Reading Images: A Grammar of Visual Design
... Therefore, it examines a corpus of fifteen memes extracted from social media websites like Facebook, Instagram, and search websites like Google Images from 2019 to 2021. The study applies Kress and van Leeuwen's (2006) theoretical framework of visual grammar. It aims at analyzing the narrative representations and interactive metafunction elements that exist in the selected memes and demonstrating how the elements combined together in COVID-19 memes in social media to deliver the intended meanings. ...
... It aims at analyzing the narrative representations and interactive metafunction elements that exist in the selected memes and demonstrating how the elements combined together in COVID-19 memes in social media to deliver the intended meanings. In fact, the findings of the study have revealed that Kress and van Leeuwen's (2006) emphasizes the importance of multimodal analysis in understanding memes. Moreover, multimodality can interpret, decipher, and evaluate the visual and verbal resources of COVID-19 memes, enabling integration across multiple modes in a single meme within the selected data. ...
... Multimodality, multimodal analysis, social and semiotic analysis take many forms recently in examining political speeches, cartoons, brochures, memes, ads, portraits, and other online content. Correspondingly, the application of Kress and van Leeuwen's (2006) theoretical framework of visual grammar sheds light on how to analyze verbal and visual element. ...
... To account for it, this study considers Maier and Engberg's (2014) framework for the analysis of text-image interplay to explore captionmultimedia relations. Drawing on the ideational, interpersonal and textual metafunctions dictated in systemic functional grammar (Halliday 1985) and their adaptation to the study of visual grammar (Kress and Van Leeuwen 2020), Maier and Engberg (2014) analyse text-image relations at the ideational dimension, i.e., considering their relevance in the expression and representation of content, experience and ideas. These relations are 1) concurrence, which includes relations of elaboration both between text and image and between images, 2) complementarity, referring to relations of extension, either by augmentation or contrast, and 3) connection, which comprise temporal, spatial and causal enhancement. ...
... Post (12) below provides an example of concurrence through specification, as the image of a turtle trapped in a plastic net visually illustrates how plastic debris is "responsible for harming 66% of marine mammal species". All multimedia included were endowed with high modality (Kress and Van Leeuwen 2020) or realism, which might stress the veracity of the denouncing arguments given by the NGOs, and consequently, reinforce the self-projection of the WWF and Greenpeace as genuinely concerned with environmental problems. ...
The multifaceted character of environmental discourse becomes evident on social media, where non-governmental organisations (NGOs) engage in public environmental discourses. Focused on X/Twitter for environmental purposes, this paper investigates engagement as an interpersonal phenomenon comprising two dimensions: self-presentation and audience projection. It qualitatively and quantitatively analyses 100 X/Twitter posts from WWF and Greenpeace (50 per account) with the tool NVivo 14. Findings reveal how the NGOs rely on verbal (self-mentions, lexical items) and non-verbal resources (emoji and multimedia elements) to present themselves to their audience, whilst exploiting verbal resources (second-person pronouns and directives) to construct their audience. Results underscore how NGOs leverage X/Twitter to assert their own legitimacy and that of their audience as integral members of the environmentalist community.
... This distinctive language produced by politicians is a political discourse, according to Wilson's definition of political discourse (in Taylor, 2022). Later, the images are analyzed using the Grammar of Visual Design by Kress and Leeuwen (2021). This theory provides detailed methods to analyze the meanings in the image and the syntactic relations between people, places, and things depicted in image (Roberts and Philip, 2006). ...
... In this paper, the analysis begins with evaluation over the candidates' ideas, which reflected on the vision and mission text, using Transitivity Analysis (Halliday and Matthiessen, 2013). After evaluating the text elements, the candidates' images are analyzed using interactional and representational meaning from Visual Design Grammar (Kress and Leeuwen, 2021). Interactional and representational analysis show how an image conveys real-world aspects and how it engages the viewer. ...
To achieve an ideal democratic process, voters need to have sufficient information about every candidate before making a well-informed decision. To understand the candidates’ values, one can look at their particular language choice which is realized in their idea representations from text elements (vision and mission statement) and persona representations from visual elements (campaign posters). Combining two theoretical frameworks, Systemic Functional Linguistics and The Grammar of Visual Design, this research aims to explain how presidential and vice presidential represent their ideas and personas through vision and mission and campaign posters in the 2024 Indonesia Presidential Election. Finding shows SFL and Visual Design Grammar can explain how politicians reflect their thought and ideas into set of material and mental clauses while supporting the clauses with respective posters, as shown by Candidate 1 and Candidate who enhance their ideas with a coherence visual elaboration, meanwhile Candidate 3 do not show idea and persona congruity in their texts and image representations
... This distinctive language produced by politicians is a political discourse, according to Wilson's definition of political discourse (in Taylor, 2022). Later, the images are analyzed using the Grammar of Visual Design by Kress and Leeuwen (2021). This theory provides detailed methods to analyze the meanings in the image and the syntactic relations between people, places, and things depicted in image (Roberts and Philip, 2006). ...
... In this paper, the analysis begins with evaluation over the candidates' ideas, which reflected on the vision and mission text, using Transitivity Analysis (Halliday and Matthiessen, 2013). After evaluating the text elements, the candidates' images are analyzed using interactional and representational meaning from Visual Design Grammar (Kress and Leeuwen, 2021). Interactional and representational analysis show how an image conveys real-world aspects and how it engages the viewer. ...
To achieve an ideal democratic process, voters need to have sufficient information about every candidate before making a well-informed decision. To understand the candidates’ values, one can look at their particular language choice which is realized in their idea representations from text elements (vision and mission statement) and persona representations from visual elements (campaign posters). Combining two theoretical frameworks, Systemic Functional Linguistics and The Grammar of Visual Design, this research aims to explain how presidential and vice presidential represent their ideas and personas through vision and mission and campaign posters in the 2024 Indonesia Presidential Election. Finding shows SFL and Visual Design Grammar can explain how politicians reflect their thought and ideas into set of material and mental clauses while supporting the clauses with respective posters, as shown by Candidate 1 and Candidate who enhance their ideas with a coherence visual elaboration, meanwhile Candidate 3 do not show idea and persona congruity in their texts and image representations
... This distinctive language produced by politicians is a political discourse, according to Wilson's definition of political discourse (in Taylor, 2022). Later, the images are analyzed using the Grammar of Visual Design by Kress and Leeuwen (2021). This theory provides detailed methods to analyze the meanings in the image and the syntactic relations between people, places, and things depicted in image (Roberts and Philip, 2006). ...
