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Multimodal Discourse Analysis

This document discusses multimodal discourse analysis, which examines how different modes of communication like images, video, and sound work together with text to create meaning. It focuses on how elements like color, framing, and positioning contribute to meaning-making. Much of the analysis is influenced by Halliday's social semiotics approach, which views language as one of many resources used to communicate. The document also describes Kress and Leeuwen's framework of visual grammar, which asserts that images can fulfill the same three metafunctions as language: representational, interactive, and compositional.

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Uswah Dastgir
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212 views

Multimodal Discourse Analysis

This document discusses multimodal discourse analysis, which examines how different modes of communication like images, video, and sound work together with text to create meaning. It focuses on how elements like color, framing, and positioning contribute to meaning-making. Much of the analysis is influenced by Halliday's social semiotics approach, which views language as one of many resources used to communicate. The document also describes Kress and Leeuwen's framework of visual grammar, which asserts that images can fulfill the same three metafunctions as language: representational, interactive, and compositional.

Uploaded by

Uswah Dastgir
Copyright
© © All Rights Reserved
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Multimodal Discourse Analysis

WEEK 7
FARWA QAZALBASH
Introduction
• Multimodal discourse analysis considers how text draw on
modes of communication such as pictures, film, video,
images and sound in combination with words to make
meaning.

• It has examined print genres as well as genres such as


web pages, film and television programs. it considers how
multimodal texts are designed and how semiotic tools
such as color, framing, focus and positioning elements
contribute to the making of meaning in the text.
• Much of the work in multimodal discourse
draws from Halliday’s social semiotics
approach to language, a view that considers
language as one among a number of semiotic
resources such as (gesture, images, music)
that people use to communicate, or to make
meaning, with each other
• Kress and Leeuwen draw examples for various
domains like websites, magazines,
advertisement and text books and postulated
that all of them contribute in making
meanings in a social context. The strategies
given in framework of visual grammar are
discussed below in detail.
• Halliday (2009a) describes Three types of
social meanings, or functions that are drawn
on simultaneously in the use of language:
1. Ideational ( what the text is about)
2. Interpersonal ( relationship between
participants)
3. Textual meaning (how the message is
organized) (Paltridge 2012)
Framework of Visual Grammar

• Kress and Leeuwen (2005, 2011) assert that images, music, color
typography and other visual modes are significant to meaning and
are no different than language. They proposed their model on the
basis of Hallidays’ systemic functional language because they
posited that images like language can fulfill three metafunctions.

• Kress and Leeuwen further postulated that images like other


modes of communication have in them the capacity to
communicate just like texts and have the ability to internally
cohere with each other as well as externally with the context they
are produced in.
1. REPRESENTATIONAL METAFUNCTION
2. INTERACTIVE METAFUNCTION

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