Elective course: Multimodal discourse analysis 3200-M2-PF-ADM
Contemporary communication is largely multimodal. The aim of the course is to present selected methods and tools of mulitmodal discourse analysis, and then to apply them to different multimodal texts and their contexts of use.
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). One of the advertising genres of interest is promotional logos of selected regions and cities, to which a separate class is devoted, during which we will discuss the relationship between multimodality and local identity. Another class concerns the multimodality of social media, in particular in terms of how different modes co-construct relations: medium-user (semiotics of the interface), user-user, and 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, whose topic is the relation between the material medium and the content conveyed, on the example of texts in public space (Dobra street). By contrast, in the analysis of the relation part-to-whole in multimodal discourse, the material analyzed consists of book covers, posters of events or film trailers.
The next two topics fall under critical discourse analysis; they concern (i) communicating values in the political discourse of election campaigns' materials; (ii) non/stereotypical representations of social groups in educational discourse, on the material of textbooks.
One class is devoted to intertextuality, verbal and visual, on the example of Internet memes.
The last two classes deal with the topics at the intersection of multimodal discourse analysis and two key areas of the Institute of Applied Linguistics’ curriculum: translation studies (here: resemiotization as a type of translation of content from one semiotic system to another) and the development of linguistic competence (here: multimodal competence and critical multimodal competence).
The range of topics addressed during the course is open; participants are encouraged to prepare (alone or in pairs, with the support of the teacher) presentations on recent phenomena in multimodal discourse which interest them.
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ECTS: 3
Student workload:
Classes: 30 hours
Reading assignments: 15 hours
Preparation for classes, written assignments: 25 hours
Total: 70 hours
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Generative AI tools:
Specific rules for the use of generative AI tools will be presented by the instructor in the course materials on the Kampus platform made available before the first class.
There apply general rules set out in the resolution no. 98 of the University Educational Council of 8 December 2023 on guidelines for the use of artificial intelligence tools in the learning process.
Type of course
Mode
Remote learning
Prerequisites (description)
Course coordinators
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 (20%)
two written assignments (40% 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.
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
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.
Paltridge, B. (2012) Discourse Analysis. An Introduction 2nd. ed., London et al.: Bloomsbury, Chapter 8.
Additional information
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: