Made available in DSpace on 2015-05-14T12:43:25Z (GMT). No. of bitstreams: 1 parte1.pdf: 1313582 bytes, checksum: 7db4b861f9f9efa8a9e9d6296921f6e5 (MD5) Previous issue date: 2010-01-28 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / This work consists of an investigation on images belonging to the German coursebook Themen aktuell 1 and the English New English File Elementary from the perspective of the Visual Grammar by the theoreticians Günther Kress e Theo van Leeuwen (2006). Based on Michael Halliday s Systemic Functional Linguistics (1994), the Visual Grammar aims at systematising the image-reading process from a theoretical as well as practical point of view. Through its applicable feature, this work aims at increasing visibility of particular sociocultural elements produced by the authors of foreign language coursebooks. In order to achieve this goal, it will take into consideration the constitutive elements of images as well as the property of images in construing meanings. / Este trabalho consiste em uma leitura contrastiva de imagens pertencentes ao livro didático de alemão Themen aktuell 1 e ao de inglês New English File Elementary, sob a perspectiva da Gramática Visual dos teóricos Günther Kress e Theo van Leeuwen (2006). Baseada na Gramática Sistêmico-Funcional (Halliday, 1994), a Gramática Visual busca sistematizar o processo de leitura de imagens de um ponto de vista teórico-prático. A partir de sua aplicabilidade, é objetivo deste trabalho trazer à visibilidade elementos socioculturais próprios das culturas produzidas pelos autores de livros didáticos de línguas estrangeiras através dos elementos constitutivos da imagem bem como da imagem enquanto elemento na construção de sentidos.

This thesis explores the mutual constitutions of visuality and empire from the perspective of gender, probing how the lives of China's ethnic minorities at the southwest frontiers were translated into images. Two sets of visual materials make up its core sources: the Miao album, a genre of ethnographic illustration depicting the daily lives of non-Han peoples in late imperial China, and the ethnographic photographs found in popular Republican-era periodicals. The study highlights gender ideals within images and aims to develop a set of 'visual grammar' of depicting the non-Han. Casting new light on a spectrum of gendered themes, including femininity, masculinity, sexuality, love, body and clothing, the thesis examines how the power constructed through gender helped to define, order, popularise, celebrate and imagine possessions of empire. In order to examine the visual transformations of images of non-Han, this study places the Miao albums and modern photographs side-by-side for comparison, revealing the different ways of seeing ethnic minorities when Han Chinese gender norms were de/reconstructed. The insights into the visual codes of gender also aim to place Chinese imperial models in a cultural context, testing how well the case of China fits into theories of empire generated mainly from European models. This thesis asks how imported imperial tools, in particular European technology and the science of human variations, were localised within the conceptualisation of nations in modern China. It also considers the relationship between text and image in historical analysis, uncovering the values of images to historians in novel ways. By taking an interdisciplinary approach, the thesis aims to contribute to the fields of gender, visual culture and imperial studies.

