Pub Date : 2018-06-11DOI: 10.1163/18773109-01002001
Assimakis Tseronis, Chiara Pollaroli
In this introductory paper to the special issue, we briefly discuss literature from argumentation studies, pragmatics, and multimodal analysis in order to show how pragmatics has benefited argumentation studies until now, and how it can also benefit multimodal analysis. In the last section we introduce the papers of this issue that focus on the question how pragmatics can benefit multimodal argumentation in particular.
{"title":"Introduction: Pragmatic insights for multimodal argumentation","authors":"Assimakis Tseronis, Chiara Pollaroli","doi":"10.1163/18773109-01002001","DOIUrl":"https://doi.org/10.1163/18773109-01002001","url":null,"abstract":"<p>In this introductory paper to the special issue, we briefly discuss literature from argumentation studies, pragmatics, and multimodal analysis in order to show how pragmatics has benefited argumentation studies until now, and how it can also benefit multimodal analysis. In the last section we introduce the papers of this issue that focus on the question how pragmatics can benefit multimodal argumentation in particular.</p>","PeriodicalId":43536,"journal":{"name":"International Review of Pragmatics","volume":"59 1","pages":""},"PeriodicalIF":0.8,"publicationDate":"2018-06-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138534042","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2018-06-11DOI: 10.1163/18773109-01002009
F. Ervas, E. Gola
The papers collected in the reviewed volume question the hegemony of the verbal in argumentation theory, focusing on different modes of arguing, ranging from the audio and visual to the gestural, across a variety of media genres. The volume aims at presenting the ways in which the different modes structure argumentation and coherently interact in multimodal text.
{"title":"Review of Multimodal Argumentation and Rhetoric in Media Genres, edited by Assimakis Tseronis and Charles Forceville (2017). Amsterdam: John Benjamins. 301 pp.","authors":"F. Ervas, E. Gola","doi":"10.1163/18773109-01002009","DOIUrl":"https://doi.org/10.1163/18773109-01002009","url":null,"abstract":"\u0000 The papers collected in the reviewed volume question the hegemony of the verbal in argumentation theory, focusing on different modes of arguing, ranging from the audio and visual to the gestural, across a variety of media genres. The volume aims at presenting the ways in which the different modes structure argumentation and coherently interact in multimodal text.","PeriodicalId":43536,"journal":{"name":"International Review of Pragmatics","volume":" ","pages":""},"PeriodicalIF":0.8,"publicationDate":"2018-06-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1163/18773109-01002009","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45281239","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2018-06-11DOI: 10.1163/18773109-01002007
Sabrina Mazzali-Lurati, Chiara Pollaroli, S. D. Ascaniis
In this paper we reconstruct the hierarchy of discourse acts that reviewers build in multimodal online reviews for tourist attractions. We aim at showing (1) how reviewers employ different semiotic modes to fulfil the communicative action of tourist recommendation, and (2) the pragmatic function of photographs in the hierarchy of discourse acts. By adopting the framework of Congruity Theory (e.g., Rigotti, 2005; Rocci, 2005), we analyze a sample of positive and negative multimodal reviews of the Great Cathedral and Mosque in Cordoba (Spain) published by tourists on TripAdvisor. We show that the multimodal elements of the reviews fulfil different pragmatic functions within the overall communicative action of providing advice on the tourist site.
{"title":"Multimodality and argumentation in online travel reviews","authors":"Sabrina Mazzali-Lurati, Chiara Pollaroli, S. D. Ascaniis","doi":"10.1163/18773109-01002007","DOIUrl":"https://doi.org/10.1163/18773109-01002007","url":null,"abstract":"In this paper we reconstruct the hierarchy of discourse acts that reviewers build in multimodal online reviews for tourist attractions. We aim at showing (1) how reviewers employ different semiotic modes to fulfil the communicative action of tourist recommendation, and (2) the pragmatic function of photographs in the hierarchy of discourse acts. By adopting the framework of Congruity Theory (e.g., Rigotti, 2005; Rocci, 2005), we analyze a sample of positive and negative multimodal reviews of the Great Cathedral and Mosque in Cordoba (Spain) published by tourists on TripAdvisor. We show that the multimodal elements of the reviews fulfil different pragmatic functions within the overall communicative action of providing advice on the tourist site.","PeriodicalId":43536,"journal":{"name":"International Review of Pragmatics","volume":"1 1","pages":""},"PeriodicalIF":0.8,"publicationDate":"2018-06-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1163/18773109-01002007","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41333744","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2018-06-11DOI: 10.1163/18773109-01002003
Janina Wildfeuer, Chiara Pollaroli
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.
