Multimodal theory has developed out of social semiotics and can be seen as a response to the rise in the use of new technologies for the creation, distribution and consumption of media texts and the need to find new ways of describing and explaining their role in representation and communication. Its development is historical. It is a response to change over time. The incorporation of the visual into social semiotics marks a key moment in the development of multimodal theory. Visual literacy is discussed in relation to changes in modes of representation and a critique of this concept is provided. This is conducted in relation to how the visual modality has been integrated into social semiotics as a platform for research into multimodal communication more generally. Framing is developed along three main lines of enquiry (semiotic, cognitive and affective) as alternative ways of accounting for some of these shifts in communication and each are presented in the form of case studies. Framing and its close relationship with composition in media texts is discussed and this understanding, one that emphasise proximity as a multimodal principle, is applied to the visual design of content, the realisation of context through the provision visual cues, and later to embodiment and urban space. The three case studies, the application of framing to a range of media texts, the critical judgements made about the role visual in contemporary theory and the application of these concepts to multimodality are presented as part of an intellectual journey.

Multimodal theory has developed out of social semiotics and can be seen as a response to the rise in the use of new technologies for the creation, distribution and consumption of media texts and the need to find new ways of describing and explaining their role in representation and communication. Its development is historical. It is a response to change over time. The incorporation of the visual into social semiotics marks a key moment in the development of multimodal theory. Visual literacy is discussed in relation to changes in modes of representation and a critique of this concept is provided. This is conducted in relation to how the visual modality has been integrated into social semiotics as a platform for research into multimodal communication more generally. Framing is developed along three main lines of enquiry (semiotic, cognitive and affective) as alternative ways of accounting for some of these shifts in communication and each are presented in the form of case studies. Framing and its close relationship with composition in media texts is discussed and this understanding, one that emphasise proximity as a multimodal principle, is applied to the visual design of content, the realisation of context through the provision visual cues, and later to embodiment and urban space. The three case studies, the application of framing to a range of media texts, the critical judgements made about the role visual in contemporary theory and the application of these concepts to multimodality are presented as part of an intellectual journey.

Magistro darbe, remiantis iš šešių interneto svetainių surinktais žurnalistų ir žurnalisčių straipsniais, analizuojama vyrų ir moterų kalba. Dviejų sukurtų tekstynų duomenys apima tekstus nuo 2002 m. iki 2009 m., o jų bendra apimtis – 3 177 706 žodžiai. Darbo tikslas – nustatyti žurnalistų vyrų ir moterų kalbos ypatybes publicistikos tekstuose. Tikslui pasiekti, buvo keliami šie uždaviniai: surinkti žurnalistų ir žurnalisčių straipsnių tekstynus; išsiaiškinti, kokios ypatybės būdingos sakytinei ir rašytinei vyrų bei moterų kalbai; išanalizuoti vyrų ir moterų kalbai būdingas ypatybes; ištirti lyčių kalbos skirtumus remiantis sukurto tekstyno duomenimis; išsiaiškinti, ar galima iš teksto bruožų įvardinti autoriaus lytį. Nustačius sakytinei ir rašytinei vyrų bei moterų kalbai būdingas ypatybes, publicistiniai tekstai tirti pagal 10 formaliosios kalbos, gramatinių ir leksinių ypatybių: žodingumą ir ilgumą, dažniausiai vartojamus žodžius ir kalbos dalis, tematiką, netikrumo ir abejonių, jausmų raišką, spalvų aprašymą, neiginių, deminutyvų vartoseną ir kitų žmonių citavimą. Atlikus žurnalistų ir žurnalisčių straipsnių analizę nustatyta, kad žurnalistų straipsniuose žodžių vidutinis ilgis yra šiek tiek didesnis, todėl tekstyno kūrimo metu jų straipsnių prireikė mažiau, o tai reiškia, kad vyrai rašo ilgesnius tekstus. Nors vidutinis žodžių ilgis moterų straipsniuose yra mažesnis, tačiau labai ilgų leksemų (19−25 raidžių) jos vartoja daugiau. Taigi trumpesnės apimties tekste jos... [toliau žr. visą tekstą] / The language of men and women in media texts is analysed in this master thesis. The two created corpora include texts since 2002 to 2009 and they have 3 177 706 words. The aim of the thesis is to investigate the language of men and women in media texts. The following tasks were raised to achieve this aim: to collect men and women articles and create corpora, to find out what specific features of both spoken and written language of men and women are, to analyze the specific features of men and women language, to examine gender differences in language developed on the basis of corpus data and find out whether it is possible to understand the author's gender from the identified text features. Men and women media texts were investigated under 10 features of formal language, grammatical and lexical attributes: vocabulary and words longitude, commonly used words and part of speech, themes, uncertainty and doubts expression, feelings of resolution, colors expression, negatives, usage of diminutives and citations of other people. After analysis of men and women articles, it was identified that men use slightly longer words and men‘s articles are longer texts. Although the average length of words in articles by women is lower, they use more very long tokens (19−25 characters). Thus they use more complex structure of words in shorter texts. Women also use richer vocabulary as their type-token ratio index is higher. Women write more emotional articles and they use more interjections... [to full text]

Recent media scholars have taken, as their focus, relationships between qualitative research methods and examinations of contemporary media texts (e.g., Fox, 2013; Manning, Dunn, & Stern, 2012; Meyer, 2012). The purpose of this panel is to further examine these relationships. Participants will demonstrate how a qualitative research method (e.g., ethnography, autoethnography, narrative analysis, textual or discourse analysis, audience studies) can be used to study contemporary television and film texts (e.g. Coronation Street, Here Comes Honey Boo Boo, Orange is the New Black, Mad Men, Cabin in the Woods, The Butler). Participants will first discuss their particular method and then provide an exemplar of that method as they examine their chosen media text(s). To assist with the audience discussion of these methods and texts, participants will also include a brief clip/excerpt of their chosen texts.

Diploma thesis "The Identity Construction of Teenage Girls in Internet Media and Magazines" deals with media texts which are being addressed to teenage girls; with a special attention to three significant media types of this area of concern. These are represented by the magazine Bravo Girl!, the blog dominikamyslivcova.cz and the website jenproholky.cz. The aim of the thesis is to describe and analyze these texts in detail; e.g. in the areas which are characteristic for them and could represent an element of high importance in the process of constructing the living reality of their recipients. The thesis also assumes how media could participate on their identity construction; their recognized values, opinions, thinking and lifestyle. Not only the thesis is concerned with the production of these specific texts and their features, it also focuses on the character of the interaction these media initiate towards the audience. It also tends to describe the receptive process the members of audience perform and how they react back, towards the media. To fulfill this goal, the pragmalinguistic analysis of the language features and communication strategies was used. Also the semiotic analysis was chosen, to the description of the structures of meaning, myths and ideologies within the texts. As a conclusion,...

科学研究費補助金 研究種目:基盤研究(C)(2) 課題番号:10610469 研究代表者:松岡 光治 研究期間:1998-1999年度