Multimodal Aspects of Representation and Interdiscursive Hybridity in Corporate Films
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Carmen Daniela Maier
Carmen Daniela Maier, PhD, is an Associate Professor, member of the Knowledge Communication Research Group and of Center of Corporate Communication at the Department of Business Communication, School of Business and Social Sciences, Aarhus University, Denmark. Among her latest publications are the chapters “A multimodal analysis of the environment beat” in
Critical Multimodal Studies (Routledge, 2013) and “Stretching the multimodal boundaries of professional communication” inThe Routledge Handbook of Language and Professional Communication (Routledge, 2014). Together with Sigrid Norris, she is the co-editor ofInteractions, Images and Texts: A Reader in Multimodality (De Gruyter, 2014). Her research areas include multimodal discourse analysis, social semiotics, knowledge communication, environmental communication and corporate communication. Her main research goal is the theoretical and methodological development of the multimodal analysis of knowledge communication.
Abstract
This article focuses on the multimodal analysis of the several forms of interdiscursive hybridity that appear in new corporate films uploaded by a variety of companies on their YouTube channels. The article focuses on the multimodal discourse analysis of three corporate films, Powered by the Impossible, Pimp My Pump and The Redwolf Project, uploaded by Grundfos, a major Danish company, on their YouTube corporate film channel. Each of the chosen films is a complex multimodal text mixing pre-existing genres and discourses. These films appropriate and combine conventional corporate film features with entertaining features belonging to other discursive and generic contexts. These new strategies reflect the company’s continuous attempts to minimize the distance between them and their existing and prospective categories of customers.
About the author
Carmen Daniela Maier, PhD, is an Associate Professor, member of the Knowledge Communication Research Group and of Center of Corporate Communication at the Department of Business Communication, School of Business and Social Sciences, Aarhus University, Denmark. Among her latest publications are the chapters “A multimodal analysis of the environment beat” in Critical Multimodal Studies (Routledge, 2013) and “Stretching the multimodal boundaries of professional communication” in The Routledge Handbook of Language and Professional Communication (Routledge, 2014). Together with Sigrid Norris, she is the co-editor of Interactions, Images and Texts: A Reader in Multimodality (De Gruyter, 2014). Her research areas include multimodal discourse analysis, social semiotics, knowledge communication, environmental communication and corporate communication. Her main research goal is the theoretical and methodological development of the multimodal analysis of knowledge communication.
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©2014 by Walter de Gruyter Berlin / Boston
Articles in the same Issue
- Frontmatter
- The Multimodal Dimension of Claims in Food Packaging
- Modal Analysis of Superflat Aesthetics
- Multimodal Hyperbole
- Conducting Multimodal Rhetorical Analysis of TV Ads with Atlas.ti 7
- Multimodal Aspects of Representation and Interdiscursive Hybridity in Corporate Films
- Interview with Professor José A. Rueda
- Visual Essay
- WhatsApp Omani Teachers: Social Media and the Question of Social Change
Articles in the same Issue
- Frontmatter
- The Multimodal Dimension of Claims in Food Packaging
- Modal Analysis of Superflat Aesthetics
- Multimodal Hyperbole
- Conducting Multimodal Rhetorical Analysis of TV Ads with Atlas.ti 7
- Multimodal Aspects of Representation and Interdiscursive Hybridity in Corporate Films
- Interview with Professor José A. Rueda
- Visual Essay
- WhatsApp Omani Teachers: Social Media and the Question of Social Change
