Ledin and Machin's critique of the use of some current approaches to multimodality for the purposes of critical discourse studies raises some important methodological concerns that need to be addressed. However, both the particular position they develop as well as some of the key points they raise are themselves problematic. In this response, I argue that Ledin and Machin misconstrue some significant aspects of the body of theory they critique and, as a consequence, offer a potentially misleading view of (...) the relevant state of the art in multimodality. I suggest that pursuing closer alignments with theoretically more nuanced accounts of multimodality would allow the account that Ledin and Machin propose to be revised in ways better suited to the task of conducting empirically-driven multimodal critical discourse studies. (shrink)

Research has shown that suicide rate in Australia is on the rise and that most people who die by suicide are not in contact with mental health services. They most likely communicate their suicidal thoughts to family members or close friends, whose responses may sound unhelpful and/or dismissive, thus reinforcing suicidal ideation. This national emergency has been tackled via a social media campaign, #YouCan Talk, launched by a government-supported digital platform, BeyondBlue. This article adopts a multimodal discourse (...) class='Hi'>analysis approach to investigate how peer support is encouraged and articulated in the context of mental health discourse for suicide prevention. The two case studies selected for analysis from the BeyondBlue platform are the #YouCanTalk social media campaign, designed to teach carers to identify severe depression and effectively respond to suicide warning signs and a sample of posts from a thread for peer support in a monitored online forum devoted to help carers who seek peer advice. Unlike previous research, the article focuses on how pronouns and verbs index interpersonal relations in a systemic-functional perspective as well as other multimodal resources, such as visuals, layout and hyperlinking, to understand how identities are entextualised by both professional health providers and peer carers in digital platforms that address mental health issues. (shrink)

A variety of semiotic resources makes the construction of scientific knowledge possible and meaning-making resources are conveyed by certain semiotic modes. Next, numerous studies have demonstrated the pedagogical importance of gestures in the demonstration of scientific knowledge in the classroom. Drawing on social semiotic systemic functional theory and legitimation code theory, this study explores the types and the role of gestures in the semiotic construction of scientific knowledge in pedagogic semiosis and their pedagogical values for the meaning-making of (...) science content. With this aim, a gesture observation protocol (GOP) is developed to annotate and analyze data. Two science lectures, which are broadcast remotely for middle school students including gifted students, are observed. Systemic Functional Multimodal Discourse Analysis (SF-MDA) method is employed to analyze and evaluate data. Results demonstrated that the deployment of gestures that contributes to the construction of scientific knowledge is low and deployed gestures mostly do not have pedagogical value. It is recommended that teachers should be more conscious and educated about deploying gestures to present scientific knowledge efficiently. (shrink)

This study examined the disability support offices websites of twelve US higher education institutions anchored in multimodal discourse analysis and genre analysis to examine how semiotic resources are deployed to describe DSO services on their websites and to determine the discursive functions of advertisement they perform. The DSO websites were within four clicks from HEI homepages but had inconsistent navigation paths, making it difficult to reach DSO websites. DSO websites were foregrounding promoting and branding the institutions (...) rather than presenting the information about the services offered. This is achieved by using multimodal promotional rhetoric such as: situating accessibility as central commodifiable attribute, promoting the value of accessibility, establishing the superiority of the institution, constructing images of students with disabilities as empowered but dependent upon the DSO, and situating students within a college community. Implications for DSO websites functioning as advertisements are also discussed. (shrink)

The analysis of legal communication has almost exclusively been the domain of discourse analysts focusing on the ways that the linguistic system is used to realise legal meanings. Multimodal discourse analysis, where visual forms in combination with traditional linguistic expressions co-occur, is now also an area of expanding interest. Taking a Systemic Functional Linguistics “social semiotic” perspective, this paper applies and critiques an analytical framework that has been used for examining intersemiotic complementarity in (...) various types of page-based multimodal texts by analysing a cartoon satirizing the demands that verdict deliberations can make on a citizen jury seated in a Crown Court. While the multimodal analysis reveals that a straightforward application of this analytical framework is useful in and of itself, it is argued that the framework needs to be extended to also account for further and more complex layers of represented meaning. The analysis is also situated in the wider legal social semiotic, and draws attention to international debates on the efficacy of the jury system itself. (shrink)

It is argued in this paper that a multimodal analysis of turn-taking, one of the core areas of conversation analytic research, is needed and has to integrate gaze as one of the most central resources for allocating turns, and that new technologies are available that can provide a solid and reliable empirical foundation for this analysis. On the basis of eye-tracking data of spontaneous conversations, it is shown that gaze is the most ubiquitous next-speaker-selection technique. It can (...) function alone or enhance other techniques. I also discuss the interrelationship between the strength for sequential projection and the choice of next-speaker-selection techniques by a current speaker. The appropriate consideration of gaze leads to a revision of the turn-taking model in that it reduces the domain of self-selection and expands that of the current-speaker-selects-next sub-rule. It also has consequences for the analysis of “simultaneous starts”. (shrink)

