Digital texts have for decades been a challenge for reading research, creating a range of questions about reading and a need for new theories and concepts. In this paper, we focus on materialities of texts and suggest an embodied, enacted, and extended approach to the research on digital reading. We refer to findings showing that cognitive activities in reading are grounded in bodily and social experiences, and we explore the cognitive role of the body in reading, claiming that–influenced by tacit (...) knowledge and the task at hand–textual meaning is enacted through a mental and physical engagement with text. Further, applying the concept of affordances, we examine how digital technologies have induced new ways of physically handling and mentally interpreting text, indicating that brain, body, text, and technologies are integrated parts of an extended process of reading. The aim of the paper is to encourage empirical research on the interplay between body, text, and text materialities, a focus we argue will deepen our understand of the current transformation of reading. (shrink)

ABSTRACT Riding on the rising concern of public health and the growing neoliberal self-care agenda, the food market has witnessed a surge in ‘healthy’ food despite the criticism of this food does not help consumers eat more healthily. A growing interest in Critical Discourse Studies is how food marketers colonise not only the food discourse but also the broader ideas and values such as health, politics, and environment. Contributing to this growing body of research, we look at one of the (...) fastest-growing food trends, ‘functional drinks’, which claim to target physiological and psychological processes in the body, so that consumers can manage their health and performance. Company websites rely on forms of infographics to communicate how the products work. Adopting the notion of ‘integrated design’ from multimodal CDS, we show how these infographics, drawing on their affordances, are particularly useful in symbolising classifications and causalities which could not be accounted for in running texts. The paper argues that this is a way health and science converge with a neoliberal discourse of self-management and enterprise culture. Given the increased use of forms of integrated design in communication, more critical discursive work is needed in this area. (shrink)

In this article, we carry out a Multimodal Critical Discourse Analysis of a sample from a larger corpus of Romanian news articles that covered the controversial camp evictions and repatriation of Romanian Roma migrants from France that began in 2010 and continue to the time of writing in 2017. These French government policies have been highly criticized both within France and by international political and aid organizations. However, the analysis shows how these brutal, anti-humanitarian events became recontextualized in the Romanian (...) Press to represent the French government’s actions as peaceful and consensual. In addition, the demonization of the Roma in the press serves as a strategy to continuously disassociate them from their Romanian counterparts. While there is a long history of discrimination against the Roma in Romania, these particular recontextualizations can be understood in the context of the Romanian government’s need to gloss over its failure to comply with the Schengen accession requirements and acquire full European Union membership. (shrink)

ABSTRACT Using the example of the Twitter feed #MeToo, this paper argues that CDS, in its task to understand more about how social media can offer ways for voices to challenge ideologies from below, needs to explore the ideas of ‘nodes’. Right wing populism in the west: Social media discourse and echo chambers. https://www.researchgate.net/profile/majid_khosravinik/publications) and ‘echo chambers’ in greater detail. Though #MeToo did provide an ideological challenge, I show how it is also discursively chaotic and partly driven by influencers who (...) may have a range of other motivations to align with the moral capital in the feed. At another level, #MeToo is highly nodal in terms of affect and moral conviction. These features can be understood in regard to nodal power of affective connectivity. Affective publics and structure of storytelling: Sentiment, events and mediality. Information, Communication and Society, 19, 307–324. https://doi.org/10.1080/1369118x.2015.1109697) and also in terms of major shifts in accepted norms of debating politics and society driven by social media. I consider what this means for CDS in relation to identifying discourses and discovering ideology in the social media landscape. (shrink)

This paper explores how national socialist aesthetics and semiotics are regimented within the Swedish Nazi milieu today. In order to treat fascism as contemporary ideology, the article applies intertextuality and provenance as analytical concepts in the analysis of how Nazism is re-emerging discursively. The analysis contributes unique insights, as the dataset consists of extremist discourse aimed at providing members of the most prominent Swedish Nazi movement with guidance on how to embody and express national socialism in their everyday lives. The (...) analysis reveals that common-sense notions about ‘a natural life’ and mainstream aesthetics concerning an outdoor lifestyle emerge as central expressions of a ‘natural’ and ‘healthy’ embodiment of national socialism. This aesthetic finds its ideological motive in opposition to a ‘sick’, ‘Jewish’ and ‘parasitical’ way of living. Mainstream notions are thus turned into vehicles for political extremism. (shrink)

