Multimodal Discourse Research Articles

Multimodal Discourse Interpretation of the Paris Olympics Mascot

Background: This study aims to analyze the design intention of the mascot of the Paris Olympics from a multimodal perspective. As the host of the 2024 Olympic Games, Paris' mascot carries rich meanings. With globalization and technological advancement, information spreads multimodally, and multimodal discourse analysis is important to understand how the mascot interacts with different audiences, conveys meanings as well as bridges cultural differences, and spreads the Olympic spirit and cultural heritage of the host country. Methods: Taking Kress and Van Leeuwen's visual grammar as the theoretical basis, based on multimodal discourse analysis under the perspective of social semiotics, and combining with the analysis indexes in the multimodal image analysis software, the mascots of the Paris Olympic Games are visualized and interpreted to explore their image characteristics, design concepts and social significance. Results: the mascot is analyzed from three aspects: reproduction meaning, composition meaning and interaction meaning. In terms of reproduction, the mascot is related to the Olympic Games and French culture; in terms of composition, the emblem and other elements are the core information carrier, and the color and other elements play an important role; in terms of interaction, the mascot has a variety of interactions with the viewers and so on. Conclusion: Olympic mascots are important components of Olympic culture. The multimodal discourse analysis comprehensively and accurately interpreted the connotation of the mascot of the Paris Olympic Games, reflecting the information of the organizing country and integrating it with the Olympic movement, reflecting the spirit of sports. The study has deficiencies, and the mascots can be further explored in the real context.

Visual Stories as Educational Tools:

This study explores the efficacy of children's picture books in communicating complex environmental issues to young audiences, focusing on We Are Water Protectors and Autumn Peltier, Water Warrior. These books utilize the approach of Multimodal Discourse Analysis, to explore how pictures engage and educate about water protection. Through a detailed examination of interactions within these books and with readers, this article highlights how visual narratives can effectively evoke emotional responses and foster environmental awareness among young readers. The findings suggest that such visual narratives not only enhance understanding of sustainability challenges but also serve as powerful tools for social change, inspiring activism, and cultural engagement.

Analysis of Phenomenon of Tianshui Malatang's Soaring Popularity from a Multimodal Perspective

Abstract: Contemporary communication studies show that short videos, as the most important form of information dissemination today, have a more multidimensional and immersive communication effect compared to traditional print media and other channels. Since this information medium inherently contains numerous social symbols with expressive characteristics, this paper will analyze the short videos that led to the viral phenomenon of "Tianshui malatang" based on Kress and Leeuwen's visual grammar and Halliday's theories of language as a social semiotic. This paper analyzes the phenomenon of the "Tianshui malatang" a fusion of regional tourism and local specially food that has gone virtual on Chinese short video platforms, using a multimodal discourse analysis approach. The analysis shows that the "Tianshui malatang" video enhances the sensory interaction between the viewer and the screen in terms of visual effects, and in terms of narrative expression, it leads the viewer to generate positive feedback on the video through the presentation of various elements.

The Study of the Image of Mulan from the Perspective of Gender Performance and Linguistic Semiotics: A Comparative Analysis of Literary Illustrations and Film Pictorials

The theme of "women disguising as men" is an important phenomenon in literature, especially since it is a traditional theme in China's literature. It not only demonstrates the courage and wisdom of women, but also reflects the changes of the times and the progress of society as a mirror. Among the many stories of “disguise”, the story of Mulan is one of the most influential stories in the history of Chinese literature. With the development of the movie industry, the story of Mulan has gone out of the country and set off a wave of "Mulan fever" in the world. Illustrations, movie posters and other visual materials in literary works combine images, colors, words and other forms of multimodal resources to construct meaning. They play an important role in enhancing the visual appeal of the works, assisting in understanding the contents of the works and enriching the emotional expression of the works. Through the analysis of the theory of performance, multimodal discourse analysis theory, and comparing the image of Mulan in China's native illustrations and Disney movie posters, scholars can see a unified vein - the continuous awakening of self-awareness and the deepening evolution of feminism. This study hereby can provide certain guidance for the development of contemporary youth, especially females.

