ABSTRACTIn Critical Discourse Studies and in other linguistics oriented scholarly journals we now see more research which draws upon multimodality as part of carrying out analyses of how text...

In this article, we carry out a Multimodal Critical Discourse Analysis of a sample from a larger corpus of Romanian news articles that covered the controversial camp evictions and repatriation of Romanian Roma migrants from France that began in 2010 and continue to the time of writing in 2017. These French government policies have been highly criticized both within France and by international political and aid organizations. However, the analysis shows how these brutal, anti-humanitarian events became recontextualized in the Romanian (...) Press to represent the French government’s actions as peaceful and consensual. In addition, the demonization of the Roma in the press serves as a strategy to continuously disassociate them from their Romanian counterparts. While there is a long history of discrimination against the Roma in Romania, these particular recontextualizations can be understood in the context of the Romanian government’s need to gloss over its failure to comply with the Schengen accession requirements and acquire full European Union membership. (shrink)

This article, taking a social semiotic approach, analyses two pieces of music written, shared and exalted by two pre-1945 European fascist movements – the German NSDAP and the British Union of Fascists. These movements, both political and cultural, employed mythologies of unity, common identity and purpose in order to elide the realities of social distinction and political–economic inequalities between bourgeois and proletarian groups in capitalist societies. Visually and inter-personally, the fascist cultural project communicated a machine-like certainty about a vision for (...) a new society based on discipline, conformity and the might of the nation. In this article, we are interested in the ways that these very same discourses are also communicated through sound and music in two songs: The Horst Wessel Lied and the BUF marching song, two songs that used the same melody. We analyse the discourses communicated by the semiotic choices made in melody, arrangements, sound qualities, rhythms as well as in lyrics. The article first identifies some of the underlying semiotic resources for meaning making in sound and then shows how these are used in order to communicate specific ideas, values and attitudes. (shrink)

There has been criticism of how Fair-Trade products represent workers in remote parts of the world where packaging offers an encounter with distant others which romanticizes and homogenizes them as a pre-modern form of ethnicity. Such workers are shown as always engaged in authentic, simple, honest decontextualized manual labor. And they are depicted as highly appreciative of, and empowered by, the act of ethical shopping. This paper shows that a close social semiotic analysis of Fair-Trade packaging reveals a different set (...) of meanings which sit alongside the decontextualized ones. Designs integrate these workers into more contemporary kinds of modernist, rational, design chic, which communicates its own kind of honesty and authenticity. We consider how this, too, shapes how such consumers encounter distant others and its consequence for the meaning of the act of ethical shopping, where consumers can buy into moral alignment offered by products. (shrink)

We are very grateful for the responses given to our article and for the editor of this journal for inviting us to have this kind of interaction. We simply need to have this kind of open discussion...

While there has been extensive work on the textual realizations of climate change in the media, there has been little on the way such discourses are realized and promoted visually. This article addresses this using Multimodal Critical Discourse Analysis to examine a new collection of images from the globally operating Getty Images intended for use in promotions, advertisements and editorials. Getty is promoting this collection in terms of Green Issues being a `marketing opportunity'. In this article we consider the results (...) of these issues being recontextualized through this process, where they are shaped to fit the culture of branding. Analysis is of the images and the search terms where Getty lay out what can be said with the images. (shrink)

StyleLikeU is a hugely successful online social media platform that presents itself as a social justice movement related to body acceptance. Presenting moving personal stories, it offers a site for what it calls ‘diverse individuals’ to share their experiences as part of promoting individual self-acceptance in the face of a world that prioritizes one kind of body over another, which take the form of ableism, racism, sexism, homophobia, transphobia, ageism, sizeism and prejudice against disfigurement. Drawing out the discursive script carried (...) across the platform, we show how, beneath the rhetoric of progressiveness, social justice becomes a kind of personal therapy, related to empowerment and transformation, which erases actual differences in personal circumstances and the very forces of injustice. We place StyleLikeU into broader scholarly concerns about the neoliberal colonization of identity politics, diversity and intersectionality in institutions and in branding, drawing attention to how this can form one part of what are now presented as social justice movements. (shrink)

ABSTRACT In this paper we explore how a public national media outlet, the British BBC, represents an international legal case which has a highly political nature. The case is US versus Huawei/meng Wanzhou, which took place between 2018 and 2021. Accusations were that the Chinese technology company committed fraud, leading the global HSBC bank to breach US sanctions against Iran. The charges were made by the US using what is called an ‘extraterritorial law’, which, while rejected as law by governments (...) around the world, is policed by US economic powers and control over international finance. Using Critical Discourse Analysis we show that, while the BBC presents much detail of legal process, the actual nature of the law the US uses to bring criminal charges against international companies and banks, is neither considered nor questioned. Our interest is how such a law, which has a huge influence over global trade and politics, is presented to the public in this particular case. We contribute to the position that the nature of laws, how they are used and known, must always be understood within the prevailing discourses of the moment. (shrink)

ABSTRACT The law, in its majestic equality, forbids the rich as well as the poor to sleep under bridges, to beg in the streets, and to steal bread. (Jacques Anatole François Thibault).

The United Nations ‘Transforming our world: the 2030 Agenda for Sustainable Development’ lays out 17 Sustainable Development Goals to address a range of global issues related to the future of the planet and human well-being. Critics, however, argue that the Agenda, a complex product of multi-stakeholder governance, in its drive to accommodate many competing voices, is overloaded with weakly defined, overlapping and contradictory issues, concepts and buzzwords. These serve to gloss over actual concrete global problems and forces, concealing an underlying (...) free-trade ideology. In this paper, using Multimodal Critical Discourse Analysis, we draw attention to the nature of the documents used to communicate the Agenda. These documents comprise an edifice of self-referential texts that rely heavily on infographics, bullet points, charts and tables. Such formats appear to helpfully simplify, distil information and break things down into workable components. But, we show, through the affordances of these formats, the the vagueness of buzzwords, contradictions and lack of clear causalities can be glossed over, presenting the Agenda as a highly technical, engaging, and above all moral process. These formats are important, therefore, for the legitimization and rhetorical power of the Agenda, necessary for its take-up by governments and organizations around the world. (shrink)

Among the categories of the telecom and internet frauds, the online romance scam is of particular concern for its sharp rise of victim numbers and the huge amount of cost. A social semiotic approach could be used to investigate the victim identity of the online romance scam from the aspects of the (re)construction and interpretation of discursive practices. The range of papers in this section shows that the study of text, context and the way that people use semiotic resources to (...) produce communication, to create and manage events and to interpret them. (shrink)

Name der Zeitschrift: Semiotica - Journal of the International Association for Semiotic Studies / Revue de l'Association Internationale de Sémiotique Jahrgang: 2013 Heft: 197 Seiten: 119-140.

It has become common to find diagrams and flow-charts used in our organizations to illustrate the nature of processes, what is involved and how it happens, or to show how parts of the organization interrelate to each other and work together. Such diagrams are used as they are thought to help visualization and simplify things in order to represent the essence of a particular situation, the core features. In this paper, using a social semiotic approach, we show that we need (...) to develop a much more critical sense of how these diagrams and flowcharts can easily abstract, conceal and substitute actual causalities, work roles and relationships. We demonstrate this using the example of a series of interrelated flows-charts used to implement a new system of target-based learning in preschool/kindergartens in Sweden – a system which works highly in favor of a rapidly privatizing education sector. Here, the flow charts shape how school processes and learning are presented to devalue the former system and value the new. (shrink)