{"title":"When context changes","authors":"Janina Wildfeuer, Chiara Pollaroli","doi":"10.1163/18773109-01002003","DOIUrl":"https://doi.org/10.1163/18773109-01002003","url":null,"abstract":"\u0000 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.","PeriodicalId":43536,"journal":{"name":"International Review of Pragmatics","volume":" ","pages":""},"PeriodicalIF":0.8,"publicationDate":"2018-06-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1163/18773109-01002003","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47799234","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2018-06-11DOI: 10.1163/18773109-01002005
Olivia Rohan, R. Sasamoto, R. Jackson
This paper presents an application of Relevance Theory (Sperber and Wilson, 1995) to pictures by studying the role that weak implicatures may play in the persuasiveness of multimodal argumentative discourse. We take a relevance-theoretic approach to the discussion of visual and multimodal argumentation with a particular focus on the role of onomatopoeia. To examine the possible mechanism by which persuasion operates through onomatopoeia, we analyse a corpus of Japanese-style comics (manga), where visuals and verbal text interact to convey onomatopoeia. We argue that the use of onomatopoeia in manga contributes to the recovery of weak implicatures which, in turn, helps to reinforce the persuasiveness of the communicated messages in the examples analysed.
{"title":"Argumentation, Relevance Theory and persuasion","authors":"Olivia Rohan, R. Sasamoto, R. Jackson","doi":"10.1163/18773109-01002005","DOIUrl":"https://doi.org/10.1163/18773109-01002005","url":null,"abstract":"\u0000 This paper presents an application of Relevance Theory (Sperber and Wilson, 1995) to pictures by studying the role that weak implicatures may play in the persuasiveness of multimodal argumentative discourse. We take a relevance-theoretic approach to the discussion of visual and multimodal argumentation with a particular focus on the role of onomatopoeia. To examine the possible mechanism by which persuasion operates through onomatopoeia, we analyse a corpus of Japanese-style comics (manga), where visuals and verbal text interact to convey onomatopoeia. We argue that the use of onomatopoeia in manga contributes to the recovery of weak implicatures which, in turn, helps to reinforce the persuasiveness of the communicated messages in the examples analysed.","PeriodicalId":43536,"journal":{"name":"International Review of Pragmatics","volume":" ","pages":""},"PeriodicalIF":0.8,"publicationDate":"2018-06-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1163/18773109-01002005","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46792511","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2018-06-11DOI: 10.1163/18773109-01002008
J. Bateman
This short position paper argues that new semiotically-anchored approaches to multimodality offer much for other disciplines now engaging with multimodality. In particular, the account of multimodality introduced is argued to position current discussions of the potential role of multimodality in argumentation studies more effectively, untangling several problematic distinctions drawn previously. Questions concerning the existence of visual argumentation, the necessity of propositionality, and the nature of argumentation are reconstructed from an inherently multimodal perspective.
{"title":"Position paper on argument and multimodality","authors":"J. Bateman","doi":"10.1163/18773109-01002008","DOIUrl":"https://doi.org/10.1163/18773109-01002008","url":null,"abstract":"\u0000 This short position paper argues that new semiotically-anchored approaches to multimodality offer much for other disciplines now engaging with multimodality. In particular, the account of multimodality introduced is argued to position current discussions of the potential role of multimodality in argumentation studies more effectively, untangling several problematic distinctions drawn previously. Questions concerning the existence of visual argumentation, the necessity of propositionality, and the nature of argumentation are reconstructed from an inherently multimodal perspective.","PeriodicalId":43536,"journal":{"name":"International Review of Pragmatics","volume":" ","pages":""},"PeriodicalIF":0.8,"publicationDate":"2018-06-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1163/18773109-01002008","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47791959","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2018-06-11DOI: 10.1163/18773109-01002002
C. Forceville, Jens E. Kjeldsen
Visuals are generally considered to be rich in information, but also to be open to many different interpretations. As a consequence, many argumentation scholars doubt that visuals can constitute argumentation (e.g. Fleming, 1996; Johnson, 2003, 2010; Patterson, 2010). In this paper, we argue that the rhetorical and argumentative potential of visuals and multimodal texts is strengthened if they belong to recognizable genres, genres being governed by discourse-internal factors as well as situational/pragmatic understanding. The genre of traffic signs can draw on specific genre conventions thanks to these signs’ highly coded nature. As a consequence, traffic signs constitute an exemplary category to make the point that visuals and multimodal texts can function rhetorically or even argumentatively. We support our claim by first analysing a number of unusual instances of the genre and then discussing a few visual and multimodal signs whose argumentative potential no longer depends on specific traffic-related circumstances but crucially depends on the pretence that they are traffic signs.