... In this paper, the analysis begins with evaluation over the candidates' ideas, which reflected on the vision and mission text, using Transitivity Analysis (Halliday and Matthiessen, 2013). After evaluating the text elements, the candidates' images are analyzed using interactional and representational meaning from Visual Design Grammar (Kress and Leeuwen, 2021). Interactional and representational analysis show how an image conveys real-world aspects and how it engages the viewer. ...
To achieve an ideal democratic process, voters need to have sufficient information about every candidate before making a well-informed decision. To understand the candidates’ values, one can look at their particular language choice which is realized in their idea representations from text elements (vision and mission statement) and persona representations from visual elements (campaign posters). Combining two theoretical frameworks, Systemic Functional Linguistics and The Grammar of Visual Design, this research aims to explain how presidential and vice presidential represent their ideas and personas through vision and mission and campaign posters in the 2024 Indonesia Presidential Election. Finding shows SFL and Visual Design Grammar can explain how politicians reflect their thought and ideas into set of material and mental clauses while supporting the clauses with respective posters, as shown by Candidate 1 and Candidate who enhance their ideas with a coherence visual elaboration, meanwhile Candidate 3 do not show idea and persona congruity in their texts and image representations
... The scripts are differentiated into Javanese script and Roman Script. Then the salience of the signs is determined from the position of the script, font size, and readability (Kress & van Leeuwen, 2021). In addition, other classifications are also applied to enhance the analysis of language contestation, such as the type of sign maker, and the top-down and bottom-up categories as suggested by Cenoz and Gorter (2006). ...
... Based on the examples of data presented, Indonesian is a salient language. Salience is determined by the position of the script, font size, and readability (Kress & van Leeuwen, 2021). The salience of Indonesian does not only apply to multilingual signs but also to bilingual signs (see Figures 7 and 9). ...
This study aims to explore various types of public signs with different uses, designs, and materials to determine the contestation of local, national, and international languages in the Borobudur Temple area, particularly in relation to ideology and identity. Public signs were photographed on December 20, 2022. A total of 299 photos were analysed using linguistic landscape theories based on a qualitative descriptive method with techniques of quantification of qualitative data and interpretive descriptions. The results showed 28 types of signs. The most common public signs are of the Top-down type, with Indonesian being the most widely used language. This represents a solid national identity because Indonesian is the language of unity and the lingua franca of the entire Indonesian nation. English is the second most frequently used language at the Borobudur Temple, a well-known international tourist site. Other than Indonesian and English, Javanese language and script, which reflect local identities, are little used on public signs. The findings suggest that local language seems to be marginalised.
... Farooq's (2020) research investigates the persuasive and attractive modes used in six e-advertisements. The analysis is done using the theoretical framework of Multimodal Discourse Analysis of Kress and van Leeuwen (1996). The data collected is analyzed based on the three metafunctions of VG: representational, interactional and compositional. ...
... By conducting a thorough analysis of both the linguistic and visual elements of these advertisements, the study highlighted their crucial role in dismantling gender stereotypes and promoting feminist ideals within the context of Pakistani society. Grounded in the visual multimodal approach proposed by Kress and van Leeuwen (1996), the study revealed a notable trend in Pakistani advertisements wherein numerous companies rejected conventional sociocultural norms associated with women, instead championing feminist ideologies as the emerging societal standard. Through a focus on the theme of transformation, the research argued that this shift in advertising strategies reflected an intentional effort to challenge the entrenched patriarchal mindset prevailing in Pakistani society regarding the roles and status of women. ...
Women's empowerment and the promotion of women's rights have emerged as significant global movements, continually breaking new ground. This study aims at investigating how women empowerment is visually and verbally codified in advertisements. This study examines two beauty advertisement campaigns launched by Olay and Reebok in 2018: Olay's "#FaceAnything" campaign and Reebok's "#BeMoreHuman" campaign. Both campaigns aim to empower women to believe in themselves. These campaigns focus on promoting awareness of women's individuality rather than asserting women's superiority over men. Presented in the form of advertisements, these campaigns use discourse crafted by producers to convey persuasive messages. To unveil the empowering messages in these advertisement campaigns, this study employs Kress and Van Leeuwen's (2006) theory of Visual Grammar and Michelle M. Lazar's Feminist Critical Discourse Analysis (2005, 2007) framework. The findings reveal that both campaigns utilize a variety of linguistic and visual techniques to empower women, challenge traditional gender roles, and promote feminist values. Furthermore, this study explores the inversion of patriarchal discourse within these campaigns as a strategy to empower women. By subverting traditional gender roles and expectations, both Olay and Reebok campaigns challenge patriarchal norms and assert feminist identity and positionality. This analysis sheds light on how advertising language is utilized as a powerful tool to empower women, promote gender equality, and contribute to the ongoing conversation about gender representation in advertising.
... The second function (interpersonal meaning) explores the roles and relationships among depicted characters or visual components and their engagement with the audience. Finally, the third function (textual meaning) pertains to the structural methods employed in the text, including referencing, linking, and foregrounding/backgrounding strategies (Kress & Van Leeuwen, 2021). Moreover, Kress and Van Leeuwen (Kress and Van Leeuwen (2021) draw attention to the emergence of a new and significant message in the contemporary visual landscape. ...
... Finally, the third function (textual meaning) pertains to the structural methods employed in the text, including referencing, linking, and foregrounding/backgrounding strategies (Kress & Van Leeuwen, 2021). Moreover, Kress and Van Leeuwen (Kress and Van Leeuwen (2021) draw attention to the emergence of a new and significant message in the contemporary visual landscape. Salience, as described by Machin and Mayr (2012), is critical contextually. ...
Through the application of Critical Discourse Analysis (CDA) and visual image analysis, this study evaluated 15 English Language Teaching (ELT) textbooks utilized in Vietnam, seeking to explore the extent to which environmental literacy (EL) content is incorporated. The analysis indicates that the knowledge component appears 29 times, Affect 25 times, and Behavior 10 times. It was observed that the Behavior aspect of EL is the least represented among the three. The range of knowledge component lacks integration, with the content predominantly anthropocentric, exhibiting a superficial approach to environmentalism. The textbooks employ abstraction and anonymization methods, sidestepping direct identification of the culprits behind environmental degradation. Instead, less influential groups namely farmers, students, tourists, and truck drivers are unfairly held accountable. The Affect component is overly simplified, failing to nurture a sense of care and empathy for the natural world. While some eco-friendly behaviors and the suggestion to write a complaint letter to a truck company are presented as realistic, there exists a distorted portrayal where littering in water is inaccurately identified as the primary factor in fish mortality, overlooking the impact of chemical pollutants. The ELT materials seem to align with the interests of factory owners and the Vietnamese government, displaying a neoliberal stance that technological advancements can address environmental challenges, while also emphasizing economic gains and consumerism through references to tourism.
