The analysis of multimodal argumentation in advertising is a crucial and problematic area of research. While its importance is growing in a time characterized by images and pictorial messages, the methods used for interpreting and reconstructing the structure of arguments expressed through verbal and visual means capture only isolated dimensions of this complex phenomenon. This paper intends to propose and illustrate a methodology for the reconstruction and analysis of “double-mode” arguments in advertisements, combining the instruments developed in social semiotics, (...) pragmatics, and argumentation theory. An advertisement is processed through a five-step path. The analysis of its context, text genre, and images leads to a first representation of the messages that it encodes both pictorially and verbally (step 1). These first semantic representations are further enriched by including their polyphonic articulations and presuppositions (step 2), their explicatures (step 3), and their dialogical functions and illocutionary forces (step 4). These pragmatic steps retrieve the commitment structure of the ad, which allows a further argument analysis conducted through argumentation schemes (step 5). (shrink)

Name der Zeitschrift: Semiotica Jahrgang: 2018 Heft: 220 Seiten: 41-67.

Argumentation is a cognitive process of reconstruction that occurs in the discursive proximal space. Multimodal argumentation, from a cognitive-semiotic perspective, suggests that certain multimodal structures can lead audiences to an accurate mental representation of argumentation, depending on the knowledge possessed, codes and signs employed (modes), and context. It is not necessary to have a formal standardized and verbal structure. We are able to argue effectively with others without the need for verbal translation, taking into account the semiotic interpretation (...) of the message. (shrink)

IntroductionIf we were to identify the beginning of the study of visual argumentation, we would have to choose 1996 as the starting point. This was the year that Leo Groarke published “Logic, art and argument” in Informal logic, and it was the year that he and David Birdsell co-edited a special double issue of Argumentation and Advocacy on visual argumentation . Among other papers, the issue included Anthony Blair’s “The possibility and actuality of visual arguments”. It was also the (...) year that Gail J. Chryslee, Sonja K. Foss and Arthur L. Ranney published their short text on “The construction of claims in visual argumentation” , stating that even though theorists may know a great deal about the process of argumentation, “virtually none of this knowledge is applicable to visual argumentation […] because of the properties that distinguish visual imagery from discursive symbols” .Texts on visual rhetoric have been written as far back as the early 1980s, .. (shrink)

Argumentation is the gear of a cognitive process of reconstruction when it manifests itself in the discursive proximal space. The cognitive-semiotic perspective of multimodal argumentation suggests that, depending on the knowledge, the codes and signs employed (modes) and the context, certain multimodal structures can lead some audiences towards an accurate mental representation of argumentation, without the need forany formal standardized and verbal structure. We are able to argue with other(s) effectively without the need for a verbal translation of (...) the contents in a space that includes the semiotic interpretation of the message. (shrink)

This paper addresses the question how to analyze multimodal public discourse in such a way that the resulting reconstruction of the rhetor’s accountability either obliges the rhetor to acknowledge the argumentative reconstruction as valid or to refute its validity in a meta-discussion. This is a challenge for discourse theory as well as for argument theory because multimodal discourse seems far removed from the ‘standard’ propositional format of an argument. We argue that multimodal discourse should be (...) analyzed as a coherent and relevant discourse, assuming the possibility of instant interactions between all modes. We introduce a method that allows us to account for an argumentative reconstruction in a systematic way. We illustrate our method by analyzing the ABC news item titled Hu Jintao Visit: Economics and Panda Bears of January 20, 2011, holding ABC news as a rhetor accountable for several far reaching standpoints that are implied in the multimodal format. (shrink)

The question, “What norms are appropriate for the evaluation of the probative merits of visual arguments?” underlies the investigation of this paper. The notions of argument and of multimodal visual argument employed in the study are explained. Then four multimodal visual arguments are analyzed and their probative merits assessed. It turns out to be possible to judge these qualities using the same criteria that apply to verbally expressed arguments. Since the sample is small and not claimed (...) to be representative, this finding can at best be regarded as suggestive for the probative assessment of multimodal visual arguments in general. (shrink)

