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Multimodal intertextuality and persuasion in advertising discourse 广告语篇中的多模态互文性与说服
IF 1.9 2区 文学 Q2 COMMUNICATION Pub Date : 2023-05-12 DOI: 10.1177/17504813231170579
Chunyan Xing, D. Feng
This paper provides an integrated social semiotic framework for analyzing intertextuality in multimodal advertising discourse. Following the distinction between manifest intertextuality and interdiscursivity, our model entails the three interrelated components of explicating what the intertextual sources are, how they are constructed with multimodal resources, and how they interact with the promotional discourse. Analysis of 30 popular video advertisements shows the fundamental role of character voices and different social semiotic activities in achieving the purpose of promoting products and services. Through intertextual devices, the advertisements construct multiple identities, including authoritative and peer ones, to evoke different reading positions. In particular, the identity of middle-class urbanites sharing their experiences and values with the audience is dominant. The intertextual devices achieve promotional, relational, and entertainment functions, and the promotional function is realized through sharing, recreating, expounding, and reporting activities, while the recommending activities only occupy a very small portion of the screen time of the advertisements. The framework of multimodal intertextuality provides a useful lens for explicating the complex meaning-making resources, their communicative functions, and hidden ideologies in advertising discourse, which can further provide new insight into the social reality.
本文为分析多模态广告语篇中的互文性提供了一个完整的社会符号学框架。在明确互文性和话语间性的区别之后,我们的模型需要三个相互关联的组成部分来解释互文来源是什么,它们是如何用多模态资源构建的,以及它们如何与促进话语相互作用。通过对30个热门视频广告的分析,可以看出人物声音和不同的社会符号学活动在达到宣传产品和服务的目的中所起的根本作用。广告通过互文手段,建构了多重身份,包括权威身份和同伴身份,唤起不同的阅读立场。尤其是与观众分享自己的经历和价值观的中产阶级城市人的身份占主导地位。互文装置实现了宣传、关系、娱乐功能,宣传功能是通过分享、再创造、阐述、报道活动来实现的,而推荐活动只占广告屏幕时间的很小一部分。多模态互文性框架为阐释广告语篇中复杂的意义制造资源及其交际功能和隐藏的意识形态提供了一个有益的视角,可以进一步提供对社会现实的新认识。
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引用次数: 1
When feminists became ‘extremists’: A corpus-based study of representations of feminism on Weibo 当女权主义者变成“极端主义者”:基于语料库的微博女权主义表征研究
IF 1.9 2区 文学 Q2 COMMUNICATION Pub Date : 2023-05-12 DOI: 10.1177/17504813231171654
Kai Bao
This article presents an analysis of the evolving representations of feminism on Weibo, China’s foremost microblogging platform, employing a corpus-based methodology. The self-compiled corpus comprised 334,871 feminism-related posts from 2019 to 2022. Using the Sketch Engine corpus analysis tool, noun bigrams containing 女权 (feminism) were extracted, categorized, and compared to discern the portrayals and their transformations. The findings revealed a significant shift in feminism’s depiction, with an increased emphasis on its radical and aggressive aspects, and a decline in its portrayal as a quest for female privilege. During this period, the perception of feminism as an emerging social movement expanded, and the distinction between various forms of feminism and feminists based on different attributes became more prevalent, resulting in a marginally reduced representation of them as a unified entity. This research enriches the existing literature by emphasizing the dynamic portrayals of feminism on China’s social media and offering novel insights into its assessment.