... This study aims to scrutinize how the message and meaning of the anti-bullying campaign by @peacegenid is conveyed to readers effectively. This study was qualitative descriptive research by using Kress and and Leeuwen's (2006) multimodal semiotic approach to identify semiotic modes used to form messages and meanings, as well as to discuss the coherence of the campaign content in the Instagram account of @peacegenid in reaching the goal for the anti-bullying campaign. The results show that there are three semiotic modes, namely written texts, illustrations, and colors, used by @peacegenid in campaigning against bullying. ...
ABSTRAK: Multimodal merupakan pendekatan yang mengintegrasikan konsep-konsep linguistik dengan analisis visual untuk memahami bagaimana makna dibangun dan disampaikan dengan mempertimbangkan berbagai elemen semiotik atau tanda-tanda. Multimodal bertujuan untuk menyampaikan maksud agar bisa menarik perhatian banyak orang dalam bentuk visual. Instagram merupakan media sosial untuk berkomunikasi dan menyampaikan informasi dalam bentuk visual, salah satu bentuk informasinya yakni kampanye. Akun instagram @peacegenid adalah akun instagram resmi milik LSM yang bergerak di bidang pendidikan perdamaian yang berfokus untuk mengkampanyekan nilai-nilai perdamaian dan pendidikan karakter. Kampanye tersebut diunggah oleh akun instagram @peacegenid dengan harapan dapat membentuk opini publik, menarik perhatian publik dan memiliki dampak yang lebih besar bagi para pengguna media sosial. Penelitian ini dilakukan untuk mengetahui bagaimana pesan dan makna dari unggahan kampanye anti bullying pada unggahan akun Instagram @peacegenid dapat disampaikan kepada pembaca dengan baik. Jenis penelitian ini adalah penelitian deskriptif kualitatif. Analisis dalam penelitian ini menggunakan pendekatan semiotik multimodal Kress dan Van Leeuwen dengan melihat bentuk moda semiotik yang digunakan untuk membentuk pesan dan makna, serta dengan melihat koherensi dari unggahan Instagram @peacegenid dalam mencapai tujuannya untuk kampanye anti bullying. Hasilnya menunjukkan bahwa terdapat tiga bentuk moda semiotik berupa bahasa tulis, ilustrasi, dan warna yang digunakan oleh akun Instagram @peacegenid dalam mengkampanyekan anti bullying, selain itu koherensi yang terbentuk dalam unggahan tersebut sangat berperan dalam penyampaian pesan dan makna dalam mencapai tujuan akun Instagram @peacegenid. Koherensi tersebut dibangun melalui tiga cara, yaitu komposisi, keterkaitan informasi, dan interaksi dialog.
... In short, a mode is a distinct way to signify information. Multimodality, then, looks at how individual modes combine to create meaning potentials (Kress and van Leeuwen 2021;Jewitt 2009;Bateman and Schmidt 2012). In a fighting game such as Street Fighter, the game employs • Moving image (character movements); • Still image (backgrounds); ...
Videogames are a semiotically rich medium, capable of utilizing virtually all modes of human expression (Ensslin 2012; Hawreliak 2018). Furthermore, they rely heavily on visual signification practices and have historically been the leading driver of advances in graphical technologies. This makes them ideal objects of study when examining animation trends, techniques, and representational practices. In this paper, we propose a novel methodological approach to analyzing animation in videogames, drawing on principles of Multimodality (Kress and van Leeuwen 2021; Jewitt 2009; Bateman, Wildfeuer, and Hiippala 2017) and Kinesemiotics (Maiorani 2021). As a variegated research area that focuses on communication across media, Multimodality provides a rich theoretical background, especially in the domain of Kinesemiotics, which focuses on movement-based communication in natural, hybrid, and digital environments. Drawing on the Functional Grammar of Dance (Maiorani 2017, 2021; Maiorani and Liu 2022) and its implementation in manual and digital annotation, the area of Kinesemiotics has expanded beyond the study of dance discourse and towards performance analysis in general, thus proving a flexible and adaptable approach. This method has considerable potential for systematically analyzing choreographed movements performed by characters in videogame environments. To demonstrate the value of this approach, we present a systematic analysis of movement in the popular fighting game Street Fighter V: Championship Edition (Capcom 2020), focusing on how gender-based stereotypes are coded in character movements. By comparing the same movements between female and male characters (e.g., a kick), we demonstrate how the game encodes gender norms through animation, i.e., how a move is conveyed as ‘feminine’ or ‘masculine.’ We conclude the paper by examining how representations on-screen are influenced by animation practices themselves, including motion capture direction. This research presents a novel methodological approach for investigating animation generally and has the potential to illuminate unconscious bias in the animation industry.
... Particular attention was given to aspects such as posture, clothing, facial expression, and settings, which reveal how visual representations of idealized masculinity are constructed in relation to consumption, esthetics, and power. Additionally, ideas on visual grammar were taken into account to analyze how images organize meaning within the editorial context of magazines (Kress and van Leeuwen 2006). ...
The evolution of men’s fashion and lifestyle magazines in Spain since the 1970s reflects shifts in male identity, influenced by the country’s transition from dictatorship to democracy and the liberalizing period of el Destape. This study examines how these magazines capture the adaptations of the “modern man”, emphasizing his pursuit of freedom and alignment with global trends. By analyzing the content of men’s magazines and contrasting them with women’s publications, this study identifies gendered consumption patterns and the role of magazines as both historical records and consumer products. Comparisons reveal how men and women were positioned as both subjects and objects. Results show that men’s magazines initially centered on lifestyle and erotic themes, with successful titles like MAN outlasting less defined publications. Over time, male-targeted magazines broadened their content, increasingly presenting men as consumers of lifestyle topics. This shift parallels the growth of new male-focused magazines since the 2000s, which now leverage social media-driven trends to attract audiences. The study concludes that these magazines have not only shaped male identity but have also reflected capitalist consumer strategies, adapting to digital contexts. Modern male lifestyle magazines, while diversifying themes, remain influenced by traditional gender dynamics that underscore male dominance in cultural narratives.
