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.
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Abstract
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.
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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 |
Associations
- Projects
- The visual dimension in organizing, organization, and organization research
- People
- Jancsary, Dennis (Details)
- Höllerer, Markus (Details)
- Meyer, Renate (Details)
- Organization
- 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)