Social semiotics and literacy: A case study about the social meanings constructed by ads of a children’s magazine

Analyzing High School Students’ Mulitmodal Compositions with Digital Media Platforms Using Metafunctions

“…Scholars like Mills and Unworth (2017) and Romero and Bobkina (2021) have used these to discuss the complex and fluid ways in which people communicate through digital media (e.g., memes, digital tools). The representational metafunction concerns how modes are used to convey an idea (e.g., color representing a political party, Carvalho, 2013). The interactive function is discussed in terms of exemplification (the objects within the image) and communication (the creator and reader of the image, Kress & van Leeuwen, 1996).…”

“…The interactive function is discussed in terms of exemplification (the objects within the image) and communication (the creator and reader of the image, Kress & van Leeuwen, 1996). Using this metafunction, images and texts can be described analyzing the demand (participant gazes at the viewer) and offer (participant is looking away from the viewer), framing and social distance, perspective and subjective and objective images, and horizontal and vertical angles (Lewis, 2001) as well as words (e.g., "you", "sir", Carvalho, 2013). The interactive metafunction can also be defined in terms of modality, or how true or close to "real life" the image/text appears to be (Lewis, 2001).…”

Multimodal content analysis: expanding analytical approaches to content analysis

“…From a multimodal perspective, qualitative forms of research have focused on advertisements (Carvalho, 2013), websites (Adami, 2014), children's picturebooks (Guijarro, 2014;Painter et al, 2013), textbook covers (Serafini et al, 2015), and other multimodal ensembles. The researchers became interested in the variety of semiotic resources used on contemporary wine labels to represent and communicate particular messages or information, primarily intended for consumers.…”