Critical analysis of visual and multimodal texts

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This chapter is dedicated to the critical analysis of multimodal texts - i.e., texts that incorporate semiotic resources beyond verbal language. Our focus here is, in particular, on the relationship between the verbal and the visual mode of communication. In a first section, we touch briefly on the ubiquity of multimodality in contemporary society and provide definitions of core concepts. We then continue, in a second section, to systematically develop an argument for the relevance of multimodality within critical disocurse analysis (CDA). The third section summarizes a number of exemplary studies that have adopted a critical approach in multimodal discourse analysis. These studies cover a variety of issues and areas of scholarly inquiry, and therefore aptly demonstrate that multimodal CDA can be applied in various forms. In the fourth section, we introduce - as a practical example - one particular methodological appraoch in more detail, and illustrate its various analytical steps on the basis of two selected multimodal texts. We close with a brief reflection and some concluding remarks.
Original languageEnglish
Title of host publicationMethods of critical discourse studies
Editors Wodak, R., Meyer, M.
Place of PublicationLondon u.a.
PublisherSage Publications
Pages180 - 204
ISBN (Print)978-1-4462-8241-3
Publication statusPublished - 2016

Austrian Classification of Fields of Science and Technology (ÖFOS)

  • 502052 Business administration
  • 506009 Organisation theory

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