Multimodal Discourse Analysis

This paper examines how Prime Minister Donald Tusk used emotional appeals to frame housing-related policy responses during the 2024 flood crisis in Poland. The study is based on a Qualitative Content Analysis of six public speeches delivered between September 13 and September 25, 2024. Drawing on elements of Szarfenberg's Beyond the Rational Calculator (BRC) tool, it focuses on three housing-related policy areas and their affective framing: evacuation, reconstruction, and long-term state responsibility. The analysis identifies three findings. First, evacuation was framed not primarily as coercive state action but as a morally necessary and emotionally justified act of protection, legitimised through fear, solidarity, trust in rescuers, and collective memory of earlier floods. Second, reconstruction was presented not merely as technical recovery but as a forward-looking moral project in which rapid aid delivery, coordination, and continued institutional presence served to reassure affected communities and stabilise uncertainty. Third, Tusk's speeches constructed a broader image of the state as an enduring moral guarantor of housing protection, dignity, and continuity in disaster settings. The findings also suggest that citizens' reception of this 1

The chapter introduces a novel method for identifying argument types (schemes) in multimodal arguments, called the ‘Multimodal Argument Type Identification Procedure’ (MATIP), based on the argument categorization framework of the ‘Periodic Table of Arguments’ (PTA) and inspired by the ‘Argument Type Identification Procedure’ (ATIP) that was originally developed for verbal arguments. By facilitating cross modal aggregation and analysis of argumentative elements, the procedure avoids the need for translating non-verbal information into its verbal counterpart(s) and mitigates the complexities of reconstructing arguments based on matching with predefined argument schemes. The author elucidates the theoretical and methodological starting points of the MATIP and exemplifies its functionality and outcomes through the examination of a sample dual code argument integrating verbal and visual components.

The present paper utilizes (multimodal) critical discourse studies and cognitive linguistics to analyze the verbal and visual metonymies/metaphors found in online news sources that report on unaccompanied youths from Central America and Border Patrol/immigration officials in the U.S. Findings reveal verbal and visual metonymies that dehumanize and criminalize child migrants, while Border Patrol/immigration enforcement discourse creates WAR/WILD WEST metaphors that justify the militarization of the border. The significance of the study lies in showing how underlying conceptualizations of migrants by immigration and border control agencies help us understand the social imaginary which allows the government to garner public support for unjust policies and treatment of migrants. In addition, by examining the connection of media and law enforcement rhetoric to the Trump administration, it illustrates how rightwing populists gain and maintain power through their appeal to populist ideals ...

El objetivo principal de esta comunicación es investigar la convergencia entre el edadismo y el sexismo en Instagram y explorar como se manifiesta discursivamente a través de un estudio de caso en lengua española. Un colectivo especialmente vulnerable a este tipo de ataques online son las mujeres famosas (Simões et al. 2021; Gorton y Garde-Hansen 2013), como por ejemplo, actrices, cantantes, periodistas o políticas. Por tanto, mediante el uso del software NVivo 1.6.1 se han examinado 2000 comentarios en español obtenidos de cuentas de Instagram sobre dos mujeres famosas: Ana Obregón y Brigitte Nielsen. Para el análisis se ha seguido tanto un enfoque de pragmática discursiva como de análisis crítico del discurso, principalmente el modelo de descortesía de Culpeper (2011, 2016). Además, se ha realizado un análisis multimodal de los comentarios teniendo en cuenta el uso de hashtags, etiquetas y emojis. Los resultados iniciales del análisis revelan que estas mujeres son objeto de un tipo específico de patologización derivada de la discriminación por edad que se manifiesta a través de estrategias de descortesía específicas, principalmente críticas a su imagen envejecida y preguntas incómodas. En muchas ocasiones, estas agresiones se agravan mediante el uso de elementos multimodales, como emojis despectivos. En definitiva, se observa como estos ataques online están arraigados en normas sociales, reflejando así un nexo online-offline (Blommaert 2019; Garcés-Conejos Blitvitch 2022). De esta forma se fomentan prejuicios generalizados sobre las mujeres famosas, de quienes se espera que siempre luzcan jóvenes y bellas independientemente de su edad.

This study investigates the linguistic and semiotic dimensions of wordplay in contemporary advertising posters, emphasizing the interaction between verbal expressions and visual signs in the construction of persuasive meanings. Drawing on semiotic perspectives developed by Koorosh Safavi and linguistic theories of ambiguity, metaphor, and pragmatics, the research examines how advertisers employ puns, double meanings, and symbolic imagery to attract audience attention and enhance message retention. Using a qualitative content analysis approach, the study analyzes a selected corpus of advertising posters collected from digital and print media platforms. The analysis focuses on linguistic creativity, visual symbolism, and the relationship between textual and non-textual elements in shaping consumer interpretation. The findings reveal that wordplay functions as a powerful multimodal strategy that increases emotional engagement, strengthens brand identity, and produces layered meanings. The study contributes to research in semiotics, discourse analysis, and advertising linguistics by demonstrating the persuasive role of hidden meanings in visual communication.

Travel agency video presentations on social media function as multimodal media products that combine structural elements to ensure the understanding of pragmatic meaning and achieve communicative effect. Drawing on media linguistics and pragmatic theories, the study employs multimodal discourse analysis to examine structural elements of such presentations and to show how multimodal pragmatics shapes a cultivated, semantically synergistic, and targeted media product.

The present paper utilizes (multimodal) critical discourse studies and cognitive linguistics to analyze the verbal and visual metonymies/metaphors found in online news sources that report on unaccompanied youths from Central America and Border Patrol/immigration officials in the U.S. Findings reveal verbal and visual metonymies that dehumanize and criminalize child migrants, while Border Patrol/immigration enforcement discourse creates WAR/WILD WEST metaphors that justify the militarization of the border. The significance of the study lies in showing how underlying conceptualizations of migrants by immigration and border control agencies help us understand the social imaginary which allows the government to garner public support for unjust policies and treatment of migrants. In addition, by examining the connection of media and law enforcement rhetoric to the Trump administration, it illustrates how rightwing populists gain and maintain power through their appeal to populist ideals ...