本文采用基于语料库的方法,分析了女权主义在中国最重要的微博平台微博上的演变。自汇编的语料库包括2019年至2022年的334871篇女权主义相关帖子。使用Sketch Engine语料库分析工具,包含女权 (女权主义)被提取、分类和比较,以辨别这些描绘及其转变。研究结果显示,女权主义的描述发生了重大转变,越来越强调其激进和侵略性的一面,而对女性特权的追求则有所减少。在这一时期,人们对女权主义作为一种新兴社会运动的看法有所扩大,各种形式的女权主义和基于不同属性的女权主义者之间的区别变得更加普遍,导致他们作为一个统一实体的代表性略有减少。本研究通过强调女性主义在中国社交媒体上的动态描述,并为其评估提供新颖的见解,丰富了现有文献。
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引用次数: 0
Book review: Piotr Cap, The Discourse of Conflict and Crisis: Poland’s Political Rhetoric in the European Perspective 书评:彼得·卡普,《冲突与危机的话语:欧洲视野下的波兰政治修辞》
IF 1.9 2区 文学 Q2 COMMUNICATION Pub Date : 2023-04-28 DOI: 10.1177/17504813231170676
Jingyi Huang
This book investigates the linguistics features and strategies of conflict, crisis, and threat construction in the context of Poland, especially when the right-wing populist and conservative political party, Law & Justice (L&J), came to power in 2015. The party is known for its anti-democratic and anti-European disposition, which especially gained supports from the people who viewed European integration as obstacles to develop their own economy and who defended national identity and traditional beliefs. This book focuses on the discursive construction, and examines how the populist rhetoric is produced by L&J’s leaders to enact their leadership and reinforce their ideologies. It covers discussions of the parliamentary and governmental discourse against the opponents who weaken the ruling legitimization, and the complicated relations with the European Union related to immigration and economic activities. Through conducting a comprehensive discourse analysis on parliamentary discourse and governmental discourse from L&J leaders, this book highlights the threat generation as a powerful instrument for L&J to exert social coercion and consolidate the leadership. It also provides insights into the relations between L&J and the populist right-wing rhetoric trend in Europe. Along with the introduction and concluding remarks, this book is composed of six chapters. The first two chapters give details about the background of the study. Chapter 1 presents a synthetic account of the theoretical underpinnings of political leadership and political communication, and illustrates intertwined relations between threat construction, social coercion, (de)legitimization, propaganda, fear dichotomies, and credibility. It discusses the important role of the threat production and conflict management in enacting the political leadership, and further argues for the discursive construction of the Us-and-Them conflict as central instrument of generating threat. Finally, this chapter introduces the feasible analytical models, for instance, discourse space theory (DST), political metaphor (PM) and proximization in the examination of the discursive 1170676 DCM0010.1177/17504813231170676Discourse & CommunicationBook reviews book-review2023
本书探讨了波兰背景下冲突、危机和威胁建构的语言学特征和策略,特别是当右翼民粹主义和保守派政党法律与正义(L&J)于2015年上台时。该党以其反民主和反欧洲的倾向而闻名,这尤其得到了人们的支持,他们认为欧洲一体化是发展本国经济的障碍,并捍卫了国家身份和传统信仰。这本书关注的是话语结构,并考察了L&J的领导人是如何产生民粹主义言论来发挥他们的领导作用和强化他们的意识形态的。它涵盖了议会和政府对削弱执政合法化的反对者的讨论,以及与欧盟在移民和经济活动方面的复杂关系。通过对L&J领导人的议会话语和政府话语进行全面的话语分析,本书强调了威胁生成是L&J施加社会胁迫和巩固领导地位的有力工具。它还提供了对L&J与欧洲民粹主义右翼言论趋势之间关系的见解。本书除引言和结语外,共分六章。前两章详细介绍了本文的研究背景。第一章综合介绍了政治领导力和政治沟通的理论基础,并说明了威胁构建、社会胁迫、(去)合法化、宣传、恐惧二分法和可信度之间的相互交织关系。论述了威胁产生和冲突管理在政治领导力建设中的重要作用,并进一步论证了“我们与他们”冲突作为产生威胁的核心工具的话语建构。最后,本章介绍了可行的分析模型,如话语空间理论(DST)、政治隐喻(PM)和近似化,以考察话语1170676 DCM0010.1177/17504813231170676话语与交际书评书评2023
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引用次数: 1
Twitter-based analysis of anti-refugee discourses in Türkiye 基于twitter的土耳其反难民话语分析
IF 1.9 2区 文学 Q2 COMMUNICATION Pub Date : 2023-04-28 DOI: 10.1177/17504813231169135
Fahri Yılmaz, Tugay Elmas, Betil Eröz
As the number of refugees in Türkiye continues to grow, the constructed discourse of welcoming refugees with open arms has weakened, transforming the image of refugees from ‘guests’ to ‘threats’. Social media platforms are used to spread hate speech, discrimination, racism, and otherization. Drawing on the Corpus-assisted Critical Discourse Analysis approach, the present research investigates how language is used to produce online discourses in tweets about refugees in the aftermath of a major social triggering event in Türkiye. This mixed-methods study incorporated both a corpus analysis of tweets posted on Twitter over a specific period, as well as a critical discourse analysis of a randomly selected subset of 100 tweets. The findings revealed that the prevalence of discontent and frustration of the host population against refugees has turned into a discourse of discrimination, hate, and racism. Moreover, a negative portrayal of refugees was created and maintained not only through lexical choices, but also characteristics attributed to them, as well as assumptions and prejudices about them.