This paper proposes a methodological synthesis in order to study multimodal media discourse and argumentation in the context of the so-called ‘refugee crisis’ in Greece. It follows the framework of Multimodal Critical Discourse Analysis, integrating this with argumentation studies, with a particular emphasis on the analysis of inference. Our data come from the Greek newspapers Kathimerini and Ta Nea. We contend that the proposed methodological synergy enables scrutiny of (a) racist conceptualizations cultivated by the representation of migrants and (...) refugees in headlines and photographs in newspaper articles along with (b) the argumentative potential that is implicitly sustained in these multimodal representations. (shrink)

Name der Zeitschrift: Semiotica Jahrgang: 2018 Heft: 220 Seiten: 123-153.

Drawing on insights from contemporary studies on conceptual metaphor and multimodal metaphor, the present study proposes a tentative analysis of multimodal metaphorical argument from the perspective of the extended theory of pragma-dialectics. A case, Liqun Commercial, is presented as an illustration. This commercial proves to use a conceptual metaphor, life is a journey, that underlies a multimodal metaphorical argument. The conceptual metaphor is highly acceptable in the cultural context of the Chinese target audience. Due to (...) the restrictions imposed by the institutional context, the commercial tries to convince the audience by using implicit argumentative means. In this endeavor, multimodal metaphorical argument is used to enhance the commercial’s effectiveness by foregrounding through framing the aspects the protagonist desires to show and by using a strategy to evade sanctions for ignoring institutional constraints. (shrink)

The paper examines selected aspects of the defence closing argument in a highly publicised criminal trial to illustrate the orchestration of various semiotic resources in legal persuasion and to explain their role in the creation of meaning. The study demonstrates that closing arguments are multimodal performances whose persuasiveness results from the combination of modes (speech, image, video, gaze, gesture, posture, proxemics) which contextualise and strengthen one another, rather than language alone. Drawing on earlier research into multimodality, courtroom rhetoric (...) and proximity in disciplinary genres, the analysis centres on the ways in which the defence counsel controls the rhetorical features of his narrative and constructs himself and the audience as people with similar understandings and goals. The study specifically demonstrates how the counsel constructs the proximity of commitment, the proximity of membership and the proximity of experience. It explores such facets of proximity as: organisation, argument structure, credibility, stance and engagement, and identifies key rhetorical strategies used to achieve the intended communicative effect. The analysis clearly shows that the persuasiveness of the counsel’s performance depends on the synchronisation of a range of meaning-making resources, which, if used in isolation, would result in a much less engaging argument. (shrink)

Name der Zeitschrift: Semiotica Jahrgang: 2018 Heft: 220 Seiten: 1-17.

During the last decade, one source of debate in argumentation theory has been the notion that there are different modes of arguing that need to be distinguished when analyzing and evaluating arguments. Visual argument is often cited as a paradigm example. This paper discusses the ways in which it and modes of arguing that invoke non-verbal sounds, smells, tactile sensations, music and other non-verbal entities may be defined and conceptualized. Though some attempts to construct a ‘multimodal’ theory of (...) argument are criticized, it advocates for an argumentation theory that makes room for visual arguing and for other non-verbal modes that have not been explored in depth. In the process, the paper provides a method for identifying the structure of multimodal arguments and argues that adding modes to our theoretical tool box is an important step toward a comprehensive account of argument. (shrink)

In contemporary educational contexts there is considerable variation in how argumentation works and what forms and styles it takes. Influencing factors include the educational purpose and task, the level of education, and the discipline or curriculum subject in which it occurs. This paper offers a theoretical framework and a set of multimodal analytical tools which can provide a rich and systematic account of such variation. Using naturalistic data from three different educational sites I illustrate how such a framework reveals (...) the diverse ways in which students use language and other modes of meaning making as they engage in processes of argumentation. In particular, I consider how new technologies have caused shifts in the distribution of meaning across different semiotic modes (such as visual images, space, colour and graphics) and how this impacts upon both argumentation process and product. The educational implications of such changes are also considered. (shrink)

