Multimodal Discourse Analysis

Ainun Khairiyah, Putri Intan Baiduri Siregar, Siti Aisyah Pasaribu

Introduction

Multimodal discourse analysis considers how text uses images, films, videos, images and
sound combined with text to produce meaning. It studies print genres as well as genres such as
web pages, movies, and TV shows. It considers how multi-moderately how texts are designed
and how to use semiotic tools such as color, frame, focus, and element positioning. These help to
shape meaning in these texts. Jewitt (2009a) describe four theoretical hypotheses that form the
basis of multimodal discourse analyze. The first is that language is part of a pattern set, each
pattern has something in common Potential to contribute to meaning. Therefore, pictures, gazes
and gestures are not only supportive That is, they all contribute to meaning. The second is every
communication method Be aware of differences in meaning and regard language as the main (or
only) medium The exchange only expresses a partial view of the content exchanged. third
suppose people choose and configure from these different modes to make meaning and the
interaction between these modes and the distribution of meaning among them is part of the
production of meaning. The fourth hypothesis is that the means generated through the use of
multimodal resources are as social as language.

This study examines the multimodal discourse of several analytical modes used in online
newspaper article research. An article from the Daily Mail (15 May 2016) based on an
explanation of the various modes of analysis used in multimodality. This study aims to help
viewers pay attention to the decoding and evaluation of online newspaper images and sentences.
In addition, you will notice that the image is not random but an object that was taken on purpose.
This mode includes objects, text, colors, actions, symbols and the relationships between them.
Multimodal discourse takes into account that many scholars pay attention to the analysis of fact
words, clauses or texts, but few people consider the non-verbal analysis of photos or video clips.
They will be interpreted along with spoken language and text.
SUMMARY

This paper provides an overview of multimodal discourse analysis, which is a way of

examining how texts are meaningful using multiple modes of representation (such as words and
graphics). It provides a theoretical background for multimodal discourse analysis and provides
an example of analysis from this perspective. Also discusses the relationship between genre,
speech act, and multimodality. Multimodal genres and frames are proposed as suggestions for
examining the meaning of multimodal texts. have made several suggestions for multimodal
discourse analysis. also discusses the limitations of multimodal discourse analysis.

BENEFIT, AIMS AND PURPOSE

The multimodality discourse analysis perspective examines discourse from various

angles by developing various techniques for studying language from the function point of view.
Multimodal can also be said as a technical term that aims to show that in the process of meaning,
humans make use of various semiotics (Iedema, 2003). Multimodal discourse analysis can be
used as a learning technique, where the use of multimodality techniques will make students
accustomed to thinking and analyzing an image with correct and good grammar. not only in
learning, but also in multimodal discourse analysis is useful for the world of advertising which
aims to make advertisements as attractive as possible so that people are interested in buying.

DISCUSSION

In every interaction using communication, humans don’t only use one communication
tools, but also uses multiple modes susch as gesture, images, gaze, posture, and as well as
language (Machin 2007, Jewitt 2009a). Each mode used has a purpose to express and explain
the intent of the thought to be conveyed (Kress, 1993). Communication is an interaction that is
not only related to the event of giving - receiving messages, but making meaning to the audience,
including consumers, such as in an advertisement for a product. Among the different modes that
people use simultaneously in a text to communicate their message, perhaps the most frequently
used combination of verbal and image ( Budi Hermawan, 2013). In the field of analyzing
multimodal discourse, the use of images is familiar, whether it be photos, diagrams, maps or
cartoons. For example, a poster as a whole is said to be a text, in which there is a verbal and an
image as two semiotic modes used to convey the message. The grammar in the picture is
adjusted to the point of view or perspective of each individual, which means that everyone has a
different view or opinion on one picture. because basically every individual has a different point
of view or perspective.

According to the author's view, the picture above has two characters, namely a mother
and a child. A child who said “This is the kitchen. My mom is cooking", while showing a smile
to greet her mother who is cooking in the kitchen. She wears a blue shirt, the collar is red and
then it is combined with brown culottes. while the character of the mother, is holding a spoon in
stirring the dish. The picture shows that in front of the mother there are two containers, namely a
pot and a cauldron. In addition, the picture above also shows several plates and other eating
utensils that are neatly arranged on the table next to the child.

The explanation above is an analysis of the image presented from the author's
perspective, maybe you as a reader have a different view of the image above. The grammatical
analysis in the picture above is realized through eye gaze, moving from the child to the mother.
Thus the child becomes a 'reactor' (reactor) while the mother becomes a phenomenon. The object
in this image is depicted in a small size, and using a 'medium close shot', places us as the 'viewer'
slightly above the image; when we look at the picture we are like looking down a little. This
can be interpreted that as a 'viewer' we have more power than a 'represented participant' who is in
the picture.

