With the development and renovation of digital information technology, images, sounds, animations, colors and other models are integrated into one system to convey information. Multimodality is also applied in language research. One example of multimodal discourse are tourism video commercials, which combine written, visual and auditory signals to construct the metaphorical meaning of advertisements. Therefore, this paper selects six pieces of German and Chinese tourism video commercials as objects, which are parsed, transcribed and annotated by ELAN 5.1. Both quantitative and qualitative approaches are adopted to analyze the selected corpus. The theoretical framework for this study is Systemic-Functional Grammar and Visual Grammar, and it aims to explore the similarities and differences in the fusion of multimodal features between German and Chinese tourism video advertisements by comparative analysis.

While the inclusion of gay and lesbian individuals in the media is not a recent phenomenon, the increased representation of families headed by gay and lesbian couples is somewhat new. Research has shown that mediatized representations of gay and lesbian individuals and couples more often than not adhere to stereotypes and perpetuate ideas that the constructors of these representations want their audiences to consume. Research has also focused on audiences’ reception and processing of the messages that these representations may carry. This study, instead, focuses on the construction of representations of gay and lesbian couples and their families, bringing to the forefront the importance of discursive practices that are used to construct visual, linguistic, and aural elements of the media consumed by audiences. Looking specifically at advertisements (both for and against) concerning California’s Proposition 8, a ballot measure proposing to ban same-sex marriages, this study shows how elements of the composition of the advertisements coalesce and mutually enhance each other to create particular understandings of gay and lesbian families. Using Critical Discourse Analysis and Social Semiotics, this study uncovers the underlying ideologies that inform the discursive and semiotic choices that have been made. Together, the music, the visuals, and the language are formed into a coherent whole, the advertisement. This thesis argues that how gay and lesbian people are represented is equally as important as the overt messages that are being disseminated to the audiences. By studying the discursive practices utilized by these advertisements, we are able to see that ideologies of idealistic family life and heterosexual relationships influence both advertisements in their characterisation of gay and lesbian couples and their respective families. / Graduate / 0626 / 0628 / df.tabangcura@gmail.com

The aim of this thesis is to shed light on the handbook as a multimodal resource from a reader perspective, with the material consisting of 32 Swedish handbooks on gardening from 1643 to 2005. The study draws theoretically on social semiotics and multimodal discourse analysis, as well as dialogism. There is an emphasis on the addressivity of the text, which is taken as a starting point for tracing signs of the intended text use in the design of the texts. The analysis is meaning-based, with the focus placed on functional features in the design of the texts. The first part of the study considers the reading goals afforded by the thematizations conveyed in titles, headings and text type patterns. The core function of these texts turns out to be action orientation, although the more recent books often include sections oriented towards other goals, like shaping individual aesthetic taste. The second part illustrates how the multimodal cohesive patterns in the books afford non-linear reading paths and make the texts searchable, which is enhanced by the presence of devices such as indices and tables of contents. Concentrating on six of the books, the third part of the study maps out the role of the reader that is naturalized by the design of the text, drawing on appraisal theory, and shows the strong, authoritative role taken by the authorial voice. The evaluative patterns naturalize a fact-seeking reading. However, the most recent book, from 1996, emphasizes emotions to a greater extent, naturalizing a parallel reading that invokes sensory experience. The conclusion drawn is that the core characteristics of the handbooks are action orientation, searchability and factuality. As different parallel functions in recent books are discerned, a tendency towards diversity and multifunctionality is described. The range of semiotic resources has also expanded, it is noted, and there is growing support for the view of a tendency towards the visualisation of written texts.

