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  1. Representing robots as living labour in advertisements: the new discourse of worker–employer power relations.Ian Roderick - 2013 - Critical Discourse Studies 10 (4):392-405.
    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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  • The multimodal construction of the identity of politicians: Constructing Jacob zuma through prior texts, prior discourses and multiple modes.Marcelyn Oostendorp - 2015 - Critical Discourse Studies 12 (1):39-56.
    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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  • Intertextuality as a strategy of glocalization: A comparative study of Nike’s and Adidas’s 2008 advertising campaigns in China.Songqing Li - 2019 - Semiotica 2019 (230):495-513.
    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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