Competition among visual, verbal, and auditory modalities: a socio-semiotic perspective

Abstract

Abstract This article presents a fresh perspective on the interplay among visual, verbal, and auditory modalities, positing that these modalities, as semogenic resources, compete to express dynamic meanings. The theoretical paradigm emphasizes that whether a modality or an element within a modality gets or loses semantic status, it will elicit an additional layer of social meaning to depict a comprehensive picture of a story together with an explicit semiotic meaning. The article adopts a qualitative method to analyze the data, which are drawn from The Good Wife and My Roommate is a Gumiho and annotated in ELAN 6.3. It was found that modal competition can shed light on the dynamic meaning-making processes in semiotic and societal orientations. Modal competition may distort space and time of different stories, and reconstruct a different discursive spatio-temporal dimension in the TV world. It can diversify the dynamic orientations from New to Given in visual, verbal, and auditory texts of multimodal discourses to tell stories. Modal competition provides a lens to understand the multidimensional reality and to appreciate the aesthetics of a modern TV series.