Working hard on the outside: a multimodal critical discourse analysis of The Biggest Loser Australia

The Biggest Loser (TBL) is a reality television weight-loss programme that positions itself as a response to the so-called “obesity crisis”. Research on TBL has thus far focussed on audience responses and its effect on viewers’ beliefs about weight loss. This article focuses instead on how meaning is constructed in TBL. We conducted a multimodal critical discourse analysis of a key episode of TBL (the 2012 Australian season finale) to examine how the textual, visual and auditory elements combine to construct meanings beyond the ostensible health messages. Although the overt message is that all contestants have worked hard, turned their lives around and been “successful”, examination of editing choices, lighting and colour, clothing and time spent on contestants allows us to see that the programme constructs varying degrees of success between contestants and provides accounts for these differences in outcomes. In this way the programme is able to present itself as a putative celebration of all contestants while prescribing narrow limits around what constitutes success. TBL reinforces an ideology in which “success” is a direct result of “the work” of weight loss (both physical and emotional), which can apparently be read straightforwardly off the body. TBL’s “celebration” of weight loss thus reproduces and strengthens the widespread view of fat bodies as physical manifestations of individual (ir)responsibility and psychological dysfunction, and contributes to the ongoing stigmatisation of obesity.     

Legitimising male grooming through packaging discourse: a linguistic analysis

While packaging is a common marketing subject, this illustration paper provides an alternative perspective through the linguistic examination of packaging as discourse, focusing on male grooming, masculinity and metrosexuality. Male grooming is often perceived as trespassing into feminine space and creating ambiguity in gender borders. This study aims to explore how packaging designers negotiate masculinity, in order to persuade men to accept grooming products through social interactions within the packaging of L'Oréal Men Expert. Employing Scollon's mediated discourse analysis and incorporating the Barthesian order of signification, the study analyses how different social actions within the packaging discourse are mediated by multimodal features. The findings reveal five negotiating strategies, i.e. constructing a hegemonic masculine image; negotiating (a masculinised) metrosexuality; empowering men; giving men a logical reason to groom; and a different portrayal of skincare products. The key aim of this paper is to illustrate the differences between marketing and linguistics and propose possible collaboration.     

Medicalisation,pharmaceutical promotion and the Internet: a critical multimodal discourse analysis of hair loss websites

This study conducts a critical multimodal discourse analysis of commercial hair loss websites. Specifically, I focus on eight sites which provide information about and promote the pharmaceutical hair loss treatment Propecia, a widely available medication marketed to treat male pattern baldness. I identify four salient discursive strategies through which the websites depict male hair loss and the Propecia treatment, namely (1) representing the balding man as type and outcast, (2) promoting the attractiveness and self-assurance of the hirsute man, (3) situating male hair loss in a scientific discourse and (4) encouraging consumers to self-evaluate their hair loss. By inducing insecurities in men experiencing hair loss and encouraging them to embrace pharmaceutical remedies as a viable response to male pattern balding, these discursive-semiotic strategies help to reproduce the contemporary sociocultural practice of medicalisation, the phenomenon whereby the natural processes of life are treated as medical problems. The findings of this study suggest that these promotional discourses play a role in transforming ordinary, benign ailments into illnesses, reconfiguring them as treatable disorders for commercial gain.     

Context from a social semiotic perspective: a discourse analytical study of the children TV show,Bubble Guppies

In mainstream linguistics, context is either entirely ignored or dominantly viewed as an objective property of the external world. For instance, in sociolinguistics or pragmatics, scholars frequently attempt to learn about the meaning of words or sentences given certain social context. The social semiotic method presented in this paper challenges the objectivity of context and explores the dynamic between content and context from the perspective of Peircian semiotics. An episode of a children animations series, Bubble Guppies, where human-like mermaids learn about the mysteries of ancient Egypt, is used as a point of departure to show that content and context recursively co-construct with viewers’ participation. For instance, while there is little physical similarity between where the Guppies meet in the show’s story and a typical classroom, the context of a classroom is clearly established through the way the Guppies interact with each other and with objects they encounter. Additionally, the results indicate that learning is an important product of such context-construction, as TV viewers must constantly elaborate on events and link interactions that are perceived not as objects but as signs entangled in a growing web of symbolic system.     