{"title":"The affordances and constraints of situation and genre","authors":"C. Forceville, Jens E. Kjeldsen","doi":"10.1163/18773109-01002002","DOIUrl":"https://doi.org/10.1163/18773109-01002002","url":null,"abstract":"\u0000 Visuals are generally considered to be rich in information, but also to be open to many different interpretations. As a consequence, many argumentation scholars doubt that visuals can constitute argumentation (e.g. Fleming, 1996; Johnson, 2003, 2010; Patterson, 2010). In this paper, we argue that the rhetorical and argumentative potential of visuals and multimodal texts is strengthened if they belong to recognizable genres, genres being governed by discourse-internal factors as well as situational/pragmatic understanding. The genre of traffic signs can draw on specific genre conventions thanks to these signs’ highly coded nature. As a consequence, traffic signs constitute an exemplary category to make the point that visuals and multimodal texts can function rhetorically or even argumentatively. We support our claim by first analysing a number of unusual instances of the genre and then discussing a few visual and multimodal signs whose argumentative potential no longer depends on specific traffic-related circumstances but crucially depends on the pretence that they are traffic signs.","PeriodicalId":43536,"journal":{"name":"International Review of Pragmatics","volume":" ","pages":""},"PeriodicalIF":0.8,"publicationDate":"2018-06-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1163/18773109-01002002","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46715838","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2018-06-11DOI: 10.1163/18773109-01002004
Jérôme Jacquin
Drawing on a descriptive and language-oriented approach to argumentation, this paper explores the multimodal dimension of argumentation in talk-in-interaction by considering the various resources used by an opponent to refer to and position themselves in relation to the target of their opposition, namely the adverse position and/or the person who expressed it. More specifically, it studies how speakers exploit multimodal strategies in order to both maintain their discourse at a high level of generality (orientation to context-independency) and guarantee the indexicality of the position taken in the interaction and the disagreement (orientation to context-dependency). The analysis is based on two data collections documenting settings where all participants are temporally and spatially co-present: (i) a video-recorded corpus of Swiss French public debates and (ii) a video-recorded corpus of New Zealand English management meetings. Examining the role of multimodal orchestration of choices in gaze direction, deictic gestures, and speech in establishing different positions in argumentative events such as public debates or management meetings reveals specific contextual features of the activity types, participation frameworks, and sociolinguistic backgrounds involved in an argument.
{"title":"Multimodal positioning and reference in argumentative talk-in-interaction","authors":"Jérôme Jacquin","doi":"10.1163/18773109-01002004","DOIUrl":"https://doi.org/10.1163/18773109-01002004","url":null,"abstract":"\u0000 Drawing on a descriptive and language-oriented approach to argumentation, this paper explores the multimodal dimension of argumentation in talk-in-interaction by considering the various resources used by an opponent to refer to and position themselves in relation to the target of their opposition, namely the adverse position and/or the person who expressed it. More specifically, it studies how speakers exploit multimodal strategies in order to both maintain their discourse at a high level of generality (orientation to context-independency) and guarantee the indexicality of the position taken in the interaction and the disagreement (orientation to context-dependency). The analysis is based on two data collections documenting settings where all participants are temporally and spatially co-present: (i) a video-recorded corpus of Swiss French public debates and (ii) a video-recorded corpus of New Zealand English management meetings. Examining the role of multimodal orchestration of choices in gaze direction, deictic gestures, and speech in establishing different positions in argumentative events such as public debates or management meetings reveals specific contextual features of the activity types, participation frameworks, and sociolinguistic backgrounds involved in an argument.","PeriodicalId":43536,"journal":{"name":"International Review of Pragmatics","volume":" ","pages":""},"PeriodicalIF":0.8,"publicationDate":"2018-06-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1163/18773109-01002004","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43152727","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2018-01-09DOI: 10.1163/18773109-201810015
D. Walton, M. Koszowy
We show how to solve common problems in identifying arguments from expert opinion, illustrated by five examples selected from The Economist. Our method started by intuitively identifying many appeals to alleged experts in The Economist and comparing them to the argumentation scheme for argument from expert opinion. This approach led us to (i) extending the existing list of possible faults committed when arguments from expert opinion are performed and (ii) proposing the extension of the list of linguistic cues that would allow analysts to identify arguments from expert opinion. Our ultimate aim is to help argument identification by argument mining connect better with techniques of argument analysis and evaluation.
