A Multimodal Critical Discourse Analysis of Lingnan Cultural Promotional Videos on Social Media

In recent years,more and more directors of culture and tourism have taken part in the promotion of local cultural tourism by cross-dressing,talent shows,and pushing their limits on self-media platforms.This study investigates short videos of Lingnan culture promoted by directors general and deputy directors general of the Culture,Radio,Television,Tourism,and Sports Bureau of counties and cities in Guangdong Province on social media by the method of multimodal critical discourse analysis.The analysis of 33 videos shows that Lingnan culture is a domineering and confident culture,historical culture,graceful and elegant culture,and vibrant and active culture.Domineering and confident culture is embedded in the utterances and behaviors of the directors general or deputy directors general in the video.Historical culture is realized through the conversation with historical figures through time travel.Graceful and elegant culture is constructed in the depiction of sceneries and the depiction of characters’manners.Vibrant and active culture is represented in the depiction of the characters’actional process and analytical process.

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.

Literature Review of Multimodal Discourse Analysis of Textbooks

With the rapid development of modern technology,textbooks have been undergoing great changes from the traditionallypaper-based form to the multimodal form.Multimodality has become a major feature of textbook discourse.Multimodal discourseanalysis is a new approach to discourse analysis based on the semiotic theory of systemic functional linguistics.This paper providesa detailed review of multimodal discourse analysis(hereafter MDA) in modern linguistics and some previous researches on textbookdiscourse.Then it further outlines what have already been done on textbook discourse from the perspective of MDA.

Tobacco Control Intervention:A Comparative Multimodal Discourse Analysis of Video Advertisements in China and Australia

Significant differences in tobacco-control initiatives and achievements between Australia and China have been witnessed in the world,despite the fact that thecountries share the Asia-pacific region and have intimate relationships.The smoking rate in Australia has been on a downward trend since the 1980s and therefore Australia has been portrayed as a“dark market”by global tobacco industry companies.However in China,cigarette smoking is the chief killer that causes deadly health risks to both direct users of tobacco and people exposed to second-hand smoke.Non-communicable diseases due to this have caused great burden to the national medical resources.As a vital intervention tool of mass media campaign,public health advertisements on tobacco-control have played an important role in influencing the cognition and behavior of recipients.This study aims to compare the strategies adopted by the advertisements in Australia and China through corpus-driven multimodal discourse analysis to conduct quantitative analysis and qualitative case study.The results of comparative analysis indicate different pathways of tobacco-control advertisements constructions in the two countries that Australian tobacco-control advertisements achieved better in terms of health communication intervention to encourage cessation among smokers and reduce smoking initiation among potential smokers at the population level.To be compared,Chinese tobacco-control advertisements placed a heavier emphasis on the health hazards caused by second-hand smoking to protect people from the attributable morbidity and mortality.From the perspective of content theme,this study argues that Chinese tobacco-control advertisements should shift the focus to the health damage of smoking to smokers which is more targeted and fundamental.From the perspective of multimodal presentations of the video advertisements,a more prominent demonstration of the health damage is recommended.Moreover,this study argues that cultural-oriented strategies should be developed in the tobacco-control advertisements if considering the cigarette sharing and gifting social phenomenon in the Chinese society.

The Media Images of Old Influencers on TikTok:A Multimodal Critical Discourse Analysis

Drawing on the insights from multimodal critical discourse analysis,this study mainly focuses on two super-gerontic celebrities by selecting 60 videos to elucidate how their images are represented through linguistic(e.g.,captions,and hashtags)and other semiotic resources(e.g.,accessories,semiotic tools,and etc.).The findings suggest that images of the old celebrities are characterized as being attractive,wise,stylish,healthy and young,indicating that they are breaking up the stereotypical images of old people who are unattractive,dependent and senile.The phenomenon of old influencers making themselves visible on the social media suggests that they are moving towards successful aging with the backdrop of aging society in China.This present study suggests that multimodal construction of old celebrities can inform relevant practice to combat ageism in the media and helps to empower the old people in the media discourse.In doing so,the pedagogical implication of present study lies in its education about how we view aging in the aging society.

Multimodal Discourse Analysis-A Corpus-based Study

According to multimodal discourse analysis(MDA),different kinds of semiotic modes work together to conduct meaning.Previous studies on MDA only involve case analysis.Nowadays,scholars tend to establish multimodal corpora to provide a more fuller and comprehensive study on multimodal discourses.In this paper,the author will look at some grand thesis about multimodal corpora and summarize the development of multimodal corpora.

