Volume 12, Issue 3

Cognitive research points towards cultural differences in the way people perceive and express scenes. Whereas people from Western cultures focus more on focal objects, those from East Asia have been shown to focus on the surrounding context. This paper examines whether these cultural differences are expressed in complex multimodal media such as comics. We compared annotated panels across comics from six countries to examine how backgrounds convey contextual information of scenes in explicit or implicit ways. Compared to Western comics from the United States and Spain, East Asian comics from Japan and China expressed the context of scenes more implicitly. In addition, Nigerian comics moderately emulated American comics in background use, while Russian comics emulated Japanese manga, consistent with their visual styles. The six countries grouped together based on whether they employed more explicit strategies such as detailed, depicted backgrounds, or implicit strategies such as leaving the background empty. These cultural differences in background use can be attributed to both cognitive patterns of attention and comics’ graphic styles. Altogether, this study provides support for cultural differences in attention manifesting in visual narratives, and elucidates how spatial relationships are depicted in visual narratives across cultures.

This study examines the impact of teacher feedback on seven students’ presentations on social and cultural topics held in a German-as-a-foreign language classroom in Japan. Following the submission of self-recorded presentation drafts on an online learning platform, students received explicit feedback on how their spoken commentary related to the visible information on slides derived from the theoretical insights of social semiotics and systemic functional linguistics. After allocating one class to revising their work, students presented their finalized presentations, which were video recorded, cut, and prepared for analysis. Subsequently, a total of 14 sections that underwent alterations in both the draft and in-class presentation were scrutinized following a qualitative multimodal discourse analytical framework. By demonstrating the differences between two students’ early drafts and their final in-class presentations, this study shows how adding verbal language that extended a slide’s content strengthened audience engagement through interpersonal functions in language, gaze, body orientation, and gesture. Further, restructuring and inserting additional entities on the PowerPoint slide helped emphasize the talk’s ideational components. The findings of this study have implications for multiliteracies pedagogy in a foreign language context, highlighting the importance of a holistic approach that considers language and other modes as complementary aspects of communication.

In recent years, the COVID-19 pandemic has been studied extensively through the lens of  conceptual metaphor theory . However, only one study has focused on the metaphorization of the COVID-19 pandemic in a strictly Philippine milieu. None so far has published on pandemic- related  multimodal  metaphors in Philippine media, let alone shed light on these through a diachronic perspective. Using conceptual metaphor theory and visual metaphor identification procedure , this study analysed 203 pandemic-related editorial cartoons published by a Philippine national publication from December 2019 to February 2022. It investigated the diachronic conceptualizations of the conceptual domain COVID-19 VIRUS in the Philippines as captured by the neutralizing or ‘de-monstering’ of the virus from the COVID-19 IS A MONSTER to the COVID-19 IS A LIVING ENTITY multimodal metaphor. It argued that the trends of metaphorization correlate with the shifting sociocultural and political attitudes towards the COVID-19 pandemic as a global and local healthcare crisis. Essentially, this study not only explored the dynamics between media and cognition, but it also analysed how the multimodal metaphorizations of COVID-19 reflect Filipino socio-political realities and cultural underpinnings during turbulent times.

Memes have now become a common medium of communication. There are multiple ways memes are considered in academia. Semiotics offers information on how the media and modes that memes consist of can be interpreted and how the characteristics of semiotic resources apply to memes. Drawing from a pool of memes collected during the Kerala assembly election in 2021, this research argues that certain memes need to be categorised as multimodal ensemble. Different modalities play different roles meaning construction, and they also collaborate with each other for a uniform purpose. By comparing existing memes defined in academia and multiple methodologies to analyse memes, the paper puts forth a framework to analyse memes.

This study uses discourse analysis to investigate the connectedness between embodiment and the politics of orthography. Drawing on a video-recorded conversation from a large sociolinguistic dataset on Amazigh/Berber, the study examines the role of embodied acts not only as semiotic resources that elaborate talk but also as consequential discursive entities that organize political arguments about script. The participants use multimodal utterances that extend beyond meaning to iconize social orientation as well as power in conversation. Analysis of the video reveals the way participants map their social perceptions of the language and its script onto their talk and embodied actions. Analysis also shows how script arguments mirror larger political debates in Morocco, in which script preferences are based on ideological and political orientations.

News reporting has long been seen as involving a form of storytelling but techniques for revealing narrative constructions in audiovisual news remain limited. As the forms of expression mobilised for news become ever more diverse and multimodal, the challenges posed for analysis grow accordingly. The present paper asks to what extent we can pursue more differentiating accounts of the increasingly diverse audiovisual features employed in news video by employing recent advances in multimodal discourse analysis. Specifically, we explore how to recognise storytelling strategies deployed in audiovisual news reporting both more reliably and in ways that complement conventional journalistic labels, such as those discussed in research into news sensationalism. As an illustration, we offer a contrastive analysis of the specific reporting strategies of ‘individualisation’ employed in 166 news reports from two leading German news channels, Tagesschau and Bild TV , produced between 1 January 2022 and 15 March 2022. We show how we scale analysis methods to achieve greater coverage of data and discuss how this meets several recurring challenges for multimodal analysis more generally.