Elective course: Multimodal discourse analysis 3200-M2-PF-ADM
Modern communication is largely multimodal. The aim of the course is to present selected methods and tools for analyzing such texts, and then apply them to different genres and contexts.
The course begins with a lecture introducing basic terms in the field of multimodal discourse analysis, and discussing the origins of this approach. Next, we move to issues related to the composition of the message and the structure of information, in various semiotic systems, on the example of contemporary advertisements (press, outdoor, TV). Another class concerns the multimodality of social media, in particular in terms of how different modes jointly build relations: (i) medium-user (semiotics of interface), (ii) user-user, and (iii) user-message. The next area of research is press discourse, especially verbal and visual means of constructing the news values of a media text (based on Bednarek and Caple 2012). Then comes a field study on the relation between the material medium and the content conveyed, on the example of texts in public space (e.g. buildings of the University of Warsaw, streets). By contrast, as for the relation part-to-whole in multimodal discourse, the material analyzed consists of book covers, posters of events and film trailers.
The next three topics fall under critical discourse analysis; they concern (i) the construction of local identity in the promotional logos of Polish regions and cities; (ii) communicating values in the political discourse of election campaigns' materials; (iii) non/stereotypical representations of individuals, groups and events in educational discourse, on the material of textbooks.
One class is devoted to intertextuality, verbal and visual, on the example of Internet memes. The penultimate topic is resemiotization (Iedema 2013), i.e. the process of translating content from one semiotic system into another. The course ends with a class discussing a topic in applied linguistics, i.e. multimodal literacy, in the context of family upbringing and educational context.
Student workload:
Classes: 30 hours
Reading assignments: 10 hours
Preparation for classes, presentations / written assignments: 20 hours
Total: 60 hours
Type of course
Prerequisites (description)
Course coordinators
Mode
General: Classroom Remote learning | Term 2023Z: Remote learning |
Learning outcomes
KNOWLEDGE
Student
- has an in-depth knowledge of the subject and methodological specificity of multimodal discourse analysis, which s/he can develop and creatively use in professional activities (S2_W01);
- has an orderly, in-depth, specialization-oriented and detailed knowledge of multimodal discourse analysis (S2_W03);
- knows and understands advanced methods of analysis, interpretation, evaluation and problematization of various cultural products, specific to selected traditions, theories or research schools of multimodal discourse analysis (S2_W07).
SKILLS
Student
- can conduct a critical analysis and interpretation of various types of texts and products of material culture, using original approaches, and taking into account new achievements in multimodal discourse analysis, in order to define their meanings, social impact and place in the historical and cultural process (S2_U05);
- knows how to argue using his/her own views and the views of other authors, to formulate conclusions and create synthetic summaries (S2_U09).
Assessment criteria
active participation in classes (40% of the grade)
examples uploaded to a shared folder, two written assignments (60% of the grade)
Classes are compulsory. Two unexcused absences are allowed. If the student has more than two unexcused absences, s/he should ask the lecturer about additional work to obtain credit, related to the material from the classes when the student was absent, and then obtain such credit before the end of the semester. If a student is absent at more than 50% of classes, he/she does not get credit for this course, pursuant the Faculty Regulations.
Final grade:
99% -100 - 5!
98% - 93% - 5
92% - 85% - 4.5
84% - 77% - 4
76% - 69% - 3.5
68% - 60% - 3
less than 60% - 2
Practical placement
not applicable
Bibliography
Obligatory:
Adamus-Matuszyńska, A. & P. Dzik (2017) "Relacja ‘obraz – tekst’ w sygnaturze jednostki samorządu terytorialnego”. In: M. Cieszkowski, A. Kapuścińska & J. Szczepanik (eds.) Język – obraz – dyskurs, Bydgoszcz: Bydgoskie Towarzystwo Naukowe, 175-187.
Barthes, R. (1985) “Retoryka obrazu”, Pamiętnik Literacki 76 (3), 289-302.
Bednarek, M. & H. Caple (2012) News Discourse. London & New York: Continuum, chapter 9.
Cook, V. (2015) „Meaning and material in the language of the street”, Social Semiotics 25 (1): 81-109.
Gumkowska, A. (2015) "Mem - nowa forma gatunkowo-komunikacyjna w sieci”, Teksty Drugie 3 (153), 213-235.
Iedema, R. (2013) ‘Multimodalna analiza dyskursu. Resemiotyzacja na potrzeby dyskursów użytkowych’. In: A. Duszak & G. Kowalski (eds.). Systemowo-funkcjonalna analiza dyskursu, Kraków: Universitas, 197-227.
Paltridge, B. (2012) Discourse Analysis. An Introduction 2nd. ed., London et al.: Bloomsbury, Chapter 8.
Piekot, T. (2006) "Werbalizacja i wizualizacja w dyskursie wiadomości prasowych”. In: E. Tabakowska (ed.) Ikoniczność znaku. Słowo – przedmiot – obraz – gest, Kraków: Universitas, 99-116.
Notes
|
Term 2023Z:
In the academic year 2023/2024 the course is delivered on-line. |
Additional information
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: