Multi Modal Discourse Analysis

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  • Topic: Discourse analysis, Critical discourse analysis, Discourse
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Course: BaMMC 2nd Semester Exam title: Multimodal Discourse Analysis

May 25, 2011 Character (excluding spaces): 22682 Page 1 of 14

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12-TIMERS PRØVER U. MUNDTLIGT FORSVAR 12-hour take-home papers without oral defence INSTITUT FOR ERHVERVSKOMMUNIKATION Department of Business Communication

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Multimodal Discourse Analysis

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Exam Number: 301786 Course: BaMMC 2nd Semester Exam title: Multimodal Discourse Analysis

May 25, 2011 Character (excluding spaces): 22682 Page 2 of 14

Table of contents

1.INTRODUCTION ........................................................................................................................... 3

2.VISUAL ANALYSIS ...................................................................................................................4-7

3.TEXTUAL ANALYSIS ................................................................................................................7-11

4. Social and discursive practice ...............................................................................................11-12

5. Conclusion................................................................................................................................12-13

6. References ..................................................................................................................................... 13

Exam Number: 301786 Course: BaMMC 2nd Semester Exam title: Multimodal Discourse Analysis

May 25, 2011 Character (excluding spaces): 22682 Page 3 of 14

Introduction
Provided is an image from Siemens’ homepage Responsibility for our children’s world, which introduces the company’s Sustainability report from 2009. The home page image functions as an awareness campaign, where the main purpose is to encourage people to become (more) sustainable. The homepage image illustrates a picture of three little girls surrounding the “globe”, with their hands and heads placed around the globe. Here the text of the campaign seeks to elaborate on the image, with a headline saying “Responsibility for our children’s world”. In the image there is a link to a video provided by Siemens, with the member of the Managing Board and Chief Sustainability Officer of Siemens AG Barbra Kux. In the video she explains the content of Siemens sustainability advisor report and states the importance of behaving in a sustainable way in order to improve the state of the world. In addition, she explicitly states three goals of Siemens: 1. Increase revenue to 25 billion Euro, 2. Walk the talk and behave in a sustainable way and 3. Stretch out to the world and form alliances with key opinion leaders and key players in the area of sustainability. The question is then, if the campaign is effective in their attempt to raise awareness about the challenges of the today’s world in securing the future of the generations to come? The first part of the analysis focuses on the visual interpretation of the images. I will account for the ideational, interpersonal and textual choices in both images. The visual analysis will draw on the theories presented by Kress and Van Leeuwen (2006). The second part of the paper concentrates on the textual analysis, here the concepts related to the ideational, interpersonal and textual resources will be analysed, drawing on the theories from Halliday’s register analysis, presented by Stillar (1998). Furthermore, parts of Burke’s rhetoric as an approach will be included in the analysis,...
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