A Multimodal Discourse Analysis of “Lathi” Song

Music has a personal interest in its individual. It can deliver happiness for those who listen to it. On the other hand, the music should correlate with its pictures through the video clip, such as color, sound, gesture, etc. This article attempts to investigate and explore the interpersonal meaning of the LATHI Song. This study was conducted qualitatively using a descriptive-analytical study to check how different semiotic and modes such as music, sound, speech, color, action, and facial expression work together to build the interpersonal meaning. LATHI song is successful in attracting audiences' attention around the world. The song's lyrics are mainly in English, except for the bridge sung in Javanese. Not only that, but the bridge also employs pelog, a Javanese seven-note scale used in gamelan arrangements. In addition, its instruments played has a unique characteristic and easy listening.

Communicating the Values and Benefits of Home Solar Prosumerism

Clearly and accurately communicating the economic, environmental, and social benefits of solar PV prosumerism poses significant challenges. Previous research shows that government policies and public engagement campaigns can positively impact solar prosumerism; however, little is known about the quality and accuracy of information exchanged between rooftop solar installers and potential prosumers. This study addresses part of this gap with a mixed methods approach. First, a multimodal discourse analysis of installation proposals from seven home solar installers in Madrid shows accurate and reasonable financial benefits alongside incongruent social and environmental benefits. Second, the calculated efficiency of the seven proposed solar installations is compared with the efficiency of four different PVSC solar arrays using actual load and generation profiles. The results show that (i) the high variability of actual household demand on the minute-by- minute level significantly decreases self-consumption rate and profitability in comparison with the rates estimated using hourly or monthly, and (ii) the grouping of households into solar communities should significantly increase self-consumption and profitability. Therefore, using minute by minute time series in home solar estimations would reveal an added value and social benefit that is commonly overlooked. We conclude with recommendations for future research and multimodal communication campaigns that balance benefits of individual prosumerism and community solar.

Multimodal analysis of advertising discourse during the lockdown due to COVID-19: Comparison of the communication strategies of financial services and automotive products in Spain

The goal of the following text is to analyze the changes in television advertising in the banking and automobile sectors, according to the social context. The hypothesis is that communication is significantly influenced by the situational context, causing differences between the advertising of the two sectors. A multimodal discourse analysis is used, comparing twenty commercials from the banking and automobile sectors in 2019 and 2020, the period during which the lockdown due to COVID-19 took place. Based on a qualitative and quantitative analysis tables were developed with which to analyze general data such as the value proposition or target audience of the advert, or other special data like the text (verb tenses, rhetorical figures…), the image and the sound used. The fact that context is decisive in communication is made evident, and since this is different in every sector, the communication strategy is clearly different as well. However, the points that the two sectors have in common are remarkable: these range from talking about brands and products, to speaking for and about people.

Textimage Discourse of Environmental Slogans : A Discourse Analysis Study

This study is a multimodal discourse analysis study, it investigates the correlation between image and text. It studies the environmental slogans that contain text and image correlated together, with reference to other techniques that are used within these slogans, hence it analyses the semiotic side of slogans with reference to the semiotic tools like colors that are integrated within these slogans. Four different environmental slogans within the analysis show that the tools and texts are not the same, while the message is one and unique, different texts, color, gestures and draws might help to convey the same message to others, all these details are analyzed relation to the text.

A Socio Semiotic Approach to Multimodal Discourse of Selected Nollywood Film Advertisement Posters

