Assignment Applied Linguistics

Name:Nida Shakoor

Roll No. F24-3258

Topic: Multimodal Discourse Analysis

Multimodal Discourse Analysis (MDA)

Multimodal Discourse Analysis (MDA) is a methodological approach in discourse
studies that explores how different modes of communication—such as language,
images, gestures, sounds, and spatial elements—contribute to meaning-making.
MDA acknowledges in many types of discourse, such as advertisements, films,
websites, or classrooms, communication isnot limited to language alone. This
makes MDA valuable in studying the complex, layered forms of communication
which is not limited
to language in this
media rich world.

Importance of
MDA
MDA is important for
understanding how
meaning is
constructed in
multimodal texts—
texts that involve
multiple modes—
and is increasingly
relevant in areas like:

 Media Studies:
Analyzing news
articles, social
 media, film, and advertisements, where both visual and linguistic elements are
integral to meaning.
 Education: Studying classroom interaction, which includes verbal communication,
gestures, visuals, and spatial arrangements that collectively influence the learning
environment.
 Communication in Digital Spaces: Examining websites, apps, and online platforms
where users interact through both text and visual interfaces.

Analytical Frameworks in MDA

Social Semiotic Framework (Halliday, Kress & van Leeuwen)

 Focuses on how meaning is made through semiotic resources (language,

image, sound, etc.) within cultural and social contexts.
 Key Concepts:
o Representational Meaning: How modes depict events, objects, or
relationships.
o Interpersonal Meaning: How modes establish relationships between
the producer, audience, and content.
o Compositional Meaning: How elements are arranged spatially or
temporally to create coherence.
 Applications: Analyzing advertisements, visuals, and layout in multimedia
texts.

Here we will discuss the different dimensions in Multimodal Discourse

Analysis

1. Cultural Dimension in Multimodal Discourse Analysis:In

Multimodal Discourse Analysis, cultural context plays a central role,
encompassing the environment and includes shared values, beliefs,
knowledge, and norms within a culture. This context shapes how we interpret
messages and influences both the production and reception of discourse. In
MDA, recognizing cultural context allows analysts to understand why certain
modes are selected or preferred and how audiences are likely to interpret
them.

For instance, a public service announcement in one culture might rely

heavily on community-centric visuals and language, while in another,
individual responsibility might be emphasized, reflecting differing cultural
values.

Ideology and Genre in Detail

Ideology

Ideology, as explored in discourse studies, refers to the underlying beliefs,

assumptions, and perspectives that shape how information is presented
and interpreted. In discourse, ideology is often embedded within language
choices, visual representations, and even the framing of topics. For
instance, news reports on climate change may vary in their presentation,
with ideological influences shaping whether climate issues are presented as
urgent or manageable, depending on the publication’s stance or cultural
orientation.

Through MDA, analysts examine how modes like images, language, and
layout in discourse can subtly convey ideological messages. For example, in
advertisements, visuals can often reflect or challenge social norms by
portraying gender roles or stereotypes in particular ways, thereby
communicating implicit cultural values or critiques.

Genre

Genre refers to recognizable types or categories of discourse that follow

specific conventions. Different genres—such as scientific articles,
journalistic reports, or casual conversations—have unique structures,
purposes, and stylistic conventions, as well as specific audiences. Genres
are culturally grounded and shaped by shared expectations about how
information should be presented in certain contexts

For example, a scientific journal article on climate change will typically use
precise language, data, and citations, adhering to the conventions of
scientific discourse. In contrast, a news report on the same topic might
simplify complex data for accessibility and to engage a general audience.
This comparison highlights how genres are adapted to meet the needs of
their target audiences and cultural expectations.