This study addresses the issue of how religious authority is negotiated and redefined in the age of digital media, focusing on the case of Raja Zia ul Haq, a Pakistani Muslim cleric. Utilizing Multimodal Critical Discourse Analysis, the study posits that Zia ul Haq’s strategic semiotic choices in attire and symbolism serve as calculated maneuvers to navigate complex dialogues of power, identity, and cultural capital. The findings reveal that his appropriation of biker club symbolism disrupts traditional paradigms (...) of Islamic clerical authority in Pakistan. These choices resonate with a younger, digitally savvy audience and function as a form of religious rebranding. The study argues that Zia ul Haq’s semiotic choices challenge monolithic interpretations of Islamic authority, thereby opening new avenues for religious engagement and interpretation. The significance of this work lies in its transnational implications, offering a counter-narrative that challenges prevailing stereotypes about Islamic scholars and suggests new paradigms for understanding religious authority in a globalized world. (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)

This paper considers the ways that concepts such as social justice and law were used as semiotic objects-in-tension by a group of five US undergraduates considering law school to make sense of their ideas about entering the discourse communities and communities of practice associated with being a lawyer. This group was made up of undergraduate women who had completed a summer residency program sponsored by the Law School Admissions Council to increase enrollment of students from under-represented groups. Of the (...) five participants, two were US-born; the others immigrated to the US as teenagers; each was aware of her position as multiply marginalized, by gender as well as other factors, including refugee or immigrant status, religious affiliation, sexual identity, and/or association with “at risk” labeling. Data analyzed reflect a 3-year study of their changing perceptions of their relationships to law school discourse communities, using text, interviews, individual video narratives, and informal, face-to-face group meetings. A sociolinguistic approach to multimodal discourse analysis is used to examine the ways that the women, each in a unique way, articulated an increased investment in direct and embodied engagement, lived experience, and personal testimony—not as supplements to doing/being a lawyer, but as necessary and expected practices therein. Over time and through various modalities, they used their vantage point from outside the dominant discourse communities of law to stage social critique and to contest the binary logic and normative criteria that forge the boundaries of exclusion from and inclusion in these communities. Specifically, they resemiotized notions of being a lawyer from the margins in ways that demanded a more fluid and polysemous interpretation of what it means to do ethically rigorous social justice work—hence reworking the relationships between justice and the law and widening the semiotic potential of their own future work. Particularly significant are the ways that semiotic trajectories progressed from an emphasis on what Halliday identifies as textual functions of language to interpersonal and ideational functions. Such a trajectory away from entextualization suggests that voices and perspectives from the margins may be using those imaginary margins tactically as sites from which to contest the boundaries that define whose voices count within the legal system and to contest normative limits on semiotic potentialities for lawyers working toward more just social futures. (shrink)

This article analyses the multimodal representations of public space in Chilean broadcast news reports on the figure of the hooded rioter and its alleged connections with the student movement. We seek to identify how space is constructed as a legitimation strategy in relation to the actors involved and the actions taking place across four different news broadcast pieces in the light of Multimodal Critical Discourse Analysis and Systemic Functional Linguistics. Results show that the (...) class='Hi'>multimodal representations of space are crucial to identify and functionalize hooded rioters as belonging to the student movement. Actions are dependent on the spaces in which actors operate, restricting the occupation of certain spaces to specific actors. Thus, transgressive protest actions are to be contained to educational spaces and represented as naturalized vandalism, ignoring the students’/demonstrators’ motivations to recuperate/vindicate the public space. (shrink)

This article explores verbal and visual language use in Zimbabwean contraceptive promotional brochures distributed from the early to mid-1980s. Drawing on recent work in critical discourse analysis of text and visual design, the article uses multimodal discourse analysis and draws from Halliday’s Systemic Functional Grammar’s transitivity analysis to analyze family planning pamphlets, focusing on the discursive construction of women as contraceptive users. The article argues that the salience of the language of risk (...) and vulnerability, which is textually and visually deployed throughout the pamphlets, discursively constructs risk as a feature of unequal power relations. The article further argues that underlying the overarching discourse on risk are multiple ‘silences’ that discursively construct an ideological difference consisting of oppositional binaries between ‘us’ and ‘them’ in terms of power relations. The differentiation of social groups reflects ‘hidden’ social inequalities in the text and visual images. (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)

