Multimodality in the television advertisement of Raha premium maize meal

Abstract

In language and communication, multimodality refers to using various modes of signification to convey meaning. These modes transcend language to engage with audiences at multiple sensory levels. Over time, communication has evolved to reflect a paradigm shift towards a multimodal perspective. This leads to a complex interplay between different modes of shaping interpretations and constructing meaning in discourse, which has attracted little research. This paper explores the concept of multimodality as used in the television advertisement discourse of Raha premium maize meal, using the Multimodal Discourse Analysis Theory. The objective is to investigate how viewers interpret and perceive different modes of signification employed in the advertisement. A descriptive research design with a qualitative approach is used in the collection and analysis of data. The findings reveal that each mode of signification has a unique role, some of which television viewers hardly denote their meaning. Further, politics, religion, and culture influence the perception of some modes of signification used in the advertisement. We recommend that the advertisements be tailored with modes of signification that resonate with the expectations of television viewers. The findings of this paper are intended to enrich linguistic theory concerning the analysis of the representation of meaning in a text and perceptions of modes of signification used.