Multimodal discourse analysis offers a novel lens for the study of legal discourse. Within the closing arguments of a trial, prosecution and defense attorneys utilize various multimodal resources to present evidence, articulate opinions, and adopt stances to achieve their communicative goals. This research focuses on the closing arguments in the criminal trial concerning the death of George Floyd to analyze the multimodal representation of the closing arguments delivered by both prosecution and defense attorneys. It employs the analytical (...) framework of the attitude system and paralinguistic typology proposed by Martin and colleagues, and uses the UAM Corpus Tool and Praat to qualitatively annotate and quantify the linguistic and paralinguistic information. The findings reveal that these attorneys employ different multimodal resources, including language and paralanguage, to convey their attitudes towards the case’s participants. This leads to the construction of competing narratives, shedding light on how justice is seen to be done. (shrink)

Name der Zeitschrift: Semiotica Jahrgang: 2018 Heft: 220 Seiten: 155-172.

This paper explores a semiotic notion of body as starting point for bridging biosemiotic with social semiotic theory. The cornerstone of the argument is that the social semiotic criticism of the classic view of meaning as double articulation can support the criticism of language-centrism that lies at the foundation of biosemiotics. Besides the pragmatic epistemological advantages implicit in a theoretical synthesis, I argue that this brings a semiotic contribution to philosophy of mind broadly. Also, it contributes to overcoming the (...) polemic in linguistics between, loosely put, cognitive universalism and cultural relativism. This possibility is revealed by the recent convergence of various semiotic theories towards a criticism of the classic notion of meaning as double articulation. In biosemiotics, the interest to explicate meaning as multiply articulated stems from the construal of Umwelt as relying on the variety of sense perception channels and semiotic systems that a species has at its disposal. Recently, social semiotics developed an unexplored interest for embodiment by starting from the other end, namely the consideration of the modal heterogeneity of meaning. To bridge these notions, I employ the cognitive semantic notion of embodiment and Mittelberg’s cognitive semiotic notion of exbodiment. In light of these, I explore the possible intricacies between the biosemiotic notion of primary modeling system and concepts referring to preconceptual structures for knowledge organization stemming from cognitive linguistics. Further, Mittelberg’s concept of exbodiment allows for a construal of meaning articulation as mediation between the exbodying and embodying directions of mind. (shrink)

This book positions itself at the intersection of the key areas of the modern humanities. Different authors from a variety of countries take innovative approaches to investigating multimodal communication, adapting pedagogical design to digital environments and enhancing cognitive skills through transformations in teaching and learning practices. The eclectic forms under study require eclectic approaches and methodologies, and the authors cross disciplinary boundaries drawing on philosophy, linguistics, semiotics, computational linguistics, mathematics, cognitive studies and neuroaesthetics. Part I presents methods of analysing (...) multimodal communication in its different displays, covering promotional video in crowdfunding project presentations, multimodal public signs of prohibition and visuals as arguments. Part II explores varied teaching methodologies that have emerged as a result of and in response to modern technological changes and contains some practical hints for educators. It demonstrates the pedagogical potential of video games, virtual worlds, linguistic corpora and online dictionaries. Part III focuses on psychological and cognitive factors influencing success in the classroom, primarily, ways of developing students’ and teachers’ personalities. The volume sits at the intersection between Communication Studies, Digital Humanities, Discourse Analysis, Education Theory and Cognitive Studies and is useful to scholars and students of communication, languages, education and other areas of the humanities. This book should trigger scholarly discussions as well as stimulating practitioners’ interest in these fields. (shrink)

