Ilaria Moschini

Ilaria Moschini
University of Florence | UNIFI · Dipartimento di Formazione Lingue Intercultura Letterature e Psicologia

PhD in Applied Linguistics and Multimodality - UCL University College London

About

39
Publications
13,181
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Introduction
Ilaria Moschini currently works at the University of Florence, Department of Education, Languages, Intercultures, Literatures and Psychology. Her main research interests are US political and institutional language, and media/digital media language that she investigates using a framework that combines systemic functional linguistics and critical discourse analysis with a socio-semiotic approach to multimodality. Currently, she is studying software and social media from a socio-semiotic perspective; the ‘webridization’ of US institutional and political language with the language of the web and the discursive practices of fan communities and their interconnections with digital discourse.

Publications

Publications (39)
Book
This collection explores the mediation of a wide range of processes, texts, and practices in contemporary digital environments through the lens of a multimodal theory of communication. Bringing together contributions from renowned scholars in the field, the book builds on the notion that any form of digital communication inherently presents a rich...
Article
Until July 5, 2021 it is possible to download the paper here: https://authors.elsevier.com/a/1d4Q77suQFmmxW In digital scenarios, procedural instructions are instances of a kind of discourse that is pervasive yet little visible. These instructions define the information architectures of digital platforms themselves (van Dijck et al. 2019), constr...
Article
The 2018 Super Bowl Commercial of the Budweiser Beer is entitled “Stand by You” and revolves around the pluriannual Water Donation Program of the Anheuser-Busch brewing company. The video features images of the employees of the Budweiser Cartersville, GA brewery organizing the emergency drinking water delivery with the help of American Red Cross, i...
Research
Full-text available
The Common Framework of Reference for Intercultural Digital Literacies applies a set of guidelines modelled on CEFR and DigComp2.0, by providing precise indications about what one can do at each level (e.g. design a blog, understand how content is organized in a web page, produce a video curriculum, etc. designed specifically to communicate with an...
Article
"Expanded transmediality" (Stein and Busse 2012) is a bi-directional process where top-down media franchises exploit bottom-up participation, while grassroots involvement progressively influences the creation of television texts. In such a context, that could be defined as "pan-fanaticism" (Moschini 2015), the sphere of values belonging to fan comm...
Chapter
Computer-Mediated Communication (CMC) has been associated with humor and language play more than other media (Vandergriff 2010). As part of a broader study on the ‘geekization’ of discourse, the present essay aims at tracking the ideational roots of web-based humor. More specifically, it focuses on the connections between on-line communication and...
Article
Full-text available
In September 2016, the Walt Disney Company launched a series of packs of stickers featuring characters and art from Disney stories. Stickers are – along with emoji, GIFs, videos and images – graphical devices or “graphicons” (Herring and Dainas 2017, 2185) used to communicate on social media platforms. In details, stickers are elaborate character-d...
Article
he development of web 2.0 was powered by web services that are software systems designed to support interoperable machine-to- machine interaction over a network. It was the choice of standards enabling such interactions that favored communication among different systems and their mash ups. Facebook was the first social networking site to launch a s...
Conference Paper
From Facebook’s service for developers to Apple’s new Messages framework in iOS 10 there seems to be a tendency towards the framing of apps as the new user generated contents that even lay users can create and share. The aim of the contribute is to reflect on this emerging trend both in terms of the cultural logic it foregrounds and the methodologi...
Chapter
The paper features an additional step in the analysis of the ‘webridization’ of US institutional language and aims at linguistically and semiotically mapping the main discursive strategies used by the White House under Obama's Presidency to frame its image as “the most open and participatory administration in history”. More specifically, using inst...
Chapter
In February 2008 a YouTube user named “WeCan08” uploaded Yes, We Can, a video that is now considered a key example of the so-called ‘YouTube political endorsement’. It was a black and white collage-style music video that featured Senator Barack Obama pronouncing an electoral speech together with many celebrities and musicians echoing his words in a...
Article
The aim of this article is to offer a reflection on digital textuality with reference to language and software studies. Indeed, digital language – more specifically, the language of social media – is characterized by an important postmodern component, especially in relation to the discursive practices selected by users in composing their messages;...
Conference Paper
“Transmedia storytelling” (Jenkins 2011) is an enhanced form of narration that helps the audience plunge into a fictional universe through a number of dispersed entry points, which provide a comprehensive fruition of a complex story. The intertwining of transmedially dispersed source texts with the artifacts that are created by the communities of f...
Article
Full-text available
The blog site of the Oxford Dictionaries features a post dated November 16 2015, which announces that, “for the first time ever”, their “Word of the Year” is not a word, but a pictograph: the “Face with Tears of Joy” emoji. The term emoji, which is a loanword from Japanese, identifies “a small digital image or icon used to express an idea or emotio...
Article
The digital revolution has led to the increasing hybridization of American political discourse with the language and the formats of the web, giving rise to a public/private narration where many communication codes merge and where different discursive voices are interwoven. Through the study of a qualitative dataset of messages posted on the “Timeli...
