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Multimodal Interaction Analysis: Overview
Abstract
Multimodal interaction analysis (Norris, 2004) is a holistic methodological framework that allows the analyst to integrate the verbal with the nonverbal, and to integrate these with material objects and the
environment as they are being used by individuals acting and interacting in the world. In short, multimodal interaction analysis allows a researcher to study real people interacting with others, with technology, and with the environment.
... The analysis will also take into account the evaluative properties of the texts under scrutiny (Hunston and Thompson 2000;Bednarek 2009aBednarek , 2009b, by investigating the linguistic markers signalling the legal appraisal of claimants' stories and the values emerging from how immigration judges handle these cases. This paper takes a multimodal perspective (Norris, 2004(Norris, , 2011a(Norris, , 2012a(Norris, , 2013a(Norris, , 2013b(Norris, , 2013cGeenen, 2013aGeenen, , 2013bGeenen, Norris & Makboon, 2015;Makboon, 2015;Pirini, 2014Pirini, , 2015Pirini, , 2016, building upon mediated discourse analysis (Scollon, 1998Norris and Jones, 2005a, b) to examine how identities are produced in family videoconferencing (inter)actions. ...
Book of Abstracts of the 6th Critical Approaches to Discourse Analysis across Disciplines Conference (CADAAD 2016)
This article takes a multimodal approach to examine how two young men communicate knowledge, shift attention, and negotiate a disagreement via videoconferencing technology. The data for the study comes from a larger ongoing project of participants engaging in various tasks together. Linking micro, intermediate and macro analyses through the various methodological tools employed, the article presents multimodal (inter)action analysis (Norris, 2004, 2011, 2013a, 2013b) as a methodology to gain new insight into the complexity of knowledge communication via videoconferencing technology, which is relevant to many settings from education to employment, from organizations to gaming.
This paper analyses the multimodal narratives in Singapore Airlines (SIA)’s TV advertisements. Adapting the concept of the foreground–background continuum in multimodal interaction analysis, the first section of this paper analyses the narratives in 10 TV commercials available online from 1970s to 2013. Following the comparative analysis, a close investigation from a social semiotic perspective is conducted on SIA's latest TV advertisement in 2013. Through the analysis, this study shows how gendered representations of the Singapore Girl are manipulated in SIA's advertisements. It also reveals how these gendered representations adopted by SIA are married with contemporary branding philosophies, which also work to cloak them in relation to the use of increasingly well-rounded narrative structure. This study hopes to shed light on the understanding of how gender and sexist ideologies and representations are discursively embodied in contemporary branding strategies used by large-scale advertisements and campaigns spanning a long period.
This paper analyses the multimodal narratives in Singapore Airlines
(SIA)’s TV advertisements. Adapting the concept of the foreground–
background continuum in multimodal interaction analysis, the first
section of this paper analyses the narratives in 10 TV commercials
available online from 1970s to 2013. Following the comparative
analysis, a close investigation from a social semiotic perspective is
conducted on SIA’s latest TV advertisement in 2013. Through the
analysis, this study shows how gendered representations of the
Singapore Girl are manipulated in SIA’s advertisements. It also
reveals how these gendered representations adopted by SIA are
married with contemporary branding philosophies, which also
work to cloak them in relation to the use of increasingly wellrounded
narrative structure. This study hopes to shed light on the
understanding of how gender and sexist ideologies and
representations are discursively embodied in contemporary
branding strategies used by large-scale advertisements and
campaigns spanning a long period.
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