A multimodal understanding of the role of sound and music in gendered toy marketing.

Literature in music theory and psychology shows that, even in isolation, musical sounds can reliably encode gender-loaded messages. Musical material can be imbued with many ideological dimensions and gender is just one of them. Nonetheless, studies of the gendering of music within multimodal communicative events are sparse and lack an encompassing theoretical framework. The present study attempts to address this literature gap by employing a critical quantitative analysis of music in gendered toy marketing, which integrated a content analytical approach with multimodal affective and music-focused perceptual responses. Ratings were collected on a set of 606 commercials spanning a ten-year time frame and strong gender polarization was observed in nearly all of the collected variables. Gendered music styles in toy commercials exhibit synergistic design choices, as music in masculine-targeted adverts was substantially more abrasive-louder, more inharmonious, and more distorted-than in feminine-targeted ones. Thus, toy advertising music appeared deliberately and consistently in line with traditional gender norms. In addition, music perceptual scales and voice-related content analytical variables explain quite well the heavily polarized affective ratings. This study presents a empirical understanding of the gendering of music as constructed within multimodal discourse, reiterating the importance of the sociocultural underpinnings of music cognition. We provided a public repository with all code and data necessary to reproduce the results of this study on github.com/marinelliluca/music-role-gender-marketing.

Multimodal Sensemaking and Sensegiving Processes of Discursive Threat Appraisal in Environmental Crisis Communication

ABSTRACTThis study investigates how multimodal sensemaking and sensegiving processes of discursive threat appraisal are employed by global movements in their environmental crisis communication when disclosing how corporate commitments are failing to reduce the global plastic pollution. The theoretical framework includes perspectives on global sticky crises, threat appraisal, framing, crisis sensemaking and sensegiving, and multimodal discourse. Empirically, a series of brand audits reports of #breakfreefromplastic global movement are systematically examined. The analytical focus transcends the usual monomodal approach and is directed towards the multimodal interplay that builds strategic discourses through images and texts. Findings details, on the one hand, the multimodal discursive sensemaking processes of content enrichment and appeal bolstering as well as their outcomes related to the building of common sense, new sense, and non‐sense; on the other hand, they clarify how prognostic, diagnostic, and motivational framing tasks are accomplished in environmental crisis sensegiving by the global movement. This study provides insights useful to corporations when reevaluating their own crisis sensemaking and sensegiving in corporate communications and, ultimately, contribute to changing risky corporate behaviour toward more effective and ethical environmental crisis prevention and communication.

People, Objects and Actions: A Multimodal Discourse Analysis of the Ideational Metafunction in Internet Memes

People, Objects and Actions: A Multimodal Discourse Analysis of the Ideational Metafunction in Internet Memes

ANALYSIS OF TEXT-IMAGE RELATIONSHIP IN SELECTED ONLINE NIGERIAN NEWSPAPER CARTOONS ON COVID 19 PANDEMIC

The study conducted an analysis of text-image relationship in selected on-line Nigeria Newspaper cartoons, using Systemic Functional Multimodal Discourse Analysis (SF-MDA) developed by (Djonov, 2005 and O’Halloran, 2008) as approach to the COVID 19 cartoons. A descriptive and discursive approach were adopted for the study. The corpus of the study consisted 6 (Six) online COVID-19 cartoons which were drawn from the following 3 (Three) online National Newspapers in Nigeria: The Punch, The Iniquere and The Niche, published from the period of March, 2020 and December, 2020. The findings of the study revealed that, COVID 19 cartoons rely heavily on the interplay between images and words specific language use especially caricature as a tool to communicate social and political messages. Thus, through creative combination of images and words, COVID 19 cartoons have the potentials of entertaining and informing the public on current issues. The study therefore recommended that, the use of irony by using words or pictures to describe the opposite of what is such as what should be in COVID 19 cartoons should also be investigated.