The marine conservation organization Sea Shepherd is most known for its radical direct action, e. g., against whale poaching. This thesis examines the campaign “Operation Dolphin Bycatch,” coordinated by the French branch of the NGO, through discourse analysis and interviews with Sea Shepherd France (SSF) members. Dolphins serve as the flagship species of the campaign. They allow SSF to criticize non-selective fishing methods that cause the accidental killing of dolphins in the Bay of Biscay. With expressions from war and religion, SSF portrays the French government and most fishermen as enemies of the dolphins’ wellbeing that pursue self-interested profit values. It is found that SSF positions itself as radical more in its worldview than its approaches. The ecological philosophy of biocentrism contradicts the anthropocentrism that dominates society. In this campaign, the NGO uses “outsider” tactics: It exerts pressure on French policy-makers with footage of dolphin bycatch and takes great care to maintain international legitimacy by staying within legal boundaries. / L’organisation de conservation du milieu marin Sea Shepherd est surtout connue pour ses méthodes d’action directe radicale, par exemple contre le braconnage des baleines. Ce mémoire de master examine la campagne « Opération Dolphin Bycatch », qui est coordonnée par la branche française de l’ONG, à travers une analyse multimodale du discours et des entretiens avec des bénévoles de Sea Shepherd France (SSF). Les dauphins sont l’espèce porte-drapeau de la campagne. Ils permettent ainsi à SSF de critiquer les méthodes de pêche non sélectives qui provoquent la mort accidentelle de dauphins dans le Golfe de Gascogne. Avec des expressions provenant des champs lexicaux de la guerre et de la religion, SSF dépeint le gouvernement français et la plupart des pêcheurs comme poursuivant des valeurs lucratives égoïstes à l’encontre du bien-être des dauphins. Il s’avère que SSF se positionne comme radicale dans sa vision du monde plus que dans ses approches. Sa philosophie biocentrée de l’environnement contredit l’anthropocentrisme qui domine la société. Dans cette campagne, l’ONG utilise des tactiques « extérieures », c’est-à-dire qu’elle exerce une pression sur les décideurs politiques français avec des images de prises accessoires de dauphins et prend soin de maintenir une légitimité internationale en restant dans un cadre légal. / Die Meeresschutzorganisation Sea Shepherd ist vor allem für ihre radikalen „Direct Action“-Methoden bekannt, beispielsweise gegen Wal-Wilderei. Diese Arbeit untersucht die Kampagne „Operation Dolphin Bycatch“, die vom französischen Zweig der NGO koordiniert wird, durch multimodale Diskursanalyse und Interviews mit Mitgliedern von Sea Shepherd Frankreich (SSF). Delfine dienen als Flaggschiff-Art der Kampagne. Sie ermöglichen es SSF, die nicht-selektiven Fischereimethoden zu kritisieren, die das versehentliche Töten von Delfinen im Golf von Biskaya verursachen. Mit Begriffen aus Krieg und Religion schreibt SSF der französischen Regierung und den meisten Fischerleuten eigennützige Profitinteressen zu und stellt sie als Feinde des Wohlergehens der Delfine dar. Es zeigt sich, dass SSF eher in ihrer Weltanschauung als in ihren Ansätzen eine radikale Position beansprucht. Ihre biozentrische Umwelt-Philosophie steht im Widerspruch zum Anthropozentrismus, der in der Gesellschaft vorherrscht. Bei dieser Kampagne bedient sich die NGO „Außenseiter“-Taktiken: Sie übt Druck auf französische Politiker*innen aus, indem sie Filmaufnahmen von Delfin-Beifang zeigt, und achtet durch das Einhalten gesetzlicher Vorgaben darauf, internationale Legitimität zu wahren.

Genom att att beskriva hur ett strategiskt urval av information formar dessa filmer syftar uppsatsen dels undersöka hur skogsbruket porträtteras i Svenska Skogens filmer men även vilka diskurser som inkluderas. Vidare ämnar studien att via en kritisk ansats öka förståelse för de maktförhållanden som materialet signalerar och hur de förhåller sig till de risker som skogsindustrin i skapar. Materialet som studeras är filmer producerade av Svenska Skogen mellan 2017-2019 ovh metoden som används är multimodal kritisk diskursanalys. Studiens visar att filmerna förmedlar en identitet av produktion, miljömedvetenhet och medelklass. De har humor och är lättillgängliga för den urbana människan i Sverige. Den diskurs som präglar dessa filmer är miljöinriktad, men förmedlas på premisserna av produktion. Det är mycket som utelämnas från båda dessa diskursers klassiska utgångspunkter vilket gör att de genom konvergerande begrepp skapar en ny diskurs, här och i tidigare forskning kallad ekologisk modernitet.

