The aim of this study is to analyze the functional beverage NOCCO’s Instagram account. The purpose is to expose how they use discourses of health and fitness in their marketing. In particular we analyze the social actors in the pictures. The theories in this study is based on a social semiotic theory of communication and an assumption that we live in The new public health era. The method applied is a qualitative multimodal critical discourse analysis (MCDA). The study examines how the social actors are used for marketing purposes, how they are represented in the pictures and in which settings they are placed in. The results shows that NOCCO uses discourses of health and exercise in their marketing on Instagram. NOCCO appears as a healthy product due to its association with exercise and fit social actors.

This study explored the many layers involved in young children’s meaning-making as they digitally compose. Utilizing a multimodal, social semiotics theoretical framework to analyze children’s digital compositions using a composing app, this study was designed around one research question: What is the nature of three and four-year-old children’s multimodal meaning making while using a composing app? The qualitative study involved four focal participants from a three- and four-year-old classroom, who attended an inquiry-based lab school in the southeastern United States. The data were collected over a period of eight weeks, where the children were invited to tell their stories using a digital composing app on an iPad. Utilizing a naturalistic observational approach, the composing events were video-recorded and transcribed, capturing both what happened on and off the screen. Utilizing a multimodal analysis, the findings revealed multiple layers in young children’s compositional expression and exposed the importance of how compositions evolve. The affordances of digital tools offered opportunity for children to build layers of meaning and for those layers to be captured in ways not necessarily available before.

Doctor of Philosophy / This thesis is concerned with the realm of the interpersonal: broadly, those linguistic phenomena involved in the negotiation of social relations and the expression of personal attitudes and feelings. The initial contention is that this realm has been consistently marginalised not only within linguistic theory, but more broadly within western culture, for cultural and ideological reasons whose implications extend into the bases of classical linguistic theory. Chapter 1 spells out the grounds for this contention and is followed by two further chapters, constituting Part I: Language and Social Relations. Chapter 2 identifies and critiques the range of ways in which the interpersonal has been conventionally interpreted: as style, as formality, as politeness, as power and solidarity, as the expressive, etc. This chapter concludes with an argument for the need for a stratified model of language in order to deal adequately with these phenomena. Chapter 3 proposes such a model, based on the systemic-functional approach to language as social semiotic. The register category tenor within this model is extended to provide a model of social relations as a semiotic system. The basis for the identification of the three tenor dimensions, power, distance and affect, is the identification of three modes of deployment or realisation of the interpersonal resources of English in everyday discourse: reciprocity, proliferation and amplification. Parts II and III turn their attention to one significant issue in the negotiation of social relations: address. The focus is explicitly on Australian English, but there is considerable evidence that most if not all of the forms discussed in Part II occur in other varieties of English, especially British and American, and that some at least of the practices discussed in Part III involve the same patterns of social relations with respect to the tenor dimensions of power, distance and affect. Because most varieties of contemporary English do not have a set of options for second-person pronominal address, as is the case in many of the world's languages, English speakers use names and other nominal forms which need to be described. Part II is descriptive in orientation, providing an account of the grammar of VOCATION in English, including a detailed description of the nominal forms used. Chapter 4 investigates the identification and functions of vocatives, and includes empirical investigations of vocative position in clauses and vocative incidence in relation to speech function or speech act choices. Chapter 5 presents an account of the grammar of English name forms, organised as a paradigmatic system. This chapter incorporates an account of the processes used to produce the various name-forms used in address, including truncation, reduplication and suffixation. Chapter 6 consists of an account of non-name forms of address, organised in terms of the systemic-functional account of nominal group structure. This chapter deals with single-word non-name forms of address and the range of nominal group structures used particularly to communicate attitude, both positive and negative. Part III is ethnographic in orientation. It describes some aspects of the use of the forms described in Part II in contemporary address practice in Australia and interprets such practice using the model of social relations as semiotic system presented in Part I. The major focuses of attention is on address practice in relation to the negotiation of gender relations, with some comment on generational relations of adults with children, on class relations and on ethnic relations in nation with a diverse population officially committed to a policy of a multiculturalism. Part III functions simultaneously as a coda for this thesis, and a prologue for the kind of ethnographic study that the project was originally intended to be, but which could not be conducted in the absence of an adequate linguistically-based model of social relations and an adequate description of the resources available for address in English.

MP3 blogs and their aggregators, which have risen to prominence over the past four years, are presenting an alternative way of promoting and discovering new music. I will argue that MP3 files greatly affect MP3 blogs in terms of shaping them as: a genre separate from general weblogs and music blogs without MP3s, especially due to the impact of MP3 blog aggregators such as The Hype Machine and Elbows; a particular form of rhetoric illuminated by Kenneth Burke's dramatistic ratios of agency-purpose, purpose-act and scene-act; and as a potentially subversive subculture, which like other subcultures, exists in a symbiotic relationship with the traditional media it defines itself against. Using excerpts from multiple MP3 blogs and their forums, interviews with MP3 bloggers and Anthony Volodkin (creator of The Hype Machine), references to MP3 blogs in traditional press, and Burke's theory of dramatism and Hodge and Kress's theories of social semiotics, I will demonstrate that the MP3 file is not only changing the way music is consumed and circulated, but also the way music is promoted and discussed.