As leadership discourses in higher education are increasingly being mediated online, texts previously reserved for staff are now being made available in the public domain. As such, these texts become accessible for study, critique and evaluation. Additionally, discourses previously confined to the written domain are now increasingly multimodal. Thus, an approach is required that is capable of relating detailed, complex multimodal discourse analyses to broader sociocultural perspectives to account for the complex meaning-making practices that operate in online (...) leadership discourses. For this purpose, a digital multimodal discourse approach is proposed and illustrated via a small-scale case study of the online leadership discourse of an Australian university. The analysis of two short video texts demonstrates how a digital multimodal discourse perspective facilitates the identification of key multimodal systems used for meaning-making in online communication, how meaning arises through combinations of semiotic choices, and how the results of multimodal discourse analysis using digital technology can reveal larger sociocultural patterns – in this case, divergent leadership styles and approaches as reflected in online discourse, at a time of immense change within the higher education sector. (shrink)

This paper presents a multimodal analysis of the design of an online fashion shop. Departing from systemic-functional genre theory, it analyses the functionality of the site, bringing out how it designs what sellers do to and for consumers and what the site does and does not enable consumers to do. Drawing on Joos’ analysis of formality in language and Hall’s proxemics, the paper then analyses how the site conceals the power of its functional design (...) by simulating informality and solidarity in a way that ultimately remains one-way and cannot be reciprocated. It finally argues that designs of consumer behaviour similar to that of the analysed site increasingly stand as a model for the digitization of other domains of practice, including education and research, so extending what Fairclough called the ‘marketization of discourse’ into these other domains. (shrink)

Presenting a field-defining overview of one of the most appliable linguistic theories available today, this Handbook surveys the key issues in the study of systemic functional linguistics, covering an impressive range of theoretical perspectives. Written by some of the world's foremost SFL scholars, including M. A. K. Halliday, the founder of SFL theory, the handbook covers topics ranging from the theory behind the model, discourse analysis within SFL, applied SFL, to SFL in relation to other subfields (...) of linguistics such as intonation, typology, clinical linguistics and education. Chapters include discussion on the possible future directions in which research might be conducted and issues that can be further investigated and resolved. Readers will be inspired to pursue the challenges raised within the volume, both theoretically and practically. (shrink)

Improvising selected tools from Kress and Van Leeuwen’s inter-semiosis framework, this study explores how, between global and local, TV commercials in India often reframe a cultural third space producing new discursive forms and identities. Three commercials from the food and beverage category are selected on the basis of the country of origin of the endorsing company and the patterns of glocalization. Multimodal discourse analysis reveals that the commercials construct the glocal identity in several ways. In the Knorr (...) Soups commercial, the melody of the title song is contemporary pop, whereas the delivery style and crooning are distinctively Western. The language is predominantly Hindi with deft use of selected English words. The Funda Mint commercial casts a rebel voice-support executive who rejects the pseudo-glocal identity and asserts his true identity. In the Cadbury Bournvita Folk commercial, the two boys represent the global and the local in the realm of creativity. The study advances the knowledge of product positioning and brand identity involving the intersemiosis of discursive elements from different cultural spaces within the contemporary Indian consumerist culture. (shrink)

France and New Caledonia are currently involved in an ongoing debate surrounding the independence of the latter from the former that will lead to referenda in 2018–2022. The main stakeholders in the negotiation process are France, the Caldoche population of the island agglomeration and its Kanak inhabitants. Most critical discourse studies analyse texts as expressions of power entrenched in monologues. In this paper, however, the debate between the social actors is seen as a plurilogue. The study argues that the (...) dominant interactants propagate a rhetoric of unity and homogeneity, aiming to further marginalise the Kanak people and other minority groups in New Caledonian society by rendering them invisible. It further argues that the French political power aims to persuade the other groups to accept the reality of a common destiny as a given truth. The paper combines Systemic Functional Linguistics and Pragma-dialectics, and incorporates postcolonial and poststructuralist perspectives into a critical study of discourse samples, taken from a larger corpus of French data, across various genres and registers. The analysis reveals that the French rhetoric of unity is built upon Republican principles inherent to neo-colonialist ideology. It also shows that the French rhetoric is being reproduced by local settler interactants, based on values that pertain to Caldoche nationalist ideology. Both French and Caldoche ideologies are in discord with Kanak socialist ideology. By exposing the existing power inequalities the study does not only contribute to defending the Kanak minority discourse, but also emphasises the rights for recognition and self-determination of the Kanak indigenous people of New Caledonia. (shrink)

This study takes a systemic functional multimodal social semiotic approach to the analysis and discussion of image and text relations in two sets of data. First, patterns of contextualisation of images and text in the online magazines Dabiq and Rumiyah produced by the Islamic extremist organisation which refers to itself as Islamic State are examined. The second data set consists of a sample of texts from Western online news and blog sites which include recontextualisations of images (...) found in the first data set. A sample of examples of the use and re-use of images is discussed in order to identify patterns of similarity and difference when images and text are recontextualised. It is argued that the ISIS material tends to foreground the interpersonal metafunction in combination with the textual metafunction, while the other data set tends to foreground the ideational metafunction. These inferences indicate that further exploration of a larger data set is worth pursuing. Such studies would provide deeper insights helping to distinguish between online material which supports terrorism and that which opposes it, as well as facilitating the further development of multimodal social semiotic approaches to image and text relations. (shrink)