Den moderna informations- och kommunikationsteknologin har inneburit genomgripande för­änd­ringar av vårt sätt att leva och kommunicera men nya tekniker har också mötts av skepti­cism och väckt kontroverser. Ett aktuellt exempel är motståndet mot den femte genera­tion­ens mobil­nät, 5G. Trots att det inom den etablerade vetenskapen saknas stöd för att 5G skulle utgöra en hälsofara har en växande antistrålningsrörelse hävdat att tekniken för med sig nya och ökade strålningsrisker. I den här uppsatsen utforskas den svenska 5G-kritiska rörel­se som vuxit sig stor på Facebook. Syftet är att undersöka hur risk, rädsla och misstro i relation till mobilnätet 5G konstrueras diskursivt inom den 5G-kritiska rörelsen, med utgångspunkt i två av de största och mest aktiva 5G-kritiska grupperna på plattformen. Uppsatsen utgår från en socialkon­struk­tionistisk ansats och fokuserar tre analytiska teman: risk, rädsla och misstro. Dessa teman ligger även till grund för det teoretiska ramverket som utgår från Ulrich Becks (2012) risksamhälle och Frank Furedis (2006) teori om rädslokulturer. Studien bygger på en netnografisk insam­lings­metod där såväl språkligt som visuellt innehåll har samlats in och analyserats i en multi­modal diskursanalys. Analysresultaten visar att risk, rädsla och misstro konstru­eras via ”version­er av världen” där riskerna med 5G framställs som verkliga, akuta och hotande och där makt­hav­ande aktörer porträtteras som opålitliga, korrupta och in­kom­­petenta. Dessa diskur­s­iva mönster är såväl språk­­liga som visu­ella; de sker inte bara genom menings­skapande ord­val, narrativ och tecken utan också genom använd­ning av så kallade inter­net­mem och emojis. Studiens resultat visar också att sociologiska perspektiv på risk, rädsla och misstro kan fördjupa förståelsen för dessa konstruk­tioner och ge perspektiv på hur rörelsen förhåller sig till det omgivande sam­hället. Analysen tyder på att de definitions­strider och olika rationalitets­anspråk som Beck (2012) har beskriv­it som typiska för risksam­hället också präglar konstruk­tionen av riskerna med 5G. Furedis (2006) rädsloteman fördjupar vidare förståelsen för hur risker till­skrivs ett hotfullt innehåll genom sociala och kulturella pro­cesser. Dessutom visar analysen på att misstro gentemot etablerad expertis kan leda till fram­växten just den alter­na­tiva expertis som såväl Beck som Furedi har beskrivit. Samtidigt tycks social organi­sering online också innebära vissa nya förutsättningar som har potential att för­flytta tradi­tion­ella makt­positioner som finns beskriv­na i teorin. / Modern information and communications technology has brought about radical changes in the way we live and communicate. However, new technologies have also sparked scepticism and created controversies. A recent example is the opposition to the fifth-generation mobile network technology, 5G. According to the established science community, there is no evidence that 5G would pose a health hazard. Still, a growing anti-radiation movement has claimed that the tech­nology will cause new and increased radiation risks. This essay explores the Swedish 5G critical movement that has grown large on Facebook. The aim is to examine how risk, fear, and mistrust in relation to the mobile network 5G are constructed discursively within the 5G critical move­ment, based on two of the largest and most active 5G critical groups on the platform. Drawing on a social constructionist approach, the study focuses on three analytical themes: risk, fear, and mistrust. These themes also form the basis of the theoretical framework, consisting of per­spec­tives from Ulrich Beck’s (2012) risk society and Frank Furedi’s (2006) theory on culture of fear. The study is based on a netnographic collection method where both linguistic and visual data have been collected and analysed in a multimodal discourse analysis. The result of the analysis shows that risk, fear, and mis­trust are constructed via "versions of the world" in which the risks of 5G are presented as real, acute, and threat­ening and actors in power are portrayed as unreliable, corrupt, and incom­petent. These discursive patter­ns are both linguistic and visual; they take place not only through mean­­­ingful choices of words, narra­tives, and signs but also by using so-called internet memes and emojis. The results also show that sociological perspectives on risk, fear, and mis­trust can deepen the understanding of these construc­tions and provide perspectives on how the move­ment relates to the surrounding society. The analysis indicates that the definitional strugg­les and different claims of rationality that Beck (2012) has described as typical for the risk society also characterize the construction of risks related to 5G. Furedi’s (2006) themes of fear also deepens the understanding of how risks are assigned a threat­ening content through social and cult­ural processes. Moreover, the analysis reveals that distrust of established expert­ise can lead to the emergence of an alter­native expert­ise, which has been described by both Beck and Furedi. However, the results also suggest that social organization online entails some new con­ditions that have the potential to shift trad­itional positions of power described in theory.

The present study conducts a multimodal discourse analysis of texts from the three charities UNICEF, Red Cross and Doctors Without Borders and investigates how the reader is encouraged to support these organizations by donating money. The aim is to explore what relationship to the reader that is established, as well as what attitudes that are expressed through textual and visual modes. To do this, three texts from each charity are selected, all regarding the 10-year-long Syrian war, so a comparison can be drawn between the organizations’ different linguistic strategies. The study is based on Fairclough’s three-dimensional model, Halliday’s metafunctions and the appraisal theory presented by Martin & White. Previous studies illustrate how the theoretical frameworks can be applied in analyses of advertisement, narrative texts and fundraising letters by non-for-profit organizations. This study provides further illustration of the significant role of different details in pictures and written text in order to inspire and persuade the reader to help finance the organizations. The results discern a charity discourse, where the texts not only emphasize the importance of helping those in need, but also to support and allow the charities to continue their crucial work worldwide. The texts also seem to aim at arousing empathy and creating a close relationship to the reader in order to encourage donations.