A presente pesquisa realiza a análise das representações de dez peças publicitárias da campanha “Agro é tech, agro é pop, agro é tudo” dos últimos oito anos, com o objetivo de identificar os principais aspectos técnicos, políticos e narrativos do discurso em oposição à produção de alimentos da agricultura familiar, camponesa e das áreas de reforma agrária. Realiza-se a descrição das peças e constata-se que o agronegócio opera por meio do apagamento das diversidades, do silenciamento de vozes dissonantes e altera seu discurso ao longo dos anos para dialogar com diversos públicos.

Social media have changed the one-way communication typical of mass media and created new spaces for communication, digital agoras, in need of new analytical frameworks. Reception theory and multimodal text analysis are applied to one such digital agora, You-Tube, to investigate three dimensions of political discussion around the Greek Civil War: i) how the historical documentary Greece: the Hidden War represents historical "events"; ii) the position the film agents take vis-à-vis the historical "truths"; iii) the reaction of the public to those representations. The integration of a third approach, memory studies, allows us to look at specific cognitive processes and strategies at play in how producers, film agents and viewers negotiated history, by employing retrospective memory, life-story narrations, and the public's collective meta-memory narrations. The paper advocates a multidisciplinary approach to ideology research in digital media and illustrates its application through a case study. Multimodal analysis provides a framework within which different modes, as well as their combination, can be interpreted as to their rhetorical effects. Reception theory focuses on the viewers' comments on the YouTube channel to explore their engagement with the documentary and its context. Finally, memory studies address specific cognitive processes at play in this digital agora.

Este artigo investiga o comportamento leitor das gerações Y e Z na era digital, com foco na relação entre os textos audiovisuais e literários. A pesquisa explora como essas gerações, influenciadas pela evolução tecnológica e pelos serviços de streaming, consomem tanto literatura quanto produções audiovisuais. Com base na classificação de tipos de leitores de Santaella, a análise categorizou os jovens em perfis como leitores contemplativos, moventes, imersivos e ubíquos. Um questionário foi aplicado a 89 jovens entre 13 e 20 anos para compreender seus hábitos de leitura e a atenção dedicada durante o consumo de livros e audiovisuais. Os resultados mostram que a maioria dos respondentes lê livros físicos e assiste a adaptações audiovisuais, embora haja uma tendência crescente para dividir a atenção com outros aplicativos durante a leitura e visualização. Concluímos que os jovens apresentam características do leitor imersivo, mas também do leitor ubíquo, sugerindo a necessidade de adaptação das práticas educacionais para incluir multiletramentos e o uso de narrativas audiovisuais em sala de aula.

This editorial introduces a special issue of Series dedicated to the relationship between serial fiction and political power, framed as a tribute to the philosophical work of José Luis Villacañas Berlanga. The editorial opens by arguing that television series offer a distinctive mode of access to political reality: unlike other narrative forms, seriality allows viewers to experience power as duration — as slow, contradictory, and recurring processes. Drawing on cognitive theories of fiction as social simulation (Oatley, Mar et al.), the editorial proposes that the multi-plot structure of contemporary series generates what it terms "informational convergence," compelling viewers to activate complex inferential operations — weighing perspectives, inferring hidden motivations, assessing the gap between declaration and action — that are structurally analogous to the cognitive demands of political judgment in democratic societies.
The editorial then traces a convergence between Villacañas's political philosophy and cognitive theories of narrative. From Historia del poder político en España through Populismo and La revolución pasiva de Franco, Villacañas's work consistently reveals power as a narrative construction that naturalises domination, renders exclusion invisible, and replaces historical experience with self-sufficient symbolic worlds. This diagnosis is shown to be structurally homologous to what cognitive science describes as fiction's counter-function: rather than adding unreality to the world, narrative fiction restores density, ambiguity, and the perspectives of others that direct experience and the discourse of power suppress. The reading of Freud lee el Quijote further deepens this argument, presenting Cervantine humour as a paradigm of fiction's capacity to sustain the truth of the ideal and the truth of defeat simultaneously — a function that the editorial aligns with the mechanism of narrative simulation described by cognitive psychology.
The editorial concludes by situating the four articles of the issue within this conceptual framework, showing how each engages — from its own object and method — with the structural problems running through Villacañas's thought: territory as a form of power (Bandiralli, on The Gringo Hunters and The Bridge); the Mediterranean border as a space for the narrative normalisation of suffering (Hernández García, on Lampedusa and Unwanted); raison d'état as the production of closed symbolic worlds (Rivera García, on Esterno notte); and the dystopian imagination as a test of the self-limitation of power (Donstrup, on The Power). Taken together, the issue proposes that contemporary politics cannot be understood without attending to the narratives that organise space, affect, legitimacy, and experience — and that seriality is one of the privileged sites where those narratives are made visible, contested, and dismantled.

In this paper, we attempt to provide some ways of thinking about text, relating it to the concept of metaphors, multimodality and texture. Our aim is to develop new insights in meaning making and communication more generally, by bringing examples of memes; a relatively new genre, often seen on social media posts. To do so, we discuss the notion of text (HALLIDAY; and then, we discuss texture as a semiotic resource for the production of texts and its metaphors (DJONOV; . To exemplify some concepts and categories, we explore memes, seeking to understand their constitution as well as their qualities and potential meanings of visual textures deployed in the text to make meaning material through multimodal metaphors.

