Hartmut Stöckl’s research while affiliated with University of Salzburg and other places

... In keeping with this, there are many cases in which the entertainment value of advertisements is more impressive than their success providing good reasons for accepting the conclusion that we should buy what they are selling. Our examples show that advertisements can be good arguments but there are cases in which it might seem plausible to treat them as entertainment rather than argument (see Stöckl 2024). ...

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Auditory arguments, advertising, and argumentation theory: Hitting sour notes or ringing true?

... La argumentación multimodal en el aprendizaje del español La integración semiótica de imágenes digitales en el aprendizaje de lenguas promueve un enfoque de aprendizaje activo y participativo(de Luna, 2014) donde el estudiantado puede interactuar epistémicamente con las imágenes aplicando la información de manera creativa, como ocurre en actividades transmodalizadoras que involucran la invención de historias visuales, la descripción de imágenes o la participación en proyectos de diseño con recursos multimedia atractivos, motivadores y significativos(Reyes y Lacorte, 2024). Esta vertiente epistémica es esencial en la enseñanza de idiomas, pues reconoce en la imagen un poder constructivo de conocimiento que permite producir argumentos(Stöckl, 2024) y trabajar en el aprendizaje de una lengua extranjera la expresión discursiva de la argumentación multimodal ensamblando múltiples recursos verbales e icónicos de índole digital(Caro et al., 2023). En relación con el aprendizaje del español, la argumentación multimodal cobra especial relevancia cuando se trata de comunicar ideas de manera convincente o persuadir a los demás. ...

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Análisis descriptivo de las preferencias de los estudiantes italianos sobre el estudio de la lengua española con imágenes digitales

... 16), and mathematical sensemaking processes such as these are fundamentally aesthetic and embodied (e.g., Jasien & Horn, 2022), as well. Further, this choice to attend to other forms of relationality is also consistent with research suggesting that a reader's interpretation of multi-modal texts is impacted by factors that are not strictly logical (e.g., Stöckl & Bateman, 2022). As detailed previously, aesthetic forces and expectations may direct a reader's attention to certain (culturally constructed) narrative structures and textual modes of organization when making sense of how a narrative hangs together (e.g., Gadanidis & Hoogland, 2003;Shanahan et al., 2011). ...

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Change the story, change the curriculum: The curriculum-as-story metaphor as a flexible lens for interpreting curricular (in)coherence from students' perspectives and beyond

... These layers are designed to reflect the rich symbolic resources that constitute the essence of Cantonese Opera. While emphasizing the specialized knowledge of Cantonese Opera, the annotations are meticulously categorized into distinct layers, each serving a specific purpose (Stöckl and, 2022). The layers include: ...

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English translation research based on a multimodal corpus of Cantonese opera: a case study of classic Cantonese opera Red Boat

... Instructive actions aim to encourage others to perform an action, to guide them in their performance, or to achieve a goal through more complex sequences of multimodal actions (Ehmer et al., 2021). They are co-constructive, collaborative achievements with varying degrees of complexity and variability in multimodal configurations, their density, complexity, and intensity (Stoeckl and Messner, 2021), according to recipient design, situational contingencies, and interactional framework. Instructive actions can be distinguished according to several aspects, including the immediacy of the action to be performed, the synchronization between the instruction and the instructed action (whether process-bound or out-of-process), and the coordination load between participants or co-instructors, which depends on spatial arrangements and the balance between static and dynamic perspectives (Haddington et al., 2013). ...

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Spatial resources in pre-service teachers’ instructional practices in VR tandems: co-constructing shared spaces and embodied spatial scaffolding

... Based on a feature article in National Geographic (July, 2015) Pflaeging and Stöckl (2021) demonstrated methods for measuring colour, layout, and typography in an article. In a visual essay they draw attention to essential elements in graphic design, such as colour coding, composition and positioning of graphic shapes, contents, headlines, layout, page/image-flow, salience, structuring devices, and the use of white spaces. ...

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7. Graphic Design

... As discussed by Pflaeging and Stöckl (2021), multimodality research fully developed in the 1990s, although its scope and concerns are as old and wide-ranging as rhetoric itself. It examines the use of various communicative elements such as speech, writing, images, sound, and other expressive resources, which are present in nearly all forms of human communication, including magazines, radio, films, and social media. ...

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Framing and Language of Public Communication (2025)

... ЖЖ, Facebook 1 , ВКонтакте и др.) к обмену статичными изображениями (Instagram 2 , Pinterest) -англ. shift toward image-centricity [2], то сегодня становится очевидным движение коммуникации от статики к динамике -от неподвижных изображений к видео, причем преимущественно к короткометражным форматам 3 . ...

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How German TikToks represent linguistic knowledge: linguistic resources and multimodal communicative practices

... oder Normvarianten in Bezug auf die Interpunktion (Androutsopoulos, 2020) im digitalen Diskurs. Mit Schmitz kann man zudem von der Emergenz einer dritten Form von Schriftlichkeit sprechen(Schmitz, 2006: 89), in deren Kontext Sprache und Bild auf derselben visuellen Oberfläche angeordnet werden, was wiederum neue Möglichkeiten der multimodalen Kommunikation eröffnet(Stöckl, 2017; Stöckl, Caple & Pflaeging, 2020), die mittlerweile nicht mehr aus unserem kommunikativen Alltag wegzudenken sind.Die skizzierten Entwicklungen scheinen sich sprachenübergreifend niederzuschlagen und tragen möglicherweise zu einer Nivellierung kultureller Unterschiede im Kontext der globalen digitalen Kommunikation bei(Jereczek-Lipińska, Trybisz, Pozierak- Trybisz & Drzazgowska, 2021). Von Relevanz bleibt dennoch die Frage, inwieweit und auf welche Weise die digitalen Medien die Kommunikation zwischen Kulturen verändert, welche kulturellen Spezifika bestehen bleiben, sich verfestigen oder neu auftreten, und ob sich ggf. ...

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Einleitung. – Interkulturalität und digitale MedienIntroduction. – Interculturalité et médias numériques

... For every language two different advertisements are chosen randomly by considering the criteria that they include the following modalities: language, image and typography. The The analysis is based on multimodal oriented text analysis models of Angelika Hennecke (1999), Nina Janich (2010) and Hartmut Stöckl (2011). Furthermore the analysis includes text extern and text intern criteria. ...

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An Intercultural Approach to Multimodality in Selected German, Anglo-American, Italian and Turkish Cosmetics Advertisements