LEMOS, Claudênia de Paula. Multimodalidade no discurso preventivo de cartazes do Programa Saúde da Família. 2016. 107f. – Dissertação (Mestrado) – Universidade Federal do Ceará, Departamento de Letras Vernáculas, Programa de Pós-graduação em Linguística, Fortaleza (CE), 2016. / Submitted by Márcia Araújo (marcia_m_bezerra@yahoo.com.br) on 2016-05-06T13:58:00Z No. of bitstreams: 1 2016_dis_cplemos.pdf: 2010784 bytes, checksum: a86afdbaa533cd5ec6e523708a568755 (MD5) / Approved for entry into archive by Márcia Araújo (marcia_m_bezerra@yahoo.com.br) on 2016-05-06T15:23:27Z (GMT) No. of bitstreams: 1 2016_dis_cplemos.pdf: 2010784 bytes, checksum: a86afdbaa533cd5ec6e523708a568755 (MD5) / Made available in DSpace on 2016-05-06T15:23:27Z (GMT). No. of bitstreams: 1 2016_dis_cplemos.pdf: 2010784 bytes, checksum: a86afdbaa533cd5ec6e523708a568755 (MD5) Previous issue date: 2016 / This research has the topic of discussion discursive multimodality and part of an expanded notion of text (Fairclough, 2001), according to which the text is defined as a unit of meaning and concerns, so the verbal compositions, nonverbal compositions and also formed compositions, both verbal material and non-verbal material. The theme of this research is defined as Multimodality in preventive speech posters of the Family Health Program (PSF) and arises from the field experience gained during the participation in the project entitled "Dialogue as Health Professional Intervention Tool in Relationship Patients with ", funded by the Cearense Support Scientific and Technological Development Foundation (FUNCAP / PPSUS / CNPq / SESA notice 3-2012) and coordinated by Professor Maria Isabel Santos Magalhaes, guiding this research. We aimed to examine how multimodality contributes to materialize the preventive discourse on posters to publicize the Family Health Program (PSF), identifying and characterizing the multimodal elements that shape the genre in question, checking how these elements are articulated to build and naturalize senses potentially ideological. From the perspective of qualitative research, we conducted a case study with as photographic records of circulating posters data in the PSF service centers. Reports and field notes subsidized in context and analysis of the data analyzed based on the theoretical and methodological assumptions of Design Visual Grammar (KRESS; van Leeuwen, 2006) and Critical Discourse Analysis (CDA) (Fairclough, 2001, 2003). We note that the posters are produced by joint elements from the advertisement genre, and its informative function and neutrality of information are in the background, because the persuasive elements have greater prominence. Thus, we understand that the real purpose of the wide circulation of these visual compositions in the PSF service posts is not the information as a preventive method, able to alert and educate the public, but lead your readers to see the social practice in which they live as part of the reality presented in the visual compositions. Our conclusions point that, so that campaigns can meet a really informative and preventive role, you need much more than their dissemination through posters. It is also necessary to rethink how the reception of these texts is being made and take into account the specificities of the different communities which are circulating because we find that the social, economic and cultural issues are not present in these visual compositions. / Esta pesquisa tem como tema de discussão a multimodalidade discursiva e parte de uma noção ampliada de texto (FAIRCLOUGH, 2001), segundo a qual o texto é definido como unidade de sentido e diz respeito, portanto, a composições verbais, composições não-verbais e também composições formadas, tanto de material verbal quanto material não-verbal. O tema desta pesquisa está delimitado como Multimodalidade no discurso preventivo de cartazes do Programa de Saúde da Família (PSF) e é oriundo da vivência de campo adquirida ao longo da participação no projeto intitulado “O Diálogo como Instrumento de Intervenção de Profissionais de Saúde na Relação com Pacientes”, financiado pela Fundação Cearense de Apoio ao Desenvolvimento Científico e Tecnológico (FUNCAP/ PPSUS/CNPq/SESA, edital 3 - 2012) e coordenado pela Professora Doutora Maria Izabel Santos Magalhães, orientadora desta investigação. Objetivamos examinar como a multimodalidade contribui para materializar o discurso preventivo em cartazes de divulgação do Programa de Saúde da Família (PSF), identificando e caracterizando os elementos multimodais que estruturam o gênero em questão, verificando como esses elementos articulam-se para construir e naturalizar sentidos, potencialmente ideológicos. Sob o prisma da pesquisa qualitativa, realizamos um estudo tendo como dados registros fotográficos de cartazes circulantes nos postos de atendimento do PSF. Relatos e notas de campo subsidiaram na contextualização e análise dos dados analisados com base nos pressupostos teórico-metodológicos da Gramática do Design Visual (KRESS; van LEEUWEN, 2006) e da Análise de Discurso Crítica (ADC) (FAIRCLOUGH; 2001, 2003). Constatamos que os cartazes são produzidos mediante a junção de elementos, provenientes do gênero anúncio publicitário, e que sua função informativa e a neutralidade da informação ficam em segundo plano, pois os elementos persuasivos possuem maior destaque. Desse modo, compreendemos que o intuito real da grande circulação dessas composições visuais nos postos de atendimento do PSF não é a informação como método preventivo, capaz de alertar e conscientizar a população, mas sim conduzir seus leitores a enxergar a prática social em que estão inseridos como parte da realidade apresentada nas composições visuais. Nossas considerações finais apontam que, para que as campanhas possam cumprir um papel realmente informativo e preventivo, é necessário bem mais do que sua divulgação através dos cartazes. É necessário, ainda, repensar como a recepção desses textos está sendo feita e levar em consideração as especificidades das diversas comunidades onde estão circulando, pois verificamos que as questões sociais, econômicas e culturais não estão presentes nessas composições visuais.