Chapter
A fannish music video is a text created by fans to celebrate their favorite media product. The textual structure of these semiotic artefacts originates from the tradition of slide shows projected during fan conventions and has been largely influenced by the birth and diffusion of music videos (2006 Coppa). To create a video, in fact, fan-artists us...
Chapter
In May 2009, the White House blog announced the creation of the official pages of the US government on platforms like Facebook, MySpace and Twitter in order to expand the ways in which the Administration communicated to the public. Such digital remediation of the White House’s voice leads to a reconceptualization of institutional discourse since it...
Book
In un'epoca come quella contemporanea contraddistinta dalla diffusione di un nuovo paradigma epistemologico basato sul movimento, sulla connessione e sulla intertestualità e che richiede l'adozione di prospettive interdisciplinari per essere pienamente compreso, gli studi di Gigliola Sacerdoti Mariani offrono un fulgido esempio di approccio sincret...
Article
Full-text available
The contribute is an interview with Professor Theo van Leeuwen, the co-founder - along with Gunther Kress - of Multimodal Studies. In the interview, starting from the fundamental role of the Hallidayan socio-semiotic approach to language in the development of Multimodality – van Leeuwen illustrates the background of his theoretical work as social s...
Article
Full-text available
The language section of the journal LEA - edited by Ilaria Moschini - is dedicated to the Critical Multimodal Analysis of Digital Discourse, an approach that encompasses the linguistic and semiotic detailed investigation of texts within a socio-cultural perspective. It features an interview with Professor Theo van Leeuwen by Ilaria Moschini and fou...
Article
The aim of this paper is to investigate the postmodern multimodal language of some contemporary American TV series and its gradual hybridization with the language (and practices) of social media. The paper begins with the analysis of popular television texts that have experimented with visual/musical/narrative form in order to outline the main char...
Article
Full-text available
Since the famous 1984 Apple Television Ad, personal computers and the Internet have become icons of popular culture that embody libertarian values. Indeed, they have been described as the necessary tools for the empowerment of the individual and the realization of a peer-to-peer decentralized democracy. This libertarian representation has become a...
Article
Full-text available
Since the famous 1984 Apple Television Ad,personal computers and the Internet have become icons of popular culture that embody libertarian values. Indeed, they have been described as the necessary tools for the empowerment of the individual and the realization of a peer-to-peer decentralized democracy. This libertarian representation has become a f...
Chapter
Scopo del saggio è illustrare l’evoluzione del concetto di testo nella sua componente più prettamente semiotico-linguistica derivante dal mutamento dello scenario comunicativo occorso negli ultimi venti anni e, parallelamente, spiegare il contesto culturale dal quale questo cambiamento ha avuto origine. Un cambiamento che ha portato alla definizion...
Article
In 1984, the creators of Miami Vice - a famous NBC detective drama - added pop and rock hits to the original themes of the soundtrack. This new use of music, later defined as 'MTV-inspired', has progressively increased in the last 10 years and has now become one of the widely accepted standards for music and image integration in US TV series and mo...
Article
Le elezioni presidenziali statunitensi 2008 sono state le prime a essere influenzate dallo sviluppo e dalla diffusione della nuova declinazione di Internet, il cosiddetto Web 2.0, dei social networks e della cultura partecipativa. Le nuove tecnologie - utilizzate principalmente dai candidati democratici - hanno profondamente modificato il contesto...
Book
Il libro accompagna il lettore in un viaggio nell’immaginario collettivo americano per rintracciarvi gli elementi fondamentali dell’American Dream, un concetto la cui dimensione storica e simbolica risulta in gran parte sconosciuta in Italia, nonostante l’ampia fruizione di prodotti culturali statunitensi. L’esplorazione parte dall’analisi delle ut...
Chapter
Full-text available
"The sum of human happiness increases because of New Urbanism" Andres Duany America is a country that never runs out of promises. There is always a fresh start, a new frontier, a shiny next opportunity for which some people will pick up all their things and go for broke. New fresh starts in a world gone wrong are represented by Seaside Fl., the arc...
Article
On January 31st 2006, in the course of his State of the Union Address, George Bush announced the Advanced Energy Initiative - a 22% increase in clean-energy research. He said: “[...] the best way to free America from addiction to oil is through technology, [...] human talent and creativity”. He thus contextually announced the American Competitivene...
Article
L’analisi condotta su un corpus di discorsi tenuti dal Presidente G. W. Bush tra il gennaio 2001 e il febbraio 2006, ha evidenziato il continuo sovrapporsi di politica interna e politica estera. La tesi dell'autrice è che la fusione delle due aree sia dovuta all’interpretazione dello scenario contemporaneo nel quadro della teoria del Destino Manife...
Article
Il saggio è una riflessione sulla natura dell’uomo americano che trae origine da una collezione di testi (Ritratti Americani) pubblicata dal Dipartimento di Stato all’indomani dell’11 settembre 2001. Una “narrazione pubblica di sé” affidata alle voci di quindici scrittori statunitensi, ai quali viene chiesto di rispondere alla celebre domanda formu...

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Projects

Projects (5)
Project
Pandemic Meaning Making of Interaction and Communication: a collective research initiative to make sense of the communicative changes during the pandemic and trace implications for the future of social interaction. https://panmemic.hypotheses.org/