Representing teachers as criminals in the news: a multimodal critical discourse analysis of the Atlanta schools’ “Cheating Scandal”

On 1 April 2015, 11 Atlanta teachers accused of changing answers on their students’ standardized tests were convicted of racketeering and sentenced to 5–20 years in prison. Despite ample news coverage, few sources investigated teachers’ motivations for altering students’ responses or explored what the consequences would have been if student scores had not been changed to passing. Moreover, the fact that the teachers’ actions resulted from systemic problems associated with working within a high-stakes testing environment is glossed over and all but lost in the reporting of the “Cheating Scandal” events. The authors conduct a critical multimodal analysis of how semiotic resources were used to represent teachers in the Atlanta “Cheating Scandal” and show how the media's framing of teachers both reflects and conceals specific interests of the powerful educational reform movement and the corporations that benefit from it, such as Pearson, Inc. Data sources included four online news sources from April 2015 that covered the teachers’ sentencing, and the authors analyzed the visual and verbal transformations that occurred during the process of recontextualization. Analysis revealed the construction of a moral narrative that depicted the teachers as selfish and incompetent, reinforcing the dominant paradigm driving school reform in the USA. The authors conclude by calling for more counter-narratives that expose how dominant representations reify negative public perceptions of teachers.     

Making the grade: infrastructural semiotics and derivative market outcomes on the Chicago Board of Trade and New Orleans Cotton Exchange, 1856–1909

This paper contributes to a socio-technical analysis of derivatives by offering an infrastructural explanation of divergent outcomes on two early American futures markets. It takes as the starting-point of analysis the classification systems by which these futures markets were constitutively linked to underlying markets in agricultural commodities. Despite the formal similarity of these systems, their contrasting implementation – i.e. how grading was accomplished and integrated into practice – produced classifications with dissimilar semiotic qualities. This semiotic distinction is shown to have promoted divergent economic behaviours and outcomes on the two markets: high-risk speculation and volatility on the Chicago Board of Trade, low-risk hedging and stability on the New Orleans Cotton Exchange. The paper thus argues that treating classifications in their semiotic capacity yields an analysis that can connect foundational infrastructures and market-level outcomes in meaningful, non-deterministic ways.     

Multimodal narratives in SIA's “Singapore Girl” TV advertisements – from branding with femininity to branding with provenance and authenticity?

This paper analyses the multimodal narratives in Singapore Airlines (SIA)’s TV advertisements. Adapting the concept of the foreground–background continuum in multimodal interaction analysis, the first section of this paper analyses the narratives in 10 TV commercials available online from 1970s to 2013. Following the comparative analysis, a close investigation from a social semiotic perspective is conducted on SIA's latest TV advertisement in 2013. Through the analysis, this study shows how gendered representations of the Singapore Girl are manipulated in SIA's advertisements. It also reveals how these gendered representations adopted by SIA are married with contemporary branding philosophies, which also work to cloak them in relation to the use of increasingly well-rounded narrative structure. This study hopes to shed light on the understanding of how gender and sexist ideologies and representations are discursively embodied in contemporary branding strategies used by large-scale advertisements and campaigns spanning a long period.     

A semiotic study of regional branding reflected in the slogans of Korean regions

The purpose of the present analyses of regional slogans is to provide a semiotic perspective for understanding the symbolic communication systems involved in the construction of Korean regional governments. This study attempts to evaluate the slogans in terms of the semantic and morphological aspects of the texts. Findings show an overuse of signs within the slogans of regional governments that weakened the delivery of information regarding local identity. A leading slogan for a large region may create a unique identity in relative terms, whereas second-tier regions tend to mimic the success of others. The present research illustrates that each region of Korea cannot be differentiated in terms of a semantic analysis of linguistic signs. The communication tendencies that influence the creation of slogans for Korean regions are morphologically complex but semantically simple, resulting in the failure of these regions to secure distinctiveness in their individual brand identities.     

Customizing English Language Program for EFL Learners

This paper discusses the importance of having a customized instructional approach specifically for students who are learning English as a Foreign Language （EFL） in the foreign language setting. Most of the innovations introduced by the Education Ministry of Malaysia such as the Communicative Language Teaching （CLT） and phonics are suitable for ESL （English as a second language） learners, while the EFL learners are still left behind. A suitable teaching approach which customizes the needs of the students in EFL setting, especially in the state of Terengganu should be introduced. The main focus of the program exploits reading and writing skills in providing language input since these two skills are more dominant in terms of utility and functions among the EFL students as compared with the ESL students who are enable to exploit speaking and listening skills because of the natural setting. The research investigates the prospect of developing a suitable language teaching program based on 10 basic sentence patterns （10SP） which are exploited through the principles of transformational generative grammar and customized learning experiences focusing on reading as a bridge in acquiring other language skills such as writing, listening, and speaking.     

论科学语言

科学语言是以语词(概念)为基本砖块,以特定的语法、逻辑和数学规则建构的描述和说明科学理论的符号系统。科学本质上是语言的。本文集中论述了科学语言的本质、科学语言的类型和科学语言的功能。