... Тако су настале три главне теоријске парадигме усмјерене на мултимодалност: мултимодална социјална семиотика (енгл. Multimodal Social Semiotics -MSS) (Kress, van Leeuwen 1996), мултимодална анализа дискурса (енгл. Multimodal Discourse Analysis -MDA) (O'Halloran 2004) и мултимодална анализа (интер)акције (енгл. ...
... La multimodalidad es una disciplina o enfoque metodológico que bebe de la semiótica social y se preocupa del significado que se crea a través de las diferentes configuraciones y combinaciones de modos de comunicación (Kress y van Leeuwen, 1996). Según el glosario de términos sobre la mutimodalidad (MODE, 2012), esta se puede definir como un enfoque interdisciplinar que entiende la comunicación y la representación como algo más que el lenguaje, basado en tres supuestos teóricos interconectados: el primero se refiere a que la representación y la comunicación siempre se basan en una multiplicidad de modos -entendidos como unidades de significado, de ahí que la comunicación sea multimodal-, que al interaccionar a la vez contribuyen al significado. ...
La multimodalidad es una disciplina o enfoque metodológico que bebe de la semiótica social y se preocupa del significado que se crea a través de las diferentes configuraciones y combinaciones de modos de comunicación. Los nuevos currículums de Educación Infantil y Primaria del sistema educativo español, con entrada en vigor en septiembre de 2022, tras la publicación de la Ley Orgánica 3/2020, de 29 de diciembre, han introducido algunas novedades en etapas educativas. Una de ellas, y que afecta explícitamente a la educación no universitaria, es la inclusión de la multimodalidad. El objetivo del presente artículo es analizar el tratamiento que se le otorga a la multimodalidad en los currículums de las etapas educativas de Educación Infantil y Primaria dentro del territorio español. Con este trabajo se pretende entender, pues, las materias en las que se ha otorgado un lugar a la multimodalidad y la interpretación o usos que se hacen de la disciplina en el currículum estatal y en los autonómicos, con particular atención a aquellas materias vinculadas con las lenguas, literaturas y su didáctica.
This study explores the integration of multimodal teaching, translanguaging, and dialogic pedagogy to improve English literacy among junior students in a Chinese private university. In the context of globalization, proficiency in English is essential for these students, yet many face challenges that hinder their literacy development. This research examines how multimodal mind maps, as tools for translanguaging and multimodal learning, reveal student perspectives on language learning and literacy development in Chinese private universities. The study offers insights with significant potential for shaping educational practices and curriculum design in Chinese private universities (Canagarajah, Suresh. 2012. Translingual practice: Global Englishes and cosmopolitan relations . New York: Routledge). By strategically implementing multimodal teaching techniques, the research introduces innovative strategies to enhance English literacy (García, Ofelia & Li Wei. 2014. Translanguaging: Language, Bilingualism and education . Palgrave Macmillan; Jewitt, Carey & Gunther Kress. 2010. Multimodality, literacy and school English. In D. Wyse, R. Andrews & J. Hoffman (eds.), The Routledge international handbook of English, language and literacy teaching , 342–352. London: Routledge; Vygotsky, Lev S. 1978. Mind in society: The development of higher psychological processes . Cambridge, MA: Harvard University Press). The findings highlight the interplay between linguistic strategies, instructional methods, and student perspectives, offering effective pedagogical interventions that prioritize multimodal engagement. By bridging theory and practice (Canagarajah, Suresh. 2012. Translingual practice: Global Englishes and cosmopolitan relations . New York: Routledge), this research provides actionable insights that address the literacy challenges and aspirations of junior students. Using a multimodal teaching approach (García, Ofelia & Li Wei. 2014. Translanguaging: Language, Bilingualism and education . Palgrave Macmillan), this study not only demonstrates how diverse modes of communication strengthen students English skills and foster their confidence but also addresses the development of their identities as competent members of an English academic community. Drawing on Norton’s (Norton, Bonny. 2013. Identity and Language learning: Extending the conversation . 2nd edn. Bristol: Multilingual Matters) work on identity and investment in language learning, this research underscores the importance of identity construction in the language learning process. It shows how students, through multimodal engagement, can assert their identities and claim the right to participate in academic communities, thereby preparing them for success in a globally interconnected society.
This article investigates the potential impact of translation covers on the acceptance of Chinese dianji (classics) in the target markets, with a particular focus on facilitating them to truly "go out" of China by capturing their prospective readers' attention through an analysis of an exemplar of the Library of Chinese Classics (LCC). The research commences with a brief introduction to dianji and their outward translation activities, highlighting the challenges they face in terms of global dissemination, and emphasizing the significant role played by book covers in enhancing the appeal of translated classics. Subsequently, it proposes a framework to examine the appeal of translation covers based on three basic functions they serve, followed by a comparative analysis of the respective cover appeals of two editions of the same dianji translation. This analysis intends to elucidate the underlying "physiognomic" reasons for the unsatisfactory reception of the LCC series, substantiated by empirical evidence from a small-scale semi-structured survey. Finally, it concludes by advocating for leveraging paratextual resources related to the translated dianji on the covers to promote their wider acceptance.
Las empresas se apoyan en la realidad social para instrumentalizar determinadas categorías socioculturales que fundamenten sus estrategias de comunicación de marca. A través del discurso corporativo, las marcas buscan representar categorías culturales no estereotipadas de la realidad globalizada de nuestro tiempo. El objetivo de esta investigación se fundamenta en inferir cómo la marca Nike representa la diversidad sociocultural por medio de su estrategia de comunicación en Instagram. La investigación toma como unidades de análisis los 82 vídeos que estaban presentes en la cuenta de Instagram de la marca, desde febrero de 2020 hasta febrero de 2022. Los resultados revelan que la práctica discursiva de Nike ejerce como una práctica social en sí misma, ya que moviliza sistemas específicos de pensamiento y conducta respecto a la diversidad de la sociedad globalizada. A través de los resultados obtenidos, este trabajo reafirma dos cuestiones: por un lado, se evidencia el uso del discurso corporativo como un artefacto que legitima una visión específica y globalizada de la diversidad cultural. Y por otro lado, este trabajo evidencia el uso estratégico del aspecto físico de los deportistas en interacción con otras categorías culturales como el género y la etnia, como símbolo de diversidad e inclusión.