Austrian immigration authorities frequently reject the family reunion applications of immigrant workers. They justify their decisions not only on legal grounds but also on the basis of their own often prejudiced judgements of the applicants' ability to `integrate' into Austrian society. A discourse-historical method is combined with systemic-functionally oriented methods of text analysis to study the official letters which notify immigrant workers of the rejection of their family reunion applications. The systemic-functionally oriented methods are used in (...) a detailed analysis of a sample of rejection letters while the discourse-historical method allows this analysis to be intertextually connected to other related genres of discourse and strategies of argumentation, and to the history of post-war immigration in Austria generally. (shrink)

ABSTRACTWhile the sonic logo for McDonald’s i’m lovin’ it campaign has been widely distributed and highly praised, little is known about the actual characteristics and meaning potentials of this pa...

This article is devoted to describing results of conceptualization of the idea of mind at the stage of maturity. Delineated the acquisition by the energy system (mind) of stable morphological characteristics, which associated with such a pivotal formation as the discourse. A qualitative structural and ontological sign of the system transition to this stage is the transformation of the verbal morphology of the mind into a discursive one. The analysis of the poststructuralist understanding of discourse in the (...) context of the dispersion of meanings (Foucault) made it possible to formulate a notion of it as a meaning that is constituted by the relation between the discursive practice and the worldview, regarded as a meta-discourse or a global discursive formation. In consequence of this relationship, a discrete and simultaneous scattering of meanings arises, the procedural side of which is a concrete discourse, and its productive aspect is linked with the creation of a local discursive formation. Based on this view it is proposed a logical formula of discourse, which takes into account the entropy of the language and the entropy of the worldview, as a particular manifestation of the mind entropy. Using this formula and considering the reactive nature of discourse, it was developed a classification, which included such types of discourses as reactive, suggestive, synthetic and creative. In turn, the proposed types of discourses are correlated with the specific characteristics of certain activities, as a psychological category. Also, it was considered the translation of the structure of discourse dissipation from the cognitive plan into the affective sphere because of which it is formed a hierarchy of significances, which performs the sense-forming function. It was analyzed the inverse influence of the hierarchy of significances on the structure of meanings dispersion and for respective account it was introduced a conditional coefficient of the value deviation of the significance of the meanings. This parameter reflects the sense correction of the meaning that occurs in the process of the emergence of discourse from discursive practice. Thus, the discourse is presented as a complex dynamic formation of the mind arising at the maturity stage of the system as a result of the combined effect of entropic dispersion of meanings and the value deviation of their significances. (shrink)

Recent studies on colonial discourse have demonstrated that the speeches of freedom activists in colonial Africa served as sites of resistance. One key text type that has, however, been neglected in the critical literature on the discourse of emancipation is the national anthem of colonised states. To fill this gap, the present study examines the discursive enactment of resistance in the anthems of former British colonies in Africa, focusing on the transitivity framework in systemic functional linguistics. (...) Semantic and structural parallelisms across the anthems are identified as evidence of a collective memory, a cultural trauma reconfigured and reconstituted to reclaim a positive identity and project a desirable postcolonial future. They also foreground the motif of freedom and legitimise the African as the owner of the reclaimed territory. These procedures articulate an anti-imperialist and anti-establishment stance that provides hope, strength and encouragement to an oppressed group. This paper extends the scholarship on the discursive enactment of resistance by focusing attention on a context underexplored in the literature. It also illustrates the (re)construction of relevant ideologies in national anthems to stimulate desirable, progressive attitudes among citizenry in African states. The paper is furthermore significant to decolonial research and highlights the role of language in political decolonisation processes. (shrink)

Analysing film. Distinguishing the filmic contribution to meaning -- Examples of filmic "textual organisation" -- Redrawing boundaries -- Organisation of the book -- Semiotics and documents. Semiotics and its relations to film -- The nature of discourse semantics -- The film as cinematographic document -- A combined view: filmic documents for filmic discourse -- Constructing the semiotic mode of film. Semiotic multimodality -- The internal organisation of semiotic strata -- Composing and combining semiotic modes -- Materiality and "epistemological (...) commitment" -- Christian Metz and the grande syntagmatique of the image track. The original model -- Two examples of analysis with the grande syntagmatique -- Revisions and rebuttals -- Foundations for analysis: filmic units. The basic units of film: preliminaries -- Audiovisual iconic representations -- Perception, perceptual realism and reliable measurement -- Multiplicity: from perception to discourse -- Filmic units revisited: discourse-motivated definitions -- The paradigmatic organisation of film. Beyond Metz: towards a grande paradigmatique -- Capturing discourse dependency structures in film -- The paradigmatic dimensions of projection, taxis and plane -- Two examples of paradigmatic analysis -- Summary and conclusions. (shrink)

