Meaning-Making and Political Campaign Advertising

Horst, Dorothea

doi:10.1515/9783110578782

2018

DOI: 10.1515/9783110578782

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Meaning-Making and Political Campaign Advertising

Dorothea Horst¹

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Metaphor meets narrative

Horst

2022

Figurative Thought and Language

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Prevalent cognitive readings of narrative in film have generally described it as a causal-logical re-organization of audiovisually represented agents, actions and spaces that is achieved through mental processing. Suggesting that such a perspective fundamentally disregards the media mode of perception that distinguishes film-viewing from other media experiences, the chapter proposes an alternative view. It presents an analysis of a TV news feature in order to demonstrate that metaphor and film share a coupling of two distinct realms of experience that provides the grounds for a fictional world and a narrative to emerge. The chapter concludes with an understanding of narrative as a dynamic embodied process of “narrativizing” instead of a product being reconstructed from given representations.

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Metaphor meets narrative

Horst

2022

Figurative Thought and Language

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Media as processes of doing and perceiving

Ladewig,

Horst

2024

Pragmatics &Amp; Beyond New Series

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The paper puts forward an integrated perspective on how meaning emerges in communicative media contexts. We bring together linguistics and film studies to show how semiotic resources interact with their situated media context. To ground our conceptual argument, we bring into dialogue Jan-Georg Schneider’s processual understanding of media as procedures with Sybille Krämer’s media-philosophical view on media and Helmuth Plessner’s philosophical anthropological thinking of human behavior. Using the example of a yoga tutorial that teaches the cross-legged seat, we illustrate that the bodily experiences which are central to adopting the pose are mediated through the interplay of multimodal metaphors and the qualitatively felt staging of the video. As a result, media turn out as processes in which deliberate meaning-making and non-discursive sense-making go hand in hand.

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Meaning-Making and Political Campaign Advertising

Cited by 2 publications

References 0 publications

Metaphor meets narrative

Metaphor meets narrative

Media as processes of doing and perceiving

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