The symphonic relationship between the Russian state and the Russian Orthodox Church (ROC), a mission conceived as entrusted by God to coordinate their contributions to the society, provides the Russian state with a moral framework and the ROC with the possibility to confirm her spiritual role for the establishment of a Russian Orthodox world. This vision of a new Russian world helps the ROC expand her canonical borders to amend for the fragmentation of the pastoral community after the dissolution of the Soviet Union. The category of Orthodox businessmen represents a precious support for creating an influential network of activities of (apparently) cultural and religious content well outside of the post-Soviet territory. This also applies to Greece, given the two countries` historical and religious boundaries. This study will show how political messages can be successfully transferred through images depicting the religious soft power activities of Russian-Greek businessman Ivan Savvidis by analyzing the data through the methods of Visual Grammar. This study found that, by exploiting his Pontic identity and certain cultural values extrapolated through the Visual Grammar to attract the Russian-Greek diaspora in Northern Greece, Ivan Savvidis manages to convey the image of Russia as savior and protector of the Orthodox world, therefore showing the great potential of visuality in Russian religious soft power activities.

Advertisements are multimodal texts created to get attention from potential customers in order to sell products. Previous research has shown how advertisements’ visual and verbal features make up ideological codes that are used to affect readers. To interpret these codes and gain an understanding of advertisements as communicative artifacts, a linguistic approach needs to be merged with a multimodal approach. In this study systemic functional grammar and multimodal semiotics are applied to ten skin care advertisements by Elizabeth Arden from 1920-2013. The aim is to investigate how the relationship between skin care companies and their potential customers is constructed through the use of language and images in skin care advertisements. Furthermore, the study aims to analyze whether and how the relationship between skin care companies and customers change over time. The findings indicate that the reader is constructed as unequal to Elizabeth Arden. The results also show a longitudinal difference in that the reader and the writer are constructed as closer in earlier advertisements and more distant in later advertisements. The language is also less demanding in recent years. Furthermore, the findings show that later skin care advertisements, unlike earlier advertisements, refer to science. The change might be an indication that societal and consumer values are evolving. Hence, the result might reflect societal changes.