In lieu of an abstract, here is a brief excerpt of the content:The Meanings and Function of Anti-System Ideology in the Weimar RepublicBen LiebermanThere are few, if any, ideological terms in the extensive historiography of the Weimar Republic so omnipresent and yet at the same time so obscure as the word “system.” Historical accounts of the Weimar Republic are strewn with references to the “system.” In recent works on the Weimar Republic Hagen Schulze points to the opposition of bourgeois (bürgerliche) (...) parties to the “Weimar ‘system,’ “ Detlev Peukert notes “hatred of ‘the system,’ the political and social order of the Republic”; Knut Borchardt observes the loss of faith in the capacity of “the system” to satisfy expectations; and Hans Mommsen refers to the “political system,” the “party system” and the “parliamentary system.” 1Historians, whatever their other differences, agree that mounting opposition to the System weakened the Weimar Republic, but the usefulness of this observation requires analysis of the meaning or meanings of the System. What, then, was the Weimar System? Surprisingly, many accounts of the Weimar Republic do not even attempt to provide a definition of the System, and the term receives only cursory treatment in several specialized works on ideology of the Weimar era. 2 Anti-System politics does receive attention, but Thomas [End Page 355] Childers’s insightful and pioneering essay on “anti-system politics” concentrates on mobilization against the System rather than on the problem of defining it. 3The best existing analysis of the System in Kurt Sontheimer’s valuable study of anti-democratic thought in the Weimar Republic suggests that historians cannot take the meaning of the term as a given. Sontheimer establishes that the System formed part of the array of anti-democratic thought of the Weimar Republic, but he also notes that the term’s meaning cannot easily be pinned down. The System conveyed a variety of political and economic meanings and ultimately formed a “nationalist counter myth.” 4During the Weimar Republic, attacks against the System emanated from a wide range of sources, most notably from a variety of nationalists as well as from Communists. Nationalists of many leanings detested the System. The DNVP (German National People’s Party), the largest political party of the right for most of the Weimar Republic, hated the System. So, too, did conservative revolutionaries and völkisch (ethnic or racist nationalist) groups including nationalist associations and the National Socialists. At the other end of the political spectrum, attacks against the System also surfaced in the pronouncements of the KPD (German Communist Party). 5No single ideological line of attack doomed the Weimar Republic, but use by an extraordinarily broad range of political groups lent tremendous force to anti-System discourse. Adopted by foes who sometimes agreed on little else, the System was the targets of repeated attacks spread across the German political spectrum and called into question Weimar legitimacy. Analyzing this broad pattern of use raises several tasks. As a prelude to investigating anti-System terminology, it is necessary to map out the patterns of use of the System during the Weimar Republic. The very ability of rival groups to adopt anti-System suggests that the System incorporated varied meanings.Beyond investigating the meaning or meanings of the System, an analysis of anti-System terminology should also explore the appeal and influence of anti-System terminology. Why did such a broad range of groups adopt anti-System discourse, and how did acceptance of anti-System terminology help to discredit the Weimar Republic and designate alternatives for Germany’s future? [End Page 356]Describing Weimar’s perceived failings, anti-System terminology simultaneously provided a partial guide to a presumably-better Germany without the System. The System came to envelop many institutions of German public life, but attention should also be paid to spaces left unoccupied by the System. What, if any, institutions or structures of public life were left untainted by the broad wave of attacks against the System? If the hated System could be swept away, what would be left in its place? It is noteworthy that the many enemies of the System generally desired a strong state.Exploring the effects of broad attacks against the System, analysis of the System should also... (shrink)

Multimodal Critical Discourse Analysis (MCDA) as a sub-discipline of Critical Discourse Analysis (CDA) emerged from the availability of social semiotic frameworks describing multimodal meaning making. However, weaknesses of these frameworks have raised concerns and prompted recent methodological reflections in MCDA. Inspired by these reflections, this paper critically assesses MCDA research on advertising persuasion and identifies a lack of attention in studies to account for the social and ideological impact of advertising. This shortcoming is argued (...) to be attributable to the weak empirical grounding of social semiotic frameworks which in turn is rooted in a ‘discursive gap’ (Bateman, Citation2019, p. 300) in multimodality as a discipline. The authors then propose methodological solutions involving eye tracking experiments and higher order data analytics which can strengthen the empirical basis of theoretical assumptions made in MCDA research on advertising. Drawing on methodological guidance for empirical multimodal research, the authors discuss specific issues in realizing this proposal, focusing on a strategy addressing operationalization challenges in experimental design and the affordance of a data cluster algorithm that calculates the common viewing path of a group of viewers. (shrink)