Examples of Ideology and Genre in Practice

 Consider the topic of climate change:

 Scientific Journal Article: This might include technical language, statistical

data, and evidence from studies, adhering to conventions of objectivity and
specificity. The ideological perspective here might emphasize scientific
inquiry and accuracy, assuming a knowledgeable audience.
 News Report: A news article on climate change might focus on recent
impacts, such as extreme weather events, with a human-interest angle that
appeals to a broader audience. The language might be simpler, with fewer
technical details, and may include quotes from scientists or affected
individuals. This genre might reflect an ideology that aims to inform the
public and promote action.
For ideology, Van Dijk’s(2006) work explores how beliefs and power structures
influence discourse, offering a framework to analyze how multimodal features
convey ideological messages.
On genre and cultural representation, Hall(1997) discusses how cultural practices
organize meanings, which aligns with how MDA treats genres as structures shaped
by shared cultural understandings.
By analyzing both ideology and genre, MDA provides insight into how discourse is
shaped by cultural values and expectations, revealing layers of meaning that might
go unnoticed otherwise.

2. Contextual Dimension in Multimodal Discourse Analysis

Situational Context
Situational context refers to the specific setting or scenario in which discourse
takes place, significantly shaping how it is structured and understood. Situational
factors include the participants involved, their relationship, the purpose of
communication, and the physical or virtual environment where interaction
occurs. In Multimodal Discourse Analysis (MDA), situational context informs the
choice of modes, tone, and style.

Components of Situational Context

Discourse Range

Discourse range concerns how much information or background knowledge is

assumed or required in a given interaction. In informal discourse, such as a casual
email between friends, less context might be given because both participants
share knowledge and familiarity. In contrast, a formal email, especially in
professional settings, typically provides more explicit background to ensure
clarity, as the writer cannot assume the recipient has prior knowledge.

Example: An email between colleagues might assume shared knowledge about a

specific project ("Let’s go with the design from last week"). However, in a formal
proposal email to a client, the same message would need background context
("After our meeting last week, we reviewed the design options, and we propose
moving forward with the design presented on October 10").

Discourse Tone

Discourse tone refers to the mood or emotional feel conveyed through language
and other semiotic choices. Tone varies based on the situational context and
often signals the nature of the relationship between participants. For instance, a
customer service message can convey a friendly and warm tone ("We’re here to
help! Let us know if there’s anything more we can do for you!") or adopt a
neutral, formal tone to maintain professionalism ("Thank you for reaching out.
Please let us know if you require further assistance").

Discourse Style

Discourse style involves the stylistic choices made to suit the communication
purpose, genre, and audience. Different styles reflect different expectations: for
instance, blogs often use a conversational style to engage readers, while academic
papers use a formal style to establish credibility and authority.

Example: A blog post about climate change might use first-person language,
rhetorical questions, and a relaxed tone .In contrast, an academic paper on the
same topic would adopt a third-person perspective, objective language, and
precise terminology .

Supporting Sources
 Schiffrin (1994): Schiffrin’s work on discourse markers highlights how small,
seemingly insignificant words or phrases help organize discourse, signal shifts in
tone, or clarify relationships, thus playing an essential role in shaping discourse
tone and style.

Understanding situational context allows for a deeper analysis of discourse range,

tone, and style, helping to uncover the nuances that make communication
effective and appropriate within specific settings.

3.Meaning Dimension:Meaning in discourse extends beyond the literal

definitions of words to encompass relational and situational cues that shape
understanding. This multidimensional approach considers how context, social
relationships, and speaker intent play crucial roles in the meaning-making
process. By examining meaning through multiple lenses, we gain a comprehensive
view of how language operates in real-life interactions.

