MULTIMODAL REPRESENTATION OF SOCIAL ACTORS IN THE DISCOURSE OF BRANDS
This article, contemplating a theoretical dialogue between Systemic Functional Theory (SFL) (Halliday, 1994, 2004), Critical Discourse Analysis (CDA) (Fairclough, 1992, 2006, 2012) and Multimodality (Kress, van Leeuwen, 2006 van Leeuwen, 2008), Brands (Gobe, 2010, ALLEN; SIMMONS, 2005) and Sustainab...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Universidade Estadual de Londrina
2013-01-01
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| Series: | Signum: Estudos da Linguagem |
| Subjects: | |
| Online Access: | http://www.uel.br/revistas/uel/index.php/signum/article/view/2237-4876.2013v16n233/13202 |
| _version_ | 1818528409946423296 |
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| author | Neiva Maria Machado SOARES Josenia Antunes VIEIRA |
| author_facet | Neiva Maria Machado SOARES Josenia Antunes VIEIRA |
| author_sort | Neiva Maria Machado SOARES |
| collection | DOAJ |
| description | This article, contemplating a theoretical dialogue between Systemic Functional Theory (SFL) (Halliday, 1994, 2004), Critical Discourse Analysis (CDA) (Fairclough, 1992, 2006, 2012) and Multimodality (Kress, van Leeuwen, 2006 van Leeuwen, 2008), Brands (Gobe, 2010, ALLEN; SIMMONS, 2005) and Sustainability (DIAS, 2009, 2011), aims to investigate the relationships established between visual and discursive event participants
a hybrid text speech (advertising and information). Theories have specific and complementary methodologies adopted to delineate the pathways analysis with qualitative approach. Research shows that social actors, visually represented in the texts in advertising or informational texts, are mitigated by the power of institutions, revealing not only as artifice communicative, but also ideological to meet sustainable prerogatives. |
| first_indexed | 2024-12-11T06:49:24Z |
| format | Article |
| id | doaj.art-f969e858895a494ab8271b071dca7854 |
| institution | Directory Open Access Journal |
| issn | 1516-3083 2237-4876 |
| language | English |
| last_indexed | 2024-12-11T06:49:24Z |
| publishDate | 2013-01-01 |
| publisher | Universidade Estadual de Londrina |
| record_format | Article |
| series | Signum: Estudos da Linguagem |
| spelling | doaj.art-f969e858895a494ab8271b071dca78542022-12-22T01:16:57ZengUniversidade Estadual de LondrinaSignum: Estudos da Linguagem1516-30832237-48762013-01-01161233258MULTIMODAL REPRESENTATION OF SOCIAL ACTORS IN THE DISCOURSE OF BRANDSNeiva Maria Machado SOARES0Josenia Antunes VIEIRA1Universidade do Estado do AmazonasUniversidade de BrasíliaThis article, contemplating a theoretical dialogue between Systemic Functional Theory (SFL) (Halliday, 1994, 2004), Critical Discourse Analysis (CDA) (Fairclough, 1992, 2006, 2012) and Multimodality (Kress, van Leeuwen, 2006 van Leeuwen, 2008), Brands (Gobe, 2010, ALLEN; SIMMONS, 2005) and Sustainability (DIAS, 2009, 2011), aims to investigate the relationships established between visual and discursive event participants a hybrid text speech (advertising and information). Theories have specific and complementary methodologies adopted to delineate the pathways analysis with qualitative approach. Research shows that social actors, visually represented in the texts in advertising or informational texts, are mitigated by the power of institutions, revealing not only as artifice communicative, but also ideological to meet sustainable prerogatives.http://www.uel.br/revistas/uel/index.php/signum/article/view/2237-4876.2013v16n233/13202MultimodalitySocial actorsBrands |
| spellingShingle | Neiva Maria Machado SOARES Josenia Antunes VIEIRA MULTIMODAL REPRESENTATION OF SOCIAL ACTORS IN THE DISCOURSE OF BRANDS Signum: Estudos da Linguagem Multimodality Social actors Brands |
| title | MULTIMODAL REPRESENTATION OF SOCIAL ACTORS IN THE DISCOURSE OF BRANDS |
| title_full | MULTIMODAL REPRESENTATION OF SOCIAL ACTORS IN THE DISCOURSE OF BRANDS |
| title_fullStr | MULTIMODAL REPRESENTATION OF SOCIAL ACTORS IN THE DISCOURSE OF BRANDS |
| title_full_unstemmed | MULTIMODAL REPRESENTATION OF SOCIAL ACTORS IN THE DISCOURSE OF BRANDS |
| title_short | MULTIMODAL REPRESENTATION OF SOCIAL ACTORS IN THE DISCOURSE OF BRANDS |
| title_sort | multimodal representation of social actors in the discourse of brands |
| topic | Multimodality Social actors Brands |
| url | http://www.uel.br/revistas/uel/index.php/signum/article/view/2237-4876.2013v16n233/13202 |
| work_keys_str_mv | AT neivamariamachadosoares multimodalrepresentationofsocialactorsinthediscourseofbrands AT joseniaantunesvieira multimodalrepresentationofsocialactorsinthediscourseofbrands |