Systematically Working with Multimodal Data

Norris, Sigrid

doi:10.1002/9781119168355

Cited by 78 publications

(31 citation statements)

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“…Multimodal transcription involves many challenging theoretical and practical decisions for determining what should be transcribed and how (Norris, 2019). This is partly due to the high dimensionality of the data that means that it can be approached simultaneously from many different perspectives (Zappavigna, 2019).…”

Section: Multimodal Transcription and Discourse Analysismentioning

confidence: 99%

Digital intimacy and ambient embodied copresence in YouTube videos: construing visual and aural perspective in ASMR role play videos

Zappavigna

2020

Visual Communication

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This article explores how digital intimacy is construed through ambient embodied copresence in ‘personal attention’ role play videos, a type of Autonomous Sensory Meridian Response (ASMR) video that has become popular on YouTube. ASMR is the experience of positive sensations in response to visual and aural stimuli. Online video sharing platforms have provided a way for people who experience these ASMR sensations to watch, produce, and disseminate ASMR-invoking material. In ASMR role play videos the YouTuber constructs a conceit (e.g. a beautician visit) and uses visual and aural resources to encourage the feeling in the ambient viewers that they are there with the YouTuber experiencing the interaction. This article considers how these videos forge an immersive faux-interactional context, and invoke the visual and aural perspectives and embodiment of ambient viewers. The dataset explored is a playlist of 116 role play videos from the GentleWhispering ASMR YouTube channel, the most popular ASMR channel at the time of writing.

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Section: Multimodal Transcription and Discourse Analysismentioning

confidence: 99%

Digital intimacy and ambient embodied copresence in YouTube videos: construing visual and aural perspective in ASMR role play videos

Zappavigna

2020

Visual Communication

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“…Multimodal discourse analysis suggests that language and images are interrelated systems of meaning that communicate ideational meaning, interpersonal meaning, and textual meaning (O'Halloran et al 2018: 460). Norris (2019) notes that much research into multimodality has examined texts or images or the interplay between both texts and images in the production, transmission, and reception of meaning. Interest in music, semiotic modes such as color, and the online dimension are growing, and this case study of the BBC Radio platform is intended to contribute to this.…”

Section: Methodsmentioning

confidence: 99%

BBC Public Radio Channels: Struggling for Survival in a Privatized Public Sphere

Phillips¹

2023

المجلة العلمية لکلية التجارة (أسيوط)

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On the 29th September, 2022 the Guardian newspaper published a report in which the BBC announced that it would cut its World Service Output, shedding an estimated 382 jobs, and ending radio production in 10 languages including Arabic. The BBC proposed to dedicate more time on its World Service English Language radio channel to live news and sport rather than costly standalone programs, suggesting a dumbing down of content. The BBC has interpreted this decision as 'a move that could weaken the UK's soft power around the world', blaming this so-called loss of soft power in the Middle East and elsewhere on 'the government's ongoing license fee freeze', and claiming that these cuts would result in £28.5m of annual savings. The source of this crisis has been attributed to austerity cuts. Since 2010, government ministries and the British public have funded World Service projects. In 2022 BBC radio had to raise £4m to subsidize its operations in the Ukraine and Russia. Instead of providing bulletins to overseas listeners, the BBC will invest its efforts in encouraging the use of its own online platform.

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“…The multidisciplinary field study of multimodality has developed on the foundational premise that communication is always multimodal [7,10,11] and that "multimodality is not a novel phenomenon per se, but an innovative lens on the social world" [14] (p. 4). This field has grown exponentially through a vast range of research studies that investigate complex communicative artifacts and events from various social domains, cultural contexts and media: for example, films [15], websites [16], mobile news [17], (inter)actions [18], online shopping [12], etc. These communicative artifacts and events are investigated in terms of their multimodal combination and integration of several semiotic modes that may include not only written and/or spoken language, but also other semiotic modes.…”

Section: Multimodalitymentioning

confidence: 99%

Multimodal Generic Trends of Harvard Business Review Knowledge Communication in and beyond Social Media Context: Exploiting Affordances, Neglecting Opportunities

Engberg

Maier

2022

Publications

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This article is part of an on-going research project dedicated to enhancing our understanding of domain-specific knowledge communication across various multiliterate communities, semiotic modes and media contexts. The focus of the present analytical endeavour is on the dissemination of knowledge of academics from the domain of business and management to professionals and other non-academic communicative partners in the context of the Harvard Business Review journal. The central empirical material is constituted by a cluster of videos selected from the Facebook context of the journal whose intention is to function as a bridge between academia and enterprises. For this bridging effort, a number of video genres which are not traditionally used for scientific knowledge communication in academic contexts (e.g., Quick Study, Explainers, Tips & Ideas, etc.) are employed. Furthermore, in accordance with the Facebook context, the videos are accompanied by users’ commentaries that evaluate the knowledge provided or/and contribute to communicating and co-constructing new knowledge. Finally, we include the articles, books and special issues to which the videos refer in the empirical study. This hybrid knowledge-communication setting is studied from a multimodal perspective in order to address the new ways in which semiotic modes and sub-modes enter into a meaning-making interplay at the level of each video and when users comment on the respective videos. The main analytical tools are the concepts of knowledge expansion and knowledge enhancement that characterize the interaction of modes in the knowledge-building process. Across the video genres that have been investigated, we see a tendency towards engaging users of the videos through diminishing the distance to the viewers. As a consequence, the videos have a high number of views, but at the same time there are few comments and hardly any comments engaging in mutual knowledge building. This paradox is discussed in more detail in the concluding section.

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Systematically Working with Multimodal Data

Cited by 78 publications

References 0 publications

Digital intimacy and ambient embodied copresence in YouTube videos: construing visual and aural perspective in ASMR role play videos

Digital intimacy and ambient embodied copresence in YouTube videos: construing visual and aural perspective in ASMR role play videos

BBC Public Radio Channels: Struggling for Survival in a Privatized Public Sphere

Multimodal Generic Trends of Harvard Business Review Knowledge Communication in and beyond Social Media Context: Exploiting Affordances, Neglecting Opportunities

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