Intersemiotic projection is one of the most common configurations in the knowledge construction process of academic comics. Although previous studies address some general features of intersemiotic projection, further research on interdependency relations of intersemiotic projection is needed in order to map out the whole system. This study, based on the social-semiotic approach to multimodal studies, proposes a systemic framework of image-text paratactic and hypotactic projection in academic comics. This framework identifies three sub-categories of paratactic projection and hypotactic projection, respectively: Emergent, (...) Adjoined, Sequential, Compound, Subsumed, and Fused. The use of these projection configurations contributes to the realization of the communicative purposes of academic comics to evidence, exemplify, emphasize, explain, elaborate, and visualize the discussed knowledge. This research attempts not only to contribute to the theoretical development of multimodality from the social-semiotic perspective by refining and enlarging the multimodal hypotactic projection framework but also to provide an effective and applicable tool for comics analysis. (shrink)

Name der Zeitschrift: Semiotica Jahrgang: 2018 Heft: 220 Seiten: 95-121.

This article attempts to evaluate emotive meanings across languages and cultures expressed and elicited semiotically from viewers. It investigates the challenges of subtitling emotive feelings in the American filmHomeless to Harvard(2003) into Arabic. It adopts Paul Thibault’s (2000. The multimodal transcription of a television advertisement: Theory and practice. In Anthony Baldry (ed.),Multimodality and multimediality in the distance learning age, 311–385. Campobasso: Palladino Editore) method of multimodal transcription and Feng and O’Halloran’s (2013. The multimodal representation of emotion in film: Integrating cognitive (...) and semiotic approaches.Semiotica197(1/4). 79–100) framework of the multimodal representation of emotion to formulate strategies for subtitling emotion from English into Arabic. Additionally, Feng and O’Halloran’s (2013) framework is adapted to show how stylistic choices (e.g., cinematography, music, soundtracks, etc.) and semiotic expressions can elicit emotion from viewers. The social semiotic model is employed to investigate how emotive representation is realized through verbal and non-verbal items. The findings showed that the filmmakers had properly used stylistic choices and various semiotic techniques to elicit emotion from the viewer derived from the emotion of the film’s heroine. (shrink)

Improvising selected tools from Kress and Van Leeuwen’s inter-semiosis framework, this study explores how, between global and local, TV commercials in India often reframe a cultural third space producing new discursive forms and identities. Three commercials from the food and beverage category are selected on the basis of the country of origin of the endorsing company and the patterns of glocalization. Multimodal discourse analysis reveals that the commercials construct the glocal identity in several ways. In the Knorr Soups commercial, the (...) melody of the title song is contemporary pop, whereas the delivery style and crooning are distinctively Western. The language is predominantly Hindi with deft use of selected English words. The Funda Mint commercial casts a rebel voice-support executive who rejects the pseudo-glocal identity and asserts his true identity. In the Cadbury Bournvita Folk commercial, the two boys represent the global and the local in the realm of creativity. The study advances the knowledge of product positioning and brand identity involving the intersemiosis of discursive elements from different cultural spaces within the contemporary Indian consumerist culture. (shrink)

As leadership discourses in higher education are increasingly being mediated online, texts previously reserved for staff are now being made available in the public domain. As such, these texts become accessible for study, critique and evaluation. Additionally, discourses previously confined to the written domain are now increasingly multimodal. Thus, an approach is required that is capable of relating detailed, complex multimodal discourse analyses to broader sociocultural perspectives to account for the complex meaning-making practices that operate in online leadership discourses. For (...) this purpose, a digital multimodal discourse approach is proposed and illustrated via a small-scale case study of the online leadership discourse of an Australian university. The analysis of two short video texts demonstrates how a digital multimodal discourse perspective facilitates the identification of key multimodal systems used for meaning-making in online communication, how meaning arises through combinations of semiotic choices, and how the results of multimodal discourse analysis using digital technology can reveal larger sociocultural patterns – in this case, divergent leadership styles and approaches as reflected in online discourse, at a time of immense change within the higher education sector. (shrink)