Este trabajo aborda el género teatral infantil (literario y escénico) desde una perspectiva intercultural. La metodología investigadora incluye un análisis de las transformaciones sufridas por el cuento popular rumano “Punguţa cu doi bani” (“El saquito con dos monedas”) de Ion Creangă en su plasmación teatral traducida al español “¿Dónde está mi saquito?”, que giró por diferentes ciudades españolas en la pasada década. Estas transformaciones son inherentes al proceso (jakobsoniano) de traducción intersemiótica (escénica) e intralingüística, si bien presentan particularidades dictadas por el tipo de público, en este caso, doblemente mixto, formado por público tanto infantil como adulto y por niños/as tanto de la sociedad receptora como rumana (segunda generación diaspórica). El análisis de la traducción intersemiótica e intralingüística proporcionará datos sobre la escritura y reescritura infantil, mientras que la observación de la fase de recepción revelará actitudes hacia la literatura infantil que pueden ser indicativas de la comunicación (diaspórica) intergeneracional. Palabras clave: Traducción intersemiótica. Literatura infantil. Diáspora rumana. Reescritura Teatral. Interculturalidad. Ion Creangă. Abstract: This paper approaches children’s theatrical genre (literary and scenic) from an intercultural perspective. The research methodology includes an analysis of the transformations undergone by the Romanian popular tale “Punguţa cu doi bani” (“The two-coin purse”) by Ion Creangă in its theatrical version translated into Spanish “¿Dónde está mi saquito?”, which toured round several Spanish cities in the past decade. These transformations are inherent to the (jakobsonian) process of intersemiotic (scenic) and intralinguistic translation, although they bear peculiarities entailed by the type of audience, in this case, doubly mixed, made up of both children and adults (accompanying them) and by both Spanish and Romanian (second generation diaspora). The analysis of the intersemiotic and intralinguistic translation will provide data on children’s literature and rewriting, whereas the observation of the reception phase will reveal attitudes towards children’s literature that can be indicative of the intergeneration (diasporic) communication. Keywords: Intersemiotic translation. Children’s literature. Romanian diaspora. Theatrical rewriting. Interculturality. Ion Creangă.
The research subject of this dissertation “Translanguaging between Lithuanian and English on “Twitter”” is translanguaging, which in this work is understood as a dynamic, adaptive, fluid, constantly changing, and transformative multilingual discursive practice. This dissertation analyses the translingual practices of “Twitter” users, where English fragments are used in mainly Lithuanian messages. This work aims to identify and examine the translingual practices present in the Lithuanian “Twitter” messages featuring English linguistic elements, with the analysis focusing solely on the English elements. Computer-mediated discourse analysis was chosen as the analytic approach for this research, which is applied within the theoretical framework of sociolinguistics and the principles of descriptive linguistics. This interdisciplinary study involves both quantitative and qualitative analysis. The quantitative part of the study aims to answer the research questions about the levels of syntactic structure of the collected “Twitter” messages and their prevalence, as well as about the categories of translanguaging and their frequency. Meanwhile, the qualitative part of the study aims to answer the question about the reasons for translanguaging and their pervasiveness in the analysed “Twitter” messages. This dissertation contributes to the research on the online translingual practices in the context of Lithuanian linguistic research and beyond. It also highlights the need for more comprehensive and ethnology-oriented future research on Lithuanian-English translanguaging. Additionally, it recommends further research on other concepts related to translanguaging, focusing not only on virtual but also on real-life environments and spoken language, involving more than two languages.
The chapter provides context for the study and justifies the methods used for data collection and analysis. This research involved 160 hours of classroom observation and four rounds of anonymous online questionnaires from both teachers and students (over 2100 responses). The reader is familiarised with key terms used in the analysis, such as triadic dialogue (Initiation, Response, Feedback/Follow-up), conversational turn, mode-switching and student agency. Moreover, the chapter emphasises that the analysed data are pertinent, trustworthy, dependable and ethically obtained.
This paper falls into the realm of critical discourse studies by exploring the relationship between particular discourse structures and their meaning as set against a particular socio-political context. To do that it takes the popular analytical tool of transitivity taken from Halliday’s systemic-functional grammar to examine particular configurations of process types as employed by three Polish daily newspapers: Trybuna Ludu [People’s Tribune] - the official voice of the communist authorities, Trybuna [Tribune] - Trybuna Ludu’s ideological successor, and Gazeta Wyborcza [Electoral Newspaper] - the opposition’s newspaper. The time period considered is that between 1944 and 1991, which encompasses a number of defining moments in Polish history, as well as the period of communism and the breakthrough period of political transformation. The analysis mainly looks at process types in headlines featured on the front pages of the three dailies, against a specific historical backdrop and considers their critical potential. As such, the analysis aimed at establishing how particular, dynamic historical/political circumstances were represented through the types of processes in headlines. The results show that the discourse patterns were not only motivated, but also related to social structures in the form of power relations or certain ideological effects. Thus, the analysis is not only revealing when it comes to the notions of agency and control within a specific local context, but also proves the constitutive power of discourse which can both reproduce or change the social world, thus being itself the ‘agent’ of change, but also, and oftentimes instrumental in preserving a status quo.
This paper focuses on the study of the role and functioning of verbal and visual metaphors in the biographical cinodiscourse, particularly the script and biopic “Oppenheimer” by the prominent British film director Christopher Nolan (2023). The research aims to define the thematics and functioning of verbal and visual metaphors in the cinematic depiction of Robert Oppenheimer’s life and career. Given the present-day interpretation of verbal and visual metaphors in their conceptual dimension, the study highlights their functions (descriptive, explanatory and humour-creating), content and interaction in verbal and cinematic biographical narrative. The paper reveals the role of such metaphors in shaping the protagonist’s figure, outlining his perception of the world and his ability to communicate in the professional and daily milieux. Relying upon multilevel linguistic means, the research results in reconstruing several conceptual metaphors that embody the key ideas, conceptions and arguments verbalised and visualised in the script and the movie. Getting deeper into the realm of visual cinometaphors allowed to better understand the predominant academic and sociopolitical atmosphere of the US in the 1940s as well as crystallize the biopic’s key topics, those of scientific progress contraversiality, moral dilemmas scientists might face, and the impact of their personal choices upon the fate of humanity and preserving self-identity.