The British Miners’ Strike of 1984–1985 represents one of the most pivotal periods in British industrial relations. The significance of media stance towards the miners remains a controversial issue today, as attested by recent publications looking back at the strike. Here, authors including miners, journalists and other commentators argue that media coverage of the strike followed a consistently anti-trade union agenda in which the media sought to destabilise the strike. An internal British Broadcasting Corporation report, only recently made public, shows (...) that the BBC themselves had concerns over possible imbalances in their coverage of the so-called ‘Battle of Orgreave’. Despite the weight attached to media coverage in this context, however, surprisingly little research has been conducted from a discourse-analytical perspective to show systematically and empirically how such an agenda may have been manifested across media texts. In this article, drawing on Cognitive Linguistic Critical Discourse Studies, I show how one particular metaphorical framing of the strike, which construed the strike as a war between the State and the National Union of Miners, persisted through the year-long period and consider the potential ideological functions of this framing in media strategies of legitimation. I show how this metaphor featured in linguistic, visual and multimodal forms of media representation. (shrink)

This book contributes to the analysis of film from a multimodal and textual perspective by extending formal semantics into the realm of multimodal discourse analysis. It accounts for both the inferential as well as intersemiotic meaning making processes in filmic discourse and therefore addresses one of the main questions that have been asked within film theory and multimodal analysis: How do we understand film and multimodal texts? The book offers an analytical (...) answer to this question by providing a systematic tool for the description of this comprehension process. It aims to advance knowledge of the various resources in filmic texts, the ways the resources work together in constructing meaning and the ways people understand this meaning construction. This new approach to film interpretation is thus able to remodel and improve the classical paradigm of film text analysis. (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)

Theories of individuation predict systematic differences in argumentative behavior between adolescent girls and their mothers. In order to reveal the nature and functions of this kind of discourse, two studies were carried out on 110 mother-daughter pairs. The second study (n=80) replicated and extended the first study (n=30) on an independent sample. The mother-daughter pairs were asked to discuss a subject that had recently been at issue between them. To assess the argumentative behavior, a category system was developed that (...) reflects the functional character of utterances in discourse. The aim of the research was to test the reliability and validity of the category system. Daughters are assumed to verbalize their own needs and preferences to increase the differences to the mother, and to weaken or reject the mother's arguments in an effort to resist control. Mothers, on the other hand, are supposed to exert control over the behavior of their daughters but do so within bounds of mutuality. This should lead to verbal initiatives and attempts to explain, support and modify their positions and arguments. The data showed high reliability of the categorization of arguments. The categories also differentiated between mothers and daughters. Daughters were more likely to try to weaken and reject (and accept) the mother's arguments and to state preferences while mothers tried to support and explain their positions and to retain control by initiating questions and arguments to which the daughters responded. (shrink)

In this article I consider a two-page autobiographical recount which appears at the end of Nelson Mandela's book Long Walk to Freedom as a summary of his life and what he has learned from it. My aim is to illustrate the role of a detailed analysis of single texts in the field of discourse analysis, as opposed to studies of selected variables across a corpus of texts. The analysis is conducted within the general theoretical framework of (...) systemic functional linguistics, with special attention to transitivity, mood, theme, grammatical metaphor, lexical relations, conjunction, tense, phase, process type, hierarchy of periodicity, polarity, continuity, elaboration, extension and the analysis of images in multimodal text. Through these procedures I show the way in which Mandela reconciles the linear unfolding of his life history with the deepening understanding of freedom that gives meaning to his life - by means of a spiral texture which returns again and again to the meaning of freedom at different levels of abstraction. The effect, I think, is inspirational - with no tinge of bitterness or betrayal; rather a message of hope and wisdom - grace personified. The approach exemplifies a positive style of discourse analysis that focuses on hope and change, by way of complementing the deconstructive exposé associated with critical discourse analysis. (shrink)

The aim of the present paper is to contribute to a better understanding of the role of heraldry, in particular of para-heraldic devices known as “badges”, in 15th-century England. The case chosen for examination is that of the white rose, one of the major badges of Edward IV. The data consists of four contemporary texts in which Edward is referred to as the “rose”, analysed against the background of the use of the white rose of York as a heraldic device. (...) This includes surviving artefacts ranging from effigies to stained glass to seals and manuscript illuminations, as well as contemporary descriptions and depictions of those artefacts. Using the methodological apparatus of cognitive linguistics, specifically the multimodal metaphor and metonymy analysis, the author examines the interplay between language and heraldry. The results show that while the primary function of the white rose and of other badges employed by Edward IV was to emphasize his heritage and thus invite a metonymic reading, the badge inspired other, metaphorical readings, which were employed rhetorically by his supporters. In this context, the concept of the badge may be reinterpreted as a metaphtonymy. The analysis supports the view of heraldry as an integral element of medieval society. From a semiotic perspective, heraldry should be seen as a dynamic system that could be exploited creatively to suit the needs of its users, which in turn corresponds to the dynamic theory of metaphor. (shrink)

