Multimodality of the TV Format

Abstract

This article analyses the multimodal construction of various global TV formats and the modes through which the format negotiates reinforcement of its ideological bases, innovation, change and unlimited semiosis. Theoretically, this work draws on social semiotics, multimodality and political economy. Methodologically, it applies semiotic analysis to really popular global formats. The results show that the format is an extraordinary and powerful example of multimodality which speaks the global language of signs. On the one hand, different languages and forms of communication reinforce its ideologies, such as competition, primacy of money, objectification of human bodies and consumerism; but the format also puts forward a kind of self-propaganda; in many cases, in fact, its communication aims to support and promote itself, even when this contradicts other messages of the system; it is by being successful that producers make more money, become more successful, may further influence the audience, and so on. On the other hand, the languages and the forms adopted continually renew the format, change the relationships between signifier and signified, and create new symbols. This unlimited semiosis allows the format to refresh or adapt its image, get more audience and remain competitive in the market. Keywords: TV format, who wants to be a millionaire, wheel of fortune, multimodality, social semiotics