This article explores how the persuasive purpose of film trailers is attained through specific visual features. The multimodal analysis of 12 comedy film trailers also reveals how these visual features enter into multilayered relationships with verbal and aural ones when creating evaluative meanings. The author proposes an interdisciplinary model of analysis in which several means of interpretation are combined. Based on Labov's understanding of narrative evaluation, this article attempts to show through Kress and Van Leeuwen's multimodal framework how Labov's model of narrative analysis can be extended to a wider analytical context, namely to multimodal promotional texts.
Purpose The purpose of this paper is to address the need to reconsider online external communication that integrates diversity management (DM) and corporate social responsibility (CSR) by examining the multimodal discursive strategies purposefully employed by organizations to reflect the symbiotic relationship between these two areas of management practice and to communicatively emphasize their corporate commitment. Design/methodology/approach Building on the recently emerged stream of literature linking DM and CSR, and adopting a critical perspective on discourse analysis, this study delves into the multimodal discursive strategies that help bridge DM and CSR in online external communication. The analytical approach proposed is used for the qualitative analysis of 43 web pages selected from Microsoft company’s “Global Diversity and Inclusion” website. Findings Findings highlight the discursive efforts made by the organization to strategically integrate DM and CSR communication into one single framework. The analysis reveals how the coordinates of social practices (social actors and social actions) are purposefully and multimodally recontextualized in the corporate discourse when communicating this integration. Originality/value This study extends the focus of critical discourse analysis from exclusively language to the interplay of different semiotic modes, offering a fine-grained exploration of the multimodal meaning construction performed by organizations in the context of online external communication.
To show how the strategic selection of discursive and interactive strategies generates specific framings of an issue to advocate opposite positions, embodying a struggle of power between parties with their own agendas. Design/methodology/approach: Drawing on literature within framing, digital issue arenas and critical discourse, this study is based upon detailed explorations of qualitative hypermodal data retrieved from two websites, Protect Mauna Kea and Maunakea and TMT, which frame from alternative perspectives the internationally renowned Thirty Meter Telescope's construction on Mauna Kea Mountain in Hawaii. Findings: On each website, frame articulation attempts to connect the event to specific concerns, values and beliefs in order to construct alternative versions of reality which can possibly fit with those of supporters. Simultaneously, this is reinforced by frame amplification concretised in selected discursive and interactive strategies that highlight or downplay the issue from particular perspectives. Originality/value: The study offers a deep insight into the complexity and dynamic nature of framing, in particular into how framing can vary and compete across actors. It also responds to "the need for critical awareness of discourse in contemporary society" (Fairclough, 2010, p. 554) by revealing how the power positions of "challengers and powerholders" (Steinberg, 1998, p. 846) are discursively reproduced and reinforced through distinctive discursive and interactive strategies. Finally, this study adopts a critical approach to hypermodal discourse analysis, employed in digital arenas where both organisations and activists are seen as frame strategists.
Purpose The purpose of this paper is to explore how corporate heritage identity (CHI) implementation strategies are communicated by Grundfos, a 70-year-old global company from Denmark, in their internal history references. Design/methodology/approach Drawing on an interdisciplinary methodological framework related to heritage identity communication, hypertextuality, and multi-modality, it proposes a multi-leveled analysis model through which communicative strategies are explored at the level of four semiotic modes (written text, speech, still image, and moving image) and at the level of their hypermodal interplay. Findings This exploratory case study explains how CHI implementation strategies are communicated in accordance with the potential and constraints of semiotic modes and hyperlinking affordances. The analytical work suggests that the management employs complex CHI implementation strategies in order to strengthen organizational identity and to influence employees’ identification with the company across past, present, and future. Research limitations/implications By examining the semiotic modes’ interconnectivity and functional differentiation in a hypermodal context, this paper expands existing research by extending the multi-modal focus to a hypertextual one. Originality/value By exploring CHI implementation strategies from a hypermodal perspective and by providing a replicable model of hypermodal analysis, this paper fills a gap in the heritage identity research. Furthermore, it can also be of value to practitioners who intend to design company webpages that strategically communicate heritage identity implementation strategies in order to engage the employees in the company’s heritage.
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