Genre, speech acts and Multimodallity

 In the explanation of Van Leeuwen (2005a, 2005d) discusses the relationship between
speech acts and genres with multimodality. A speech act is the utterance of a sentence to state
that the speaker's intention is known to the listener. In speech acts there are illocutions and
perlocutions, illocutions serve to inform and do something, while perlocutions are speech acts
that can affect the speech partner. when a trader makes an advertisement to persuade people to be
interested in buying the goods he sells, when someone is influenced by the advertisement and
ends up buying the goods then that is called the perlocutionary effect. Van Leeuwen then
explained that genre provides a file container that will help design documents or advertisements
that are attractive, attractive, and look professional. An example of a genre case is that a well-
known property company, IKEA, provides a design service for buyers, where buyers can
complete payments themselves using a machine without having to interact with the seller.

Multimodality and global media discourse

Machin and van Leeuwen (2007) explain the relationship between genre and
multimodality with global media discourse, where they take an advertisement sample from
Cosmopolitan magazine. The advertisement in the magazine shows the interpretation of
everyone's thoughts on a problem by giving the reader a percollusion effect in order to get the
reader to buy the products in the magazine.

A genre and multimodality framework

Bateman (2008) explains that the framework of genre and multimodality is in the form of
content structure, genre structure, rhetorical structure, linguistic structure, layout structure and
text navigation structure.

Multimodality in Film and television genres

In the explanation of Iedema (2001) regarding the multimodality relationship, films and
television genres provide an explanation in the form of a film analysis framework, namely
frames, shots, scenes, sequences, Generic stages, and work as a whole. The frames is an image
on a roll that contains the results of shots taken so as to produce images of real objects. Shot is
taking pictures using a camera with panning, tracking, and zooming techniques. Taking a scene
in a film does not only take one shot, but can consist of a combination of several shots arranged
according to the storyline. A sequence can take place in one setting or several settings. stages are
those that relate to a series of stages of a genre in a film, namely the beginning, middle and end.

Carrying Out Multimodal Discourse Analysis

The steps in conducting a multimodal discourse analysis are the same as the steps in
conducting a discourse analysis project. The thing that distinguishes NY lies in the data being
analyzed and the aspect of the meaning of the text of the data. Both verbal and written data. The
first thing to do is record data in the form of data. Then, the notes are summarized in a
predetermined way. Then it is very important to re-examine the data, if the data is in the form of
video then we focus on sound and images on the data. If the data is in the form of text, then what
must be done is to take an approach, and pay attention to what mode has been used. For
example, word formats, fonts and images. And analyze the meaning of the text, both spoken and
written texts.It is also important to choose the extract that will be the center or focus of the
analysis, in a text, there will be a lot of data to be analyzed. So we have to be selective and
choose which data to analyze. How do we choose the data, we first pay attention to the words
that stand out. Then, aggregate the data into a larger data set to view and select which data is
suitable for analysis.

Baldry and Thibaut (2005) provide detailed methods or procedures for copying and
analyzing data in a multi-modal manner. They discuss printed texts such as cartoons and
commercials, film and television genres. They use the concept of cluster to refer to grouping
items and prints or web pages and chuster analysis to understand how these text fragments are
related to other elements and are not separated from each other. (2009) emphasize the use of
ethnographic research techniques to help us better understand the value of multimodal types of
production and consumption. For example compilation of book reports, posters, essays, articles,
etc. They analyzed the students and found that much of the resulting text was multi-modal and
could not be parsed into language and non-verbal parts of visual elements. They also found that
meaningful texts were often part of the spoken text rather than separate from it.

Limitations of Multimodal Discourse

Limitations of multimodal discourse evaluation ledema (2001) discusses barriers of

multimodal discourse evaluation. Among those is the quantity of time it takes to do that sort of
evaluation. Also, he factors out, at the same time as the evaluation might also additionally at a
few tiers be pretty technical, it may also, like every discourse evaluation, be very inter- pretative:
Multimodal analyses also, much less regularly, seems at readers' or viewers' readings of texts.
McHoul (1991), for example, has pointed that analysts' readings aren't usually similar to real
readings of text. Multimodal texts, further, are regularly tested on the idea of the very last
product by myself and aren't taken into consideration with regards to the folks who have been
worried in its creation. Further barriers are tied up withinside the targets and scope of multimodal
discourse evaluation. While multimodal analyses be aware of capabilities of verbal exchange
which are regularly overlooked of different tactics to discourse evaluation, there's occasionally
much less interest given to elements of language that tactics to discourse evaluation would
possibly consider. There is likewise the problem of the way the analyses may be connected to
wider social issues (Jewitt 2009a). This can, how- ever, be handled via way of means of linking
the analyses to wider social theories, together with withinside the paintings of Machin and van
Leuuwen (2007) who join multimodal analyses to discussions of worldwide media verbal
exchange and the theories that tell that paintings. The use of ethnographic statistics to offer
insights into the context of manufacturing and intake of the texts also can be extraordinarily
beneficial for linking multimodal discourse analyses to broader social and contextual issues.

CONCLUSION

Multimodal discourse research shows that there is no mention of the strategy developed
by these scholars, it is almost impossible to explain a photo or similar text. In addition, if the
audience reads this article, part of the reporter's goal is that only the photos presented are
considered as evidence of the hook. The most difficulty in the analysis process is to remain
rational and not to participate in beliefs or ideologies in the interpretation of photography and
text. In addition, interesting results can be obtained from photographic surveys and texts In the
general readership of newspapers
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