A discourse analysis of professor-student conversation: a corpus-based study

This study is a corpus based discourse analysis of professor-student conversations in order to identify the linguistic features, power dynamics, politeness strategies, and identity constructions in academic discourse. This research employs a mixed methods approach combining quantitative corpus linguistic tools with qualitative discourse analysis, to study how language reproduces or shapes the hierarchical and mutually working professor-student relationships. The findings show that professors tend to employ complex language, academic terminology and more authoritative speech patterns, as they establish themselves as knowledgeable and guide the conversation, and that the students generally speak more simple language and deploy more deferential politeness strategies as learners. Students, however, varied in their agency, especially when graduate students showed more independence by asking the challenging questions and negotiating power dynamics. To create a collaborative learning environment, professors also hedged their authority with hedging questions and open ended questions. The study’s findings seek to further understanding of how language is used to build academic identities and retain professional boundaries in educational contexts. Finally, recommendations for how to be more inclusive and effective in communication through pedagogical strategies are made, as well as suggestions for future research involving comparative studies among other contexts and multimodal discourse analysis in order to better understand the academic interactions.

A Study of Subtitle Translation from the Perspective of Multimodal Discourse Analysis: A Case of My People, My Country

In the context of globalization, audio-visual works produced by ever-evolving information technology provide a quick and convenient channel for bridging cultural divides and communicating with people from all over the world. People harness these productions not only to satisfy their own entertainment needs but also to gain information about other cultures. As manifold cultures and races become increasingly interconnected, the need for intercultural communication is particularly urgent, and with abundant European and American films and cultural productions taking over the world, the significance of subtitle translation cannot be understated. On the surface, subtitle translation transforms one language into another and puts it on screen at the same time. However, at a deeper level, subtitling involves a wide range of cultural and social contexts in both the source and target languages. Translators need to not only use their translation skills to select words and sentences, but also have a deep understanding of the social and cultural aspects of both languages. This is the only way to smoothly accomplish the language transfer and help the audience accurately make sense of the meaning of the words in the film. At the same time, China has entered a new era and is facing unprecedented changes in a century. Only by spreading its own culture, promoting the achievements of excellent Chinese civilization, and gaining widespread international recognition will it be able to stand firm and progress against the tide of globalization. However, even though Chinese film and television products are constantly being produced and innovated every year, there are certain shortcomings in the dissemination of film and television works and the study of subtitle translation. This thesis takes Professor Zhang Delu’s theoretical framework of multimodal discourse analysis as its perspective and selects the subtitle corpus of the film My People, My Country, which was released around National Day in 2019 to celebrate the 70th anniversary of the founding of the People’s Republic of China, as the object of study. Based on the integrated framework of multimodal discourse analysis, the author carefully selects typical examples from My People, My Country to analyze the effects of multimodal discourse analysis on subtitle translation at the cultural, contextual, content, and expression levels, and investigates how different modalities work together to vividly convey the meaning of the film’s discourse. In conclusion, multimodal discourse analysis theory has injected new momentum into the study of subtitle translation applications, breaking away from the traditional monomodal and symbolic studies and contributing to the international dissemination of more domestic audio-visual cultural products.

Lenin, Putin, and Rage Guy: Internet memes in the discourse of a Russian far-right community

ABSTRACT The article addresses Internet memes’ usage in Russian far-right discourse, seeking to evaluate how it corresponds with the basic roles of memes in political communication and the extent to which the Russian far-right memetic vernacular is universally translatable. The article uses qualitative content analysis and multimodal discourse analysis of the “Right-Wing Memes” community on the Russian social networking site Vkontakte. The Russian far-right builds its social identity by filling the floating signifiers of the “left-wing,” “migrants,” and “Russian national state” with relevant meanings through the memetic means of visual humor, bitter irony, and parallel comparison. These construct the in- and out-groups, convey the ideological message, and give voice to the groups excluded from the mainstream. However, although the Russian far-right employs globalized memetic tropes, the content is mainly country-specific, which, together with the language barrier, hinders the formation of a universal far-right memetic discourse.