В статье описываются возможные подходы к понятию и типологии поликодовых текстов в современной лингвистике. Обсуждаются сложности, возникающие при работе с поликодовым текстом разных типов. Рассматриваются принципиальные отличия поликодовых текстов, которые должны определять методики работы с ними. Предлагается выделять жанры поликодовых текстов с преобладанием художественного эффекта, политического и пропагандистского эффекта, рекламного эффекта, эффекта личного пространства. Эти типы могут предполагать дальнейшую группировку в зависимости от цели создания, расширенных функций, прагматического эффекта, способов производства и распространения, контекста, географии и других факторов. В качестве одного из методологических решений при анализе поликодового текста мы предлагаем выделение когнитивного конфликта, когда художественный эффект получается за счет столкновения двух систем и определенной неожиданности нового продукта. Способы проявления когнитивного конфликта в поликодовом тексте зависят от жанровых характеристик, функций текста, его прагматики. В данной статье описаны три типа когнитивного конфликта в поликодовом тексте. Это конфликт вербального и графического компонента, конфликт на языковой игре, конфликт, создаваемый за счет карикатурной ситуации и реального положения дел. Данные положения проиллюстрированы на примере карикатуры на Барака Обаму и Риши Сунака. В качестве основных методов в исследовании используются лингвокультурный, когнитивно-дискурсивный методы, дополненные методиками структурной семантики. Результаты исследования вносят вклад в разработку проблем политической метафорологии, прагматики текста. Некоторые результаты и выводы будут полезны ученым, занимающимся проблемами культурологии и лингвокультурологии, политологии.
Multimodal critical discourse analysis is a dynamic approach to qualitative data analysis that expands critical discourse analysis to include multiple communicative modes—such as images, graphics, video, and sound/music—into the semiotic analysis of ideology and power relations within contemporary forms of communication. We reflect on the potential of multimodal critical discourse analysis to be combined with arts-based health research as an analytic method to deconstruct discourses that shape the health and well-being of marginalized communities. Specifically, we frame this potential within our research about men’s body image based a project using cellphilming and the deconstruction of cis-heteronormative and related ideologies.
Представлены результаты пилотного исследования, проведенного для получения опыта интеграции разных методов обучения. Релевантность позиций визуальной семиотики для решения этой задачи определяет не столько разработка самих визуализаций, сколько один из принципов метода Phenomenon-Based Learning (PhBL) – контекстуальность, а также конструктивизм в качестве его идейного фундамента, что раскрывает место приложения «семиотической диагностики» для оценки пределов реализации самого метода PhBL. Исследование проводилось в четырех школах; в выполнении заданий, основанных на визуальных репрезентациях физических явлений, принимали участие в общей сложности 96 учеников 10-х классов. Оценка эффективности упомянутых методов была проведена с помощью организованного наблюдения за учебной активностью учащихся. Результаты исследования показали, что 85% учащихся отметили значительное улучшение понимания сложных физических явлений благодаря разработанным визуализациям. Проведенное исследование ограничено относительно небольшой выборкой участников и фокусом на школах определенного региона, то есть принадлежащих к конкретной системе образования. Однако, несмотря на это, выводы данного пилотного исследования свидетельствуют об эффективности осуществленной интеграции визуализаций и метода PhBL. Значимость полученного результата состоит в демонстрации потенциала визуальной семиотики для интеграции методов обучения.
The article presents the results obtained at the intersection of three research tasks: the development of visualizations for teaching physics in schools; the implementation of the Phenomenon-Based Learning (PhBL) method under various educational systems; and the construction of a creative educational environment for the training of future physics teachers. The relatively coincidental convergence of the authors’ research interests ensures the originality of the results obtained. The relevance of visual semiotics for solving these tasks is defined not so much by the development of the visualizations themselves, but by one of the PhBL key principles —contextuality—and by constructivism as its conceptual foundation, which opens the way for the application of “semiotic diagnostics” to assess the limits of the PhBL method itself. The article details the circumstances and tools involved in developing three visualizations: (1) light refraction; (2) the interaction of forces; and (3) the solar system model. The effectiveness of the visualizations is assessed in correspondence with the PhBL method and the students’ understanding of physical phenomena, such as light refraction, object motion, Newton’s laws, and planetary movements. This integration has allowed for an expanded context in students’ understanding of physical phenomena by combining the idealizations inherent in physics, the abstractions of the corresponding mathematical tools, and the interpretation of everyday situations. The study was conducted in four schools, where a total of 96 tenth-grade students participated in tasks based on visual representations of physical phenomena. The effectiveness of these methods was assessed through an organized observation of the students’ learning activities. The results of the study showed that 85% of the students reported a significant improvement in their understanding of complex physical phenomena due to the developed visualizations. The study is limited by the relatively small sample size and its focus on schools within a specific region, adhering to a particular educational system. Nevertheless, the findings from this pilot study indicate the effectiveness of the integration of visualizations and the PhBL method. The significance of the results lies in demonstrating the potential of visual semiotics for integrating teaching methods.
This paper explores the role of scenography in the meaning-making process in operatic performances, particularly focusing on the 2022 Brno production of Händel’s Alcina directed by Jiří Heřman. The study employs methodology from cognitive science, specifically image schemas and multimodality, to analyse how scenography interacts with other modalities like music and text to create a cohesive theatrical experience. The paper argues that image schemas are central to organising the perceptual and conceptual structures that convey emotions, particularly in the lamento aria “Ah! mio cor.” The scenography’s spatial elements are shown to enhance the emotional intensity and thematic depth of the opera, highlighting the significance of cross-modal mappings or correspondences in the audience’s perception and interpretation.
From the very first days of their large-scale attack on Ukraine in February 2022, the Russian invaders have made exceptional efforts to interact with the war memorial landscape of the newly occupied territories. This landscape consists of tens of thousands of monuments, mostly in small towns and villages, commemorating the Second World War and other conflicts, including Ukraine’s resistance against Russia since 2014. The Russians have destroyed some of these memorials, renovated others, and built new monuments amid continued fighting. They also used war memorials in countless propaganda photos and videos aimed for a domestic audience and largely escaping Western attention.
Why this fervor? Gabowitsch and Homanyuk draw on unique sources to trace the logic of Russian monument policies in occupied Ukraine. Mykola Homanyuk spent several months in occupied Kherson and collected sources on the ground, often at considerable risk to himself. This exceptional wartime on-site ethnography was complemented by systematic real-time data collection from online sources, many of which have since disappeared. The book shows how Russian invaders believed their own propaganda about Soviet war memorials being mistreated in Ukraine, and what they did when they discovered well-maintained monuments on the ground. More generally, it also discusses the link between monuments and territorial claims by irredentist empires.
