Abstract
The development of new media enlarges the repertoire of semantic resources in creating a discourse. Apart from language, visual and sound symbols can all become semantic sources, and a synergy of different modality and symbols can be used to complete argumentative reasoning and evaluation. In the framework of multimodal argumentation and appraisal theory, this study conducted quantitative and multimodal discourse analysis on a new media discourse Building a community of shared future for humankind and found that visual symbols can independently fulfill both reasoning and evaluation in the argumentative discourse. An interplay of multiple modalities constructs a multi-layered semantic source, with verbal subtitles as a frame and a sound system designed to reinforce the theme and mood. In addition, visual modality is implicit in constructing the stance and evaluation of the discourse, with the verbal mode playing the role of “anchoring,” i.e. providing explicit explanation. A synergy of visual, acoustic, and verbal modalities could effectively transmit conceptual, interpersonal, and discursive meanings, but the persuasive result with the audience from different cultural backgrounds might be mixed.
About the author
Ting Wu (b. 1978) is Associate Professor at the School of Foreign Languages, Southeast University, Nanjing, China. Her research is in second language acquisition and multimodal discourse analysis. Her publications include: “A probe into two micro-lecture videos: A systemic-functional approach to intersemiosis analysis in multimodal discourse” (2017), “On correlation between teachers’ discipline strategies and college students’ willingness to communicate in English” (2016), and “On the communication of Chinese discourse acts from the moral perspective” (2015).
Acknowledgement
The research for this paper was financially supported by the Jiangsu Social Science Fund Project, grant no. 18YYB001 and the “13th Five-Year Plan” Jiangsu Education Science Planning Key Project, grant no. C-a/2016/01/28.
References
Blair, Anthony. 1996. The possibility and actuality of visual arguments. Argumentation and Advocacy 33(1). 23–39.10.1007/978-94-007-2363-4_16Search in Google Scholar
Fleming, David. 1996. Can pictures be arguments? Argumentation and Advocacy 33. 11–22.Search in Google Scholar
Gilbert, Michael. 1994. Multi-modal argumentation. Philosophy of the Social Sciences 24. 159– 177.10.1177/004839319402400202Search in Google Scholar
Groarke, Leo. 2015. Going Multimodal: What is a mode of arguing and why does it matter? Argumentation 29(2). 133–155.10.1007/s10503-014-9336-0Search in Google Scholar
Halliday, Michael. 1978. Language as social semiotic: The social interpretation of language and meaning London: Edward Arnold.Search in Google Scholar
Johnson, Ralph. 2003. Why “visual arguments” aren’t arguments. In Hans Hansen, Christopher Tindale, Anthony Blair & Ralph Johnson (eds.), Informal Logic at 25: Proceedings of the Windsor Conference CD-ROM, 1–13. OSSA: Windsor, ON.Search in Google Scholar
Kjeldsen, Jens. 2015. The study of visual and multimodal argumentation. Argumentation 29(2). 115–13210.1007/s10503-015-9348-4Search in Google Scholar
Kress, Gunther. 2010. Multimodality: A social semiotic approach to contemporary communication. New York: Routledge.Search in Google Scholar
Kress, Gunther & Theo Van Leeuwen. 1996. Reading images: The grammar of visual design. London: Routledge.Search in Google Scholar
Macken-Horarik, Mary. 2004. Interacting with the multimodal text: Reflections on Image and verbiage in Art Express. Visual Communication 3(1). 5–26.10.1177/1470357204039596Search in Google Scholar
Martin, James. 2000. Beyond exchange: Appraisal system in English. In Susan Hunston & Geoff Thompson (eds.), Evaluation in text: Authorial stance and the construction of discourse Oxford: Oxford University Press.Search in Google Scholar
Martin, James & David Rose. 2003. Working with discourse: Meaning beyond the clause. New York: Continuum International Publishing Group.Search in Google Scholar
Martin, James & Peter White. 2005. The language of evaluation: Appraisal in English. London & New York: Palgrave/Macmillan.10.1057/9780230511910Search in Google Scholar
Pan, Yanyan & Zhiheng Zheng. 2017. 国防话语的多模态认知批评视角———以中美征兵宣传片的对比分析为例 [A multimodal cognitive approach to the discourse of defense: A comparative study of Chinese and American conscription promo]. Foreign Languages Research 6. 11–18.10.1556/084.2017.18.2.1Search in Google Scholar
Roque, Georges. 2015. Should visual arguments be propositional in order to be arguments? Argumentation 29(2). 177–195.10.1007/s10503-014-9341-3Search in Google Scholar
Rocci, Andrea & Chiara Pollaroli. 2018. Introduction: Multimodality in argumentation. Semiotica (220). 1–17.10.1515/sem-2017-0150Search in Google Scholar
Tseronis, Assimakis. 2018. Multimodal argumentation: Beyond the verbal/visual divide. Semiotica (220). 41–67.10.1515/sem-2015-0144Search in Google Scholar
Unsworth, Leonard. 2015. Persuasive narratives: Evaluative images in picture books and animated movies. Visual Communication 14(1). 73–96.10.1177/1470357214541762Search in Google Scholar
Van den Hoven, Paul. 2015. Cognitive semiotics in argumentation: A theoretical exploration. Argumentation 29(2). 157–176.10.1007/s10503-014-9330-6Search in Google Scholar
Wang, Zhenhua. 2017. 语类、评价: 理论及其适用性 [Genre, appraisal theory and its applicability]. Journal of University of Science and Technology Beijing (Social Sciences Edition) 1. 1–2.Search in Google Scholar
Zhang, Delu. 2017. 多模态论辩修辞框架探索 [A working framework for multimodal argumentation rhetoric]. Contemporary Rhetoric 1. 1–8.Search in Google Scholar
© 2020 Walter de Gruyter GmbH, Berlin/Boston