Language and identity in multimodal text: case study of Tailand´s Bank Pamphlet
Autor(a) principal: | |
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Data de Publicação: | 2017 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.2/9612 |
Resumo: | With the main objective of presenting a linguistic model for the analysis of identity construction in multimodal texts, particularly in advertising, this article attempts to integrate three theoretical frameworks, namely the types of discourse of the Socio-Discursive Interactionism, Greimas’ actantial roles and the symbolic processes of the Grammar of Visual Design proposed by Kress & van Leeuwen. The first two theories are used to analyze verbal language form whereas the third is exclusively for images in advertising. The data sample is a Thai bank pamphlet of Siam Commercial Bank, collected in Bangkok, Thailand, in June, 2015. According to the data analysis, the theoretical frameworks employed here proves that identity, the psychological product, exists in the human mind and can be indexed by language in interaction. Also, the analysis found that identity could be projected as multimodally as language manifestation, of which forms are not only verbal but also pictorial. |
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Language and identity in multimodal text: case study of Tailand´s Bank PamphletMultimodal discourseLanguage and identityGrammar of visual designActantial modelThai Bank PamphletsWith the main objective of presenting a linguistic model for the analysis of identity construction in multimodal texts, particularly in advertising, this article attempts to integrate three theoretical frameworks, namely the types of discourse of the Socio-Discursive Interactionism, Greimas’ actantial roles and the symbolic processes of the Grammar of Visual Design proposed by Kress & van Leeuwen. The first two theories are used to analyze verbal language form whereas the third is exclusively for images in advertising. The data sample is a Thai bank pamphlet of Siam Commercial Bank, collected in Bangkok, Thailand, in June, 2015. According to the data analysis, the theoretical frameworks employed here proves that identity, the psychological product, exists in the human mind and can be indexed by language in interaction. Also, the analysis found that identity could be projected as multimodally as language manifestation, of which forms are not only verbal but also pictorial.Repositório AbertoPruekchaikul, KorapatMarques, Isabelle Simões2020-04-15T11:37:39Z20172017-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10400.2/9612eng1646-6195info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-16T15:32:12Zoai:repositorioaberto.uab.pt:10400.2/9612Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:49:07.322010Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Language and identity in multimodal text: case study of Tailand´s Bank Pamphlet |
title |
Language and identity in multimodal text: case study of Tailand´s Bank Pamphlet |
spellingShingle |
Language and identity in multimodal text: case study of Tailand´s Bank Pamphlet Pruekchaikul, Korapat Multimodal discourse Language and identity Grammar of visual design Actantial model Thai Bank Pamphlets |
title_short |
Language and identity in multimodal text: case study of Tailand´s Bank Pamphlet |
title_full |
Language and identity in multimodal text: case study of Tailand´s Bank Pamphlet |
title_fullStr |
Language and identity in multimodal text: case study of Tailand´s Bank Pamphlet |
title_full_unstemmed |
Language and identity in multimodal text: case study of Tailand´s Bank Pamphlet |
title_sort |
Language and identity in multimodal text: case study of Tailand´s Bank Pamphlet |
author |
Pruekchaikul, Korapat |
author_facet |
Pruekchaikul, Korapat Marques, Isabelle Simões |
author_role |
author |
author2 |
Marques, Isabelle Simões |
author2_role |
author |
dc.contributor.none.fl_str_mv |
Repositório Aberto |
dc.contributor.author.fl_str_mv |
Pruekchaikul, Korapat Marques, Isabelle Simões |
dc.subject.por.fl_str_mv |
Multimodal discourse Language and identity Grammar of visual design Actantial model Thai Bank Pamphlets |
topic |
Multimodal discourse Language and identity Grammar of visual design Actantial model Thai Bank Pamphlets |
description |
With the main objective of presenting a linguistic model for the analysis of identity construction in multimodal texts, particularly in advertising, this article attempts to integrate three theoretical frameworks, namely the types of discourse of the Socio-Discursive Interactionism, Greimas’ actantial roles and the symbolic processes of the Grammar of Visual Design proposed by Kress & van Leeuwen. The first two theories are used to analyze verbal language form whereas the third is exclusively for images in advertising. The data sample is a Thai bank pamphlet of Siam Commercial Bank, collected in Bangkok, Thailand, in June, 2015. According to the data analysis, the theoretical frameworks employed here proves that identity, the psychological product, exists in the human mind and can be indexed by language in interaction. Also, the analysis found that identity could be projected as multimodally as language manifestation, of which forms are not only verbal but also pictorial. |
publishDate |
2017 |
dc.date.none.fl_str_mv |
2017 2017-01-01T00:00:00Z 2020-04-15T11:37:39Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.2/9612 |
url |
http://hdl.handle.net/10400.2/9612 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
1646-6195 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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1799135074554216448 |