Film posters are complex forms of visual communication basically employed to promote films so as to seek for patronage from prospective viewers. Nollywood film poster designers or marketers employ a complex system of modes of multimodal communication to achieve their intended objectives. This study therefore investigates how these semiotic resources reveal the intention of the film poster designers and how other contextual variables influence the ability of the viewers to comprehend the messages embedded in film posters. The objectives of the study are to uncover the visual and linguistic semiotic resources in the film advertisement posters and their interaction. The study adopts a qualitative approach to the analyses of six randomly selected Nollywood film advertisement posters of three genres, namely: drama, thriller and comedy. Yuen’s Generic Structure Potential and Royce’s Ideational Intersemiotic Complementarity serve as the basis for the analysis of the selected texts. The study reveals that visual modes are more salient and frequently employed in the advertisement posters than the linguistic modes. However, both the visual and the linguistic modes offer complementary relationship for effective meaning-making in the selected Nollywood advertisement posters. The meanings derived are often contextual which appeal to the audience reasoning and sustain their interests. The study concludes by emphasizing the importance of the synergy of both linguistic and visual multimodal resources or modes of signification in the successful meaning-making and meaning-comprehension in the study of visual communication.

‘Can We See It?’: Contextualizing ‘Deforestation’ from an English-Medium Science Textbook for a Primary School Level

Understanding an English-medium science textbook is possibly challenging for some students. It is, for example, due to the language used. To deal with this issue, construing the use of the other mode, such as visual images, along with the verbal text is regarded useful. Thereby, the construal of multimodality in an English-medium science textbook becomes crucial. Albeit a myriad of inspections on multimodality exists, but to the best of the writer’s knowledge, such investigation with respect to an English-medium science textbook, particularly at a primary school level, was found to be limited. Therefore, this study aimed to scrutinize the verbal text and visual image presented in a science textbook used for a primary school level which is presented in English. To that end, a descriptive research design was employed. In this regard, a systemic functional multimodal discourse analysis (SF-MDA) within the trinocular metafunctions encompassing ideational, interpersonal, and textual metafunctions was utilized. The systemic functional linguistics theory, the grammar of visual design, intersemiotic complementarity, and logico-semantics were the frameworks employed to analyze the artefact, the English-medium science textbook. The findings revealed that the visual image and verbal text interact with one another within the three metafunctions. Given the interaction between the two modes, the present study suggests that both teachers and students are required to take into considerations and be aware of the potential or roles of images along with the verbal text, i.e. the images are not merely accessories, but instead, these are able to assist the comprehension of the science materials learned.

Multimodal Discourse Analysis of Egyptian Political Movies: Framing Social Justice in the Movie Ahl El Kemma (Cream of the Crop)

Nascent research is conducted on the advancement of discourse analysis in film to include different modes as images, sound and text. This study is focused on how images are embedded within texts in an audio-visual medium such as cinema to highlight political messages; it also seeks to broaden our understanding of politics beyond a relatively narrow conceptualization of the "political" through studying non-traditional discourses such as cinematic discourse. The aim of the study is to develop a systematic approach to film analysis to examine political nuance sin film. The method adopted in this research is Multi modal Discourse Analysis (MDA) focusing on embedding visuals, audio, and text in the film to examine how a political meaning can be conveyed through the interaction between those different modes. Drawing on the multi modal discourse analysis literature, different modalities will be studied to understand how those modes interact in the cinematic discourse. The film, "Cream of the Crop", is selected as an example to examine how political meanings in film can tackle the cinematic representation of the notion of social justice. This study contributes to the vast array of literature on the multi modal discourse analysis of films by focusing on political dynamics within them.

Study on Automatic Evaluation Method of Spoken English Based on Multimodal Discourse Analysis Theory

Aiming at the low confidence of traditional spoken English automatic evaluation methods, this study designs an automatic evaluation method of spoken English based on multimodal discourse analysis theory. This evaluation method uses sound sensors to collect spoken English pronunciation signals, decomposes the spoken English speech signals by multilayer wavelet feature scale transform, and carries out adaptive filter detection and spectrum analysis on spoken English speech signals according to the results of feature decomposition. Based on multimodal discourse analysis theory, this evaluation method can extract the automatic evaluation features of spoken English and automatically recognize the speech quality according to the results. The experimental results show that, compared with the control group, the designed evaluation method has obvious advantages in confidence evaluation and can solve the problem of low confidence of traditional oral automatic evaluation methods.