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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.
|Title of host publication||Methods of critical discourse studies|
|Editors||Wodak, R., Meyer, M.|
|Place of Publication||London u.a.|
|Pages||180 - 204|
|Publication status||Published - 2016|
Austrian Classification of Fields of Science and Technology (ÖFOS)
- 502052 Business administration
- 506009 Organisation theory
- 1 Active
The visual dimension in organizing, organization, and organization research
Höllerer, M., Jancsary, D. & Meyer, R.
1/01/09 → …
Project: Research funding