A Multimodal Discourse Analysis of the Publicity Film of Qingdao, the Host City of the SCO Summit

With the innovation of information technology,the communication mode which is dominated by language has changed,and image,sound,color and other semiotic resources are playing an increasingly important role in the meaning construction of com?munication.Thus,the multimodal discourse whose communicative meaning is achieved by a variety of semiotic resources aroused the attention of scholars,and multimodal discourse analysis emerged as required.Therefore,based on Kress and van Leeuwen’s vi?sual grammar,this thesis makes a multimodal discourse analysis(MDA)of the publicity film of Qingdao published before the SCO summit,exploring the meaning-making of visual modality.

A Multimodal Discourse Analysis of the Movie Poster: A.I. Artificial Intelligence from the Perspective of Visual Grammar

This paper carries out a multimodal discourse analysis of a movie poster:A.I.Artificial Intelligence based on the Kress and van Leeuwen’s visual grammar.The result of analysis shows that a movie poster as a special discourse demonstrates greatly the cultural value and artistic charm itself.The analysis might give insight to the design of movie posters.

Meaning Construction of 2019 Beijing International Horticultural Exposition Emblem from the Perspective of Multimodal Discourse Analysis

The multimodal discourse has been playing a significant role in modern society since its springing-up from the 1990s.Based on the theoretical framework of Visual Grammar(VG)put forward by Kress&van Leeuwen(1996),this study,from the per⁃spective of multimodal discourse analysis,aims at exploring the meaning construction in the emblem of 2019 Beijing International Horticultural Exposition.It is found that an emblem can be interpreted with other modes such as visual image,color and pattern de⁃sign apart from verbal language,which will not only work to participate in the overall meaning construction with mutual interaction,but also analyze how sociocultural background,local customs and humanity spirit are reflected through these forms.

A Multimodal Discourse Analysis of Meaning Construction of Real Estate Posters

Posters have been one of the main research subjects in the Systemic-Functional Linguistics. Nowadays, posters are full of various types of semiotic modes with their wide applications of multimodality. This phenomenon is reflected in real estate posters as well, therefore, this thesis hopes to explore their essence of using multimodality and discussing meaning construction of the real estate posters.

Discourse Analysis of Taylor Swift’s“Look What You Made Me Do”—From the Perspective of Multimodal Metaphor and the Formal Level of SFL Basis

Multimodal discourse analysis is a relatively new area of study and has received great attention these years.Relative studies have also made development in recent years concerning advertisement,classroom education,political speech,and commer⁃cial events,but few have stepped into the music domain.This paper made use of Taylor Swift’s hit single“Look What You Made Me Do”to explore multimodal discourse analysis on music from the perspective of multimodal metaphor and the formal level of sys⁃temic functional linguistics(SFL),and to reveal the relationship between its lyric,tune,and music video,which shows how these multimodal discourse interrelated and coordinated to express the producer’s meaning,attitude,and ideas.

A Multimodal Discourse Analysis of the Cosmetic Advertisement: Takingthe Poster of STEEROREAR as an Example

Because of the high speed of the development of technology,the traditional way to transmit information through language is gradually replaced by the newly appeared multimodal way of analyzing.This paper takes one cosmetic advertisement of STEERO-REAR as an example,aiming to analyze those adopted modalities in the poster.After analyzing,it is found that the elements,like color and position of the participants,contribute to the meaning construction in an organic way.The meaning and purpose of the producer are realized through the construction of representational meaning,interactive meaning and compositional meaning.

The Subtitle Translation of Movie from the Perspective of Multimodal Discourse Analysis

With the development of science and technology,especially the development of digital technology,mankind has entered the age of multimedia,and the mode of human life and communication have undergone profound changes.As a single communicative mode,language has been gradually replaced by complex communicative mode composed of language,image and sound.Multimodal discourse analysis provides a new perspective for discourse analysis composed of a variety of symbols,which can help readers understand how symbols such as images and music work together and form meanings.Firm analysis is often analyzed from the perspective of psychology,aesthetics and other macro aspects,but seldom from the perspective of linguistics.The paper analyzes how the theory of multimodal discourse analysis affects the translation of film by discussing the interaction between film translation and multimodal modes in the film Pride and Prejudice.

