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Multimodality and discourse viewpoint configuration
노정휘(Jung Hwi ROH),김은송,진우용,김하영,권익수 담화·인지언어학회 2018 담화·인지언어학회 학술대회 발표논문집 Vol.2018 No.11
The aim of this study is to provide a cognitive semantic analysis of viewpoint phenomena in multimodality by conducting a case study of political campaign posters from Conservative and Labour parties in the UK parliament. It provides a qualitative account of the selected posters within frameworks of Discourse Viewpoint Space (Dancygier and Vandelanotte 2016), specifically exploring discourse viewpoint configuration in UK campaign posters with special focus on their visual images, texts (e.g. lexical choices and style) and viewpoints of different participants (i.e. narrator, character and viewer). The posters in focus are collected out of a total of 241 posters (accessed in August 2018) from the Advertising Archives. The collection of data is categorised by four types based on combinatorial possibilities of the alignment among current/represented speakers (CS and RS, henceforth) and addressees (CA and RA, henceforth). The main focus of the study is to analyse political posters as one of the artefacts created from incorporated viewpoint conceptualisation based on the network where local viewpoints are compressed to construct a higher level of viewpoint (Dancygier and Vandelanotte 2016) and thus to solidify political parties’ identities. It also backs up the claim that multi-viewpoint is pervasive in meaning constructions and this way of conceptualisation is inevitable in multimodality (Sweetser 2012) (208 words).