Components of Meaning in Discourse

1. Concept Meaning:
 This dimension addresses the straightforward, dictionary meaning of words—
essentially, the semantic content that conveys facts or describes concepts.
Example: In a political speech, phrases that present data (e.g., “The
unemployment rate has decreased by 2%”) deliver factual information intended
for a literal understanding.
2. Interpersonal Meaning:
 Interpersonal meaning encompasses how language expresses attitudes,
establishes relationships, and signals politeness or authority.
 This meaning is conveyed through choices in tone, formality, and expressions of
respect, often using modal verbs (e.g., “Could you…?”).
Example: A politician might say, “My friends, let us work together,” where the use
of “friends” reduces social distance, and “let us” implies cooperation, fostering
rapport with the audience.
3. Planning Meaning :
 Planning meaning involves the strategic use of language to achieve specific
objectives, such as persuading, informing, or motivating.
 This type of meaning is linked to discourse structure and speaker intent, guiding
listeners toward a desired response.
Example: In a speech, a politician might use rhetorical devices (e.g., repetition,
anaphora) to emphasize a key point or frame their argument persuasively: “We
must act now. We must act decisively. We must act together.”

Example: Analyzing a Political Speech

Let’s analyze a political speech, focusing on how language operates on multiple
levels:

 Concept Meaning: The speaker provides facts about unemployment rates,

economic data, and social policies, grounding the speech in real-world data.
 Interpersonal Meaning: The speech may use respectful language, directly
addressing the audience (“Dear citizens”) or using inclusive pronouns (“we” vs.
“they”) to foster solidarity or express respect.
 Planning Meaning: The speaker’s primary goal may be to persuade the audience
of their proposed policies, achieved through emphatic language and logical
appeals.

Supporting Sources

Drawing on Halliday’s (1994) functional grammar framework,

we see how meaning in discourse aligns with the three
metafunctions: ideational (concept), interpersonal, and textual
(planning).

4.Formal Level:To analyze discourse at the formal level, we examine the

organization of meaning through both the form (language, image, sound, etc.)
and the relations between these modes. This approach highlights the intricate
ways that communication works when multiple sensory and semiotic channels
interact. Let's discuss each component in detail.

Form: Language, Picture, Sound, Feeling

In multimodal communication, various forms combine to convey meaning
in ways that single modes (such as just text or speech) cannot achieve
alone. Each form has unique affordances:
  Language (Text/Speech): Language conveys explicit content, information,
and ideas. It provides the main narrative in many types of discourse,
especially in texts and spoken exchanges.
 Picture (Visuals): Visuals add contextual details and can express concepts
instantly, which may require more time or explanation through language.
They create spatial or temporal emphasis and often provide emotional and
cultural cues.
 Sound (Music/Audio Effects): Sound builds atmosphere and can influence
the emotional tone. For example, background music in a news broadcast
can make a story feel solemn, urgent, or uplifting, setting the stage for how
audiences perceive spoken content.
 Feeling (Emotional Cues): Emotional cues, though often intangible, emerge
through tone of voice, colors in visuals, or music. They convey moods that
deeply affect interpretation, even if not explicitly stated.

Kress and Van Leeuwen (2001) argue that these different modes (language,
visual, auditory) provide a "multimodal landscape," where meaning is built
through the interplay of these elements. Each mode contributes to an
overall effect that is richer than any individual part.

Relations: Complementary and Non-

Complementary
The relationships between modes are crucial to understanding how meaning is
constructed. We distinguish two primary relational
types: complementary and non-complementary.

 Complementary Relationships: When different forms reinforce or support

each other, they form a complementary relationship. For instance, spoken
language in a news broadcast is often accompanied by visuals that depict
the subject matter, creating a cohesive narrative. Gestures in conversation
can emphasize or clarify spoken words, adding a layer of nonverbal
confirmation.
 Non-Complementary Relationships: In contrast, non-complementary
relationships occur when forms contradict each other or introduce
dissonance. For instance, if the audio tone in a video is cheerful, but the
visuals depict a serious or tragic event, the message may appear confusing
 or ironic. These contradictions can create tension, causing viewers to
question or reinterpret the message.

Goffman (1981) refers to "forms of talk" as part of the framework through

which individuals frame interactions, including the use of tone, facial
expression, and other non-verbal cues that guide interpretation.