RESUMO Neste trabalho, lançamos um olhar panorâmico sobre contribuições e os desdobramentos da Abordagem da Multimodalidade nas pesquisas no contexto brasileiro. No primeiro momento, centramos o diálogo nas postulações de Kress (2010); Kress e van Leeuwen (2001); Bezemer e Kress (2016), para compreender a paisagem semiótica. No segundo momento, descrevemos como essa perspectiva tem se colocado no cenário brasileiro, trazendo contribuições para o desenvolvimento de pesquisas. A parte quantitativa deste artigo utilizou as plataformas de busca, como Google Acadêmico e o banco de dados virtual CAPES - Coordenação para o Melhoramento do Pessoal de Educação Superior.

Smell is a crucial yet understudied sensory dimension in urban environments, bridging tangible elements (e.g., exhaust, flowers) with intangible impacts on emotions, social interactions, and well-being. While geographical and urban research increasingly acknowledges multisensory experiences, much of geospatial analysis still emphasized the visual dimension. This research advances spatial thinking by examining cross-modal associations between smell and vision in urban environments. Specifically, we utilize advanced image processing techniques to extract visual cues from street view imagery (SVI) (i.e., Mapillary) and apply causal analysis to examine their effects on smell expectations recorded from participants. The results show that visual cues can predict smells in straightforward urban settings (e.g., parks or less densely populated areas). However, in complex urban environments, the predictive power of visual cues diminishes as diverse and overlapping scents obscure specific smells, even in visually distinct areas. These findings underscore the importance of a multisensory approach in urban analytics, enhancing our understanding of the interplay between sensory experiences and informing urban design strategies that integrate multiple senses to create engaging and inclusive environments. This is especially important for individuals with sensory impairments, such as anosmia or visual impairments, who rely on other senses to compensate for their perception of urban environments.

By examining the spatial attitudes of television series as modes of narratively and visually engaging with spatiality, this paper argues that the concept of topocracy should be understood as an attitude of geopolitical control over territory. Narratively, topocracy shapes the creation and resolution of conflict over the possession of space. Visually, it is expressed through a set of camera positions and the gaze of a dominant subject, enhanced by perceptual prostheses, such as surveillance cameras and drones. To illustrate the concept of topocracy, two television series will be analysed: The Gringo Hunters (2025-) and The Bridge (2013-2014). Both set along the United States-Mexico border, they display complementary spatial attitudes.

Children's picture books contribute to their socialization and to broadening their cultural perspective. The main objective of this article is to explore the reality of seasonal workers, specifically the story of a Mennonite family that travel from Mexico to Canada as migrant agricultural workers. To do this, we delve into the multimodal analysis of the picture book Migrant (Trottier & Arsenault, 2011). The analytical tools employed in this study are based on the model for reading visual narratives in picture books, proposed by Painter, Martin, and Unsworth (2013) and on Kress and van Leeuwen's (2021) Visual Social Semiotics, which are useful models for the analysis of multimodal texts. The methodology is qualitative-descriptive: the main compositional and interpersonal characteristics of the picture book will be analysed in order to examine the way multimodal meanings help to explore the characters' reality and feelings, which will offer students the possibility of enhancing emotional literacy. The main categories of the analysis will be the layout, framing and focus patterns (compositional meanings) to delve into the portrayal of the characters and into the way the protagonists are foregrounded. In addition, the types of angles, social distance and intimacy, image and gaze will be analysed in order to observe the interpersonal meanings that define the relationships between characters and readers. As a conclusion, the analysis reveals that this picture book is a useful didactic tool to explore both the feelings of seasonal workers and their reality as migrants for a short time. This contributes to introducing intercultural education and emotional literacy in the teaching-learning process, which will benefit children's socialization and their development as global citizens.

Introducción: la transdisciplinariedad como enfoque alternativo transciende toda práctica educativa rutinaria, que determina la solución a los problemas desde una sola mirada. Dada su importancia en un mundo complejo que requiere integralidad, interconexión y contextualización, se lleva a cabo un estudio sistemático, cuyo propósito fue indagar cómo se ha abordado la transdisciplinariedad en el sector educativo y de salud. Metodología: se empleó un enfoque cualitativo de corte bibliográfico, con la consulta, el análisis y la interpretación de 52 investigaciones publicadas entre 2006 y 2025 en bases de datos de alto impacto y repositorios institucionales. Resultados y discusión: los resultados arrojaron que en el sector educativo los currículos transdisciplinares posibilitan la formación de sujetos políticos, capaces de transformar sus escenarios de desarrollo, y así lograr su sustentabilidad. Mientras tanto, en el sector de salud, es indispensable la formación transdisciplinar del personal clínico para un abordaje integral de la enfermedad e investigar
multidisciplinarmente los fenómenos de la salud pública. Conclusiones: la transdisciplinariedad impulsa una práctica integral en educación y salud mediante la actualización documental, la transversalización de saberes y el uso de herramientas innovadoras, orientadas la formación de profesionales íntegros y con liderazgo.

El resumen, entendido como práctica discursiva procesual, permite valorar la comprensión de un texto fuente a través de los recursos expresivos elegidos por el alumnado para transmitir su información, conectando así el tratamiento de la lectura y la escritura en la universidad. Asimismo, contribuye al aprendizaje de los patrones de organización textual y gramática académica presentes en las fuentes disciplinares. En este trabajo conceptualizamos el resumen en el marco de la Lingüística Sistémico-Funcional y la teoría asociada al género y al análisis textual de la Escuela de Sídney para explorar la reinstanciación del significado ligado al sistema semántico-discursivo de la ideación desde un texto fuente argumentativo a los resúmenes de 48 estudiantes antes y después de una intervención educativa inscrita en la Pedagogía basada en Géneros Discursivos. Nuestro propósito es analizar el efecto de esta intervención en la calidad informativa de estos resúmenes y describir los recursos más y menos empleados por el alumnado a la hora de reinstanciar los términos inscritos en las secuencias de actividad del texto fuente. Los resultados evidencian una mejora en la calidad informativa de estos resúmenes y una tendencia a la reinstanciación literal de la información, en aras de otros recursos previamente más empleados.

