Shifts toward Image-Centricity in Contemporary Multimodal Practices

Stöckl, Hartmut; Caple, Helen; Pflaeging, Jana

doi:10.4324/9780429487965-1

Cited by 8 publications

(7 citation statements)

References 1 publication

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“…Numerous studies have viewed social media in terms of semiotic instrumental potential [Tan 2020;Stöckl 2020]. The framework for this study is the combination of mediated discourse analysis (MDA) and systemic functional multimodal discourse analysis (SF MDA) [Norris, 2005;Scollon, 2001].…”

Section: Methodsmentioning

confidence: 99%

System-Functional Features of Semiotic Mechanisms Organazing Internet Memes About Coronavirus

Marchenko,

Vartanova,

Ashuba

2023

Synergy of Languages &Amp; Cultures 2022: Interdiscipilinary Studies

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The article studies semiotic mechanisms of organizing Internet memes on coronavirus (COVID-19) as polycode texts reflecting the socio-cultural phenomenon significant for an indefinite period. It also examines relevant evaluative meanings of COVID-19 arising through the interaction of image and text in polycode units. Systemic functional multimodal discourse analysis serves as the research methodology and provides the framework for linguistic, cognitive and pragmatic aspects of the study. In line with the approach, a comprehensive interpretation of a communication act incorporating text analysis along with situational and cultural reflection, the inductive method and its main research procedures (observation, analysis and comparison) are applied to specify the COVID-19 discourse in Internet memes. The analysis of the system-functional peculiarities of coronavirus-related Internet memes has specified textual means of designing a communicative intention in polycode units, semiotic elements of pragmatic impact, as well as a multimodal perspective of interpreting the COVID-19 discourse through the interaction of verbal and visual references. The results show that COVID-19 memes convey condition-, interaction- and event-oriented evaluative meanings. The study revealed that the semiotic tools of different origin and precedence degree enable verbal-visual interaction to convey the sense of kinship and shared experience. Along with the disturbing meanings of apprehension and danger, the Internet memes noticeably express social unity and confidence in overcoming the challenges. The meanings are reinforced by the images of significant cultural value in the Russian community.

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Section: Methodsmentioning

confidence: 99%

System-Functional Features of Semiotic Mechanisms Organazing Internet Memes About Coronavirus

Marchenko,

Vartanova,

Ashuba

2023

Synergy of Languages &Amp; Cultures 2022: Interdiscipilinary Studies

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“…In other words, this tool allows for the detection of variation among the corpora of channels in terms of multimodal meaning construction using the three metafunctions as a means of comparison. Indeed, by using the table as a theoretical support, it was possible to understand whether the intrasemiotic and intersemiotic patterns of variable occurrences varied in terms of frequency and use according to medium and revealed the existence of a specific persuasive genre of tourism photography and communication on Instagram (29)(30)(31)(32)(33)(34)(35)(36)(37)(38)(39)Manca). The comparative scheme introduced in Table 5 builds on Halliday's three metafunctions of language and contextual parameters, which support the realization of meaning in context.…”

Section: Corpus Design and The Theoretical Toolmentioning

confidence: 99%

Theory and Method for the Statistical Investigation of Multimodal Promotional Practices in the Digital Era: A Data-driven Approach Based on Systemic Functional Linguistics and Social Semiotics

Mattei

2023

Ideah

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“…Stöckl and Pflaeging 2018 propose and illustrate an integrated toolkit for multimodal analysis, which takes a potentially wide perspective and includes: 1) profiles of genres (or practices) typical in one medium or communicative form, 2) their prototypical layout-and thematic structures 3) image-types and their repertoires 4) systematic relations between genre types and image-types (allowing statements about "illustration intensity" and "illustration diversity") 5) text-image relations (for a detailed toolkit, cf. Stöckl 2020) 10 Designing "good taste": A social semiotic analysis of corporate…”

Section: Types Of Image-centricity In Different Mediahypothesesmentioning

confidence: 99%

Visualizing digital discourse: interactional, institutional and ideological perspectives Visualizing digital discourse: interactional, institutional and ideological perspectives , edited by Crispin Thurlow, Christa Dürscheid and Federica Diémoz, Berlin/Bosten, Walter de Gruyter, 2020, 273 pp., $114.99 (hardback), ISBN 978-1-5015-1874-4

Pang

2023

Critical Discourse Studies

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The first dedicated volume of its kind, Visualizing Digital Discourse brings together sociolinguists and discourse analysts examining the role of visual communication in digital media. The volume showcases work from leading, established and emerging scholars from across Europe, covering a diverse range of digital media platforms such as messaging, video-chat, gaming and wikis; visual modalities such as emojis, video and layout; methodologies like discourse analysis, ethnography and conversation analysis; as well as data from different languages. With an opening chapter by Rodney Jones, the volume is organized into three parts: Besides Words and Writing, The Social Life of Images, and Designing Multimodal Texts. From the perspective of these broad domains, chapters tackle some of the major ideological, interactional and institutional implications of visuality for digital discourse studies. The first part, beginning with a co-authored chapter by Crispin Thurlow, focuses on micro-level visual practices and their macro-level framing -all with particular regard for emojis. The second part, beginning with a chapter from Sirpa Leppänen, examines the ways visual resources are used for managing personal relations, and the wider cultural politics of visual representation in these practices. The third part, beginning with a chapter by Hartmut Stöckl, considers organizational contexts where users deploy visual resources for more transactional, often commercial ends.

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Shifts toward Image-Centricity in Contemporary Multimodal Practices

Cited by 8 publications

References 1 publication

System-Functional Features of Semiotic Mechanisms Organazing Internet Memes About Coronavirus

System-Functional Features of Semiotic Mechanisms Organazing Internet Memes About Coronavirus

Theory and Method for the Statistical Investigation of Multimodal Promotional Practices in the Digital Era: A Data-driven Approach Based on Systemic Functional Linguistics and Social Semiotics

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