CoordenaÃÃo de AperfeÃoamento de Pessoal de NÃvel Superior / This research has the topic of discussion discursive multimodality and part of an expanded notion of text (Fairclough, 2001), according to which the text is defined as a unit of meaning and concerns, so the verbal compositions, nonverbal compositions and also formed compositions, both verbal material and non-verbal material. The theme of this research is defined as Multimodality in preventive speech posters of the Family Health Program (PSF) and arises from the field experience gained during the participation in the project entitled "Dialogue as Health Professional Intervention Tool in Relationship Patients with ", funded by the Cearense Support Scientific and Technological Development Foundation (FUNCAP / PPSUS / CNPq / SESA notice 3-2012) and coordinated by Professor Maria Isabel Santos Magalhaes, guiding this research. We aimed to examine how multimodality contributes to materialize the preventive discourse on posters to publicize the Family Health Program (PSF), identifying and characterizing the multimodal elements that shape the genre in question, checking how these elements are articulated to build and naturalize senses potentially ideological. From the perspective of qualitative research, we conducted a case study with as photographic records of circulating posters data in the PSF service centers. Reports and field notes subsidized in context and analysis of the data analyzed based on the theoretical and methodological assumptions of Design Visual Grammar (KRESS; van Leeuwen, 2006) and Critical Discourse Analysis (CDA) (Fairclough, 2001, 2003). We note that the posters are produced by joint elements from the advertisement genre, and its informative function and neutrality of information are in the background, because the persuasive elements have greater prominence. Thus, we understand that the real purpose of the wide circulation of these visual compositions in the PSF service posts is not the information as a preventive method, able to alert and educate the public, but lead your readers to see the social practice in which they live as part of the reality presented in the visual compositions. Our conclusions point that, so that campaigns can meet a really informative and preventive role, you need much more than their dissemination through posters. It is also necessary to rethink how the reception of these texts is being made and take into account the specificities of the different communities which are circulating because we find that the social, economic and cultural issues are not present in these visual compositions. / Esta pesquisa tem como tema de discussÃo a multimodalidade discursiva e parte de uma noÃÃo ampliada de texto (FAIRCLOUGH, 2001), segundo a qual o texto à definido como unidade de sentido e diz respeito, portanto, a composiÃÃes verbais, composiÃÃes nÃo-verbais e tambÃm composiÃÃes formadas, tanto de material verbal quanto material nÃo-verbal. O tema desta pesquisa està delimitado como Multimodalidade no discurso preventivo de cartazes do Programa de SaÃde da FamÃlia (PSF) e à oriundo da vivÃncia de campo adquirida ao longo da participaÃÃo no projeto intitulado âO DiÃlogo como Instrumento de IntervenÃÃo de Profissionais de SaÃde na RelaÃÃo com Pacientesâ, financiado pela FundaÃÃo Cearense de Apoio ao Desenvolvimento CientÃfico e TecnolÃgico (FUNCAP/ PPSUS/CNPq/SESA, edital 3 - 2012) e coordenado pela Professora Doutora Maria Izabel Santos MagalhÃes, orientadora desta investigaÃÃo. Objetivamos examinar como a multimodalidade contribui para materializar o discurso preventivo em cartazes de divulgaÃÃo do Programa de SaÃde da FamÃlia (PSF), identificando e caracterizando os elementos multimodais que estruturam o gÃnero em questÃo, verificando como esses elementos articulam-se para construir e naturalizar sentidos, potencialmente ideolÃgicos. Sob o prisma da pesquisa qualitativa, realizamos um estudo tendo como dados registros fotogrÃficos de cartazes circulantes nos postos de atendimento do PSF. Relatos e notas de campo subsidiaram na contextualizaÃÃo e anÃlise dos dados analisados com base nos pressupostos teÃrico-metodolÃgicos da GramÃtica do Design Visual (KRESS; van LEEUWEN, 2006) e da AnÃlise de Discurso CrÃtica (ADC) (FAIRCLOUGH; 2001, 2003). Constatamos que os cartazes sÃo produzidos mediante a junÃÃo de elementos, provenientes do gÃnero anÃncio publicitÃrio, e que sua funÃÃo informativa e a neutralidade da informaÃÃo ficam em segundo plano, pois os elementos persuasivos possuem maior destaque. Desse modo, compreendemos que o intuito real da grande circulaÃÃo dessas composiÃÃes visuais nos postos de atendimento do PSF nÃo à a informaÃÃo como mÃtodo preventivo, capaz de alertar e conscientizar a populaÃÃo, mas sim conduzir seus leitores a enxergar a prÃtica social em que estÃo inseridos como parte da realidade apresentada nas composiÃÃes visuais. Nossas consideraÃÃes finais apontam que, para que as campanhas possam cumprir um papel realmente informativo e preventivo, à necessÃrio bem mais do que sua divulgaÃÃo atravÃs dos cartazes. à necessÃrio, ainda, repensar como a recepÃÃo desses textos està sendo feita e levar em consideraÃÃo as especificidades das diversas comunidades onde estÃo circulando, pois verificamos que as questÃes sociais, econÃmicas e culturais nÃo estÃo presentes nessas composiÃÃes visuais.

