Reading packages: social semiotics on the shelf

Wagner, Karin

doi:10.1177/1470357214564281

Cited by 29 publications

(27 citation statements)

References 14 publications

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“…This means that we can approach things like food packaging starting with metafunctions (Wagner, 2015). So an orange juice carton has the texture and shape of an orange so it represents the idea of an orange.…”

Section: How Semantics Becomes Context: Stratificationmentioning

confidence: 99%

“…But what underpins much of it are a number of core principles from the systemic functional linguistics (SFL) of Halliday (1978) and(1985), specifically as described by Halliday and Matthiesen (2014), which themselves form the basis of the approaches taken by Kress and Van Leeuwen (1996) and by O'Toole (1994). In one sense this SFL based multimodality, we would argue, has become used as a kind of grand theory of all forms of communication, used to look at things like web pages and printed pages (Bauldry & Thibault, 2006), packaging (Wagner, 2015), film (Bauldry & Thibault, 2006;Tseng, 2013), music (Van Leeuwen, 1999) and art (O'Toole, 1994). These are hugely different semiotic phenomena yet approached through a common set of principles and analytical models derived from the work of Halliday's (1978Halliday's ( , 1985 SFL.…”

Section: Introductionmentioning

confidence: 99%

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Doing critical discourse studies with multimodality: from metafunctions to materiality

Ledin

Machín

2018

Critical Discourse Studies

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This is the published version of a paper published in Critical Discourse Studies.Citation for the original published paper (version of record):Ledin, P., Machin, D. (2018) Doing critical discourse studies with multimodality: From metafunctions to materiality In Critical Discourse Studies (CDS) and in other linguistics oriented scholarly journals we now see more research which draws upon multimodality as part of carrying out analyses of how texts make meaning, in order to draw out the ideologies which they carry. However, much of multimodality is itself based closely on one theory of language called Systemic Functional Linguistics (SFL). And despite calls from some scholars there has been no real interrogation of the concepts and models drawn from this theory as regards how suitable they are both for analyzing different forms of communication and for answering concrete research questions of the nature asked in CDS. In this paper we assess the core principles, taken from SFL into multimodality. Using examples we consider which are more or less suitable for the kinds of work we do in CDS. We make a case that SFL has a narrow notion of 'texts' and a weak notion of context. We show how we can address such problems to deal with what we call the 'materiality' of multimodal communication. ARTICLE HISTORY

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Section: How Semantics Becomes Context: Stratificationmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Doing critical discourse studies with multimodality: from metafunctions to materiality

Ledin

Machín

2018

Critical Discourse Studies

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“…(Ledin & Machin, 2018c). På detta vis har alla möjliga typer av kommunikation studerats, såsom webbsidor (Bauldry & Thibault, 2006;Karlsson, 2002), förpackningar (Wagner, 2015)…”

Section: Socialsemiotikunclassified

Den multimodala sakprosan

Ledin¹,

Höög²,

Tønnesson³

et al. 2019

Sakprosa

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Alla sakprosatexter är multimodala, och denna artikel diskuterar relationen mellan sakprosaforskning och multimodalitetsforskning. Artikeln adresserar två frågor: Hur kan forskning om multimodalitet och sakprosa stimulera varandra? och Hur förhåller sig nordisk sakprosaforskning till en vidare multimodal forskningstradition? För att besvara dessa frågor tecknar artikeln multimodalitetstraditionens utveckling samt härleder sakprosabegreppets ursprung. I ljuset av såväl äldre som nutida sakprosaforskning argumenterar artikeln för att sakprosabegreppets multimodala potential huvudsakligen ligger i förledet sak eftersom det riktar ljuset mot textens roll som ett yttrande om verkligheten inom en institution. Således argumenterar artikeln att samspelet mellan verbalspråket och andra semiotiska resurser bör stå i centrum vid studiet av sakprosa, oberoende av om det handlar om ett samspel mellan verbalspråk och t.ex. visuella, rumsliga eller auditiva resurser. Detta pekar slutligen på nödvändigheten i att uppmärksamma hur olika affordanser-dvs. möjligheter och begränsningar-i olika semiotiska material används i olika kontexter. Därmed blir också efterledet prosa relevant, eftersom de riktar uppmärksamheten mot kvaliteter i uttrycket.

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“…While there are a wide range of studies that have explored food packaging and advertising using a social semiotic approach (e.g. Tresidder, 2010;Oswald, 2012;Guseva, 2015;Wagner, 2015;Barnes, 2017;Maffei, Schifferstein and Hendrik, 2017), researchers have not yet addressed the topic from a sociohistorical perspective. Furthermore, little attention has thus far been paid to 'pure' food, as research has tended to centre around more well-established concepts, such as organic and fairtrade (e.g.…”

Section: Introductionmentioning

confidence: 99%

Pure in body, pure in mind? A sociohistorical perspective on the marketisation of pure foods in great Britain

O’Hagan

2020

Discourse, Context & Media

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This paper explores the marketisation of 'pure' from the late nineteenth century to modernday using examples of food packaging and advertising. Adopting a sociohistorical approach to the theoretical perspective of social semiotics, it draws attention to the arbitrariness of the term and demonstrates how, over time, advertisers have constructed a particular discourse that equates the purity of a food product with a physical, mental or spiritual type of purity. In doing so, they invest food with a moral authority and legitimacy that leads consumers to understand commodities through marketing discourses and buy into the lifestyle and cultural value that the product promises, although it may not be true. In emphasising how purity has historically been used as a rhetorical device to sell products, the study hopes to encourage consumers to challenge food advertising and be aware of the myths that it can create in order to become empowered and make informed choices about supposedly healthy products.

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Reading packages: social semiotics on the shelf

Cited by 29 publications

References 14 publications

Doing critical discourse studies with multimodality: from metafunctions to materiality

Doing critical discourse studies with multimodality: from metafunctions to materiality

Den multimodala sakprosan

Pure in body, pure in mind? A sociohistorical perspective on the marketisation of pure foods in great Britain

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