Every four years, around 14 million Chileans are called to exercise the right to vote in presidential elections. Due to the fact that in recent years several candidates run for the presidency and social networks are a very important source of information in the current times, in this work we study the process of sentiment analysis, through the behavior shown in Twitter generated in the 2017 election period in Chile, based on three candidates, Sebastián Piñera, Beatriz Sánchez and Alejandro Guillier. This analysis has been carried out with text mining and classic classification methods, such as Naïve Bayes and Support Vector Machines. The obtained results show that this approach can be successfully applied to obtain the positive or negative orientation of a tweet regarding the 2017 Chilean elections.

The transformations of the 21st century bring with them fundamental changes in the way we
understand second language acquisition processes. Social, cultural, and economic shifts are
creating a reality in which intercultural and multilingual interactions are becoming central to our
daily lives. In this reality, researchers and educators who teach languages are called upon to be
attentive and open to change, and to adapt instruction to evolving contexts, to prepare learners to
navigate a complex and unpredictable world. Accordingly, there is a growing need to adopt an
updated perspective on second language acquisition, one that is suited to a dynamic reality and
reflects the broad cultural and identity-related contexts within which language learning takes
place.
Many education systems are now aware of the need for reforms and the renewal of content and
teaching methods, so that these may incorporate, as an inherent part of the learning process, the
new skills that students require in the 21st century: communication skills, creativity, critical
thinking, problem solving, and collaboration. Within this context, the goals of instruction, the
curricular content, and the teaching methods are also changing to adapt to the new reality. A focus
on developing linguistic proficiency alone is no longer sufficient; it must also encompass
meaningful content, engagement with relevant subject matter, and the cultivation of values that
affect learners’ lives beyond the classroom.
The teaching of Hebrew in Jewish day schools in the Diaspora holds significant educational
potential to serve as an integrative arena that combines language acquisition with the
development of 21st century skills and the reinforcement of personal and communal identity. In a
dynamic global age, a pedagogical approach is required that views Hebrew as a tool for creating
reality-shaping communication, rather than merely as a technical linguistic goal or a local
expression of culture.
Alongside these skills, there are educational goals that have remained constant and are unique to
the teaching of Hebrew in Jewish day schools in the Diaspora, centered on: connection to Israel,
the strengthening of Jewish identity, and core Jewish values such as derekh eretz and tikkun
olam. These values educate learners toward personal and social responsibility, toward acting for
the benefit of society, and toward contributing to the improvement of the world. In this way, a deep
bond is created between language learning and the development of social, values-based, and
global competencies that are relevant to the world of today’s youth.
Hebrew instruction often oscillates between two central emphases. The first focuses on the
language learning process itself: knowledge of grammatical rules, sentence structure, and
vocabulary, that is, understanding how the language “works.” The second emphasis is socio
cultural, viewing language as a social tool. In this approach, learning Hebrew is not understood
merely as the acquisition of rules, but also as a means of connecting to culture, identity, and a
sense of belonging to the Jewish and Israeli community

This study investigates the integration of everyday materials in contemporary advertising design as an aesthetic and communicative approach to creating innovative, visually compelling, and distinctive advertisements. It specifically explores the repurposing of tea bags as a physical design element in advertising compositions through the collage technique, applied via both manual and digital processes. Manual manipulation facilitates the reuse of available materials, supporting sustainability principles and minimizing material waste. In contrast, digital processing enables the development of unconventional visual solutions, contributing to a contemporary and distinctive advertising language. The study adopts a visual discourse analysis methodology to examine selected advertising models employing this approach, aiming to identify their visual characteristics and elements of attraction. The findings are then applied practically to validate the effectiveness of this design strategy and to develop a structured guiding framework that assists designers and content creators in producing clearer, more impactful, and innovative advertising solutions.

Este artigo propõe uma aproximação entre a noção de formações imaginárias, desenvolvida na tradição da Análise do Discurso de linha francesa, e o conceito autoral de Antecipassividade Linguística, compreendido como a operação pela qual o sujeito enunciador projeta antecipadamente o destinatário no próprio ato de dizer. Parte-se da hipótese de que, no discurso político, o destinatário não comparece apenas como receptor posterior da mensagem, mas como instância simbolicamente antecipada que orienta escolhas lexicais, modalizações, operações referenciais, estratégias argumentativas e modos de interpelação. O estudo articula contribuições de Bakhtin, Benveniste, Pêcheux, Maingueneau, Goffman, Charaudeau, Amossy, Koch, Fairclough e van Dijk, buscando abrasileirar teoricamente o conceito ao situálo no interior de debates consolidados nos estudos brasileiros do texto, do discurso e da enunciação. Metodologicamente, trabalha-se com um corpus exploratório composto por quatro discursos políticos brasileiros contemporâneos, selecionados por sua relevância institucional, por sua disponibilidade pública e por evidenciarem diferentes modos de construção do destinatário. A análise organiza a Antecipassividade em três níveis: judicativo, interpretativo e responsivo. Argumenta-se que o conceito de outro-símbolo funciona como categoria complementar às formações imaginárias, pois permite descrever não apenas a imagem ideológica do interlocutor, mas também os mecanismos linguístico-discursivos pelos quais essa imagem passa a operar materialmente na enunciação.

Este livro é uma realização do Grupo de Pesquisa Multimodalidade, Leitura e Textos - GEMULTE CAPES/DGP. Nele, o leitor vai encontrar uma vasta oferta de metodologias de ensino e de aprendizagem de linguagens, porém reunidas no bojo dos letramentos. Isso quer dizer que a linguagem é entendida como fenômeno de atividade social, em uso nas práticas linguageiras, o que demanda considerar o estudante no que ele é capaz de mobilizar pela sua agência e interesse. Outro diferencial que o leitor vai encontrar nessa concepção de letramentos é a diversidade de modos de comunicação envolvidos nas propostas de ensino e nas análises realizadas nos capítulos deste livro.