Multilingual signage: a multimodal approach to discourses of consumption in a South African township

The paper explores how global commercial discourses and the politics of aspiration in post-apartheid South Africa may be seen as contributing to the restructuring of spaces of multilingualism and the refiguring of indexical values of English and South African languages. The analysis takes its point of departure in how late-modern lifestyles, identities, aspirations and imaginations are represented across local and transnational commercial signage in the Western Cape township of Khayelitsha, focusing in particular on how different languages are multimodally constituted and differentially represented in two different sub-genres of commercial billboards. We suggest that new late-modern multimodal representations of identity, and the way multilingual resources are configured into new repertoires and genres of subjectivity, may be one important factor in how social transformation is mediated in changing perceptions and practices of language, while simultaneously and paradoxically reinforcing traditional conceptions of cultural authenticity and self-representation.     

The myopic Foucauldian gaze: discourse,knowledge and the authoritarian peace

ABSTRACT

The discourse of liberal peacebuilding has often been characterized by critics as a hegemonic discourse, in which power and knowledge are co-constitutive. Influenced by the work of Michel Foucault, an important strand of the literature has demonstrated how epistemic communities have produced knowledge that supports this discourse, while marginalizing other, contrary voices. A ‘local turn’ has sought to uncover what Foucault termed ‘subjugated knowledges’, peripheral voices that were seen as potentially contributing to a more emancipatory peace. This article, in contrast, argues that the explicit and implicit Foucauldian framing of discourse and knowledge is no longer adequate to conceptualize the contested nature of peace and conflict in a rapidly changing international system. In a period of significant geopolitical shifts away from a Western-centric international order, post-Foucauldian discourse theories offer a more productive analytical perspective that makes visible the multiple, competing discourses that attempt to achieve closure in defining meanings of peace and conflict. A theoretical framework that emphasizes discursive contestation rather than unitary domination allows serious consideration of alternative conceptualizations of peacemaking. In particular, theoretical frameworks that highlight contestation make visible an authoritarian, illiberal approach to managing conflict that challenges both liberal and emancipatory conceptualizations of peace and conflict, but is occluded in the current debate over post-liberal peace.     

Videogame analysis: a social-semiotic approach

The relevance of videogames in the contemporary cultural ecosystem and their social impact make it necessary to develop theories and analytical models to understand the expressive potential of videogame design, and how videogames work as texts, giving shape to certain values, behavioural patterns and ideological visions. To do so, it is crucial to build a bridge between game studies and contemporary semiotics. Thus, with this aim, we present in this paper an analysis model for studying videogames as texts that combines theoretical and methodological elements from social semiotics and procedural rhetorics, a specific branch of game studies. Our model is based on four levels: the narrative, ludo-narrative, system-gameplay and designer-player dimensions. As a case study, the model is applied to the videogame The Last of Us.     

Analysing characters' interactions in filmic text: a functional semiotic approach

This paper presents an analytical tool for constructing characters' action patterns in film. Understanding characters in moving images has been regarded as one of the most significant elements of narrative comprehension and interpretation because spectators' inferences of narrative structures are substantially mediated by characters. The social semiotic method presented in this paper shows how characters' actions and interactions can be systematically constructed based on the co-patterning of textual elements in film and how the patterns provide an analytical foundation for understanding and interpreting characters. In addition, this paper also reviews the previous explorations of the more fine-grained approaches to character analysis and then demonstrates how the method the paper suggests can support and strengthen the accounts provided to date. Most importantly, by comparing scenes within and across two war films, The Thin Red Line (1998) and Black Hawk Down (2001), the article will show the potential of this method for effectively constraining hypotheses for empirical investigations of filmic meaning.     

The observer actant in the contemporary legal discourse: a semiotic meditation*

ABSTRACT

The sensorial access to the law that a society grants to its members is underpinned by a logic of exhibition and disclosure that, in turn, results from a more abstract cultural propensity to either transparency or opacity. Through investigating the systems of signs by which the functioning of the law is either concealed to external audiences or manifested to them in a more or less spectacular way, one can gain a firmer grasp on the juridical aesthetics of a society. This semiotic approach entails two advantages: on the one hand, the possibility to compare and contrast different regimes of disclosure and secrecy in the synchronic dimension, connecting the discourse of the law with other – apparently distant – types of discourse, adopting the same aesthetics of transparency or opaqueness in other domains of social life and discursive production; on the other hand, the opportunity for a more insightful intelligence of the diachronic development of such aesthetics, so that it may be interpreted as the long-term byproduct of historical watersheds in the history of culture. The article, in particular, proposes to link the socio-pathology of anorexia with several other practices and texts of present-day culture that adopt the same rhetoric of transparency in other discursive arena, including that of law. In all these sign productions, indeed, the trend that predominates is one that, adhering to an ideology of immediacy and transparency, pretends to eliminate all filters, all hindrances, but also all material signifiers that would mar the purity of the content. Although this utopia cannot correspond to any actual semiotic state – for any content needs a material expression to be conveyed – it nevertheless exerts a powerful influence on the present time, until it manifests itself in extreme forms of ‘transparentist’ radicalism.     

