• • •CORPUS-BASED •DISCOURSE ANALYSIS CORPUS-BASED DA •Baker, Biber,… •Works with large amounts of text •General corpora representing language use in a variety of contexts, both written and spoken (e.g., Bank of English, British National Corpus) •Specialized corpora – the study of language variations in specific academic and professional genres CORPUS-BASED DA CORPUS-BASED DA • • •MULTIMODAL •DISCOURSE ANALYSIS MULTIMODAL DA •Text is just one of the many modes of communication •Textual data is not necessarily the most important mode used for the construction and interpretation of meaning •Analysis of semiotic modes other than text: gestures, posture, proxemics, visual images, document layout, music and architectural design... MULTIMODAL DA •The sign = signifier + signified (Saussure) •Signifier – phonological sound or graphic appearance of a sign (e.g., word, image,…) • •Signified – the meaning and interpretation of the sign MULTIMODAL DA •Denotation – refers to the literal meaning of a sign. It is the dictionary definition of a word – e.g., snake – “any of numerous scaly, legless, sometimes venomous reptiles”. •Connotation – refers to the associations that are connected to a certain sign such as emotional suggestions related to a word. The connotative meanings of a word exist together with the denotative meanings. E.g., the connotations for snake might include danger or evil. Denotation: a brown cross Connotation: a symbol of religion, a symbol of Christianity •What could the denotation and connotation of this sign be analyzed? •(writers often deliberately select words that they think will influence your reactions and appeal to your emotions) https://encrypted-tbn3.gstatic.com/images?q=tbn:ANd9GcQ69UxmzCsBtDIt_IGpSYWcWA2c94quoQPb-jEPOdrWIsw 8oDZzMQ • • •Denotation: where a person lives •Connotation: •HOME – cozy, loving, comfortable •HOUSE – the actual building or structure •RESIDENCE – large, cold, no feeling •DWELLING – primitive or basic surroundings • https://encrypted-tbn3.gstatic.com/images?q=tbn:ANd9GcQ69UxmzCsBtDIt_IGpSYWcWA2c94quoQPb-jEPOdrWIsw 8oDZzMQ • 484ec51c020002rh •SIGNIFIER: Blonde Hair •Signifies: •Ideal Woman, Innocence, Looks ‘gold’ •SIGNIFIER: Perfume Bottle •Signifies: Looks Jewel-like, Buried Treasure • •SIGNIFIER: Colour Gold •Signifies: •Luxury, Riches, Expense, Success, Shimmering •SIGNIFIER: Jewellery •Signifies: •Extravagance, Excess, Glamour, Decadance • •SIGNIFIER: Word ‘Love’ •Signifies: •Passion, Excitement, Lust •SIGNIFIER: Font •Signifies: •Dior Logo, Brand Name, Designer • davidoff_Cool%20Water •SIGNIFIER: Water/Ocean Wave •SIGNIFIES: •Wild, Stormy, Natural, Earthly • •SIGNIFIER: Words ‘Cool Water’ •SIGNIFIES: •Refreshing, different, • •SIGNIFIER: Droplets on Bottle •SIGNIFIES: •Cool, chilled appearance, almost drinkable •SIGNIFIER: •Mans Naked Torso •SIGNIFIES: •Natural, angelic, pure, toned, ideal, masculine, adonis •SIGNIFIER: •Facial Expression/Body Language •SIGNIFIES: •Ecstatic, pleasure lost in ecstacy, laid back, inviting •SIGNIFIER: Calligraphy Style Font •SIGNIFIES: •Classic, timeless, expensive tastes • • • •CRITICAL DISCOURSE ANALYSIS CRITICAL DA •Focus on socio-political domination: notions of ideology, power, hierarchy, and gender are seen as relevant for an interpretation or explanation of text •Small qualitative case studies as well as large data corpora •Fairclough, Wodak, Van Dijk • CRITICAL DA •Language is not powerful on its own – it gains power by the use powerful people make of it, specifically in new public spaces or new genres provided by globalized media • •Media Analysis of US Coverage of Arab-Israeli Conflict: •http://www.youtube.com/watch?v=qIOzo82emA0 • (from 6:09)