Стаття присвячена аналізу специфіки тексту цифрового середовища та трансформації традиційних категорій зв’язності й цілісності під впливом гіпертекстуальності, мультимодальності та інтерактивності. Показано, що цифровий текст істотно відрізняється від традиційного тексту епохи друкарства. Він є динамічним, багатоаспектним, відкритим і прагматично орієнтованим утворенням, структура якого залежить від технологічних і комунікативних чинників. Обґрунтовано необхідність параметризації для його лінгвістичного опису.

Abstrakt: In dieser Arbeit werden die gemeinsamen und unterschiedlichen Aspekte der Begriffe „Pragmatik“ und „Diskurs“ im Rahmen der Soziolinguistik untersucht. Die zentrale Fragestellung der Studie lautet, wie die Gemeinsamkeiten und Unterschiede zwischen den Konzepten „Pragmatik“ und „Diskurs“ aus soziolinguistischer Perspektive herausgearbeitet werden können. Zu diesem Zweck wurden in der Studie verschiedene Methoden und Ansätze verwendet. Die Forschung ist in vier verschiedene Schritte gegliedert. Im ersten Schritt werden die Konzepte „Diskurs“, „Pragmatik“ und „Soziolinguistik“ aus verschiedenen Perspektiven vorgestellt. Diese Vorstellungen stammen aus Quellen, die von verschiedenen Linguisten bereitgestellt wurden. Die bereitgestellten Konzepte von Diskurs, Pragmatik und Soziolinguistik wurden im Bereich der Sprachwissenschaft behandelt. Im zweiten Schritt werden Informationen zur „Diskursanalyse“ und zur „hermeneutischen“ Herangehensweise präsentiert. Während dieser Präsentation wurden die beiden Konzepte im Rahmen der Sprachwissenschaft untersucht. Im dritten Schritt werden die gemeinsamen und unterschiedlichen Aspekte der Begriffe „Pragmatik“ und „Diskurs“ im soziolinguistischen Kontext hervorgehoben. In der Arbeit wird die Methode der Diskursanalyse verwendet. Anschließend werden die Ähnlichkeiten zwischen qualitativer Analyse und Diskursanalyse identifiziert. Während dieser Identifikation werden die gemeinsamen Aspekte dieser Methoden untersucht. Die Arbeit wird auch mit Hilfe der hermeneutischen Herangehensweise beleuchtet.
Abstract: This study investigates the common and differing aspects of the concepts of Pragmatics and Discourse within the framework of Sociolinguistics. The primary research question explores how the commonalities and differences between Pragmatics and Discourse can be addressed from a sociolinguistic perspective. To this end, various methodologies and approaches were applied throughout the study. The research was structured into four distinct stages. In the first stage, the concepts of Pragmatics, Discourse, and Sociolinguistics were defined from multiple perspectives, drawing on sources from different linguists. These definitions primarily engage with the concepts of Pragmatics, Discourse, and Sociolinguistics as they are considered within the broader field of linguistics. The second stage presents an exploration of Discourse Analysis and the Interpretive Approach, with both concepts analyzed from a linguistic perspective. The third stage emphasizes the common and divergent aspects of Pragmatics and Discourse within the sociolinguistic context. This study employed the Discourse Analysis method. Subsequently, a comparison between the Qualitative Research method and the Discourse Analysis method was conducted, focusing on their shared attributes. Additionally, the study was elucidated through the application of an interpretive approach.

This study presents a critical discourse analysis of the Sheep Village children's trilogy and examines its pedagogical potential for the language education of Hong Kong children living in exile. Drawing on metaphor analysis, the study analyzes how recurring figures such as the sheep, wolves, shepherd, and village allegorically represent collective agency, totalitarian power, moral leadership, and communal belonging in the context of the 2019 Hong Kong protests. The findings show that the texts construct resistance not through individual heroism but through ethical awareness, shared responsibility, and the preservation of cultural memory, offering young readers a narrative framework for understanding injustice and political power. Building on these findings, the article proposes pedagogical principles adapted from Critical English for Academic Purposes (CEAP) to support the integration of literary texts into language education. It argues that metaphor-rich narratives such as Sheep Village can be used to develop linguistic competence, emotional literacy, and critical civic awareness among children in exile communities, positioning children's literature as a bridge between language learning, identity formation, and sociopolitical consciousness in host societies.

This article examines how rhetorical vehemence, while often dismissed as “uncivil,” functions as a resource for counterpublic discourse to intervene in public discussions. Drawing on scholarship in civility, counterpublic theory, and argumentation studies, the article argues that norms of civility, though framed as neutral procedures enhancing deliberation, can function to police rhetorical style and delegitimize dissenting voices. Through analysis of the Glitter Revolution in Mexico City—where feminist collectives inscribed graffiti on the Angel of Independence monument to protest femicides—the article shows how confrontational protest was dismissed based on its rhetorical style rather than on the reasons that motivated the protests. High-ranking officials, media outlets, and public opinion converged in defining the protest as “uncivil,” thereby shifting attention from structural gender-based violence to the way the protests were expressed. The article discusses the consequences of this dismissal in terms of counterpublics and argumentation studies.