The inherent conflict between the predetermined nature of narrative and the freedom that interactivity allows for, has been a major point of discussion in the field of interactive storytelling for many years. The Narrative Paradox, which initially described this tension, is seemingly getting closer than ever to being solved, but a singular solution with a definite answer has not been determined. This qualitative thesis aims to find a possible solution to the Narrative Paradox in how the multimodal components in the video game Outer Wilds construct meaning as well as ludonarrative coherence in conjunction with the player experience. The study also aims to discuss the importance of implementing game studies in media and communication research by arguing for the relevance of the medium in the field. In order to answer these questions, a multimodal discourse analysis of ludonarrative relationships arising in Youtube Let’s Plays was performed. By utilizing the narrative goals of Outer Wilds, theoretical solutions for the Narrative Paradox and the notion of narrative emerging from player interactions and motives, the results of the study show that Outer Wilds primarily uses Embedded Narrative as its main source of storytelling, while the game design and the open world within it allow for a high degree of Emergent behaviors through non-linear sequencing of events. The analysis also highlights the game as being purposefully designed for a specific type of player, which was reflected by one of the players experiencing close to a completely resonant playthrough of the game's introductory phase. While the ludonarrative structure of Outer Wilds in itself revealed similarities to the theoretical solutions of the Narrative Paradox, the analysis of the player experience in Outer Wilds provided insight into the importance of players’ motives as an essential part in the game design process of minimizing the tension between narrative and interactivity in video games.

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / The presence and relevance of images in discursive genres of contemporary communication has led to concerns about the formation of visually literate readers. Among the multimodal genres, we foreground the textbook for English learning (LDI), which is typically rich in terms of images. However, the activities suggested in such materials rarely point to the visual language exploration (GRAY, 2010). Thus, in this study, the reading sessions of the Top Notch English textbook series are analyzed, together with the methodological instructions of the Teacher‟s guide, aiming to verify to what extent the reading of the images of the discursive genres is explored and the nature of this reading. A context of genre consumption analysis was carried out in the Brazilian Military School System (SCMB). Within the theoretical framework of Critical Genre Analysis (MOTTA-ROTH, 2008) and using the Grammar of Visual Design (KRESS, van LEEUWEN, 2006) as lexical-grammatical reference, all the ten reading sessions of intermediate level Top Notch textbook were analyzed. These reading sessions are composed of semiotic complexes assembled with verbal written language and images. The analysis showed that 32.8% of the reading activities are offered to be approached multimodally through LDI and Teacher‟s guide instructions and also that 67% of the images of the reading sessions are activated for visual reading, what points to the role of the image as a meaning carrier, not as an illustration. There was a predominance of representational meanings (71%) explored in the multimodal reading activities, majorly placed in the pre reading stage, as a way to prepare for the verbal reading. However, the reading activities of corpus do not promote multimodal critical literacy, once they do not stimulate on the student readers the development of critical consciousness, one which unveils the power relations that occur via the genre and also the relationship between the text and the context where it takes place. In the multiliteracies perspective, we hope to contribute for the development of a broader reading towards the comprehension of represented meanings, not only in written verbal language, but also in the images of multimodal texts. / A presença e relevância de imagens em gêneros discursivos da comunicação contemporânea têm gerado uma preocupação crescente com a formação de leitores visualmente letrados. Dentre os gêneros multimodais destaca-se o livro didático para o ensino da língua inglesa (LDI), tipicamente rico em imagens. Entretanto, as atividades propostas nesses materiais raramente remetem à exploração da linguagem visual (GRAY, 2010). Em vista disso, neste trabalho são analisadas as seções de leitura da série de livros didáticos Top Notch, conjuntamente com as instruções metodológicas do Manual do professor com o objetivo de verificar em que medida a leitura de imagens dos gêneros discursivos apresentados é explorada e qual a natureza dessa leitura. Foi realizada uma análise do contexto de consumo do LDI o Sistema Colégio Militar do Brasil (SCMB). Dentro do enquadramento teórico da Análise Crítica de Gênero (MOTTA-ROTH, 2008) e tendo como base analítica léxico-gramatical a Gramática do Design Visual (KRESS, van LEEUWEN, 2006), foram analisadas todas as dez seções de leitura que constituem o Top Notch intermediário, as quais formam complexos semióticos, compostos de linguagem verbal escrita e de imagens. A análise revelou que 32,8% das atividades de leitura são oferecidas para serem abordadas multimodalmente por meio de instruções no LDI e no Manual do professor e que 67% das imagens das seções de leitura são acionadas para a leitura visual, o que aponta para o papel da imagem como portadora de significado e não como ilustração. Houve uma predominância dos significados representacionais (71%) explorados nas atividades de leitura multimodal, majoritariamente na etapa de pré-leitura, como forma de preparação para a leitura verbal. Entretanto, as atividades de leitura do corpus não promovem o letramento crítico multimodal por não estimularem nos alunos leitores o desenvolvimento de uma consciência crítica, que desvele as relações de poder que ocorrem por meio do gênero e a relação entre o texto e o contexto no qual ocorre. Na perspectiva dos multiletramentos, espera-se contribuir para o desenvolvimento da leitura mais ampla no sentido da compreensão dos significados representados não só na linguagem verbal escrita, mas também nas imagens em textos multimodais.