MP3 blogs and their aggregators, which have risen to prominence over the past four years, are presenting an alternative way of promoting and discovering new music. I will argue that MP3 files greatly affect MP3 blogs in terms of shaping them as: a genre separate from general weblogs and music blogs without MP3s, especially due to the impact of MP3 blog aggregators such as The Hype Machine and Elbows; a particular form of rhetoric illuminated by Kenneth Burke's dramatistic ratios of agency-purpose, purpose-act and scene-act; and as a potentially subversive subculture, which like other subcultures, exists in a symbiotic relationship with the traditional media it defines itself against. Using excerpts from multiple MP3 blogs and their forums, interviews with MP3 bloggers and Anthony Volodkin (creator of The Hype Machine), references to MP3 blogs in traditional press, and Burke's theory of dramatism and Hodge and Kress's theories of social semiotics, I will demonstrate that the MP3 file is not only changing the way music is consumed and circulated, but also the way music is promoted and discussed.

This study concerns digital stories told by five young Romani students and one teacher from Roma Culture Class in Stockholm, Sweden. The theoretical framework draws from theories concerning identity, culture, Romanipe, the Romani value system and social semiotics. The material for the study is the digital stories that were analyzed qualitatively. The results show that the young Roma in the study demonstrate pride in their Romani background and culture, but also signs of changes and development in their culture. Some of the participants do not show external signs of Romani traditions, for example in the ways of dressing. However, they show their Romani descent through other signs and symbols as for example through images where the Romani tea table is especially emphasized. The study indicates that the use of multimodality seems to give the participants in the study more power over their own representations.

In this dissertation, I address the relationship between the content and design of governmental websites and the ideological interests of the overseeing political administrations. Three case studies contrast the contemporary political climates in the Bolivarian Republic of Venezuela, the Republic of Colombia, and the United Stastes with the form and function of their respective military recruitment homepages. Through a semiotic, and specifically multimodal lens, I aim to determine to what degree there is evidence of the governing poltical party’s ideological perspective on the websites. To accomplish this task, each case study is introduced by a brief contemporary history in order to provide a summary of key political events within state. Each case study then includes a detailed analysis of 3-4 governmental homepages. Within those analyses, a comprehensive multimodal analysis is conducted for the most evocative content on each homepage. Finally, conclusions are reached for each case study, paying special attention to the content found along the reading path.

Doctor of Philosophy / This thesis is concerned with the realm of the interpersonal: broadly, those linguistic phenomena involved in the negotiation of social relations and the expression of personal attitudes and feelings. The initial contention is that this realm has been consistently marginalised not only within linguistic theory, but more broadly within western culture, for cultural and ideological reasons whose implications extend into the bases of classical linguistic theory. Chapter 1 spells out the grounds for this contention and is followed by two further chapters, constituting Part I: Language and Social Relations. Chapter 2 identifies and critiques the range of ways in which the interpersonal has been conventionally interpreted: as style, as formality, as politeness, as power and solidarity, as the expressive, etc. This chapter concludes with an argument for the need for a stratified model of language in order to deal adequately with these phenomena. Chapter 3 proposes such a model, based on the systemic-functional approach to language as social semiotic. The register category tenor within this model is extended to provide a model of social relations as a semiotic system. The basis for the identification of the three tenor dimensions, power, distance and affect, is the identification of three modes of deployment or realisation of the interpersonal resources of English in everyday discourse: reciprocity, proliferation and amplification. Parts II and III turn their attention to one significant issue in the negotiation of social relations: address. The focus is explicitly on Australian English, but there is considerable evidence that most if not all of the forms discussed in Part II occur in other varieties of English, especially British and American, and that some at least of the practices discussed in Part III involve the same patterns of social relations with respect to the tenor dimensions of power, distance and affect. Because most varieties of contemporary English do not have a set of options for second-person pronominal address, as is the case in many of the world's languages, English speakers use names and other nominal forms which need to be described. Part II is descriptive in orientation, providing an account of the grammar of VOCATION in English, including a detailed description of the nominal forms used. Chapter 4 investigates the identification and functions of vocatives, and includes empirical investigations of vocative position in clauses and vocative incidence in relation to speech function or speech act choices. Chapter 5 presents an account of the grammar of English name forms, organised as a paradigmatic system. This chapter incorporates an account of the processes used to produce the various name-forms used in address, including truncation, reduplication and suffixation. Chapter 6 consists of an account of non-name forms of address, organised in terms of the systemic-functional account of nominal group structure. This chapter deals with single-word non-name forms of address and the range of nominal group structures used particularly to communicate attitude, both positive and negative. Part III is ethnographic in orientation. It describes some aspects of the use of the forms described in Part II in contemporary address practice in Australia and interprets such practice using the model of social relations as semiotic system presented in Part I. The major focuses of attention is on address practice in relation to the negotiation of gender relations, with some comment on generational relations of adults with children, on class relations and on ethnic relations in nation with a diverse population officially committed to a policy of a multiculturalism. Part III functions simultaneously as a coda for this thesis, and a prologue for the kind of ethnographic study that the project was originally intended to be, but which could not be conducted in the absence of an adequate linguistically-based model of social relations and an adequate description of the resources available for address in English.