This study focuses on a series of videos aimed at teacher recruitment in Singapore and how they are used as an ideological tool for persuasion. By adopting a multimodal critical discourse analysis approach to focus on affect, it examines how these videos create and promulgate the ideology of an ideal teacher as one who is caring, encouraging and supportive of students. The analysis shows how affect is not only embodied in and performed by the primary protagonists (...) in the video narratives through their action, facial expression, posture and speech. It is also evoked through various secondary meaning-making modes, such as focus, angle, lighting, background music and setting, through which the narratives unfold. More importantly, it demonstrates how affect is used not only as a means to arouse and engage viewers’ sensibilities but also as a persuasive strategy to manufacture and manage particular social and economic realities in contemporary society. (shrink)

Critical discourse analysis is a useful and productive qualitative methodology but has been underutilized within nursing research. In order to redress this deficiency the research presented in this article represents an exploration of the way in which critical discourse analysis may be applied to the analysis of public debates around policy for nursing practice. In this article the author discusses the history of the application of critical discourse analysis and provides an example of (...) its application to the debate around the use of nurse practitioners within the Australian healthcare system. (shrink)

This paper is a multimodal critical discourse study of other-representation in ISIS’s magazine, Dabiq, It focuses on both the micro-level analysis of actor and action representation, and the macro-structure of negative other-depiction in Dabiq from both textual and visual perspectives. Through in-depth examination of linguistic and non-linguistic elements, the study aimed to unfold ISIS’s ideology at the global level, which is to construct its desired reality and eventually to recruit supporters. The analysis was carried out on (...) fifteen issues of Dabiq following a conceptual and analytical framework within Multimodal Critical Discourse Analysis employing Van Leeuwen’s Socio-semantic inventory. The results show a considerable number of systematic utilizations of discursive strategies by ISIS to belittle its enemies and downgrade their practices. Throughout Dabiq, the out-group participants are represented either as passive reactants who are afflicted by ISIS’s attacks or as powerless agents whose actions are trivial and carry no significant weight. Ineffectuality of ‘others’ has further been substantiated by the visual analysis. Deactivation of out-groups is closely tied to ISIS’s propaganda of self-alteration to achieve the double aim of casting fear among their adversaries and brainwashing the audience by twisting the reality, and persuading them that the enemies’ chance of winning this war is dim. (shrink)

Re/reading the Past is concerned with the discourses of history, from the complementary perspectives of Critical Discourse Analysis (CDA) and Systemic Functional Linguistics (SFL). The papers in the book stress the discursive construction of the past, focussing on the different social narratives which compete for official acknowledgement. Issues of collective and cultural memory are addressed, reflecting the "linguistic turn" in the Social Sciences. The book covers a range of discourses, interpreting texts from popular culture to academic (...) discourse including the construction and evaluation of past events in a variety of places around the world. It is especially timely in its focus on the construction of time and value in a post-colonial world where history discourses are central to on-going processes of reconciliation, debates on war crimes, and the issues of amnesty and restitution. As such the book fills a significant gap in interdisciplinary debates as well as in register and genre analysis, and will be of general interest to historians, political scientists and discourse analysts as well as students and teachers of ESP (English for Specific Purposes) and EAP (English for Academic Purposes). (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)

This paper examines political protest in 40 purposively sampled internet memes circulated among Nigerian WhatsApp users during the Covid-19 pandemic, with a view to exploring the thematic preoccupation, ideology, and the representation of participants and processes in the memes. The data, which were subjected to qualitative analysis, are examined from a multimodal critical discourse analytic approach. The analysis reveals that the memes are used to protest corruption, perceived government deceit, insecurity, hunger, and inadequate health facilities and (...) other social amenities. These are done in order to project and resist an anti-welfarist ideology and emphasise the negative representation of the government. (shrink)

This paper analyses the Australian Values Education Program (VEP) within the framework of late-classical political economy. Using analytical methods from systemic functional linguistics and critical discourse analysis, we demonstrate that the VEP is an unwitting restatement of the principles of ideology as developed by the likes of Destutt de Tracy and the Young Hegelians. We conclude that the sudden shock of globalisation and the post-national cultures this has entailed is in many ways similar to the shock (...) of formal nationalism that emerged in the late-Seventeenth and early-Eighteenth centuries. The overall result of the VEP for the Australian school system is a massive procedural burden that is unlikely to produce the results at which the program is aimed. (shrink)