Example: News Broadcast

Consider a news broadcast that reports a natural disaster. The different forms and
relations interact to create a complex, layered message:

Language: The anchor’s speech provides factual information, such as the location,
casualties, and damage, helping viewers understand the scope of the event.
Visuals: Images or video footage show the affected area, people, and destruction,
lending an immediate sense of reality and urgency that words alone might not
convey.
Sound: Background music or sound effects (e.g., somber music) align with the
tone of the report, reinforcing the gravity of the situation.
Feeling: The combination of visuals, the anchor’s tone, and the background music
creates a sense of empathy and seriousness.

These elements are in a complementary relationship: the language conveys

factual information, visuals provide a visceral impact, and the music enhances
emotional resonance. If the background music were upbeat, it would create a
non-complementary relationship, creating cognitive dissonance and potentially
distracting from or undermining the message.

Citations
 Kress, G., & Van Leeuwen, T. (2001). Multimodal Discourse:
The Modes and Media of Contemporary
Communication. London: Arnold.
 Goffman, E. (1981). Forms of Talk. Philadelphia: University of
Pennsylvania Press

5.Expression Level:At the expression level, we analyze how language and

non-verbal elements work together to communicate meaning in an immediate
way. This level of analysis focuses on the integration of spoken or written
language with non-linguistic elements such as gestures, facial expressions, and
environmental cues.

Press: Language and Non-Language

The integration of language and physical or non-verbal elements is critical
for creating meaning in communication. Language carries the core content
of a message, while non-language aspects, including gestures, tone, and
setting, provide additional layers of meaning. Together, they shape how the
message is understood in context, making it richer and more nuanced.

Accompanying vs. Pure Language

 Pure Language refers to language as it exists in isolation, without support
from non-verbal elements. Pure language carries meaning through
vocabulary, syntax, and grammar alone, without the emphasis or
clarification that non-verbal elements can provide.
 Accompanying Language includes gestures, facial expressions, and other
non-verbal elements that supplement and clarify spoken or written words.
Accompanying elements can:
 Reinforce the message (e.g., a teacher pointing to a concept on the board
while discussing it).
Supporting Source
McNeill (1992) highlights how gestures are integral to spoken language,
particularly in emphasizing or illustrating points that are difficult to express
verbally. Gestures function as "co-speech," occurring alongside spoken
language to add clarity, emphasis, or emotion.

Body vs. Non-Body Language

 Body Language involves physical cues directly from the speaker, including
gestures, facial expressions, posture, and eye contact. Body language can
express enthusiasm, skepticism, or other attitudes that may not be explicit
in the words themselves. For example, a teacher’s enthusiastic gestures can
 make a lecture more engaging, underscoring their commitment to the
topic.
 Non-Body Language includes environmental factors and contextual cues
that are not tied to the speaker's body but still influence the
communication context. This might involve the physical setting (e.g., a
classroom's organization), lighting, or objects in the environment that help
to frame or support the message. In a classroom, for example, a well-
organized setting with relevant visuals on display can aid understanding by
aligning with the teacher's explanations.

Example: Teacher’s Lecture

Consider a teacher giving a lecture on a complex topic like photosynthesis. The

teacher uses multiple modes of expression to communicate effectively:

Spoken Language: The teacher explains the scientific process in clear terms,
providing the core information.
Hand Gestures: While discussing the energy transfer in photosynthesis, the
teacher makes sweeping gestures to show how energy moves from sunlight to
plants, helping students visualize the abstract concept.
Facial Expressions and Tone of Voice: The teacher uses an animated tone and
expressions of excitement to engage students, showing that the topic is important
and worth their attention.
Environmental Cues: The teacher refers to a diagram on the board, saying, "Look
at this diagram for the next step." The setting itself supports learning by visually
anchoring each stage of the process.

Together, these elements create a cohesive message where language and non-
language elements complement one another. The gestures and visual aids help to
clarify the explanation, making the abstract concept more concrete. Without
these accompanying elements, students might struggle to fully grasp the process
described.