What is the correct procedure for determining the contents of perception? Philosophers tackling this question increasingly rely on empirically-oriented procedures in order to reach an answer. I argue that this constitutes an improvement over the armchair methodology constitutive of phenomenal contrast cases, but that there is a crucial respect in which current empirical procedures remain limited: they are unimodal in nature, wrongly treating the senses as isolatable faculties. I thus have two aims: first, to motivate a reorientation of the admissible (...) contents debate into a multimodal framework, charting its various significances. The second is to explore whether any experimental studies of multimodal perception support a so-called Liberal (or ‘high-level’ or ‘rich’) account of perception’s admissible contents. I conclude that the McGurk effect and the ventriloquist effect are both explicable without the postulation of high-level content, but that at least one multimodal experimental paradigm may necessitate such content: the rubber hand illusion. One upshot of this argument is that Conservatives who claim that the Liberal view intolerably broadens the scope of perceptual illusions, particularly from the perspective of perceptual psychology, should pursue other arguments against that view. (shrink)

Everyday media consumption leaves no doubt that the perception of moving images from various media is characterized by experience and understanding. Corresponding research in this field has shown that the stimulus patterns flooding in on us are not only processed mentally, but also bodily. Building on this, the following study argues that incoming stimuli are processed not only visually, but multimodally, with all senses, and moreover affectively. The classical binding of a sensory organ to a medium, on whose delimitation the (...) common understanding of multimodality is based, is thus abolished. Can arguments for this assumption be found? Building on the research of cultural anthropologist Ernst Cassirer and his successors, the two American philosophers Susanne K. Langer and John M. Krois, and supported by research from the life sciences in which, in parallel, the arts also play an important role in understanding image formation, as in the work of Heinz Werner and, following on from this, in the more recent research of the child psychologist Daniel N. Stern in collaboration with mirror neuron research by the group of neuroscientists around Giacomo Rizzolatti in Parma, justifications for this will be provided. What the multimodal processing of film images is concretely based on will finally be made clear by means of an exemplary analysis of a video film by the Swiss artist Pipilotti Rist. It aims to prove, that the prerequisites for the thesis can only lie in the fact, that both the modes of perception (visual, tactile, auditory, olfactory, gustatory) as well as the medially conditioned modes of image formation are based on non-discursive, formal-abstract structures that are also processed affectively. At the same time, the analysis thus shows how the selection and composition of the vital experienced forms can provide information about the socio-culturally shaped self-image of the producer and the viewer. (shrink)

Tidslogik är en gren av logiken som handlar om temporala begrepp, satser, argument och system. Inom denna gren av logiken undersöker man t.ex. uttryck såsom "Det kommer alltid vara fallet att", "Det kommer någon gång i framtiden vara fallet att", "Det har alltid varit fallet att", "Det var någon gång i det förflutna fallet att". Logiska relationer mellan satser som innehåller temporala begrepp studeras och giltigheten hos argument som består av sådana satser analyseras. Ett multimodalt språk är ett (...) modalt språk som inkorporerar flera olika modala operatorer. En multimodal semantik är en modal semantik som innehåller flera olika s.k. tillgänglighetsrelationer som svarar mot de olika modala operatorerna. Och ett multimodalt system är ett modalt system (av teorem) som är baserat på ett multimodalt språk. Multimodal logik är en gren av modallogiken som handlar om multimodala språk, semantiska teorier och system. I den här uppsatsen visar jag hur tidslogiken kan betraktas som en del av den multimodala logiken. Jag utvecklar ett antal så kallade semantiska tablåsystem och bevisar att dessa är sunda och fullständiga i relation till deras semantik. (shrink)

This brief editorial considers a special issue of Argumentation edited by Jens Kjeldsen on visual, multimodal argumentation. It provides a commentary on important advances on interpretative problems such as the propositionality of argument, the reducibility of images to words, whether argument products are primarily cognitive artifacts, and the nature of a modality of argument. Concerning the project of argument appraisal, it considers whether visual arguments call for a revision of our normative, evaluative apparatus.

Name der Zeitschrift: Semiotica Jahrgang: 2018 Heft: 220 Seiten: 95-121.