Ledin and Machin's critique of the use of some current approaches to multimodality for the purposes of critical discourse studies raises some important methodological concerns that need to be addressed. However, both the particular position they develop as well as some of the key points they raise are themselves problematic. In this response, I argue that Ledin and Machin misconstrue some significant aspects of the body of theory they critique and, as a consequence, offer a potentially misleading view of the (...) relevant state of the art in multimodality. I suggest that pursuing closer alignments with theoretically more nuanced accounts of multimodality would allow the account that Ledin and Machin propose to be revised in ways better suited to the task of conducting empirically-driven multimodal critical discourse studies. (shrink)

ABSTRACTIn Critical Discourse Studies and in other linguistics oriented scholarly journals we now see more research which draws upon multimodality as part of carrying out analyses of how text...

This paper provides a critical investigation into the discourse of egg freezing on Xiaohongshu, a prominent social media platform in China, to uncover the complexities of female identity, reproductive autonomy, and consumer narratives within this context. Employing Multimodal Critical Discourse Analysis (MCDA), it examines the discursive construction of self by single Chinese women who share their egg freezing experiences online. This study scrutinizes the semiotic resources utilized in these narratives, including textual and visual elements, to reveal how individuals craft their (...) identities in relation to emerging reproductive technologies. The analysis identifies dominant themes in the discourse, such as ‘negotiation of motherhood’, ‘women’s empowerment’, and ‘technologization of egg freezing’, juxtaposing these against the backdrop of China’s market socialism and shifting social attitudes. By engaging with the posts of Xiaohongshu bloggers, the research dissects how these women articulate their journeys, challenging traditional paradigms and contributing to ongoing debates about women’s rights and feminist ideologies in the context of advanced reproductive technologies. (shrink)

In a 2018 referendum, the Irish electorate voted in favour of repealing Ireland's quasi-total legal ban on abortion. The referendum campaign saw important public discussions regarding gender roles in twenty-first century Ireland. While the constitutional ban on abortion was condemned by abortion rights advocates for marginalising women's agency, the legislation which replaced it has not escaped criticism either. Therefore, questions surrounding the conceptualisation of women's agency in the 2018 referendum are still relevant today. Adopting a multimodal critical discourse analysis approach, (...) this paper analyses signage from the weeks before the vote to examine the discursive construction of women's agency in the linguistic landscape of the referendum campaign. I argue that many mainstream campaign organisations – including those arguing for liberalisation of abortion laws – were complicit in the discursive diminishment of women's agency, suggesting that the campaign did not necessarily challenge prevailing ideologies of gender and agency. (shrink)

This paper proposes a methodological synthesis in order to study multimodal media discourse and argumentation in the context of the so-called ‘refugee crisis’ in Greece. It follows the framework of Multimodal Critical Discourse Analysis, integrating this with argumentation studies, with a particular emphasis on the analysis of inference. Our data come from the Greek newspapers Kathimerini and Ta Nea. We contend that the proposed methodological synergy enables scrutiny of (a) racist conceptualizations cultivated by the representation of migrants and refugees in (...) headlines and photographs in newspaper articles along with (b) the argumentative potential that is implicitly sustained in these multimodal representations. (shrink)

The United Nations ‘Transforming our world: the 2030 Agenda for Sustainable Development’ lays out 17 Sustainable Development Goals to address a range of global issues related to the future of the planet and human well-being. Critics, however, argue that the Agenda, a complex product of multi-stakeholder governance, in its drive to accommodate many competing voices, is overloaded with weakly defined, overlapping and contradictory issues, concepts and buzzwords. These serve to gloss over actual concrete global problems and forces, concealing an underlying (...) free-trade ideology. In this paper, using Multimodal Critical Discourse Analysis, we draw attention to the nature of the documents used to communicate the Agenda. These documents comprise an edifice of self-referential texts that rely heavily on infographics, bullet points, charts and tables. Such formats appear to helpfully simplify, distil information and break things down into workable components. But, we show, through the affordances of these formats, the the vagueness of buzzwords, contradictions and lack of clear causalities can be glossed over, presenting the Agenda as a highly technical, engaging, and above all moral process. These formats are important, therefore, for the legitimization and rhetorical power of the Agenda, necessary for its take-up by governments and organizations around the world. (shrink)

