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Discourse Analysis-Assignment (4 June 2024)

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45 views3 pages

Discourse Analysis-Assignment (4 June 2024)

Uploaded by

Rifa
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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WEEK 13

Group: Discourse Analysis


(A)
● Nabila Myisha (1612100034)
● Dinda Sabila (1612100053)

Resume:

1. A Multimodal Discourse Analysis of Political Speeches: The Case of Donald Trump’s


2016 Election Speeches

The passage highlights the multifaceted nature of political speeches. It argues that
these speeches go beyond just the spoken words (verbal mode) and incorporate various
elements to deliver meaning. These additional elements, like vocal tone, gestures, and the
environment (non-verbal modes), act like additional ingredients in a recipe. Analyzing a
video recording, which captures all these elements, provides a richer and more complete
understanding of the speech compared to just reading a transcript (focusing solely on the
verbal mode) (Bonsignori and Camiciottoli (2017)). Interestingly, the text points out that
research using multimodal discourse analysis to study political speeches, especially those
by populist leaders, is still a developing field.

Theory:
- Jewitt, Bezemer and O’Halloran (2016) define MDA (Multimodal Discourse
Analysis) studies how different communication elements, like words, images, and
sounds, work together to create meaning. It analyzes the rules behind these
elements, similar to how grammar works for languages. By examining how these
elements interact, MDA helps us understand the overall message being conveyed.
- As explained by O’Halloran, MDA breaks away from just studying language to
encompass all the tools we use to communicate. This includes things like
gestures, pictures, sounds, and even symbols. The key idea is that meaning isn't
created by words alone, but by the interplay of all these elements together. MDA
doesn't just identify all the different ways we make meaning, it also explains how
these methods work together to create a complete message (2013).

2. A Multimodal Discourse Analysis of Tmall’s Double Eleven Advertisement

In analyzing commercial, the structure of the text can resonate with the customer
to trigger consumption based on several studies of discourse in multimodal analysis that
were focused on static texts like newspapers and magazines (Zhang, 2007), print
advertisements and posters (Yu, 2013), textbooks, and dynamic ones like Public Service
Advertisement (Wang, 2012; Qian, 2014), forensic texts (Guo, 2014) and movies (Luo,
2010). Using systemic functional linguistics approach (SFL) to non-verbal modes,Kress
and van Leeuwen (1996) proposed Visual Grammar.

Theory:
- In Rhetoric of the Image, R. Barthes (1977) has discussed multimodal discourse in
the interaction of language and image to express meanings.
- According to Yang (2007), advertising discourse creates social meanings as well
as symbolic value through various channels, influencing social-culture and social
relationships.
- Kress and van Leeuwen introduced the concept of Visual Grammar in 1996, based
on semiotic school's theories that were initially developed for linguistic texts.
Based on Halliday’s theory, they use different terms for the same subjects:
representational (ideational), interactive (interpersonal) and compositional
(textual). Representational meaning refers to how images depict relationships and
interactions between the individuals or objects being portrayed. Interactive
meaning centers around social interactions and how individuals perceive and react
to themselves and others in the context of the represented world in the text.
Compositional meaning interrelated representational and interactive meanings
each other using three systems:

3. A multimodal discourse analysis of English dentistry texts written by Saudi


undergraduate students: A study of theme and information structure

This study introduces a new approach called Multimodal Discourse Analysis


(SF-MDA) to examine how dental students combine text and visuals in their scientific
communication. Unlike previous research that focused only on written content, SF-MDA
considers both aspects. This is particularly helpful for educators working with non-native
students, as it allows them to analyze how these students integrate visuals with text for
clear communication. The concept of SF-MDA draws on Systemic Functional
Linguistics (SFL) to analyze the meaning-making potential of visual elements in
scientific communication, such as oral biology images. The authors argue that SFL
provides a strong framework for understanding how these visuals contribute to meaning.
Their analysis explores how students interpret these images and how the surrounding
scientific text shapes those interpretations. The study acknowledges the complexity of
visual representations and the subjective nature of interpretation. It also highlights the
non-linear way people read multimodal texts, emphasizing how readers construct
meaning through their interaction with both written and visual elements. Finally, the
analysis reveals how meaning is built through connections (intersemiotic shifts) between
the textual and visual elements.
Theory:
- Adami examines that Multimodality is all about using different ways to
communicate in the same message. This can include things like words, pictures,
sounds, how things are arranged, body language, and even how close you stand to
someone (2016).

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