Multimodal Coherence Revisited: Notes on the Move From Theory to Data in Annotating Print Advertisements
The present paper proposes a preliminary annotation framework for the study of multimodal coherence in print ads. The framework is firmly based on a review of current theorizing on multimodal cohesion and coherence. Following guidelines for good empirical practice, the annotation scheme is tested on...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2022-07-01
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| Series: | Frontiers in Communication |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fcomm.2022.900994/full |
| _version_ | 1818473588195328000 |
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| author | Hartmut Stöckl Jana Pflaeging |
| author_facet | Hartmut Stöckl Jana Pflaeging |
| author_sort | Hartmut Stöckl |
| collection | DOAJ |
| description | The present paper proposes a preliminary annotation framework for the study of multimodal coherence in print ads. The framework is firmly based on a review of current theorizing on multimodal cohesion and coherence. Following guidelines for good empirical practice, the annotation scheme is tested on 50 ad samples, seeking to illustrate genre-specific qualities of multimodal coherence and to identify difficulties in applying conceptual frameworks to data. The paper employs six dimensions of multimodal coherence: layout, cohesive ties, info-linking, relational propositions, mode-centricity and multimodal rhetorical operations. In conclusion, we outline some of the more general challenges that multimodal annotation raises when it makes close contact with data. |
| first_indexed | 2024-04-14T04:25:48Z |
| format | Article |
| id | doaj.art-0157530135a34330b10ae79931b0539c |
| institution | Directory Open Access Journal |
| issn | 2297-900X |
| language | English |
| last_indexed | 2024-04-14T04:25:48Z |
| publishDate | 2022-07-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Communication |
| spelling | doaj.art-0157530135a34330b10ae79931b0539c2022-12-22T02:12:18ZengFrontiers Media S.A.Frontiers in Communication2297-900X2022-07-01710.3389/fcomm.2022.900994900994Multimodal Coherence Revisited: Notes on the Move From Theory to Data in Annotating Print AdvertisementsHartmut StöcklJana PflaegingThe present paper proposes a preliminary annotation framework for the study of multimodal coherence in print ads. The framework is firmly based on a review of current theorizing on multimodal cohesion and coherence. Following guidelines for good empirical practice, the annotation scheme is tested on 50 ad samples, seeking to illustrate genre-specific qualities of multimodal coherence and to identify difficulties in applying conceptual frameworks to data. The paper employs six dimensions of multimodal coherence: layout, cohesive ties, info-linking, relational propositions, mode-centricity and multimodal rhetorical operations. In conclusion, we outline some of the more general challenges that multimodal annotation raises when it makes close contact with data.https://www.frontiersin.org/articles/10.3389/fcomm.2022.900994/fullmultimodal coherencecorpusannotationprint advertisingempirical multimodality research |
| spellingShingle | Hartmut Stöckl Jana Pflaeging Multimodal Coherence Revisited: Notes on the Move From Theory to Data in Annotating Print Advertisements Frontiers in Communication multimodal coherence corpus annotation print advertising empirical multimodality research |
| title | Multimodal Coherence Revisited: Notes on the Move From Theory to Data in Annotating Print Advertisements |
| title_full | Multimodal Coherence Revisited: Notes on the Move From Theory to Data in Annotating Print Advertisements |
| title_fullStr | Multimodal Coherence Revisited: Notes on the Move From Theory to Data in Annotating Print Advertisements |
| title_full_unstemmed | Multimodal Coherence Revisited: Notes on the Move From Theory to Data in Annotating Print Advertisements |
| title_short | Multimodal Coherence Revisited: Notes on the Move From Theory to Data in Annotating Print Advertisements |
| title_sort | multimodal coherence revisited notes on the move from theory to data in annotating print advertisements |
| topic | multimodal coherence corpus annotation print advertising empirical multimodality research |
| url | https://www.frontiersin.org/articles/10.3389/fcomm.2022.900994/full |
| work_keys_str_mv | AT hartmutstockl multimodalcoherencerevisitednotesonthemovefromtheorytodatainannotatingprintadvertisements AT janapflaeging multimodalcoherencerevisitednotesonthemovefromtheorytodatainannotatingprintadvertisements |