Magazine covers are multimodal texts designed to draw the attention of potential readers. Health and fitness magazines, in particular, make up a large portion of the publishing industry, and previous research has pointed to their influence on readers’ perceptions of health and fitness. In order to interpret the multimodality of magazine covers, a different approach other than the purely linguistic one needs to be employed. Following the theoretical frameworks of Systemic Functional Linguistics and Social Semiotics, this study set out to investigate the verbal and visual construction of health on eight covers of Men’s Health and Women’s Health. The findings indicate that there are significant differences in how health is constructed on the men’s and women’s edition of the magazines. These differences mainly concern the way in which health is achieved, and the relationship between the viewers and the magazine. This not only indicates that different strategies were used to attract viewers, but also reveals something about the relationship the viewer is supposed to have with their bodies as well as their perceptions of health.

This thesis deals with the depiction of death in the Sandman comic books written by Neil Gaiman. It aims to explore the forms of death that the author presents in his comics through pictorial and textual codes. The work begins with a reflection on the phenomenon of death and how this phenomenon and its depiction stand in time and in current perception. The theory of visual semiotics is used for research, especially the findings of Ch. S. Peirce and the theory of multimodality, which is described in the theoretical part. The focus is then shifted to the comics itself and towards the characteristics of individual elements of visual language applicable for describing comic images, such as color, perspective, panel size, framing, etc. The analysis of images is preceded by research depicting death from the perspective of western culture in its historical context. In the description of the images, the essential features of the individual modes are determined and their meanings are interpreted. The conclusion is summarizing author's findings and try to confirm the initial thought presented at the beginning of the work: that Gaiman perceived the character of Death very differently than is usual in contemporary commercial images.

Made available in DSpace on 2016-03-22T17:26:15Z (GMT). No. of bitstreams: 1 Inessa.pdf: 7727967 bytes, checksum: 8be91a24bd4d12decfcaef0562603610 (MD5) Previous issue date: 2009-04-17 / Foreign language teaching in public schools in Brazil needs deep changes for the learning-teaching process to be more effective. Usually, students leave school after studying the foreign language for four years without sufficient knowledge to communicate in the language. This indicates that something needs revising and updating. Communication Pedagogy can offer an important contribution for education today. The need for the outside world to enter the classroom, including the new technologies, is urgent. Through these technologies, textual patterns change, becoming smaller, and resorting to plenty of images. These new texts are not present in the vast majority of Brazilian public schools, which, in the case of foreign languages, prefer to use long texts, most of the time without images. Even when images are present they are used as illustrations only, not actively worked on. As a result of Communication Pedagogy, with an emphasis on Multimodality, we resort to a visual grammar perspective to explain the new textual patterns that circulate in our society. It is from this perspective that we designed a project asking groups of students from public schools in Pelotas, Southern Brazil, to produce multimodal texts. The students created booklets after reading Little Prince and watching the movie based on the book. These booklets were then analyzed in the light visual grammar, as proposed by Kress and van Leeuwen. Our initial hypothesis that students knew how to use multimodal structures in their productions, even if intuitively, was confirmed. Besides that, students also showed a high level of autonomy and motivation, consistent with their involvement in the tasks that were proposed / O ensino de línguas em escolas públicas no Brasil carece de mudanças profundas, a fim de que o processo de ensino-aprendizagem seja mais efetivo. Freqüentemente, os alunos saem do Ensino Fundamental, depois de ter