{"title":"From text to scheme","authors":"D. Walton, M. Koszowy","doi":"10.1163/18773109-201810015","DOIUrl":"https://doi.org/10.1163/18773109-201810015","url":null,"abstract":"\u0000 We show how to solve common problems in identifying arguments from expert opinion, illustrated by five examples selected from The Economist. Our method started by intuitively identifying many appeals to alleged experts in The Economist and comparing them to the argumentation scheme for argument from expert opinion. This approach led us to (i) extending the existing list of possible faults committed when arguments from expert opinion are performed and (ii) proposing the extension of the list of linguistic cues that would allow analysts to identify arguments from expert opinion. Our ultimate aim is to help argument identification by argument mining connect better with techniques of argument analysis and evaluation.","PeriodicalId":43536,"journal":{"name":"International Review of Pragmatics","volume":" ","pages":""},"PeriodicalIF":0.8,"publicationDate":"2018-01-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1163/18773109-201810015","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43891718","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2018-01-09DOI: 10.1163/18773109-201810014
V. Bardzokas
The current paper aims to investigate the distinctions in meaning between two prototypical markers of contrast in Modern Greek, i.e. alla and ma, from a relevance-theoretic viewpoint. At first sight, the two markers seem freely interchangeable across contexts, creating the impression that they basically share the same meaning. However, a more careful exploration of the contextual occurrences of these markers unravels their finely grained distinctions in meaning. This type of exploration requires a detailed categorization of the types of context that license or preclude the application of the markers at hand. In this sense, specific contexts highlight aspects of interpretation that motivate the use of one of the markers but not the other. Specifically, as it turns out, while the use of alla is chiefly associated with contexts of procedural elimination, in standard relevance-theoretic terms, the use of ma is justified in relation to expressing the speaker’s attitude of surprise to a contextual assumption constructed by the hearer, in addition to effecting procedural elimination. In this sense, ma proves to encode a dual constraint on the implicitly communicated content of an utterance, explained univocally in procedural terms.
{"title":"Distinctions in procedural meaning","authors":"V. Bardzokas","doi":"10.1163/18773109-201810014","DOIUrl":"https://doi.org/10.1163/18773109-201810014","url":null,"abstract":"\u0000 The current paper aims to investigate the distinctions in meaning between two prototypical markers of contrast in Modern Greek, i.e. alla and ma, from a relevance-theoretic viewpoint. At first sight, the two markers seem freely interchangeable across contexts, creating the impression that they basically share the same meaning. However, a more careful exploration of the contextual occurrences of these markers unravels their finely grained distinctions in meaning. This type of exploration requires a detailed categorization of the types of context that license or preclude the application of the markers at hand. In this sense, specific contexts highlight aspects of interpretation that motivate the use of one of the markers but not the other. Specifically, as it turns out, while the use of alla is chiefly associated with contexts of procedural elimination, in standard relevance-theoretic terms, the use of ma is justified in relation to expressing the speaker’s attitude of surprise to a contextual assumption constructed by the hearer, in addition to effecting procedural elimination. In this sense, ma proves to encode a dual constraint on the implicitly communicated content of an utterance, explained univocally in procedural terms.","PeriodicalId":43536,"journal":{"name":"International Review of Pragmatics","volume":" ","pages":""},"PeriodicalIF":0.8,"publicationDate":"2018-01-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1163/18773109-201810014","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41554025","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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