Abstract
This study explores the complementarities between systemic functional and cognitive metaphorical approaches to multimodal discourse analysis. Their common concern with the construal of human experience and their shared theoretical foundation of viewing language and other semiotic systems as meaning-making resource make it possible to integrate them in analyzing linguistic and multimodal data. Meanwhile, as far as multimodal discourse analysis is concerned, the theoretical strengths of systemic functional visual grammar and multimodal metaphor theory are able to bridge existing gaps. on the one hand, the systemic functional framework provides a comprehensive modeling of the visual realization of metaphor; on the other hand, conceptual metaphor theory provides an epistemological status to the semiotic description of visual images. Therefore, from the results here obtained, it is possible to conclude that the integration of these two major theoretical approaches is significant to furthering our understanding of multimodal discourse.
Highlights
The current state of the art of multimodal discourse analysis shows that visual images are mainly analyzed based on two theoretical paradigms: Systemic Functional Grammar (SFG ) (Halliday & Matthiessen, 2004) and Cognitive Metaphor Theory (CMT ) (Lakoff & Johnson, 1980)
The present paper provides a synthesized framework for integrating the systemic functional and cognitive metaphorical approaches to the analysis of visual images
It argues that the epistemological status of Kress and van Leeuwen’s (2006) association between camera angle/spatial orientation and semiotic value can be established by viewing it as a metaphorical mapping of image realization
Summary
The current state of the art of multimodal discourse analysis shows that visual images are mainly analyzed based on two theoretical paradigms: Systemic Functional Grammar (SFG ) (Halliday & Matthiessen, 2004) and Cognitive Metaphor Theory (CMT ) (Lakoff & Johnson, 1980). These two theoretical foundations give rise to two approaches to visual analysis: systemic functional visual grammar (e.g. Kress & van Leeuwen, 2006; O’Toole, 1994) and multimodal metaphor theory
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