O ' Halloran using language and visual imagery Systemic functional-multimodal discourse analysis ( SF-MDA ) : constructing ideational meaning

Content Provider	Semantic Scholar
Author	Kay, Leslie
Abstract	A B S T R A C T The systemic functional (SF) approach to multimodal discourse analysis (MDA) is concerned with the theory and practice of analysing meaning arising from the use of multiple semiotic resources in discourses which range from written, printed and electronic texts to material lived-in reality. The SF-MDA approach developed in this article explores the meaning arising through the use of language and visual imagery in printed texts. This involves investigation of linguistic and visual forms of semiosis, and formulation of cross-functional systems such as colour. An integrative platform based on the SF metafunctional principle is proposed, and inter-semiotic mechanisms and systems (content and expression strata) are developed to capture the expansion of meaning which occurs when linguistic and visual forms combine. The SF-MDA approach is demonstrated through the analysis of ideational meaning in a print advertisement. The practical approach involves the use of digital technology in the form of image-editing software which gives rise to a more detailed semantic and ideological interpretation. The analysis reveals how metaphorical constructions of meaning (i.e. semiotic metaphors) take place across linguistic and visual elements. content/expression stratum • cross-functional systems • digital technology • grammatical metaphor • intersemiosis • multimodal discourse analysis (MDA) • semiotic metaphor (SM) • social semiotics • systemic functional linguistics (SFL) • topological/typological representation The systemic functional (SF) approach to multimodal discourse analysis (MDA) involves developing theoretical and practical approaches for analysing written, printed and electronic texts, three-dimensional sites and other realms of activity where semiotic resources (e.g. spoken and written language, visual imagery, mathematical symbolism, sculpture, architecture, gesture and other physiological modes) combine to make meaning. SF theory is well placed to provide theoretical tools for MDA because, first and foremost, it is a social semiotic theory where the meaning is seen to be context-dependent (Halliday, 1978). SF theory has to-date provided a comprehensive approach to language (e. The basis for the ongoing development of the SF approach to MDA and the challenges which subsequently arise are explored in relation to the nature of SF theory. The major strength of SF theory for MDA is Halliday's (1978, 2004) metafunctional principle which provides an integrating platform for theorizing how semiotic resources interact to create meaning (e. The metafunctional principle is the principle that semiotic resources simultaneously provide the tools for constructing ideational meaning (i.e. experiential meaning and logical relations) and for enacting social relations (i.e. interpersonal …
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Alternate Webpage(s)	http://csis.pace.edu/~marchese/TextImage/SF-MDA.pdf
Language	English
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Content Type	Text
Resource Type	Article