estudado uma língua estrangeira durante 4 anos, sem ter conhecimento suficiente para se comunicar nessa língua. Isso dá indícios de que algo precisa ser revisto e atualizado. A pedagogia da comunicação traz elementos importantes para a educação nos dias de hoje. A necessidade de o mundo dos indivíduos, incluídas aí as novas tecnologias, estar no ambiente da sala de aula é latente. Com essas novas tecnologias, os padrões textuais mudam, tornam-se menores, com a utilização de inúmeras imagens. Esses textos não estão presentes na maioria das escolas públicas brasileiras, sendo que as disciplinas de língua estrangeira trabalham, geralmente, com textos grandes, que, na maioria das vezes, não contêm imagens, ou se contêm, são utilizadas como ilustração apenas e não são trabalhadas em aula. Em consonância com a pedagogia da comunicação, a multimodalidade defende a utilização de uma gramática visual que dê conta dos novos padrões textuais que circulam em nossa sociedade. A partir dessas duas teorias, traçamos um projeto, o qual foi aplicado em turmas de uma escola pública, no município de Pelotas/RS, que visava estimular os estudantes a produzirem textos multimodais. Os alunos produziram livrinhos que partiram do livro O pequeno príncipe e do filme de mesmo título, os quais foram analisados à luz da gramática visual de Kress e van Leeuwen. Nossa hipótese inicial era a de que os alunos sabiam, mesmo que intuitivamente, utilizar estruturas multimodais em suas produções, a qual foi comprovada. Além disso, motivação e autonomia foram mostradas pelos alunos, os quais desempenharam as tarefas propostas cuidadosa e detalhadamente

Submitted by Clebson Anjos (clebson.leandro54@gmail.com) on 2016-10-04T18:57:46Z No. of bitstreams: 1 arquivototal.pdf: 6610506 bytes, checksum: 371e61e214ef8b63adfe26f94f53611d (MD5) / Made available in DSpace on 2016-10-04T18:57:46Z (GMT). No. of bitstreams: 1 arquivototal.pdf: 6610506 bytes, checksum: 371e61e214ef8b63adfe26f94f53611d (MD5) Previous issue date: 2010-06-16 / This work is about the presence of language in the discourse of photographic images, photographs of information, specifically. By supporting the idea that images can speak, narrate facts, provoke our senses. We will analyze some photojournalistic images produced by the author of this research for the Diário Paraibano O Norte (2001 through 2006), showing its semiotic implications through Peirce’s theory of signs (1995); its syntactic-imagery structure, understood and manipulated by the Visual Grammar of Kress and van Leeuwen (1996); possible formalizations on the aesthetic experience which is also covered in this type of text (BARILLI, 1994; SILVA, 2010); as well as showing discursive performances with syntactic and aesthetic effect (KRESS and van LEEUWEN, 1996; BARILLI, 1994; SILVA, 2010). / Este trabajo analiza la presencia del lenguaje en el discurso de las imágenes fotográficas, en particular, las fotografías de información. Apoyando la idea de que las imágenes hablan, narran hechos, provocan nuestros sentidos. Analizamos las imágenes fotoperiodísticas producidas por la autora de esta investigación para el Diario Paraibano O Norte (entre 2001 y 2006), mostrando sus implicaciones semióticas, a través de la teoría de los signos de Peirce (1995), su estructura sintáctico-imagética comprendida y manipulada por la Gramática Visual de Kress y van Leeuwen (1996); posibles formalizaciones sobre la experiencia estética también presentes en este tipo de texto (BARILLI, 1994; SILVA, 2010); así como mostrando performances discursivas de efecto sintáctico y estético (KRESS y van LEEUWEN, 1996; BARILLI, 1994; SILVA, 2010). / Este trabalho envolve a presença da linguagem no discurso das imagens fotográficas, mais especificamente as fotografias de informação. Corroborando a tese de que as imagens falam, narram fatos, provocam nossos sentidos, tomaremos de empréstimo as imagens fotojornalísticas produzidas pela autora desta pesquisa, para o diário paraibano O Norte (entre 2001 e 2006), mostrando suas implicações semióticas, através da teoria dos signos de Peirce (1995); sua estruturação sintático-imagética, compreendida e instrumentalizada pela Gramática Visual de Kress e van Leeuwen (1996); possíveis formalizações sobre a experiência estética também presente nesse tipo de texto (BARILLI, 1994; SILVA, 2010); bem com evidenciando performances discursivas de efeito sintático e estético (KRESS e van LEEUWEN, 1996; BARILLI, 1994; SILVA, 2010).