Unlocking the power of visual grammar theory: analyzing social media political advertising messages in the 2016 US election

Friedman, Alon; Ron, S.

doi:10.1080/1051144x.2017.1379758

Cited by 9 publications

(6 citation statements)

References 22 publications

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“…Visual grammar is based on the principles of social semiotics to analyse how meaning is made and understood through visual imagery (Kress and Van Leeuwen, 2006). More specifically, VGA generates data related to the ‘arrangement, location, colour saturation’ of visual elements (Friedman and Ron, 2017: 100) and the production of a narrative through the composition of presence, location, and flow of visual elements (Juvancic and Verovsek, 2017). VGA is appropriate here because locales and objects on streets and in homes that appear in FWT may appear incidental in the dominant narrative and may not be spoken about either in dialogue or off-screen narration yet perform a significant function in producing meaning.…”

Section: Methodsmentioning

confidence: 99%

From Streetscapes to Sofas: Representations of Place and Space in Britain’s Benefit Blackspots

Harrison

Raisborough

Taylor

2020

Sociological Research Online

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Representations of place and space in Factual Welfare Television (FWT) are under-researched, contributing to neglect of spatial stigma in austerity culture. In this article, we combine agnotology – the study of manufactured ignorance – with visual grammar methods to examine Channel 5’s Britain’s Benefit Blackspots (2017) to address why FWT is spatially significant. We argue that televisual representations of the abject ‘welfare claimant’ in Britain have a spatial dimension, evident in repeated camera shots of derelict, deindustrialised, litter-strewn outside spaces and large sofas, overflowing ashtrays and dusty corners inside homes. We conclude that FWT’s representations serve two functions: first, they obscure the spatial inequalities inherent in austerity policies by reducing social problems to constructed social types and their places and ways of living and, second, they enable sets of socio-spatial assumptions that become unquestioned ways of reading and understanding disadvantaged and disadvantag ised spaces of residence.

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Section: Methodsmentioning

confidence: 99%

From Streetscapes to Sofas: Representations of Place and Space in Britain’s Benefit Blackspots

Harrison

Raisborough

Taylor

2020

Sociological Research Online

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“…In the introduction of their book, Kress and van Leeuwen (2021, p. 4) defined visual grammar as "a quite general grammar of contemporary visual design in "Western" cultures, an account of the explicit and implicit knowledge and practices around a resource, consisting of the elements and rules underlying a culture-specific form of visual communication". It has been demonstrated that the visual grammar theory looks at images and other visual modes as a means that can be used in forming texts, delivering a certain concept, communicating a particular idea and drawing relations between the three elements: the producer, the viewer and the represented object (Friedman and Ron, 2017). Three main structures of this theory can be identified: representational structures, narrative structures and conceptual structures.…”

Section: Visual Grammarmentioning

confidence: 99%

“…Wang (2020) and Winny Gunarti (2018) analyzed advertisements from the perspective of visual grammar; the former focused on mobile ads and the latter on a stop smoking television ad which was a part of the stop smoking public service announcement of the Indonesian Ministry of Health. Furthermore, analysis of the social media political advertising messages in the 2016 US election and analysis of the advertisements of the 2014 Brazil World Cup, both based on the visual grammar theory, were carried out by Friedman and Ron (2017) and Guo and Feng (2017), respectively. Collectively, these four studies outline a crucial role of the visual grammar theory in making these advertisements effective, convincing and attractive.…”

Section: Visual Grammarmentioning

confidence: 99%

The impact of implementing visual grammar on learning participle adjectives by EFL learners

Qadha

Al-Wasy

2022

PRR

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PurposeThis paper aims to examine the impact of using visual grammar on learning participle adjectives by EFL (English as a Foreign Language) learners.Design/methodology/approachThe study follows an experimental design in which two groups participated in the study. The experimental group used visual grammar tools in learning participle adjectives. The control group was taught the participle adjectives in a traditional way. A pre–post test was designed and presented to the participants in the two groups.FindingsThe results showed that the experimental group made statistically significant improvements in their performance in using participle adjectives due to the use of visual grammar tools.Research limitations/implicationsThe current study is only limited to the effect of visual images on a particular grammatical issue, that is participle adjectives. Besides, the study does not include the gender variable; there may be variation in the results depending on the variable of gender.Practical implicationsThe present study can provide language instructors with some guidelines on how to incorporate visual grammar applications in teaching grammar aspects. Learners can also be encouraged to have a better understanding of English grammar, using the different connotations of visual images.Social implicationsUsing visual images in teaching grammar will increase the learners' ability to think beyond their classroom environment. They can use this experience whenever they face visual images in different societal activities.Originality/valueThis paper is one of the initial attempts to investigate the effect of using visual grammar on learning participle adjectives.

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“…Simultaneously, this issue leads media practitioners to question the legitimacy of political ads, resulting in a progressive drop in voting engagement. The standard political message in the modern day is mainly pictorial eloquence, with a special emphasis on the persuasive power of the media [12].…”

Section: Media Professinals and The Regulation Of Political Advertisingmentioning

confidence: 99%

Australia Media Studies

Li¹

2022

Advances in Social Science, Education and Humanities Research

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Since the 20th century, advertising has evolved into a critical social communication in capitalist society. Political advertising, as a type of advertising, can influence or comment on current political issues and cause public controversy. It encompasses publicity about political parties, politicians, issues of public interest, and government policies. This study utilizes a news item in Australia to further discuss about the regulation of political advertising.

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Unlocking the power of visual grammar theory: analyzing social media political advertising messages in the 2016 US election

Cited by 9 publications

References 22 publications

From Streetscapes to Sofas: Representations of Place and Space in Britain’s Benefit Blackspots

From Streetscapes to Sofas: Representations of Place and Space in Britain’s Benefit Blackspots

The impact of implementing visual grammar on learning participle adjectives by EFL learners

Australia Media Studies

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