随着土耳其难民人数的持续增长,张开双臂欢迎难民的既定话语已经减弱,难民的形象从“客人”转变为“威胁”。社交媒体平台被用来传播仇恨言论、歧视、种族主义和其他化。本研究采用语料库辅助的批判性话语分析方法,调查了在土耳其发生重大社会触发事件后,语言如何在推特上产生关于难民的在线话语。这项混合方法研究结合了对特定时期发布在推特上的推文的语料库分析,以及对随机选择的100条推文子集的批判性话语分析。调查结果显示,收容人口对难民的普遍不满和沮丧已经演变成歧视、仇恨和种族主义的言论。此外,对难民的负面描述不仅是通过词汇选择,还通过赋予他们的特征,以及对他们的假设和偏见而产生和保持的。
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引用次数: 0
Book review: Alan B. Albarran, The Media Economy 书评:Alan B. Albarran,《媒体经济》
IF 1.9 2区 文学 Q2 COMMUNICATION Pub Date : 2023-04-28 DOI: 10.1177/17504813231170678
Shivani Thakur
Cushing E (2021) How Facebook fails 90 percent of its users. The Atlantic. Available at: https:// www.theatlantic.com/ideas/archive/2021/10/facebook-failed-the-world/620479/ (accessed 10 October 2022). Grimmelmann J (2011) Some skepticism about search neutrality. New York Law School Legal Studies Research Paper Series 10/11(20): 435–459. Pickard V (2019) Democracy Without Journalism? Confronting the Misinformation Society. Oxford: Oxford University Press.
库欣E (2021) Facebook如何让90%的用户失望。大西洋。提供网址:https:// www.theatlantic.com/ideas/archive/2021/10/facebook-failed-the-world/620479/(2022年10月10日访问)。Grimmelmann J(2011)对搜索中立性的质疑。纽约法学院法学研究论文系列10/11(20):435-459。皮卡德V(2019):没有新闻的民主?面对虚假信息社会。牛津:牛津大学出版社。
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引用次数: 0
Book review: Thu Ngo, Susan Hood, James R. Martin, Clare Painter, Bradley A. Smith and Michele Zappavigna, Modelling Paralanguage Using Systemic Functional Semiotics: Theory and Application 书评:Thu Ngo,Susan Hood,James R.Martin,Clare Painter,Bradley A.Smith和Michele Zappavigna,使用系统功能符号学建模副语言:理论与应用
IF 1.9 2区 文学 Q2 COMMUNICATION Pub Date : 2023-04-25 DOI: 10.1177/17504813231170685
Chunhui Zhang
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引用次数: 0
Book review: Terry Flew and Fiona R. Martin, Digital Platform Regulation, Global Perspectives on Internet Governance 书评:Terry Flew和Fiona R.Martin,数字平台监管,互联网治理的全球视角
IF 1.9 2区 文学 Q2 COMMUNICATION Pub Date : 2023-04-25 DOI: 10.1177/17504813231170677
Naurah Lisnarini, Ivana Pascalia Sooai
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引用次数: 1
Comparative discourse analysis of Kazakhstani universities’ organisational identity 哈萨克斯坦大学组织身份的比较话语分析
IF 1.9 2区 文学 Q2 COMMUNICATION Pub Date : 2023-04-24 DOI: 10.1177/17504813231163092
Zh. A. Tatyyeva, A. Zagidullina
The present study explored the discourses adopted by the Kazakhstani universities to represent their organisational identity. It analysed the information of 30 Kazakhstani universities as found in their websites. It then compared Kazakhstani universities with their UK and US counterparts. These data revealed the discourses created by Kazakhstani universities to represent their organisational identity, and the socioeconomic factors that influenced them. A corpus-assisted discourse analysis was conducted by identifying the key semantic domains and keywords of Kazakhstani universities. Furthermore, the identified key semantic domains and keywords were analysed in detail utilising concordance analysis. In addition to the academic discourse; the organisational identity of Kazakhstani universities, involved marketing, change and managerial discourses. Kazakhstani universities construct their identity with an international outlook. The findings showed that the global trend in the marketisation of universities is relevant for Kazakhstani universities.