This study focuses on crowdsourcing platforms developed by the Romanian government and civil society for the support of Ukrainian refugees to gain an understanding of the symbolic battles, contested problematizations, and discourses about Ukrainian refugees in the Ro-manian public sphere. We take these crowdsourcing platforms as dispositives that have a strategic function. They are both infrastructures of problem-solving and discursive fields constituted around the public problem of refugees. Our methodological approach, derived from a semiotic perspective on dispositive analysis, explores how meaning is built on crowdsourcing platforms and what strategies are employed to mobilize the public toward politically significant action. We construct a typology of crowdsourcing initiatives and identify two distinct categories of actors that gain visibility in the public arena: crowdsourcing professionals and aid entrepreneurs. Overall, our analysis highlights that actors employ a variety of semiotic resources and strategies to educate the public and get them involved in humanitarian action.
This article investigates salient components in Bali shopfront signages to discover the intended meanings behind the use of the signs and the use of English and its counterparts, in particular local/national languages, in them. Two approaches employed are geosemiotics–to construe the meanings of the signs–and linguistic landscape–to reveal the role of English and its counterparts in them. Bali, specifically Kuta was selected as the most affluent tourism area and is chosen due to the fact that it experiences the apparent change in its linguistic landscape. The former approach covers three prominent elements, such as interaction order, visual semiotics, and place semiotics, conceiving the whole message the sign makers convey. Meanwhile, the latter focuses on the revelation of the visibility of English and the local and national languages in the signages and the revelation of their implied meaning. The collected data are 10 signages, as these are most representative data to select, in terms of the outright blends of English and its counterparts. The result of the analysis indicates some facts conceiving interaction, visual and situational meanings. English was mostly found in the type of businesses, the offers and products, and slogan. The visibility of English along with local/national languages and their influence in all selected data indicates modernity, efficiency and effectiveness, luxury, being communicative, non-traditional manner, and happy-go-lucky sense. The Indonesian and local languages are reported to be used as the names of the shop, and as referring to either low-budget or affordable prices of products or culturally/locally bound reason.
In modern multicultural societies the teaching of a language has to face challenges that go beyond the limits of classical language teaching. In Greek multicultural and multilingual primary schools the Greek language is taught in addition to the native language as a second/foreign language in Reception Classes - Z.E.P. (Zones of Educational Priority). An important tool in language teaching is, among others, images, videos and generally multimodal material. In this research, 162 teachers were asked to answer how important is the use of images and multimodal texts in school textbooks and in the teaching of the Greek language and in addition, what are the benefits and what are the difficulties of the students during the use of images in the language lesson. Through statistical analysis, it was found that images, videos and various multimodal materials contribute significantly to the teaching of Greek as a second/foreign language, providing multiple cognitive and learning benefits to students, despite the difficulties they may face.
This paper studies how internet memes in the context of China are the result of complex semiotic remixing practices and how these multimodal practices offer opportunities for identity work. It offers a situated perspective on the processes that underlie the creation of Chinese memes (Biaoqingbao), the ways in which these memes mediate the digital practices of members in a student community, and how these students find opportunities for identity work. This study takes a social semiotic (Kress, Gunther R. 2010. Multimodality: a social semiotic approach to contemporary communication . Taylor & Francis) and Mediated Discourse Analysis approach (Scollon, Ron. 2001. Mediated discourse: The Nexus of practice . Routledge; Scollon and Scollon 2004; Norris, Sigrid & Rodney H. Jones. 2005. Discourse in action: introducing mediated discourse analysis . London: Routledge) to analyze biaoqingbao as the mediate the social interaction within a light community. The data was collected using a form of digital ethnography. The memes studied in the current paper are unique in two ways. First, they combine both local and global people, places, objects and discourses deploying both Chinese and English texts and effectively create semiotic trajectories between highly localized digital meme practices and more global mainstream meme practices. Second, the practices of producing, sharing and remixing these memes are exclusively situated in a distinct light community and offer important opportunities for multimodal identity performance.
This study explores the portrayal of older adults’ sexuality in popular cartoons, a medium often overlooked in discussions about aging and sexual representation. The research examines how visual and textual signs in cartoons produce humor by reinforcing stereotypes and normalizing judgments about later-life sexual behavior. Using a visual social semiotic approach, the study analyzes a selection of cartoons, focusing on how these depictions reflect societal attitudes towards aging and sexuality. The findings reveal that older individuals are often portrayed in a stigmatized manner, with their sexual desires and activities depicted as either comical or abnormal. This contributes to the marginalization of older adults in sexual discourse and perpetuates ageist stereotypes. The study concludes that while these representations may appear harmless, they play a significant role in shaping public perceptions and can negatively impact the self-image and sexual well-being of older individuals. Future research should further investigate how older adults perceive these portrayals and their implications for societal attitudes towards aging and sexuality.
This paper reports on a multimodal critical discourse analysis of the representations of social actors and processes involved in the production of dairy products. Focussing on the website of the UK’s largest dairy company, Arla Foods UK, the analysis interrogates both linguistic and visual choices in representing dairy farmers, dairy cows and the process of dairy farming itself. The analysis demonstrates how recurrent representations function to construct a decidedly favourable image of the dairy industry, which often diverges significantly from the more complex and less palatable realities of dairy production. In particular, the website evidences a range of discursive choices which serve to recontextualise dairy farming, including the anthropomorphising of cows, the portrayal of farms as bucolic idylls, and the omission of less favourable aspects of the process (e.g., its environmental impacts and animal welfare issues). These representational strategies are designed, we argue, to align consumer perceptions with a sanitised version of dairy production, facilitating continued consumption under the guise of ethical engagement. Viewed through the lens of Critical Animal Studies, the public discourse that emerges from the website is argued to be one which serves the ideological and commercial interests of dairy industry actors, by obscuring the intensive and industrial reality of modern dairy farming, all the while constructing an (idealised) image of sustainability and animal care.
The digital age opens the opportunity for online learning. Yet, tutors have complained about students` lackadaisical attitudes to reading digital texts shared on learning management systems. This calls for research from the students` angle of the begging issue. Digital texts are quite essential in teaching English, Literacy and Communication Courses, which are mandatory courses for the academic development of all students in higher institutions. This paper is a study of the use of digital texts by selected students in Nigeria with insights from socio-constructivism theory. To address the issues, specific objectives were generated and data was derived from Year 1 and Year 2 students who have studied one or two ELC courses. To analyze the responses, the paper depends on a mixed methods approach to provide in-depth analyses as students write their opinions on the benefits, challenges, and solutions. Therefore, the data are analyzed quantitatively and quantitatively. Indeed, the discussion is premised on the results from the statistical data and themes of the qualitative data. The paper concludes that addressing issues raised by students on the parts of the institution, lecturers and students while taking ELC courses will enhance students` competence, support study skills, and overall academic development of the courses` texts.