Denna studie undersöker hur äldre kvinnor representeras i Lindex och Cellbes reklam. Äldre får sällan synas i reklam och därmed underrepresenteras en stor del av Sveriges befolkning. Lindex och Cellbes är två svenska modeföretag som strävar efter att vara både socialt hållbara och inkluderande. De båda företagen inkluderar även äldre kvinnor i sina reklamkampanjer och uppfyller därmed uppsatsens urvalskrav. En analys genomförs på textuellt och visuellt material, där vi granskar hur äldre kvinnor representeras och konstaterar vilka stereotyper som förekommer i kampanjerna. Vidare analyseras företagens hållbarhetsbeskrivningar, för att sedan ha möjlighet att dra slutsatser om social hållbarhet uppnås i respektive reklamkampanj. Uppsatsen utgår från teorierna och begreppen social hållbarhet, ålderism, representationsteorin och stereotyper. Vi använder oss av metoden multimodal diskursanalys, vilket hjälper oss att synliggöra både underliggande och uppenbara diskurser. Ålderism är den diskurs som ligger i fokus och behandlas genomgående i arbetet. Resultatet visar att Lindex och Cellbes är delvis socialt hållbara och inkluderande gällande äldre kvinnor. Inkluderandet av den äldre kvinnan påvisar en positiv jämlikhetsdiskurs, medan själva representationen av den äldre kvinnan tyder på att underliggande ålderism upprätthålls. Åldersdiskriminering påvisas främst på så sätt att den äldre kvinnan generellt sett framställs med en strävan att efterlikna den yngre kvinnliga stereotypen. Föryngringsknepen kan däremot även innebära att företagen gör ett försök att vända på stereotyperna och visa att även äldre kvinnor kan vilja bry sig om sitt utseende. Analysens resultat visar också att det finns en avsaknad av medelålderskvinnan hos Lindex och en avsaknad av mångfald hos Cellbes. Detta gör att företagens hållbarhetsbeskrivningar inte återspeglas helt i deras reklamkampanjer. / This study research how older women are represented in Lindex and Cellbes advertisements. Older people are rarely seen in advertising and thus a large part of Sweden’s population is underrepresented. Lindex and Cellbes are two Swedish fashion companies striving to be both socially sustainable and inclusive. The two companies also include older women in their advertisement campaigns and therefore meet the thesis' sampling requirements. An analysis is performed on textual and visual material, where we analyze how older women are represented and conclude what stereotypes exist in the campaigns. Further, an examination of the companies' sustainability descriptions is made to conclude whether social sustainability is achieved in each campaign. The thesis is based on the theories and concepts of social sustainability, ageism, the theory of representation, and stereotypes. We use the method multimodal discourse analysis, which helps us visualize both underlying and obvious discourses. Ageism is the discourse in focus and is described throughout the paper. Findings indicate that Lindex and Cellbes are partly socially sustainable and inclusive regarding older women. The inclusion of the older woman shows a positive discourse of equality, while the very representation of the older woman indicates that underlying ageism is maintained. Age discrimination is mainly demonstrated in such a way that the older woman is generally portrayed with an effort to pursue the younger female stereotype. To be portrayed as younger can also mean that the companies try to reverse the stereotypes, showing that also older women may want to care about their appearance. Findings also indicate that there is a lack of middle-aged women at Lindex and a lack of diversity at Cellbes. This means that the companies' sustainability descriptions are not fully reflected in their advertisement campaigns.