Το κείμενο αναλύει τη δομική διττότητα της τουρκικής εξωτερικής πολιτικής υπό τον Ρετζέπ Ταγίπ Ερντογάν και τον Χακάν Φιντάν, εστιάζοντας στη διάσταση μεταξύ ιδεολογικής ρητορικής και πολιτικού πραγματισμού. Από τη μία πλευρά, ο στενός κύκλος συμβούλων του Ερντογάν διαμορφώνει έναν έντονα ιδεολογικοποιημένο και συγκρουσιακό λόγο, ιδιαίτερα απέναντι στο Ισραήλ, με στόχο την εσωτερική πολιτική συσπείρωση και την ενίσχυση της εικόνας της Τουρκίας ως προστάτη του ισλαμικού κόσμου. Από την άλλη, το Υπουργείο Εξωτερικών και ειδικά ο Χακάν Φιντάν λειτουργούν με τεχνοκρατικό και πραγματιστικό πνεύμα, διασφαλίζοντας τη συνέχιση κρίσιμων σχέσεων με τις ΗΠΑ, το Ισραήλ και τις χώρες του Κόλπου.
Η συνύπαρξη αυτών των δύο επιπέδων πολιτικής ερμηνεύεται ως στρατηγική διαφοροποιημένης σηματοδότησης ή «καλού και κακού αστυνομικού», που επιτρέπει στην Τουρκία να διαχειρίζεται τις οικονομικές και γεωπολιτικές της εξαρτήσεις χωρίς να εγκαταλείπει τη ρητορική υψηλού συμβολισμού. Ωστόσο, η οικονομική ευαλωτότητα, ο αυταρχισμός και η θεσμική αποδυνάμωση περιορίζουν τις μακροπρόθεσμες δυνατότητες σταθερότητας. Το κείμενο καταλήγει ότι η σκληρή ρητορική λειτουργεί κυρίως ως εργαλείο εσωτερικής νομιμοποίησης, ενώ οι οικονομικές πραγματικότητες τείνουν να υπερισχύουν των ιδεολογικών διακηρύξεων.

Summary
The text examines the structural duality of Turkish foreign policy under President Recep Tayyip Erdoğan and Foreign Minister Hakan Fidan, highlighting the gap between ideological rhetoric and political pragmatism. On the one hand, an informal but influential circle around Erdoğan promotes a highly ideological and confrontational discourse—particularly toward Israel—aimed at domestic political mobilization and reinforcing Turkey’s self-image as a protector of the Islamic world. This rhetoric relies primarily on symbolic and communicative practices rather than concrete policy measures.
On the other hand, the traditional diplomatic bureaucracy, represented most clearly by Hakan Fidan, operates in a technocratic and pragmatic manner. It prioritizes the management of Turkey’s urgent state interests, including economic stabilization, foreign investment, defense modernization, relations with the United States, cooperation with Gulf states, and internal security concerns such as the PKK. The coexistence of these two levels of action is not necessarily contradictory but can be understood as a deliberate strategy of differentiated signaling or a “good cop–bad cop” approach.
The text argues that Turkey’s economic vulnerability and dependence on Western-centered financial systems compel a pragmatic recalibration of foreign relations, despite aggressive public rhetoric. Ultimately, Erdoğan’s hardline discourse serves more as a tool of domestic legitimation and a cover for pragmatic choices. As economic realities increasingly override ideological declarations, the sustainability of this strategy remains uncertain, raising questions about whether it buys time or postpones a deeper reckoning with structural problems.

This study undertakes a pragmatic analysis of political apologies within Nigeria's contemporary democratic framework, arguing that such speech acts are seldom about genuine accountability but are strategic tools for image repair and political manoeuvring. The research is important as it deciphers the nuanced language of power and the perpetual negotiation for legitimacy in a complex post-colonial democracy. The primary objective is to critically examine how apology, admission, and mitigation are deployed by political actors to manage crises, evade full responsibility, and reconstruct public perception. Employing a qualitative research design, the study analyses five excerpts (October 2022-April 2025) from two major Nigerian digital newspapers, The Nation and The Sun, using a theoretical framework synthesising J.L. Austin's Speech Act Theory and William Benoit's Image Repair Theory. The findings reveal a predominant use of equivocal, non-performative apologies characterised by vague language, blame-shifting, and strategic ambiguity, which ultimately constructs a façade of accountability while undermining its substantive principles. This work contributes to the fields of political communication and pragmatics by providing a context-specific model for analysing political discourse in emerging democracies, demonstrating how language is weaponised to sustain power structures rather than foster ethical governance.

This research paper seeks to investigate the digital self-image, by revealing the strategies and methods that individuals adopt in self-marketing on social media. we also aim to discover how they present themselves to the public and managing the impressions about their identity and daily life styles, by analyzing some of the content on one of the pages on Instagram. We rely on semiological analysis to analyze and interpret these contents.

This paper explores the nature of metaphors used in magazine advertisements theoretically and empirically, illustrating how they may be differently interpreted according to an individual's perceptions, interests, experiences and motivations. Extraneous factors influence the whole process and research is required in order to establish how they exert influence. Gender differences are reflected in perceptions, interests, experiences and motivations and impact on the whole process of how the metaphor is conceptualized in people's minds. The impact of cultural differences is illustrated and a model of how metaphors used in magazine advertising are assimilated or rejected by viewers is presented.

This study investigated the multimodal pedagogical skills of Kenyan secondary school English teachers, examining how these teachers integrate verbal, visual, gestural, spatial, and digital modes in classroom instruction. In this 21st-century learning classroom, the core traditional language skills such as listening and speaking, reading, and writing are no longer adequate. A learner should be guided to design, view, and critique multimodal content. Grounded in the Multimedia Learning Theory, this study examined how teachers use multimodal interactive digital tools to enhance language learning and teaching effectiveness. A descriptive mixed-method design was employed by adopting semi-structured interviews and questionnaires with 30 purposively selected teachers. The teachers were purposively sampled from six schools within Maragua Sub-County in Murang'a County. The findings reveal a moderate multimodal competence, with approximately 86% of instructional practices being lecture-based while only about 35% involved interactive digital tools. The limited engagement of visual and digital modes was attributed to inadequate infrastructure, insufficient professional training, and weak policy support for multimedia resources. Informants interviewed revealed that multimodal practices are often treated as optional rather than integral to English instruction. This is a situation reinforced by curriculum structures that do not explicitly scaffold multimodal teaching competencies. The study recommends targeted professional development in digital multimodal pedagogy as well as curriculum revision to embed digital multimodal practices. This can promote inclusive, contextually responsive English language learning.