A Social Semiotic Approach to the Multimodal Discourse of an Advertisement of “Vivo”

Multimodal Discourse Analysis which is based on the Systematic Functional Linguistic Theory has been hotly discussed in the field of linguistics and social semiotics recently.Based on Kress and Van Leeuween s the Grammar of Visual Design,this paper analyzes the advertisement of Vivo from the representational meaning,interactive meaning and compositional meaning of the images.This reveals the expressional function of the images as a kind of social semiotics.

Multimodal Discourse Analysis of Public Service Posters on Low-Carbon Life

Low-carbon living represents both a new lifestyle and an environmental responsibility vital for sustainable development,positioning it as a central theme in environmental public service advertisements(PSAs).This research employs a multimodal discourse analysis approach to examining eight public service posters advocating low-carbon living from Xinhua News Agency,primarily utilizing the visual grammar framework established by Kress and Van Leeuwen.The study explores these posters through three key perspectives:representational meaning,interactive meaning,and compositional meaning.By analyzing the interplay between visual and linguistic modalities,this research contributes to the overall understanding of public service posters and supports the promotion of China’s low-carbon development initiatives.

Recovering from cultural blindness:multimodal Positive Discourse Analysis of metaphors in hand-drawn sketches about Islam

This paper extends Nartey's model of Positive Discourse Analysis(PDA),examining the visual metaphors(VM)in the representations of Islamic identity.The paper highlights how hand-drawings operate as a positive discourse resisting negative accusations in hegemonic discourses about Islam.This PDA study is an intellectual proximity between semiotics,VMs and cultural studies.Through the constructed framework,I argue that PDA can utilize VMs to construct/construe homogeneity and inclusiveness.Through the findings of this study,we can construe the imageries as a reflection of the physical and cultural environments whose cognition is attained by examining how semiotic signs reflect and are reflected by conscious awareness and perception.A major criticism of PDA is its lack of contextual framing,that's why this paper provides a contextual framing mixing semiotic visuality and the sociocultural construal of discursive representation of Muslim identity.The interpretation of the findings is contextualized after the adaptation of the philosophical view of Molymeux's question,the issue of blindnessfrom birth,and the capability of seeing things properly if someone,hypothetically,gains his sight again.

A Multimodal Discourse Analysis of Saudi Arabic Television Commercials

This study provides a multimodal discourse analysis of Saudi Arabic TV commercials from a linguistic and visual semiotic perspective,linking communication,language,and culture.The study draws on pragmatics,semiotics,and language and culture,within the framework of discourse analysis.The data consisted of five commercials of personal care items,with the analysis focusing on figurative linguistic elements,including metaphorical expressions and personification,as well as visual elements,including visual metaphors and semiotic symbols.The analysis is based on Lakoff and Johnson’s(2003)conceptual metaphor theory,Saussure’s(1966)theory of semiology,and Grice’s(1975)theory of conversational implicatures.The findings contribute to the existing literature on visual and linguistic metaphors and could serve as a foundation for future studies to examine how the interaction between language and visuals in advertising is represented across cultures.It could also have implications for the practice of advertising in international business and marketing communication.

Multimodal positive discourse analysis of national image publicity video

This study employs a revised theoretical framework of multimodal positive discourse analysis to analyze the process of national image construction in a Chinese video.In contrast to original studies focusing mainly on language or text and image,this study considers three interrelated multimodal resources:sound,image,and language.Different modalities play different roles in national image construction,and they also collaborate with each other for a uniform purpose.Specific multimodal working mechanisms contribute to the construction of a positive national image.Multimodal resources are also signs in the sense of semiotics,which are perceived by different sense organs and take effect in producing vivid and impressive senses.

A multimodal analysis of Piggyvest's animated advertisement videos

This study examines the persuasive strategies in selected animated advertisement videos by Piggyvest,the first and one of the fastest-growing online savings platforms in Nigeria,whose modus operandi is quite different from those of the conventional banking system.Drawing insights from Kress and van Leeuwen's(2006.Reading images:The grammar of visual design,2nd edn.New York:Routledge)Multimodal Discourse Analytic framework,12 samples of Piggyvest's animated videos(for advertisements)were randomly sampled out of the 30 videos initially purposively sampled.Findings reveal metaphorisation of financial management and discipline,playing around gender-related ideas on finances,foregrounding of aspirations and financial decisions,depiction of cognitive strength and weakness on money matters,and striking a connection between money and relationships are persuasive strategies deployed in the animated advertisement videos by Piggyvest to appeal to their target audience.