Integrating Dimensions for Analysis

Each dimension of analysis interacts with and supports the others, helping to
construct a multifaceted understanding of discourse:
1. Cultural Level: Culture provides the overarching framework of values, norms, and
shared understandings that shape how language and non-verbal cues are
interpreted. Cultural context can influence everything from the content of a
message to the emotional or social significance attached to different modes of
communication.
2. Contextual Level: The specific context—whether it’s a social setting, political
climate, or historical moment—determines how meaning is conveyed. The
context not only affects the content of the message but also shapes the speaker’s
intentions, the audience’s expectations, and the norms of interaction (such as
whether a more formal or informal tone is appropriate).
3. Meaning Level: Meaning is derived through both verbal and non-verbal elements.
The ways in which words, images, gestures, sounds, and settings interact create
an understanding that is richer than what language alone can communicate. This
includes both the denotative (literal) and connotative (implied or emotional)
meanings conveyed through the combination of these modes.
4. Formal Level: The formal organization of discourse refers to the structure and
form of communication—how language is used (grammar, vocabulary), how
images and sounds are arranged, and how these elements interact. The formal
level establishes coherence and meaning, particularly in multimodal contexts
where language might be accompanied by visuals or sound.
5. Expression Level: This dimension emphasizes how physical, emotional, and
environmental elements shape meaning. Non-verbal cues (such as gestures, facial
expressions, and tone of voice) and the physical setting add layers of meaning
that complement or clarify the verbal message.

Example Analysis: Advertisement (Coca-Cola Christmas Ad)

Let’s apply this multidimensional framework to analyze a popular Coca-Cola
Christmas advertisement, which features cheerful imagery, a heartwarming
soundtrack, and festive messaging.

1. Cultural Level: The ad taps into culturally shared ideas of Christmas and the
values associated with it, such as family togetherness, generosity, and joy. Coca-
Cola, as a global brand, draws on the cultural significance of Christmas
celebrations in many parts of the world. This cultural background influences how
the ad resonates with the audience, invoking warmth, nostalgia, and a sense of
community.
2. Contextual Level: The ad is released in the lead-up to the Christmas season, so its
timing is crucial. The contextual setting of winter holidays, coupled with the
ongoing commercial practices surrounding Christmas (gift-giving, family
gatherings), shapes how the ad is interpreted. The ad capitalizes on the festive
context, aligning itself with the broader holiday celebrations.
3. Meaning Level: The visual elements (such as snowflakes, red and green colors,
and images of people sharing Coca-Cola drinks) convey meanings of warmth,
happiness, and togetherness. The slogan, “Taste the Feeling,” paired with the
imagery, suggests that drinking Coca-Cola is not just about refreshment but about
sharing meaningful moments. The accompanying music adds an emotional
dimension, reinforcing the idea of joy and celebration.
4. Formal Level: The formal structure of the advertisement is carefully crafted to
maintain a coherent and persuasive message. The ad opens with a festive scene,
followed by moments of people enjoying the product together, before concluding
with the iconic Coca-Cola logo. The use of vibrant colors, smooth camera
transitions, and upbeat music supports the ad’s emotional appeal.
5. Expression Level: The actors’ facial expressions and body language convey
happiness, friendliness, and contentment. The physical environment (a cozy living
room, a snowy outdoor setting) complements the message by evoking a sense of
warmth and holiday spirit. The tone of the voiceover is warm and inviting, further
enhancing the emotional connection with the audience.

Conclusion
In conclusion, MDA is an invaluable tool for analyzing the complexity of
communication in today's multimedia world. By considering how various modes
interact, reflect social dynamics, and are influenced by cultural contexts, MDA
enables a deeper understanding of how meaning is negotiated in various
discourse forms, from advertisements and films to social media and educational
materials. As communication becomes increasingly multimodal in nature, the
insights gained from MDA are crucial in exploring how individuals and societies
create, share, and interpret meaning across multiple communicative channels .