It has become common to find diagrams and flow-charts used in our organizations to illustrate the nature of processes, what is involved and how it happens, or to show how parts of the organization interrelate to each other and work together. Such diagrams are used as they are thought to help visualization and simplify things in order to represent the essence of a particular situation, the core features. In this paper, using a social semiotic approach, we show that we need (...) to develop a much more critical sense of how these diagrams and flowcharts can easily abstract, conceal and substitute actual causalities, work roles and relationships. We demonstrate this using the example of a series of interrelated flows-charts used to implement a new system of target-based learning in preschool/kindergartens in Sweden – a system which works highly in favor of a rapidly privatizing education sector. Here, the flow charts shape how school processes and learning are presented to devalue the former system and value the new. (shrink)

Favoring individual entrepreneurial freedom and free-market competition, neoliberalism has reshaped the social and discursive practices of higher education institutions (HEIs) around the world. In this paper, I draw on methods from critical multimodal discourse studies and an analytic concept from linguistic anthropology to examine several sets of student service materials circulating on the campus of a Hong Kong university between 2016 and 2017. While these materials are purportedly designed with student welfare in mind, I demonstrate how they effectively position students (...) as (1) consumers of tailored services or experiences provided by the university; and (2) entrepreneurial selves, that is, socio-economically competitive and self-managed young individuals. I conclude by arguing that these service materials are shaped by and espouse a neoliberal governmentality that (re)orients HEIs and their students towards an all-pervasive marketization, competitiveness, and assertion of class privilege in a globalizing, particularly Westernized late capitalist society in Asia. (shrink)

There has been criticism of how Fair-Trade products represent workers in remote parts of the world where packaging offers an encounter with distant others which romanticizes and homogenizes them as a pre-modern form of ethnicity. Such workers are shown as always engaged in authentic, simple, honest decontextualized manual labor. And they are depicted as highly appreciative of, and empowered by, the act of ethical shopping. This paper shows that a close social semiotic analysis of Fair-Trade packaging reveals a different set (...) of meanings which sit alongside the decontextualized ones. Designs integrate these workers into more contemporary kinds of modernist, rational, design chic, which communicates its own kind of honesty and authenticity. We consider how this, too, shapes how such consumers encounter distant others and its consequence for the meaning of the act of ethical shopping, where consumers can buy into moral alignment offered by products. (shrink)

StyleLikeU is a hugely successful online social media platform that presents itself as a social justice movement related to body acceptance. Presenting moving personal stories, it offers a site for what it calls ‘diverse individuals’ to share their experiences as part of promoting individual self-acceptance in the face of a world that prioritizes one kind of body over another, which take the form of ableism, racism, sexism, homophobia, transphobia, ageism, sizeism and prejudice against disfigurement. Drawing out the discursive script carried (...) across the platform, we show how, beneath the rhetoric of progressiveness, social justice becomes a kind of personal therapy, related to empowerment and transformation, which erases actual differences in personal circumstances and the very forces of injustice. We place StyleLikeU into broader scholarly concerns about the neoliberal colonization of identity politics, diversity and intersectionality in institutions and in branding, drawing attention to how this can form one part of what are now presented as social justice movements. (shrink)

We are very grateful for the responses given to our article and for the editor of this journal for inviting us to have this kind of interaction. We simply need to have this kind of open discussion...

The lifting of work restrictions for Romanian and Bulgarian citizens in the EU, in January 2014, encountered much resistance both in European political discourse and the media, as these migrants became demonised and presented as social and economic threats. In this article, we show how the Romanian press dealt with such discriminatory discourses against the Romanian migrants. We conduct a thorough Multimodal Critical Discourse Analysis of news items published in Romanian press, prior to the lifting of work restrictions, and we (...) argue that the Roma emerged as the perfect scapegoats that could explain the deviant and unruly behaviours ascribed by some western media to ‘Romanians’. We also show how racism toward the Roma, referred here as Romaphobia, invokes non-racial practices and instead builds on a reverse victimhood narrative. Such discourses relate in a broader sense to well-established discursive practices in Romanian context but also to the political climate across Europe which is marked by increased intolerance toward the Roma. It is the mixture of stereotypical discourses and populist rhetoric that makes racism towards the Roma appear naturalised and increasingly more difficult to challenge. (shrink)