A Multimodal Analysis Using an Exemplar from Japanese Television Advertising
A multimodal analysis is used to investigate for the presence of situated meanings of uchi/soto in Japanese advertising. The analysis supports the proposition that discourses of gendered relations of uchi/soto may be found in contemporary Japanese television advertising. The article argues that rela...
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| Format: | Article |
| Language: | English |
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Athens Institute for Education and Research
2020-07-01
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| Series: | Athens Journal of Mass Media and Communications |
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| Online Access: | https://www.athensjournals.gr/media/2020-6-3-2-Murray.pdf |
| Summary: | A multimodal analysis is used to investigate for the presence of situated meanings of uchi/soto in Japanese advertising. The analysis supports the proposition that discourses of gendered relations of uchi/soto may be found in contemporary Japanese television advertising. The article argues that relations of uchi/soto provide a unique window into Japanese consumption behavior. I advocate for multimodal critical discourse analysis as a preferred methodology and theoretical framework for multimodal advertising research applications. I discuss social and economic implications of reproducing gendered relations of uchi/soto in advertising and offer suggestions for future research on situated meanings. |
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| ISSN: | 2407-9499 |