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 |
| _version_ | 1811190615505895424 |
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| author | Noel Murray |
| author_facet | Noel Murray |
| author_sort | Noel Murray |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-04-11T14:53:59Z |
| format | Article |
| id | doaj.art-773b7723b68c4122897c1c90171a2d5f |
| institution | Directory Open Access Journal |
| issn | 2407-9499 |
| language | English |
| last_indexed | 2024-04-11T14:53:59Z |
| publishDate | 2020-07-01 |
| publisher | Athens Institute for Education and Research |
| record_format | Article |
| series | Athens Journal of Mass Media and Communications |
| spelling | doaj.art-773b7723b68c4122897c1c90171a2d5f2022-12-22T04:17:20ZengAthens Institute for Education and ResearchAthens Journal of Mass Media and Communications2407-94992020-07-016316117610.30958/ajmmc.6-3-2A Multimodal Analysis Using an Exemplar from Japanese Television AdvertisingNoel Murray0Associate Professor of Marketing & International Business, Director of Schmid Center for International Business, Argyros School of Business & Economics, Chapman University, USAA 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.https://www.athensjournals.gr/media/2020-6-3-2-Murray.pdfadvertisingcultural praxisgendered relationsmultimodal critical discourse analysis (mdca)situated meaning |
| spellingShingle | Noel Murray A Multimodal Analysis Using an Exemplar from Japanese Television Advertising Athens Journal of Mass Media and Communications advertising cultural praxis gendered relations multimodal critical discourse analysis (mdca) situated meaning |
| title | A Multimodal Analysis Using an Exemplar from Japanese Television Advertising |
| title_full | A Multimodal Analysis Using an Exemplar from Japanese Television Advertising |
| title_fullStr | A Multimodal Analysis Using an Exemplar from Japanese Television Advertising |
| title_full_unstemmed | A Multimodal Analysis Using an Exemplar from Japanese Television Advertising |
| title_short | A Multimodal Analysis Using an Exemplar from Japanese Television Advertising |
| title_sort | multimodal analysis using an exemplar from japanese television advertising |
| topic | advertising cultural praxis gendered relations multimodal critical discourse analysis (mdca) situated meaning |
| url | https://www.athensjournals.gr/media/2020-6-3-2-Murray.pdf |
| work_keys_str_mv | AT noelmurray amultimodalanalysisusinganexemplarfromjapanesetelevisionadvertising AT noelmurray multimodalanalysisusinganexemplarfromjapanesetelevisionadvertising |