Quotation Jancsary, Dennis, Höllerer, Markus, Meyer, Renate. 2016. Critical analysis of visual and multimodal texts. In: Methods of critical discourse studies, Hrsg. Wodak, R., Meyer, M. 180-204. London u.a. SAGE Publications.




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.


Press 'enter' for creating the tag

Publication's profile

Status of publication Published
Affiliation WU
Type of publication Chapter in edited volume
Language English
Title Critical analysis of visual and multimodal texts
Title of whole publication Methods of critical discourse studies
Editor Wodak, R., Meyer, M.
Page from 180
Page to 204
Location London u.a.
Publisher Sage Publications
Year 2016
ISBN 978-1-4462-8241-3


The visual dimension in organizing, organization, and organization research
Jancsary, Dennis (Details)
Höllerer, Markus (Details)
Meyer, Renate (Details)
Urban Management and Governance (Meyer) (Details)
Institute for Public Management and Governance IN (Details)
Institute for Organization Studies IN (Details)
Research areas (ÖSTAT Classification 'Statistik Austria')
5307 Business and management economics (Details)
5324 Organizational research (Details)
Google Scholar: Search