A short cartography of genre studies in Brazil

Motta-Roth, Désirée; Heberle, Viviane Maria

doi:10.1016/j.jeap.2015.05.006

Cited by 20 publications

(7 citation statements)

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“…In this article, we use social semiotic analysis of multimodal texts to explore a number of different strategies used in the museum which facilitate engagement, and argue that these strategies need to be understood as something more than simply enabling 'interaction'. We are thus aligned with researchers in Applied Linguistics who recognize the relevance of new media and the interaction of different semiotic resources in meaning-making (DIAS, 2012;ZACCHI, 2009;HEBERLE, 2012;NASCIMENTO, BEZERRA;HEBERLE, 2011;MOTTA-ROTH;HEBERLE, 2015). We introduce the museum and the social-semiotic tools used to analyse it, then apply these tools to each of the three levels/floors of the museum, arguing that while each level is strongly differentiated and has its own strategies for engagement, the three are also brought together to make a unified whole, resulting in a highly satisfying experience for visitors.…”

Section: Introductionmentioning

confidence: 89%

“…CHING, 2007;FORTY, 2000;HERTZBERGER, 2005;LEACH, 2010, UNWIN, 2009. As multimodal, communicative resources, spatial texts have been analysed by a number of scholars, including Bowcher and Yameng Liang (2014), McMurtrie (2011;2013), O'Toole (2004), Ravelli (2000, Ravelli and McMurtrie (2016), Stenglin (2004;2009), van Leeuwen (2008 and Ventola (2011), among others. These approaches are characterized by taking a social semiotic approach to communication, exemplified in the work of Michael Halliday on language (HALLIDAY, 1978;HALLIDAY;MATTHIESSEN, 2014) (BATEMAN, 2008;NORRIS, 2004;O'HALLORAN et al, 2011), it is the approach of Kress and van Leeuwen (2006) which underpins the analysis presented here.…”

Section: Introductionmentioning

confidence: 99%

“…Visitor interviews and additional analyses of visitor movements and behaviours (e.g. following McMURTRIE, 2013) could add further insights.…”

Section: Introductionmentioning

confidence: 99%

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Bringing a museum of language to life: the use of multimodal resources for interactional engagement in the Museu da Língua Portuguesa, Brazil

Ravelli

Heberle

2016

Rev. bras. linguist. apl.

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ABSTRACT:The popular and highly successful Museu da Língua Portuguesa 1 in São Paulo, Brazil, is renowned for its visitor engagement strategies. While this success is often attributed to high levels of technological interactivity enabled in the museum displays, we argue that the success of the museum also comes from a range of other multimodal resources. Using a social semiotic approach to spatial discourse analysis, we examine each of the three levels/floors of the museum, identifying the various meaning-making resources across the representational, organizational, and interactional metafunctions. These both differentiate the separate levels of the museum, and bring them together as a unified whole, creating a strong focus on cultural identity and on placing the visitor in the centre of meaning-making practices. KEYWORDS: Museu da Língua Portuguesa; multimodal resources; social semiotic approach; interactive engagement; spatial discourse analysis. 522 RESUMO:O popular e bem-sucedido Museu da Língua Portuguesa na cidade de São Paulo (Brasil) é famoso por suas estratégias de engajamento utilizadas com os seus visitantes. Embora esse sucesso seja frequentemente atribuído ao alto nível de interatividade tecnológica disponível nas exibições do museu, argumentamos que seu sucesso pode também advir de uma série de outros recursos multimodais. A partir de uma abordagem sociossemiótica de análise de discurso espacial, examinamos cada um dos três níveis/andares do museu, identificando os vários recursos de construção de sentido através das metafunções representacional, organizacional e interacional. Esses recursos diferenciam os níveis distintos do museu, mas também os aproximam, criando um foco intenso em relação à identidade cultural e colocando o/a visitante no centro de práticas de construção de sentido. PALAVRAS-CHAVE: Museu da Língua Portuguesa; recursos multimodais; abordagem sociossemiótica; engajamento interativo; análise de discurso espacial.

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Section: Introductionmentioning

confidence: 89%

Section: Introductionmentioning

confidence: 99%

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Bringing a museum of language to life: the use of multimodal resources for interactional engagement in the Museu da Língua Portuguesa, Brazil

Ravelli

Heberle

2016

Rev. bras. linguist. apl.

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“…The concept of genre that underlines this study foregrounds the inextricable relationship between text and context (SWALES, 1990;BAZERMAN, 2005;MOTTA-ROTH, 2008;MOTTA-ROTH;HEBERLE, 2015) and allows one to see genre as "socially situated practices" (PALTRIDGE, 2013, p. 354). Consequently, a genre can be described as "language use constitutive of and constituted by social activities, as a relatively stable communicative occurrence with specific purposes in specific sociocultural contexts" (MOTTA-ROTH; HEBERLE, 2015, p. 2).…”

Section: Theoretical Perspectives On Espmentioning

confidence: 98%

English for Specific Purposes: mapping discourse genres in a technical school

Bevilaqua¹,

Didoné²

2022

TheESP

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The expansion of the Federal Network of Vocational, Scientific, and Technological Education, which comprises many federal institutions aimed at secondary and post-secondary professional education throughout the country, presents a challenge for English language teachers, as they will be required to teach to a wide range of audiences. The lack of familiarity with the different professional areas is often an obstacle, worsened by the lack of teaching materials directed towards the different professional areas. As such, teachers are often faced with the need to produce one's teaching material, and ESP can contribute by helping the language teacher investigate their students' literacy needs. As a result, this study presents the findings of a student needs analysis whose aim was to map discourse genres for academic and professional purposes, which could aid in developing both an ESP course design and pedagogical material for four post-secondary technical courses offered by a technical school in Rio Grande do Sul. Data collection drew on unstructured interviews with students and their domain specialists and two semi-structured questionnaires.

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“…Nevertheless, my analysis was not a decontextualized one, I was limited to the fictitious context of the show as Chart 3 pointed out. Future and broader studies should find ways to consider the actual context of production, distribution and consumption of AHS or of any other posters in order to be more aligned to Social Semiotics or other contextual perspectives such as Critical Genre Analysis(MOTTA-ROTH, 2008;MOTTA- ROTH;HEBERLE, 2015).…”

mentioning

confidence: 99%

A Multimodal Analysis of Posters From the American Horror Story Tv Show

Milani

2022

Estudos

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The present study, a multimodal genre analysis, investigates verbal and visual components of posters from the American Horror Story TV show in order to understand how this genre functions and maintains its social purpose. The corpus consists of three posters from the American Horror Story show, and each one stands for the first three seasons of the show. The Grammar of Visual Design (KRESS; VAN LEEUWEN, 2006) was used as analytical tool for the identification of meanings in visual language. Verbal language was analyzed through the recognition of information blocks (SWALES, 1990). Results showed that a mysterious atmosphere is built by representative and compositional meanings altogether. On the other hand, interactive meanings are responsible for the inviting and appealing features of posters, which aim at convincing people to watch the TV show.

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A short cartography of genre studies in Brazil

Cited by 20 publications

References 11 publications

Bringing a museum of language to life: the use of multimodal resources for interactional engagement in the Museu da Língua Portuguesa, Brazil

Bringing a museum of language to life: the use of multimodal resources for interactional engagement in the Museu da Língua Portuguesa, Brazil

English for Specific Purposes: mapping discourse genres in a technical school

A Multimodal Analysis of Posters From the American Horror Story Tv Show

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