Mahasweta Devi and Kanyika Kini's debut picturebook The Why-Why Girl (2003) introduces a dynamic representation of Adivasi (collective term for indigenous communities in India) livelihood in the arena of Indian children's literature. Through the portrayal of Moyna, Devi and Kini not only offer readers insight into the veiled lives of the Adivasi but also sensitize them to issues of social justice and equity by unmasking systematic oppression. With a multimodal approach, this article analyzes the glorified status quo of the Adivasi lives and their indigenous connection with their land and culture vis-à-vis the tropes of rapid globalization, the rampant practice of feudalism, and the systematic marginalization of Adivasi from the mainstream society. Juxtaposing the multitudinous modes of oppression, Devi and Kini's picturebook negotiates the process of formulating subaltern girlhood and elucidates sociocultural implications for the depiction of Adivasi lives—specifically, romanticized ideologies and contradictory social ostracism—attempting to call for inclusivity, respect, and empathy.
Development of Socially Assistive Robots (SARs) and other assistive smart technologies is commonly justified by casting aged care as approaching a crisis point, due to an aging population and ensuing strain on healthcare systems. Combined with older people’s overwhelming wish to avoid more formal care contexts for as long as possible, this confluence of factors positions SARs as means to extend independent living, and so has inspired commercial developers to market their devices directly to older consumers. Preserving respect for the ethical principle of autonomy has been central to discussion of SARs in aged care settings, some of which incorporates the ethical views of older people. Since consumer SARs are claiming to integrate into older people’s digital device consumption practices, this article argues that more attention needs to be paid to what autonomy means to older peoples as digital technology consumers. Through analysis of marketing materials and two qualitative studies focused on how older people think about potential use of consumer SARs, the participants' ethical reasoning on autonomy is revealed to be informed by a sociotechnical discourse that on the one hand aligns with common cultural imaginaries of aging, but on the other displays a range of orientations towards consumer digital technology use on individual, collective and societal levels. The article contributes to the field a novel and nuanced understanding of the value of autonomy held by older people and their ethical reasoning concerning future consumer information technologies such as SARs.
Regenerative injection therapy (synonyms – orthobiology, prolotherapy) is considered the newest direction of orthopedics, which studies the use of cell technologies and new materials to ensure reparative or physiological regeneration in various diseases and injuries of the musculoskeletal system. The substantiation of the therapeutic effectiveness of autologous platelet concentrates, depending on the manufacturing features and characteristics of these biotechnological products, remains an urgent problem. The purpose of the study was to develop the classification and quality and safety criteria of autologous platelet concentrates for regenerative injection therapy in traumatology and orthopedics. Material and methods. A comparative study of 778 autologous platelet concentrates of various types, made from the blood of patients with osteoarthritis and aseptic necrosis of the hip and knee joints due to damage to ligaments and tendons, osteochondrosis of the spine, was conducted. In biotechnological products, the content of platelets and leukocytes was determined, the ratio of platelets and leukocytes among themselves and relative to their content in peripheral blood was calculated, respectively. During the production of autologous platelet concentrates, the visual characteristics of cell sediment and plasma were evaluated. Products of platelet cryolysates were subject to microbiological testing. Results. The classification of autologous platelet concentrates according to the concentration of platelets and leukocytes was developed, as well as the quality and comprehensive safety criteria of cellular forms of autologous platelet concentrates were determined: platelet index of autologous platelet concentrate, leukocyte index of autologous platelet concentrate, leukocyte-platelet index of autologous platelet concentrate. Visual characteristics of platelet concentrates were established: “ideal”, “classic”, “erythrocyte”, “low cell” and “alimentary” phenotype. Based on the results of a microbiological study, the safety of platelet concentrates for intra-articular administration to orthopedic and trauma patients was established. Conclusions. The developed classification of biotechnological products from human peripheral blood, as well as their quantitative and qualitative criteria, is the basis for the development of differentiated and personalized approaches to their use in diseases and injuries of the musculoskeletal system.
This article explores the representation of the female image in the
visual artwork of generative AI and the gender issues in it, using
eight different generative AI systems, ERNIE-ViLG 2.0, Shuhua, and Yihui from China and Nightcafe, Fotor, Jasper Art, DALLE and Deep dream generator from the West, as comparative cases. In this paper, female cyborg is selected as a representative of female images, using the theoretical framework of posthumanism. This paper first provides research background about generative AI and cyborg. By inputting the same text in these eight generative AI systems, this paper obtains 107 images in different scenarios of basic images, home, work, and fighting. By comparing and analysing these images horizontally and vertically, this paper explores how Chinese and Western generative AI systems perceive female cyborg. In conclusion, by choosing female cyborg as a representation of the female figure, this paper explores how
generative AI imagines the future of humanity and how this imagination echoes with the human imagination in a paradoxical way.
This study explores the intricate dynamics of visual communication in the context of AI-generated visuals. The question of picture interpretation, starting with the subjective interpretation of images, contextual constraints, and cultural influences of individuals that may affect the perception of an image, is at the heart of this work. The study examines a range of viewpoints on the perception of pictures from writers including Roland Barthes, John Berger, Susan Sontag, and Jean Baudrillard in order to investigate these concerns. The paper also explores the significance of AI-generated graphics, as well as Jean Baudrillard’s simulacra notion. It draws attention to how simulacra, or representations without a true relationship to reality, are embodied by AI-generated visuals. In the context of AI-generated imagery, Baudrillard’s phases of the image are analyzed, indicating the separation from reality and the formation of pure simulacra. The importance of critically engaging with images becomes evident, as viewers’ personal experiences, cultural backgrounds, and the intricate complexities of visual media intertwine to shape meaning. The insights derived from this study contribute to a deeper understanding of the multi-faceted nature of visual communication in contemporary society, emphasizing the need for a nuanced and critical approach to the interpretation of visual content.
Maps are a unique means of combining visual and textual communication, and have been ubiquitous in Covid-19 reporting. This article presents a framing analysis of 4,398 coronavirus-related news maps published across six UK news outlets during the early stages of the pandemic. The authors identified 10 frames: coronavirus was characterized as (1) a national problem; (2) a regional problem; (3) associated with China; (4) an undefined threat; (5) medical; (6) containable; (7) an economic problem; (8) an environmental problem; (9) datafiable; and (10) identifiable. Maps drawing on national boundaries for organizing space were common, often in conjunction with datafication and appeals to the threat posed by the virus. The findings are discussed in the context of representations of infectious disease and of maps as a distinct form of news visuals.
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