Analysis of English Teachers' Multimodal Discourse Construction and Students' Participation in the Digital Age

In the context of the digital age, this paper delves deeply into the construction of multimodal discourse by English teachers and its relationship with students' participation. Through sorting out relevant theories, conducting empirical research, and analyzing case studies, it reveals the importance of multimodal discourse construction in English teaching. The article uses methods such as questionnaires and classroom observations to collect data, analyzes the current situation of English teachers' multimodal discourse construction, including teachers' understanding of multimodal discourse construction, the utilization of multimodal teaching resources, and the methods of multimodal discourse construction. At the same time, it explores students' cognition and participation in English teachers' multimodal discourse construction, covering students' interest and attitude towards multimodal teaching, their participation in multimodal classrooms, and their evaluation of the effect of multimodal teaching. Moreover, it proposes corresponding improvement strategies to provide beneficial references for improving the quality of English teaching and students' participation.

A Study of the English Translation of Characteristic Cuisines of the Hexi Corridor from the Perspective of Multimodal Discourse Analysis

Given the diversity of geographical and cultural backgrounds, it is difficult to find precise counterparts of many food-related vocabularies in the unique dietary culture of the Hexi Corridor in the target language, making it challenging to fully convey the essence of its local dietary culture in translation. To achieve the purpose of translation, the theory of multimodal discourse analysis provides an ideal translation approach through the language mode, image mode, sound mode, and the synergistic effect of multimodalities, which can accurately address the deficiencies in the translation of dietary culture. Through this research, it is not only possible to highlight the unique charm of the dietary culture of the Hexi Corridor but also to build a bridge for its international dissemination, promoting cross-border cultural exchanges and mutual understanding.

Students' Meaning‐Making of Nature of Science: Interaction Between Visual, Verbal, and Written Modes of Representation

ABSTRACTStudents' understanding of nature of science (NOS) has been largely examined primarily in written or verbal modes. The visual, verbal, and written modes are essential for students' meaning‐making of NOS. However, research has sidelined the interaction among these three modes in understanding students' collaborative discourse of NOS. Informed by theories of multimodality and social semiotics, this paper investigates the interactions between the visual, verbal, and written modes as groups of students engaged in explicit‐reflective multimodal representation during NOS instruction. Utilizing a collective case study approach, we planned NOS instruction with teachers, and videotaped how each focal group of students in two grade seven classes in Hong Kong constructed multimodal representations of NOS. Multimodal discourse analysis revealed that the three modes fulfill various purposes during students' co‐construction of multimodal representations of NOS. The interaction between the three modes facilitates meaning‐making of NOS in four ways: (a) students' re‐semiotization of discursive scientific practices into their multimodal ensembles; (b) bridging students' writing of scientific reports to scientists' social certification and dissemination; (c) connecting students' decontextualized meaning‐making to contextualized meaning‐making of methods and methodological rules; and (d) facilitating students' embodied semiosis in social organizations and interactions of science. Focusing on four episodes of co‐constructing multimodal representations of NOS, we illustrate how students' meaning‐making of NOS is multimodal in nature and how various modes have their own affordances. We discuss future research directions on how multimodality can facilitate students' meaning‐making of NOS.

How to prevent deception: A study of digital deception in “visual poverty” livestream

This study, grounded in the interpersonal deception theory (IDT), aims to analyze the new form of digital deception known as “visual poverty” in livestreaming rooms. Through a multimodal discourse analysis of the collected data, this study found three distinct linguistic strategies employed in “visual poverty” livestream: illocutionary strategy, discourse strategy, and nonverbal strategy. These strategies are designed to achieve three interactional goals: constructing a false identity, reinforcing credibility, and gaining economic benefits. Based on these findings, this study further analyzed why it is difficult to detect digital deception and proposed suggestions to prevent it. This study theoretically proposes online IDT and offers practical suggestions for preventing digital deception, bearing both theoretical and practical significance.