Images as digital signs, combined with dialogue to depict real-world entities in pursuing meaning signification process, have been objects of internet discourse studies globally. Extant studies have examined semiotics in traditional media outlets such as cartoons and political posters with stint considerations for such digital communicative platforms as WhatsApp. This study, therefore, investigated selected WhatsApp images and dialogue with a view to examining the inbuilt semiotic mechanism for digitalized discourse of power dynamics, existential threat and gender violation. Dewey's Pragmatism, complemented with Foucault's idea of knowledge-power served as the framework in analysing gender violation and gender politics in digital images and dialogues. The study was subjected to critical violence discourse analysis. Image and dialogue presented a brief but insightful moment of human interaction, revealing the complexities of social communication and people's navigations of relationships and boundaries. This was manifested through 'semiotic nominals' that constituted parts of convention used to reveal participants' intentions. WhatsApp images are presented as evidence of digitality in online communication, transforming how humans interact, share experiences based on human needs, values, and behaviors. 'Contextual ellipsis' showed cohesion of semiotic grammar connecting the image, dialogue, power negotiation, and control in the exchange to digital humanities. These enhance better understanding of the ways in which digital technologies shape and are shaped by human communication, culture, and identity. WhatsApp images and dialogues are digital signs of power dynamics, gender violation and boundary setting that offer unique platform for further research into communication media and digital technology in a globalized world.

Cartoons as elements of meaning significations have, doubtless, become a globally accepted route of scholarly perception in the print media. Extant studies in Nigerian Newspaper cartoons have examined various issues of socio-political concerns with stint consideration for the dynamics of semiotics in the representations of corruption in selected Nigerian newspaper cartoons, analysing the discursive elements that house corruption as the bane of the Nigerian economy. Kress and Leeuwen's multimodal approach to social semiotics, rooted in Pierce's theory of signs, is deployed as hermeneutic model for the corruption theme using descriptive research design. Six cartoons, two each from Daily Sun (DS), Daily Trust (DT) and The Punch (TP), were purposively selected for national spread, professional predispositions, and their relevance to nation-building processes. The data were subjected to Multimodal Discourse Analysis (MDA). Cartoon images, as meaning signification tools, manifested certain linguistic and non-linguistic resources in forms and structures that depict the Nigerian clime as corruption personified. With shrewd deployment of compound and complex clause structures, deliberate deployment of colour palette for emotional and symbolic meanings, composition for layout, framing, and salience (prominence) of elements to reveal the cartoonist's emphasis and priorities. These were combined with series of non-linguistic forms such as irony, hyperbole and symbolism. The artistic intelligence of the cartoonists deployed in DT cartoon, TP cartoon, DS cartoons respectively unearth the damning level of media corruption in the polity in much the same way the army and the political class were affected. Both expressive and non-expressive language forms project 'corruption identity' for the main effort of nationbuilding purpose. Cartoon texts, within their expressive and impressive language forms, embodied in iconicity, symbolism, and indexicality, have demonstrated the themes of corruption in the Nigerian newspapers for pragmatic actions. They, contributing to knowledge in imagistic interpretations, media studies, language pedagogy, and applied English linguistics, therefore constitute covert call to stakeholders for meaningful nation-building process in the Nigerian polity.

Cette recherche examine comment langage, geste et regard interagissent pour façonner la cognition des relations humaines dans le film Intouchables. Alors que la psycholinguistique s' est surtout attachée à l' oral, à l' écrit et à l'acquisition des langues, le cinéma demeure un champ encore peu étudié malgré son potentiel multimodal. En mobilisant la grammaire générative transformationnelle de Chomsky et le modèle MDB-GSG (parole, geste, regard), l' étude analyse quinze séquences dialogiques du film, segmentées et annotées selon une grille de catégorisation multimodale, afin d'identifier les structures profondes et de surface, les transformations syntaxiques ainsi que les fonctions interactionnelles des indices non verbaux. Les résultats montrent que l'humour constitue un mécanisme cognitif et interactionnel majeur, capable de désamorcer la stigmatisation et de consolider la complicité entre Philippe, aristocrate tétraplégique, et Driss, aide-soignant issu de l'immigration. L'analyse révèle que l'ambiguïté syntaxique, lorsqu' elle est amplifiée par les gestes et les regards, produit des effets d'intimité et de solidarité qui transforment la différence en rapprochement. En articulant syntaxe et multimodalité, cette étude propose un cadre analytique transférable, contribuant à renouveler les débats contemporains en psycholinguistique et en études filmiques.

يسد كتاب "في معرفة البلاغة" فراغاً في المكتبة البلاغية العربية؛ إذ يعد الكتاب العربي الأول والوحيد الذي يتخذ من "الحوار" أداةً معرفية ومنهجاً لاستكشاف البلاغة. ينطلق الكتاب من إيمان عميق بأن الحوار هو "نظر من جانبين"، وهو الكفيل بتوسيع مدارك العقل وتجاوز حالة العنف الفكري نحو فضاء "الاكتمال المعرفي".
يجمع الكتاب بين جيلين وثقافات متعددة، حيث يتقاطع فيه فكر الأستاذ محمد الولي (المنفتح على الثقافة الفرنسية) مع رؤى الأستاذ سعيد الغانمي والدكتور عماد عبد اللطيف (المنتميين للثقافة الأنجلوسكسونية)، ليرسموا معاً ملامح "البلاغة بوصفها مسؤولية فكرية وإنسانية".
فصول الكتاب (المحاور الأساسية):
يتكون الكتاب من ثلاثة محاور كبرى:
المحور الأول: حوار في مفاهيم البلاغة المتطورة عبر الزمن، والمتباينة عبر الثقافات. أما المحور الثاني فيخص وظيفة البلاغة، وينتقل من التصورات النظرية إلى الممارسة البلاغية؛ لاستكشاف الوظائف الحيوية للبلاغة. يحدد هذا الفصل ثلاث قيم كبرى توجه العمل البلاغي: القيمة الجمالية (الشعرية)، القيمة المعرفية (الفكرية)، والقيمة الإنسانية (الاجتماعية). ويبرز هنا مفهوم "بلاغة الجمهور" و"بلاغة الأعماق" كبدائل حيوية للبلاغة المدرسية التقليدية.

