◽  
Visual Images ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Written Texts ◽  
Construction Of Meaning

Advertisement is an important business tool that enables companies to promote their products, as well as delivering a message. In this research, I use Nature Republic posters entitled “Soothing Gel” and “Soothing & Moisture Aloe Vera 90% Body”. I used qualitative approach in this research. Next, I use the theories of Multimodal Discourse Analysis for the first research question and Denotative and Connotative for the second research question. I aimed to discover what the meanings that are constructed through the visual images and how the meanings are supported by the written texts. Through the poster, Nature Republic is building the feelings of being beautiful, young, confident, natural, pure, and trustworthy to its consumers. In conclusion, Nature Republic is trying to make consumers believe in their products and deliver many values through its posters. Keywords: Advertisement, marketing, poster, multimodal discourse analysis, denotation, connotation.

scholarly journals A Multimodal Discourse Analysis of English Posters in Violence Awareness Campaigns against Women

2021 ◽  
Vol 11 (2) ◽  
pp. 191
Author(s):  
Souad Belgrimet ◽  
Ghaleb Rabab'ah
Keyword(s):  
Discourse Analysis ◽  
Qualitative Analysis ◽  
Violence Against Women ◽  
Awareness Campaign ◽  
Awareness Campaigns ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Construction Of Meaning ◽  
Electronic Sources

The present study seeks to delve into the intricacies of multimodal discourse analysis with regard to violence against women awareness campaign posters. To this end, a study is conducted on English posters. In this respect, the different semiotic modes adopted in English posters were put under scrutiny. Similarly, the study attempts to explore how the adoption of different semiotic modes may contribute to the construction of meaning when cooperating with language. To this end, three English posters were selected from different electronic sources and put under investigation. The qualitative analysis of the yielded results was couched with Kress and Van Leeuwen’s (2006) Visual Grammar framework. The findings indicate that English posters employed a variety of semiotic modes. By the same token, the yielded results indicate that the majority of the sampled posters are conceptual. Such visual characterization demonstrates that the English posters tend to be static and immovable.

scholarly journals A Multimodal Discourse Analysis of Pictures in ELT Textbooks: Modes of Communication in Focus

2021 ◽  
Vol 13 (4) ◽  
pp. 623-644
Keyword(s):  
Discourse Analysis ◽  
Visual Images ◽  
Multimodal Texts ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Analytical Strategies ◽  
Interpretive Strategies ◽  
Verbal Strategies ◽  
Verbal Discourse ◽  
Verbal Analysis

There is a tight nexus between visual literacy and textbook picture representations. This is of paramount importance when textbooks in general and ELT textbooks, in particular, are under question. To conduct a visual and verbal discourse analysis based on modes of communication, ELT textbook pictures were analyzed under the assumption that visual and verbal discourse interacts with reflected modes of communication. To this end, 50 ELT textbook pictures were used as the corpus and analyzed according to KvL's (2006) visual images analytical strategies in multimodal texts and Halliday’s (1985) transitivity system for verbal analysis of textbook pictures. The analysis of multimodal resources revealed that the analyzed visual images were used to represent non-human images; close-up images, frontal images, left-right compositions were the most frequent visual modes in the selected pictures. In the case of verbal mode, the relational main-type and verbal minor-type level with 39% and 2% were the most and least frequent verbal strategies, respectively. The findings might have significant theoretical and pedagogical implications for scholars, L2 teachers, and ELT textbook designers to consider the potential of using multimodal resources for non-pedagogical purposes while integrating textbook visual images and verbal strategies to create meanings. Keywords: Multimodal Discourse Analysis, Transitive System’s Processes, Visual Images Interpretive Strategies, Modes of Communication, ELT Textbooks.

scholarly journals Insecurity and Self-Acceptance Portrayed in Samsung Galaxy A8 Advertisement “Lets You Be You”: A Multimodal Analysis

K ta Kita ◽  
2019 ◽  
Vol 7 (2) ◽  
pp. 260-268
Author(s):  
Stefanus Fernando
Keyword(s):  
Discourse Analysis ◽  
Facial Expression ◽  
Key Words ◽  
Body Language ◽  
Qualitative Approach ◽  
Multimodal Analysis ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Before And After ◽  
Self Acceptance

This study analyzed the issue of insecurity and self-acceptance portrayed in Samsung Galaxy A8 advertisement entitled “Lets You Be You”. The main theory for this study is the theory of multimodal discourse analysis by Paltridge (2012) and the theory of body language by Pease (2004) as the supporting theory. Qualitative approach is applied because this study involves the interpretation of both verbal and nonverbal data. The findings showed how the issue of insecurity is reflected through the reaction of the participants in the video before and after receiving a compliment. Furthermore, the construction of the changing process from insecurity to self-acceptance can be seen from the genuine reaction of the compliment, as well as the change of facial expression throughout the video. Key words: Insecurity, Self-acceptance, Multimodal Discourse Analysis, Advertisement, Samsung

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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