Multimodal argumentation: Beyond the verbal-visual divide
| Autor: | Assimakis Tseronis |
|---|---|
| Přispěvatelé: | ACLC (FGw) |
| Jazyk: | angličtina |
| Rok vydání: | 2018 |
| Předmět: |
Linguistics and Language
Argumentative Literature and Literary Theory media_common.quotation_subject Pragma-dialectics 05 social sciences Perspective (graphical) Communication studies 050801 communication & media studies 06 humanities and the arts 0603 philosophy ethics and religion Language and Linguistics Argumentation theory 0508 media and communications Argument 060302 philosophy Semiotics Psychology Skepticism media_common Cognitive psychology |
| Zdroj: | Semiotica, 220, 41-67. De Gruyter Mouton |
| ISSN: | 0037-1998 |
| DOI: | 10.1515/sem-2015-0144 |
| Popis: | What would the consequences be for the interpretation and analysis of arguments if we were to accept that communication, within which arguments are produced and interpreted, involves the intricate use of more than just the verbal mode? In this paper, I discuss the shortcomings of the conception of argument as a purely verbal phenomenon and of the mere juxtaposition of the visual argument to the verbal, as suggested in the discourses of the sceptics and the advocates and of “visual” argument, respectively. Instead I propose a multimodal perspective on the analysis of argumentative discourse, according to which there is noa prioridivision of labor between the verbal and the visual mode, and attention is paid both to the (verbal and visual) content and to the (verbal and visual) style. In this view, argument is neither verbal nor visual, since argument is not to be defined on the basis of the verbal, visual or other semiotic means by which it is realized in communication. As a case in point, I analyze an ad campaign for the promotion of the British newspaperThe Guardianin the United States. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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