المحور الثالث: حوار في مستقبل البلاغة
يستشرف هذا الفصل مآلات الدرس البلاغي العربي، مناقشاً قضايا القطيعة والاتصال مع التراث (خاصة تجربة عبد القاهر الجرجاني). ويطرح تساؤلات جوهرية حول التحول من المشاريع الفردية إلى "المشاريع الجماعية"، وترسيخ هوية البلاغة بوصفها "معرفة بينية" تتداخل مع شؤون الحياة اليومية والخطابات المعاصرة.

This study explores perception of information value as a communication strategy in complex text composition, using television advertisements of food consumer goods as an example. Despite the increasing complexity of advertisements, little research has examined how viewers interpret the presented information. The influence of complex textual elements on consumer perception therefore remains unclear. Using Multimodal Discourse Analysis Theory, this study investigates how audiences perceive the information value conveyed in complex texts. A qualitative approach was employed, incorporating unstructured interviews and focus group discussions to explore audience perceptions. Findings reveal that advertisers strategically craft complex texts to attract and retain viewer attention. However, factors such as politics, religion, and culture shape audience interpretations. The study underscores the need for advertisers to align textual composition with audience expectations for effective communication. These insights benefit advertisers, marketers, and linguists regarding multimodal communication.

De nombreux énoncés politiques sont qualifiés de « petite phrase » dans les médias, permettant une mise en circulation et en spectacle de la parole. Les sciences du langage se sont emparées de cet objet discursif et mettent notamment en lumière les rôles multiples que joue cette dénomination. Notre étude rend compte de ces travaux et les prolonge en présentant les résultats d’un questionnaire mené en juillet 2021 et visant à évaluer et comprendre la reconnaissance de la dénomination « petite phrase » auprès d’usagers de la langue. Il s’agit de mesurer l’écart entre la reconnaissance de la dénomination par les professionnels des médias et les usages de la langue, de repérer les glissements sémantiques et ce faisant d’explorer l’importance de la dénomination des objets discursifs.

De nombreux énoncés politiques sont qualifiés de « petite phrase » dans les médias, permettant une mise en circulation et en spectacle de la parole. Les sciences du langage se sont emparées de cet objet discursif et mettent notamment en lumière les rôles multiples que joue cette dénomination. Notre étude rend compte de ces travaux et les prolonge en présentant les résultats d’un questionnaire mené en juillet 2021 et visant à évaluer et comprendre la reconnaissance de la dénomination « petite phrase » auprès d’usagers de la langue. Il s’agit de mesurer l’écart entre la reconnaissance de la dénomination par les professionnels des médias et les usages de la langue, de repérer les glissements sémantiques et ce faisant d’explorer l’importance de la dénomination des objets discursifs.

This study examines the multimodal performance strategies of e-commerce live streamers on Chinese social media. E-commerce livestreaming in China merges realtime video streaming with online shopping, enabling viewers to watch and interact with streamers as they demonstrate products live. Streamers craft selling strategies that establish relational alignments with their viewers, often through membership categories that connect personal intimacy with commercial promotion. The study draws on a combination of multimodal social semiotics (MMSS) and membership categorisation analysis (MCA) to explore how anchors use multimodal forms of meaning making to construct and maintain categorial organised relationships within the membership device 'girlfriends' as a selling strategy during live streaming. Based on data from three popular live streamers, the analysis focuses on the way live streamers design their studio background, embodied action and talk to invoke a personal relationship with the audience, which is layered over the transactional seller and consumer devices. We argue that this shows the anchors form layered and shifting membership categories rather than appeal to fixed identities in and through interaction, which reveals membership categorisation as a dynamic form of multimodal practice. The study aims to contribute to a more nuanced understanding of live stream e-commerce on Chinese social media and to a new analytical framework for exploring multimodal live stream video as a layered and ongoing form of multimodal communication.

For about 20 years, there has been a noticeable trend towards placing greater emphasis on multimodality in linguistics, both in the analysis of direct and digital communication. This research trend is represented by the publication „Pragmatik multimodal“, which was published in 2024 by Susanne Kabatnik, Lars Bülow, Marie-Luis Merten and Robert Mroczynski in the series „Studien zur Pragmatik“ and is presented in this article. The overall aim of the anthology is to close the research gap in the field of pragmatic research regarding multimodality and to present the diversity of pragmatically oriented studies focusing on multimodality. The volume consists of ten studies discussing various topics, such as negation, intensification, irony, co-construction of change, onomatopoeic interjections, communicative practices of football fans, speaker change in digital space, communicative practices of positioning and boundary setting by scientists, and much more. The material basis for the compiled studies is also very diverse. The contributions are based both on communication in the digital space (e.g. internet memes) and on direct in this volume clearly show that focusing on the multimodality of communication provides broad insight into its practices and dynamics.

This article examines digital writing environments-specifically blogs and online forums-as emergent academic publics that reshape the production, circulation, and validation of knowledge. Drawing on discourse theory, post-structuralism, and theories of the public sphere, the study argues that digital platforms redistribute authority, transform participation into a constitutive force, and reconfigure the boundaries between expertise and expression. Through a qualitative study based on MTeach students' engagement with digital writing tasks, the article demonstrates how online environments generate new forms of authorship, dialogic knowledge production, and identity construction. At the same time, these spaces introduce structural instability: meaning becomes provisional, authority becomes performative, and knowledge becomes contingent upon interaction. The study concludes that digital academic publics do not replace institutional frameworks but operate alongside them, producing hybrid epistemic formations that are at once democratizing and destabilizing.