Between February 2002 and April 2006, the Sydney Morning Herald online [www.smh.com.au], an influential Australian newspaper which went online in 1995, showed a remarkable degree of change in the design of its home page. However, over the same time period, the use of images in hard-news stories on its home page was remarkably consistent, both diachronically and synchronically. These hard-news images are small `thumbnails', and are most typically close crops of faces. Their small size, their consistent and limited subject matter, (...) and their positioning in news stories represent a new practice in hard-news reporting, and raise questions about the role they play in the multimodal story-telling practices of the newspaper, and about the discursive practices of online newspapers more generally. This article presents an analysis of these thumbnails using tools from systemic functional semiotics, and an investigation from three socio-historical perspectives. On this basis, I argue that in the specific discursive context of the home page of the Sydney Morning Herald online during the time period studied, thumbnails function less as images and more as an expression of the expanding system of language in computer-mediated communication. (shrink)

In this article, the results of conceptualization of the definition of mind as an object of interdisciplinary applied research are described. The purpose of the theoretical analysis is to generate a methodological discourse suitable for a functional understanding of the mind in the context of the problem of natural language processing as one of the components of developments in the field of artificial intelligence. The conceptual discourse was realized with the help of the author's method of (...) structural-ontological analysis, and developed in the mainstream of the system-methodological tradition of the school of G.P. Shchedrovitsky and intended for descriptive research of subject areas of interdisciplinary objects of scientific study. As a result of the structural and ontological analysis of the super-system, the relevant place and role of the directly studied system (mind) are determined, and its primary process and material are localized and structural and functional connections are described. At the basic level, the mind is conceptualized as an energy process unfolding in a spatio-temporal environment and accompanied by archetypal structuring of neural impulses into images. The genesis of the system is separately analyzed by constructing a structural-ontological matrix that reflects the initial stage of the development of the mind. The primary process is concretized with the help of hetero- and homeostatic dichotomy, and also the most significant features of the consistent transformation of the material of the system and its ascent to verbal morphology are described. The structural-ontological comparison of the functioning of the verbal intelligence with the preverbal level has been carried out. The transformation of neural impulses of needs into words, as verbal units fixing semiotic values is analyzed. Structural-ontological connections that determine the reactive and prospective characteristics of the functioning of the system are disclosed. The position of the chronological primacy of "semiotic readiness" for language with respect to the debut of the latter as an information-sign model of the environment is argued. The hypothesis of domination at the initial stage of the development of the mind of exopsychic functions over endopsychic ones is formulated. The theoretical substantiation of the hypothesis of the inevitability of the ontology of language in the functional understanding of the mind is given, corresponding structural and ontological arguments are given, including those based on the ideas about the information relationship between affects and needs, according to the views of P.V. Simonov. The arguments are presented in favor of the non-alternative methodology of A. Turing in studies of artificial intelligence. (shrink)

The need to decolonise the academy and academic writing requires that methodology for research be chosen carefully. The methodology of a study reflects the researcher's point of departure or worldview, as well as their belief system. The current coronavirus disease 2019 (COVID-19) pandemic has drastically influenced the functioning of higher education institutes, as well as how scholars plan and execute their research. This includes investigation into the global environmental crisis that is widely researched from various disciplines. These disciplines tend to (...) develop and favour different methodologies. The purpose of this presentation was to report on the inquiry into a suitable methodology to study social discourses about the environmental crisis. The methodologies investigated were an eco-linguistic approach to Critical Discourse Analysis, combined with eco-criticism, which was linked to the concept of an eco-sophy, using the framework of Dark Green Religion. The umbrella-concept of Dark Green Religion as a theoretical framework allows the comparison and incorporation of disparate methodologies as well as discourses. This framework also gives prominence to the role of religion in societal response to the environmental crisis. Due to the study being situated in an African context and striving to implement a decolonising discourse, some suggestions were made on decolonising research methodology in higher education. CONTRIBUTION: This article's contribution to new knowledge centred around situating current and new research in Africa in the context of the COVID-19 pandemic and deliberating on the impact for future studies. The conclusion was drawn that the COVID-19 pandemic can be a catalyst for re-interpreting research methodology from a decolonised perspective. (shrink)

Prisoners signify: a political discourse analysis of mental illness in a prison control unitIncreasingly, US prisoners diagnosed with mental illness are housed in control units, the most restrictive form of confinement in the US prison system. This situation has led to intense debate over the legal, ethical and clinical status of mental illness. This is a semiotic struggle with profound effects, yet most related work treats mental illness as a neutral, individual variable. Few analyses locate mental illness within (...) a larger sociopolitical context. Fewer still focus on discursive practice. None critically analyze the accounts of control unit prisoners, who talk about extreme marginality and risk for victimization. This paper has two aims: (i) to develop a systematic method of analysis that accounts for signification as discourse‐in‐action; and (ii) to show how prisoners’ signification of mental illness articulates agency through and against marginalizing discourse. Political discourse analysis demonstrates how control unit prisoners with psychiatric diagnoses signify mental illness, and articulate safer identifications in the process. (shrink)