Brand response analysis: a Peircean semiotic approach

The purpose of this article is to organise and simplify the concept of brand response. It is a development of the authors' semiotic approach to the concept of brand, which uses a triadic model based on the Peircean levels of analysis of the sign. The original model distinguishes three levels: identity, object and response. This article briefly describes the first two levels and goes into more depth with regard to brand response. From the theoretical point of view, the authors' approach inverts the survey method used to ascertain positioning, image and value of the brand. Firstly, brand response is associations occurring in the minds of the reporting agent. Associations create awareness, and not the other way round, which is the concept underlying the current theory of brand equity. From the point of view of practice, it is the authors' belief that the main contribution made by the triadic semiotic model applied to brand response is that of the importance of “firstness”, i.e. the most immediate response possible. It is with a concern for ease of application that this article hopes to contribute by making brand analysis and assessment more intelligible. This article should be seen as an exploration into the possibility of simplifying the analysis of brand response. Its originality lies in the effort to return to the very reason for the existence of branding. The authors are convinced that by choosing differentiation as the guiding principle of their approach they have valorised what is essential, which is sometimes lost in more complex modelling.     

The political nature of brand governance: a discourse analysis approach to a regional brand building process

The present paper takes the empirical phenomenon of place branding as an appropriate point of view to understand the communicative process of brand governance in the realm of the public. The paper explores the modalities through which a brand governance emerges as a negotiated and contested mechanism reproduced through language. By drawing on the analytical approach of interpretative repertoires, the analysis demonstrates that a process of governance can be seen as a ‘text’ in a constant state of negotiation in which the level of involvement in the brand building process can be discursively contested, with language illustrating the ways in which different actors express their positionalities (hegemonic or subalternate). The analysis suggests that this can be seen as a power political process in which politics of space and time are expressed linguistically by the different actors involved in brand governance. Copyright © 2014 John Wiley & Sons, Ltd.     

Begging and belonging in the city: a semiotic approach

Citizens develop routine spatial enunciations through which they “domesticate” both the intensity of transition and the extension of distance implied by moving across a city and smooth out the frontiers between environments of belonging (e.g. home) and environments of non-belonging (e.g. the streets). Yet urban “accidents” constantly threaten the impermeability of such routine spatial enunciations. Beggars represent, from the point of view of citizens, an instance of such urban “accidents”. The primary goal of urban beggars is to intercept the routine spatial enunciations of citizens, stop them, and convince them to donate part of their money. In order to achieve these goals, beggars develop a series of micro-strategies that can be analyzed as both semiotic practices and urban performances. At the same time, citizens constantly reabsorb these micro-strategies in their routine spatial enunciations, pushing beggars to the elaboration of new strategies, and so on and so forth, in a continuous struggle between the citizens’ desire to protect their feeling of sedentary belonging and the beggars’ need to invade it. From this point of view, routines of sedentary belonging are a manifestation of power. But why are citizens willing to have their routine spatial enunciations through the city be stopped by all sorts of agencies (for instance, the commercial agency of advertisement), whereas they cannot wait to expel beggars from the urban landscape? Perhaps this discrepancy depends on the elimination of the spiritual discourse of charity from the urban arena?     

The age of apology: evidence from the Israeli public discourse

At the time of its presentation, Derrida's 'Force of law' represented deconstruction's perhaps most direct statement on the possibility of justice and its most explicit engagement with law. The ensuing responses to that paper have typically focused on deconstruction's position regarding the force and authority of law, and especially on what is taken as Derrida's theory of justice. As such, 'Force of law' is often discussed in isolation to mainstream legal philosophy or is otherwise understood to represent a radical counter to that tradition. It is possible to take a different direction, however, by considering the event of that paper's presentation and reception in relation not only to the existing disciplines of legal studies, but also to the problematic of discipline itself. Re-reading some of the work of contemporary legal philosophy in the light of that problematic may thus enable a certain questioning of the disciplinary divisions whose very institution underscores the 'radical' nature of deconstruction's 'critique' of traditional understandings of law. Such a re-reading may even allow a speculation upon a certain (trans)disciplinarity of deconstruction, reconsidering the latter's relation to traditions.     