Studiens syfte är att undersöka verksamma 1-3-lärares uppfattning om användningen av multimodala texter i undervisningen och hur multimodala texter kan stödja elevers läsförståelse. För att kunna besvara syftet har följande forskningsfrågor besvarats: ·         Vilka medier förekommer i lärarnas undervisning? ·         Vilka modaliteter förekommer i multimodala texter som lärarna använder? ·         Hur integrerar lärarna multimodala texter för att utveckla elevers läsförståelse? Studien utgår från ett socialsemiotiskt perspektiv som har som utgångspunkt i tecken och deras egenskaper och funktioner. Studien är kvalitativ och materialet har samlats in med semistrukturerade intervjuer. I intervjuerna har tre lärare från en stor kommun deltagit och två från en mindre kommun. Resultatet visar på att samtliga lärare använde multimodala texter i undervisningen däremot var det bara en av lärarna som hade förkunskaper om begreppet. För övriga lärare var multimodala texter ett nytt begrepp. De deltagande lärarna använde sig av multimodala texter för att bland annat kunna variera undervisningen och på det visset kunna nå ut till alla elever. De multimodala texterna användes även för att förstärka undervisningens syfte genom att kombinera olika sociala modaliteter. Resultatet visade även på att de multimodala texter som förekom mest inrymde de semiotiska modaliteterna bild och typografisk text. / The aim of this study is to examine how primary teachers use multimodal texts in their Swedish education and how they can be used to further pupils reading comprehension in order to elucidate how multimodal texts can be used to enhance pupils reading comprehension. To answer this aim the following questions has been answered: ·         Which kind of media do teachers use in their education? ·         Which semiotics modes are used in multimodal texts that teachers use in their education? ·         Howe dose the teachers integrate multimodal texts to enhance pupils reading comprehension? The study proceeds from a social semiotics perspective which assuming signs and their characteristic and functions. The study is based on qualitative method and the material was collected with semi-structured interviews. Three teachers from a larger municipality and two teachers from a smaller municipality. The result shows that all the teachers used multimodal texts in their education, but it was only one of the teachers that had previous knowledge about the word multimodal texts. To the rest of the teachers was the word multimodal texts new. The teachers used multimodal texts in their education to crate variation and to reach out to all de pupils.  Multimodal texts are also used for   strengthening the educations purpose with help of various modes. The result also show that the most common multimodal texts consisted of the modes image and typographic text.

At the intersection of digital identities and new language and social practice online is the concept of searchable talk (ST). ST describes the process of tagging discourse in a social networking service (SNS) with a hashtag (#), allowing it to be searchable by others. Although originating in Twitter, ST has expanded into other SNS, and is used therein not only to mark language-based posts, but also multimodal posts and images. While scholars have elucidated the structure and function of ST, their studies have primarily examined ST within language-based posts; few have researched ST with respect to images and other types of multimodal environments. In addition, ST has primarily been explored in its SNS of origin, Twitter. This project directly addresses these gaps by adopting a social semiotic approach to ST in three SNS with very different technological affordances, Twitter, Tumblr, and Pinterest. Through a multimodal discourse analysis (Kress, 2009) combining both linguistic and other visual methods, I ask how visual and linguistic choices operate semiotically across SNS environments with different affordances and constraints. Specifically, I uncover the multiple meanings of Beyoncé across a data set of 300 tweets, posts, and pins composed from entering #Beyoncé in the search engine of each SNS. I argue that 13 meaning-based identity categories emerge for Beyoncé, and link these meanings to their visual and linguistic expressions. I then compare these findings across modes and across platforms. Ultimately, I assert that this cross-platform approach elucidates Beyoncé as a cultural object subject to reinterpretation where #Beyoncé means much more than just “Beyoncé.” That is, when considering its multiple roles and meanings, #Beyoncé becomes a site of visual and linguistic indexicality in a process of entextualization. In this process, it is SNS users’ reinterpretations – linguistically and visually – that realize racist, sexist, and hegemonic Discourses, as well as those of emancipation and resistance.