Toys as Texts: Towards a Multimodal Framework to Toys’ Semiotics

Abstract

Toys, in their myriad versions, have been historically considered as objects of investigation insofar as their educational use, play and effects are concerned. Nevertheless, it must be said that academic research in the direction of toys’ multimodal configurations and meaning-making potential has been quite scant, despite a few relevant studies in the area (Caldas-Coulthard & van Leeuwen, 2001, 2002, 2004; Machin & Van Leeuwen, 2009; Almeida, 2006; 2008; 2009; 2014; 2017; 2018). This paper presentation attempts at demonstrating how systems of signification derived from the Grammar of Visual Design (VG) by Kress and van Leeuwen (2006 [1996]), such as the subsystem of modality (reality value), when combined with other concepts, such as Varney’s (1999; 2003) concept of technocracy of sensuality and Fleming’s (1996) notions of harder representationality and tactile attachment, have proved effective as theoretical tools to toy semiotics by allowing to go beyond the investigation of toys’ two-dimensional perspective to check on their material configurations such as texture, smell, kinetic possibilities and the degree of realism of these three-dimensional childhood representations. By means of primarily linguistic lens, I believe to contribute to social semiotic research through the articulation of the analysis of linguistic aspects of data with the discussion of social issues such as gender roles, diversity, representation and inclusion. All in all, my main intention is to propose an innovative, exploratory look into toys as texts as well as ideologically-loaded cultural artefacts.

Playing YouTube: How the Nancy YouTuber doll and app position children as aspiring YouTube influencers

“…Although this study focuses primarily on the companion app, we also analyze the doll, accessories, packaging, and product descriptions on the manufacturer's website and Amazon to provide a more comprehensive understanding of the expected use. We use a semiotics approach as this method is often used by researchers (see Almeida, 2021; Thibault, 2016) to analyze the multimodal properties and cultural values embedded in toys, the accompanying elements and the videos. Semiotic analysis helps decode the visual and symbolic language of gender and other embedded messages in the different elements of the physical toy and app and the advertising language and message of promotional materials.…”

Pandemic playthings: A multimodal perspective on toys and toy play in the time of COVID-19

“…These meaning potentials are then available to child players, who are recognised as active and agentive meaning makers, within the particular social contexts in which play occurs, which may or may not place constraints on the resources available and on what may be done with them. This has given rise to conceptualisations of toys as communication (van Leeuwen and Selander, forthcoming), toys as texts (Almeida, 2020; Wohlwend, 2011) and toys as discourse (Machin and Van Leeuwen, 2009).…”