Towards a multimodal ethnohistorical approach: a case study of bookplates

ABSTRACT

This study uses four examples of bookplates printed in Edwardian Britain (1901–1914) to demonstrate how the adoption of an ethnohistorical approach to social semiotics can vastly strengthen multimodal analysis. It argues that situating choices of image, colour, typography and materiality in archival research and the broader sociohistorical context of the Edwardian period can help to uncover the external motivations for a bookplate’s structure. The case study reveals that bookplate designs were primarily influenced by the social status and wealth of owners, as well as the specific, well-established norms of the bookplate genre. It also highlights the significance of connecting semiotic choices to the traditions of Edwardian society and the ways in which meanings can shift over time. The findings demonstrate the importance of grounding hypotheses concerning the function and form of artefacts in concrete historical documents, in addition to the vast potential of this methodology for exploring other texts within a particular historical period.     

Defensive semiotic strategies in government: a multimodal study of blame avoidance

In this article, I argue that when officeholders try to avoid blame, they often engage in defensive performances which can be analysed in terms of how they exploit various multimodal semiotic resources to ward off (potential) criticism: the setting, appearance, and manner chosen for a particular interaction with an audience; and both verbal and non-verbal ways of arguing, legitimising, framing, and representing social actors and actions. I apply these analytic categories to interpret the data gathered during fieldwork at a major training event of British government communicators. By combining insights from multimodal discourse analysis, discourse-historical studies of organisational behaviour, and recent research into blame avoidance in public administration, I demonstrate how certain semiotic strategies used by officeholders have an effect of backgrounding the ideas about any possible norm violations that government communicators may have been associated with in the eyes of critical audiences, such as lying, spin doctoring, and using tax money for propaganda campaigns that may not actually serve the interests of the public. I suggest that analysts of government communication should pay more attention to the defensive practices of government insiders, and study in great detail how these practices are incorporated into everyday behaviour through professional training.     

The politics of response to terror: the reshaping of community and immunity in the aftermath of 7 July 2005 London bombings

This article explores the politics of response to the 7 July 2005 London bombings, by analysing UK counter-terrorism institutional campaigns in the three years following the attack. By drawing on the interpretive category of community/immunity, the semiotic analysis of counter-terrorism campaigns aims to describe their representation of the political community and citizen in the immediate aftermath of the terrorist attacks. The article argues that the counter-terrorism discourse relies on two contrasting tendencies: on the one hand, the unifying force that brings people together in the name of common values; and on the other, the necessity to weaken communitarian bonds in order to allow the citizen to control and check-up on others, reporting “anything suspicious” to authorities. In these texts, the figure of the citizen surveillant clearly emerges. Surveillance activities are shaped around the representation of the terrorist event, from the image of the terrorist in normal everyday life to the actual attacks. Paradoxically this brings about a mimicry effect. The surveillance action carried out by the citizen and the imagined actions of the preparation of a terrorist attack partially overlap in the way they are described and visually represented.     

A comparative study of representations about disability in primary school children's drawings: a sociosemiotic approach

Over the past few years, perceptions about disability – at least at the theoretical level – have been shifted toward a more progressive approach, which stresses the social aspects of the construction of disability (social model) rather than personal limitations, as supported by the traditional disability approach (medical–individual model). Drawing upon the sociosemiotic approach as developed by Kress and van Leeuwen, the present study examines from a comparative perspective the representations about disability and people with disabilities, as emerging from the drawings produced by 4th grade Greek primary school children. The sample consists of two groups of children. Group A does not share the same school environment with schoolchildren with special education needs, while group B shares the same school surroundings with students attending a special education needs School. The comparative analysis of their drawings indicates that children of both groups reproduce the dominant meanings they receive from their direct social environment.     

From ambiguity to contestation: discourse(s) of non-traditional security in the ASEAN community

‘Non-traditional security’ (NTS) is prominently featured in the agenda of the Association of Southeast Asian Nations (ASEAN) and other ASEAN-led institutions in the Asia-Pacific. ‘NTS’ brings together a series transnational and non-military security threats that are considered common among regional states, urgent for them to attend to, and non-sensitive all at the same time. This a priori makes it a self-evident focus of attempts to bring regional security cooperation ‘to a higher plane’. However, this paper reveals that the uncontroversial character of NTS is overestimated, by shedding light on the co-existence of divergent – and potentially contradictory – interpretations of its meaning and implications in ASEAN and the wider region. In a context where ASEAN's relevance to the pursuit of regional security is increasingly being measured against its (in)ability to provide a coherent approach to security challenges that affect the region, the contested nature of NTS has important implications for the grouping's resilience in the twenty-first century.