Argumentation is a cognitive category. Texts cannot be said to be argumentation, nor can argumentation be said to lie in texts. This is an almost trivial semiotic point of departure, but it is quite relevant nevertheless. In this contribution, three reasons are developed to emphasize and to articulate the semiotic component of argumentation to show that it is a crucial element that cannot be disregarded. Two of these reasons are mentioned only in passing as other contributions in this volume deal (...) with them more substantially. The third reason, being that argumentation requires an exchange of discourse worlds and that consequently the mimetic construction of these discourse worlds is part of the argumentation, is discussed in some detail in this paper. It will be argued that a lack of attention for the mimetics of argumentation is regrettable, both theoretically and practically. Focusing on the mimetics raises questions concerning the dominant ‘propositional’ format of argumentation assumed to be essential for argumentative assessment. (shrink)

The phenomenon of multimodality is central to our everyday interaction. 'Hybrid' modes of communication that combine traditional uses of language with imagery, tagging, hashtags and voice-recognition tools have become the norm. Bringing together concepts of meaning and communication across a range of subject areas, including education, media studies, cultural studies, design and architecture, the authors uncover a multimodal grammar that moves away from rigid and language-centered understandings of meaning. They present the first framework for describing and analysing different forms (...) of meaning across text, image, space, body, sound and speech. Succinct summaries of the main thinkers in the fields of language, communications and semiotics are provided alongside rich examples to illustrate the key arguments. A history of media including the genesis of digital media, Unicode, Emoji, XML and HTML, MP3 and more is covered. This book will stimulate new thinking about the nature of meaning, and life itself, and will serve practitioners and theorists alike. (shrink)

Name der Zeitschrift: Semiotica Jahrgang: 2018 Heft: 220 Seiten: 173-198.

When people engage in conversation, they tailor their utterances to their conversational partners, whether these partners are other humans or computational systems. This tailoring, or adaptation to the partner takes place in all facets of human language use, and is based on a mental model or a user model of the conversational partner. Such adaptation has been shown to improve listeners' comprehension, their satisfaction with an interactive system, the efficiency with which they execute conversational tasks, and the likelihood of achieving (...) higher level goals such as changing the listener's beliefs and attitudes. We focus on one aspect of adaptation, namely the tailoring of the content of dialogue system utterances for the higher level processes of persuasion, argumentation and advice-giving. Our hypothesis is that algorithms that adapt content for these processes, according to a user model, will improve the usability, efficiency, and effectiveness of dialogue systems. We describe a multimodal dialogue system and algorithms for adaptive content selection based on multi-attribute decision theory. We demonstrate experimentally the improved efficacy of system responses through the use of user models to both tailor the content of system utterances and to manipulate their conciseness. (shrink)

When people engage in conversation, they tailor their utterances to their conversational partners, whether these partners are other humans or computational systems. This tailoring, or adaptation to the partner takes place in all facets of human language use, and is based on a mental model or a user model of the conversational partner. Such adaptation has been shown to improve listeners' comprehension, their satisfaction with an interactive system, the efficiency with which they execute conversational tasks, and the likelihood of achieving (...) higher level goals such as changing the listener's beliefs and attitudes. We focus on one aspect of adaptation, namely the tailoring of the content of dialogue system utterances for the higher level processes of persuasion, argumentation and advice‐giving. Our hypothesis is that algorithms that adapt content for these processes, according to a user model, will improve the usability, efficiency, and effectiveness of dialogue systems. We describe a multimodal dialogue system and algorithms for adaptive content selection based on multi‐attribute decision theory. We demonstrate experimentally the improved efficacy of system responses through the use of user models to both tailor the content of system utterances and to manipulate their conciseness. (shrink)

My purpose here is to describe a type of argument characterized by the fact that one of its premises is a directive—i.e. what is expressed by a directive sentence: a general instruction how to proceed or act. This directive premise brings an ostensive mechanism for the inclusion of visual or multimodal elements in an argument. If an argument is an invitation to inference, by using such a directive utterance the addresser is inviting the addressee to make (...) an inference from an image, not from a proposition. Hence I will call them arguments from ostension or from deixis. (shrink)

