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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 (...) |
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This paper examines within the theoretical framework of intertextuality the mobilization of glocalization as an international marketing strategy in Nike’s and Adidas’s 2008 advertising campaigns in China. Intertextuality is seen as a form of mediation through which the glocalization strategy conducted within the domain of global marking is taken up in the domain of advertising communication. The paper also assumes the interrelations of intertextual performance to value orientations and group affiliations. By analyzing intertextuality in relation to affinity groups, it aims (...) |
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ABSTRACTCritical Discourse Studies positions itself as a critical, transformative practice that seeks to expose the ways in which discourse is able to constitute social, political, economic, gendered, racial, and sexual inequalities as normal and unremarkable. In this respect, CDS is an expressly political and therefore ethical project. Nevertheless, this article posits that, quite remarkably, the ethical frameworks that guide CDS have remained largely under-theorized and taken for granted. Accordingly, this paper seeks to contribute to this much-needed area of theoretical inquiry (...) |
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This paper presents a critical multimodal analysis of the representation of robots and work in recent commercials. Commercials were selected that represented robots not as tools of industry but as workers. Robots are increasingly endowed with the ability to not only take on the work of human workers engaged in productive, material forms of labour but immaterial, affective forms of labour as well. Rather than being represented as dead capital, the robots instead function within the narratives as living labour and (...) |
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This paper will use the theoretical concepts of ‘intertextuality’, ‘interdiscursivity’ and ‘resemiotization’ to analyse four media texts on South African president, Jacob Zuma. The aims of the paper are, first, to analyse the role that intertextual references play in the construction of the identity of public figures. Second, the paper investigates the semiotic affordances of the visual and linguistic mode by tracing how previous discourses and texts about Jacob Zuma move across discursive spaces and modes. The findings suggest that reference (...) |
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