When context changes

Pub Date : 2018-06-11 DOI:10.1163/18773109-01002003
Janina Wildfeuer, Chiara Pollaroli
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引用次数: 4

Abstract

This paper highlights the notion of dynamic context as an indispensable pragmatic aspect of multimodal argumentation and exemplifies a context-based approach to multimodal arguments with an analysis of the Mophie 2015 Super Bowl commercial. Whereas in dynamic semantics and verbal discourse analysis the notion of dynamic context and its context change potential are significant patterns for the analysis, argumentation theorists have not yet fully included these patterns in their discussions. The paper argues that multimodal argumentative genres such as commercials and movie trailers often work with a dynamically changing interpretation, which, at the end, reveals their persuasive patterns and final claims. It demonstrates that it is absolutely necessary for a detailed analysis of the argumentation in these multimodal genres to include the contextual influence and dynamic change potential. The paper thus emphasizes the need for an inclusion of the notion of dynamic context in methods and frameworks dealing with the complexity of multimodal argumentation.
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本文强调了动态语境作为多模态论证中不可或缺的语用方面的概念,并通过对Mophie 2015年超级碗广告的分析,举例说明了基于语境的多模态论证方法。而在动态语义学和言语语篇分析中,动态语境的概念及其语境变化潜力是分析的重要模式,但论证理论家尚未将这些模式完全纳入他们的讨论。本文认为,商业广告和电影预告片等多模态论证体裁往往采用动态变化的解释,这种解释最终揭示了它们的说服模式和最终主张。研究表明,对这些多模态文体的论证进行详细分析,包括语境影响和动态变化潜力,是绝对必要的。因此,本文强调需要在处理多模态论证的复杂性的方法和框架中包含动态上下文的概念。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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