In The importance of argument in education Richard Andrews draws on his practice and research of over 20 years. He begins his lecture with definitions of ‘argument’ and ‘argumentation’. He justifies the overall focus on argument by first looking at its function in the social and political spheres and then moving on to a theoretical consideration of argument via the thinking of Vygotsky and Habermas. Professor Andrews applies these insights to both school- and university-level contexts. He (...) examines three cases of argumentation in education: that of a group of 6-year-old children in discussion; an essay by an undergraduate literature student; and a dissertation by an engineering student. In a further section, he turns to the question of visual and multimodal argumentation through consideration of a still image, an advertisement and a sequence of images. The lecture concludes that argument is important to education because it allows articulation of thought; engagement with personal, social and political issues; and enfranchisement within a democratic society. (shrink)

This study investigates moments in which one participant in an interaction embodies that he is “doing thinking,” a display that is commonly referred to as “thinking face. ” From an interactional perspective, it is assumed that embodied displays of “doing thinking” are a recurring social practice and serve interactive functions. While previous studies have examined thinking faces primarily in word searches and storytelling, the present study focuses on argumentative activities, in which children engage in processes of joint decision-making. The paper (...) has two interrelated aims. The first aim is to describe how multiple modalities—beyond the face—are temporally coordinated to create multimodal gestalts of “doing thinking.” It is shown that thinking displays not only involve dynamic imaginative gaze but also stylized bodily postures. The second aim is to generate knowledge about the functions of thinking displays in children's argumentative activities. The analysis describes how both speakers and recipients use thinking displays in different turn positions and align them with verbal talk or silence. The data for this study comprise video recordings of decision-making processes in groups of older children. Drawing on a multimodal approach to situated interaction, it will be proposed that embodied displays of “doing thinking” provide a resource to shape participation frameworks, mark epistemic stances and create epistemic ecologies for collaborative reasoning. By investigating thinking displays in a particular conversational activity, the study sheds light on the diversity and context-sensitive functionality of thinking displays. It also contributes to recent research on children's collaborative reasoning as an embodied discursive practice. (shrink)

Big sister is watching youModern multimodal surveillance or domotic systems are being increasingly used in the residential care of people with learning difficulties and dementia. The paper by Niemeijer et al describes a study using concept mapping techniques to develop a better understanding of the ‘ideal application’ of such technologies in dementia care, seen from the point of view of ethicists and healthcare professionals. The study identifies six categories of considerations that can be graphically depicted in the following way (...) where the x axis represents the context to which the consideration refers and the y axis indicates whether the consideration is mainly …. (shrink)

Intermodal representationalists hold that the phenomenal characters of experiences are fully determined by their contents. In contrast, intramodal representationalists hold that the phenomenal characters of experiences are determined by their contents together with their intentional modes or manners of representation, which are nonrepresentational features corresponding roughly to the sensory modalities. This paper discusses a kind of experience that provides evidence for an intermodal representationalist view: intermodal experiences, experiences that unify experiences in different modalities. I argue that such experiences are much (...) easier to explain on the intermodal view. (shrink)

Để xem bóng đá và phát sóng video trực tiếp tốc độ cao, Xoilac là trang web lý tưởng. Đặc biệt, Xoilac không có bất cứ quảng cáo nào, vì vậy người xem vẫn thoải mái thưởng thức trận bóng đá mà không lo bị phân tâm vì bất cứ vấn đề gì. Ngoài ra, Xoilac có đội ngũ dày dặn chuyên môn, luôn đưa ra những nhận định chuẩn xác cho từng trận đấu bóng đá. Với đồ hoạ sinh (...) động, âm thanh lôi cuốn và sống động, Xoilac sẽ lưu lại dấu ấn sâu đậm trong tâm trí người xem bóng đá. (shrink)

Michael Gilbert’s multi-modal theory of argument challenges earlier accounts of arguing assumed in formal and informal logic. His account of emotional, visceral, and kisceral modes of arguing rejects the assumption that all arguments must be treated as instances of one “logical mode.” This paper compares his alternative modes to other modes proposed by those who have argued for visual, auditory, and other “multimodal” modes of arguing. I conclude that multi-modal and multimodal (without the hyphen) modes are complementary. (...) Collectively, they represent an important attempt to radically expand the scope of informal logic and the argumentation that it studies. (shrink)