Abstract
This study proposes analytic models for multimodal genres, specifically for the infographic, based on a finished master’s research and in light of a brief literature review regarding multimodal argumentation. This study is justified by the fact that visual rhetoric is a relatively new field of investigation which still needs analytic proposals that promote the increase of studies in the area. This work, of a descriptive and qualitative nature, is grounded in theories and methodologies of the visual field (BLAIR, 2008; KJELDSEN, 2012; 2015; MATEUS, 2016; 2018; ROQUE, 2012; 2016; TSERONIS; FORCEVILLE, 2017; GONÇALVES-SEGUNDO, 2021; LEAL, 2021), and the gathering of data was based on Google Scholar through software Harzing’s Publish or Perish. The results show that, even though the procedures have been developed for the analysis of infographics, the analytic method may collaborate with the growing studies in multimodal argumentation and may be applied to other genres circulating in society
Highlights
The records made by primitive people through rupestrian art in caves and all of the other verbal and visual records kept throughout the centuries in the West indicate that there are different ways of articulating the verbal and non-verbal modalities when one wants to portrait or thematize issues related to daily life
Pictorial representations used as decorations in great European cathedrals and in religious books in the Middle Age, which aimed at persuading the reader to follow religious guidance, were the tools used to keep the argument in the audience’s mind, mostly due to a society composed of low educated citizens (BLAIR, 2008)
We believe that “the infographic may present a standpoint – a thesis or an argumentative question” (LEAL, 2021, p.61). This means that, even though the genre itself is not intended to convince in a clear way, it has an argumentative content to try to assure audience’s adherence. This is a descriptive study based on a qualitative approach, grounded in visual argumentation theories (BLAIR, 2008; KJELDSEN, 2012; 2015; MATEUS, 2016; 2018; ROQUE, 2012; 2016; TSERONIS; FORCEVILLE, 2017), in methodological assumptions related to the visual field, such as GonçalvesSegundo (2021), and proposes an analysis of the infographic genre based on rhetoric-discursive categories as presented by Leal (2021)
Summary
The records made by primitive people through rupestrian art in caves and all of the other verbal and visual records kept throughout the centuries in the West indicate that there are different ways of articulating the verbal and non-verbal modalities when one wants to portrait or thematize issues related to daily life. This means that, even though the genre itself is not intended to convince in a clear way, it has an argumentative content to try to assure audience’s adherence This is a descriptive study based on a qualitative approach, grounded in visual argumentation theories (BLAIR, 2008; KJELDSEN, 2012; 2015; MATEUS, 2016; 2018; ROQUE, 2012; 2016; TSERONIS; FORCEVILLE, 2017), in methodological assumptions related to the visual field, such as GonçalvesSegundo (2021), and proposes an analysis of the infographic genre based on rhetoric-discursive categories as presented by Leal (2021). After the introduction, three sessions follow: the first exposes an overview of studies already carried out about rhetoric and visual argumentation; the second includes a systematic review of current studies that approach argumentation in multimodal genres and presents methodological models adopted in studies already done that may serve as foundations for future studies; an illustrative analysis of the infographic text genre is developed in order to describe the argumentative functions that visual information may exercise
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