Investigating Gender-Based Stereotypes in Advertisement Landscape: A Multimodal Analysis of an Indian Town

Abstract This study examines the prevalence of gender stereotypes in outdoor advertising within an Indian satellite town, focusing on the portrayal of women and men in stereotypical gender roles. Images of outdoor advertisements were collected from the busy streets and subjected to purposive sampling for analysis. The analysis was done with critical discourse analysis and multimodal discourse analysis. The results reveal a clear endorsement of men in powerful and high-status positions, while women are consistently depicted as objects and confined to traditional roles as homemakers. The purpose of this study is to emphasize the importance of addressing gender issues, not only for cultural understanding but also for recognizing the pervasive influence of gender-based social conditioning, which undermines the foundation of an equitable society.

Navigating nuance: the dual edges of multimodal discourse analysis in Macao’s policy evolution

Navigating nuance: the dual edges of multimodal discourse analysis in Macao’s policy evolution

Transcreation on social media through translingual English

ABSTRACT Drawing on a creative and translingual approach to translation, the researcher examines online transcreation on social media. This study focuses on online transcreation by multilingual speakers who subtitle and translate video content through translingual English. This article first illustrates the relationships among translanguaging, translation, and transcreation. The article then provides metafunctional and multimodal discourse analyses of figurative, phatic, and pragmatic expressions and associated snapshots of manga-related visual images, anime-focused actions, and comic multimodal performances from subtitled videos on YouTube. Against the backdrop of transnational and transcultural flows (e.g. Japanese-mania and the Korean wave), the analyses reveal YouTubers’ transcreational strategies in a playful register. This study contributes to the theoretical and practical development of translingual transcreation in participatory social media discourse.

GENDER-ORIENTED ADVERTISING AND PECULIARITIES OF ITS TRANSLATION IN LATVIA

Advertising both serves as a mirror of existing values in the society and makes an impact on them. By using stereotypes adverts can perpetuate them. This research explores the use of gender stereotypes in Latvian advertising from 2010 to 2023, with a particular focus on content in the men's magazine Klubs and the women's magazine Ieva. Through a qualitative and multimodal discourse analysis, the study examines how advertising reflects and perpetuates societal values through the use of gender stereotypes. To provide a broader view of the discussed issues the authors also consider adverts in other media and give a wider context of the gender stereotype discussion in Latvia. A brief insight into advertising in Latvia in 1920s and 1930s shows the existence of gender stereotypes, some of which are still present today. Modern stereotypes about women and men as depicted in adverts are analysed, along with non-stereotypical adverts that are becoming more numerous. The research finds that while a shift toward fewer gender stereotypes is visible in Latvian advertising, this change is not significant or widespread. In contrast, regions (for example, Rēzekne and Ogre still) exhibit more traditional and objectifying portrayals of gender roles. Results suggest that the translation of advertisements plays a crucial role in either reinforcing or breaking stereotypes, with recent examples showing both tendencies. Despite a gradual shift towards non-stereotypical portrayals, gender stereotypes in advertising remain deeply rooted in Latvian society, particularly in certain regions. The novelty of this research lies in its comparison of gender stereotypes across different time periods and media, particularly highlighting the evolving portrayal of women and men in advertising. Furthemore, the study pays specific attention to translated advertisements, revealing both the persistence of stereotypes and cases where they are being gradually challenged.

Authenticity, Image-Construction, and Social Media: Multimodal Insights from US Vice President Kamala Harris on Twitter

This study contributes to the broader discourse of mediated strategic political communication by providing insights into how a rarely studied elected government official (Vice President) uses authenticity cues on social media to construct her public image. Using the case of US Vice President Harris, the study adopts a Multimodal Discourse Analysis to uncover how she strategically displayed authenticity in her first 90 days of office. Findings indicated that she enacted authenticity through her tweets that showed her close relationship with President Biden, her interactions with citizens of different age groups, her official addresses, her expression of inner thoughts, and her display of intimate working environments. The study also discusses the broader implications of findings for strategic communication on social media.