本研究探讨了哈萨克斯坦大学为代表其组织身份而采用的话语。它分析了哈萨克斯坦30所大学在其网站上的信息。然后将哈萨克斯坦的大学与英国和美国的大学进行了比较。这些数据揭示了哈萨克斯坦大学为代表其组织身份而创造的话语,以及影响这些话语的社会经济因素。通过识别哈萨克斯坦大学的关键语义域和关键词,进行了语料库辅助语篇分析。此外,利用一致性分析对识别出的关键语义域和关键字进行了详细的分析。除了学术话语;哈萨克斯坦大学的组织认同,涉及市场营销,变革和管理话语。哈萨克斯坦大学以国际视野构建自己的身份。研究结果表明,大学市场化的全球趋势与哈萨克斯坦大学有关。
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引用次数: 0
A critical discourse analysis of Al Jazeera’s online coverage of the war in Yemen before and after the 5 June 2017 Gulf crisis 半岛电视台对2017年6月5日海湾危机前后也门战争的在线报道的批判性话语分析
IF 1.9 2区 文学 Q2 COMMUNICATION Pub Date : 2023-04-20 DOI: 10.1177/17504813231163769
Monther Alluhaidah
In this study, Critical Discourse Analysis (CDA) was utilised to examine the Al Jazeera Arabic news website with respect to its reports on the social actors in the Yemen war, particularly the KSA, UAE, Egypt and Bahrain coalition and the opposing Houthis, both before and after the Gulf crisis that occurred on 5 June 2017. The analysed data included a total of 32 news articles related to the war in Yemen, with 16 articles covering the period prior to the Crisis, from 2015 to 2017, and 16 covering the period following the onset of the crisis, from 2017 to 2019. The overall aim was to uncover the ideological implications of various linguistic elements, such as lexical choices, news headline creation, and de-legitimisation strategies, and the results revealed identifiable, distinct, and non-random changes in tone and angle of representation relating to the various social actors and their actions. Before the crisis, the coalition was represented positively while Houthis was presented negatively, while after the crisis, the tone towards these social actors was completely reversed. The various discursive strategies used in the articles across both periods thus show that the coverage of the Yemen crisis was intended to ideologically and politically guide readers’ understanding of the crisis.
在这项研究中,批判性话语分析(CDA)被用来检查半岛电视台阿拉伯语新闻网站关于也门战争中社会行为者的报道,特别是2017年6月5日海湾危机前后的KSA、阿联酋、埃及和巴林联盟以及反对的胡塞人。分析的数据共包括32篇与也门战争有关的新闻文章,其中16篇报道了危机前的2015年至2017年,16篇报道危机爆发后的2017年至2019年。总体目标是揭示各种语言元素的意识形态含义,如词汇选择、新闻标题创作和去合法化策略,结果揭示了与各种社会行为者及其行为相关的语气和表现角度的可识别、独特和非随机变化。在危机之前,联盟的代表性是积极的,而胡塞的代表性则是消极的,而在危机之后,对这些社会行为者的态度完全相反。因此,这两个时期的文章中使用的各种话语策略表明,对也门危机的报道旨在从意识形态和政治上引导读者对危机的理解。
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引用次数: 0
‘Versailles literature’ on WeChat Moments – humblebragging with digital technologies b微信朋友圈的“凡尔赛文学”——用数字技术谦虚地吹牛
IF 1.9 2区 文学 Q2 COMMUNICATION Pub Date : 2023-04-08 DOI: 10.1177/17504813231164854
Baiyao Zuo
Versailles literature is a newly emerged phenomenon on Chinese social networking sites. It is in essence an indirect form of self-praise. Despite its popularity on social media, there is little research on this phenomenon. This study investigates the pragmatic strategies for performing VL on WeChat Moments. The results showed that Versailles literature often includes strategies such as implicit self-praise, modified explicit self-praise, and self-praise through comments and replies, among which the tactics that have not been observed before, such as bragging in a foreign language, creating false ‘question–answer’ or ‘compliment–response’ interactions and commenting to the adverts. These strategies are implemented in various ways by virtue of the technological affordance of WeChat Moments, in order to balance the disclosure and the dissimulation of the object of praise. The study also discusses the distinctive features of VL and explains the absence of some frequent strategies of self-praising in Versailles literature.
凡尔赛文学是中国社交网站上新出现的一种现象。它本质上是一种间接的自我表扬形式。尽管它在社交媒体上很受欢迎,但对这一现象的研究却很少。本研究探讨了在微信朋友圈中进行VL的语用策略。结果表明,凡尔赛文学通常包括隐含的自我表扬、修饰的显性自我表扬和通过评论和回复的自我表扬等策略,其中从未观察到的策略,如用外语吹嘘、制造虚假的“问答”或“赞美-回应”互动以及对广告进行评论。这些策略借助微信朋友圈的技术启示以多种方式实施,以平衡赞美对象的公开和掩饰。本研究还讨论了VL的独特特征,并解释了凡尔赛文学中缺乏一些常见的自我赞扬策略的原因。
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引用次数: 1
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Discourse & Communication
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