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Date Published: 29/07/2022
Online Published: 29/07/2022
Abstract Views: 1506
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DOI: https://doi.org/10.54607/hcmue.js.19.7.3425(2022)
Issue
Vol. 19 No. 7 (2022)
Section
Social Sciences and Humanities
How to Cite
Trần , K. N., & Phan , T. L. (2022). APPROACHES TO MULTIMODAL DISCOURSE ANALYSIS: A SURVEY ON THAI MOVIE POSTERS. HCMUE Journal of Science, 19(7), 1015. https://doi.org/10.54607/hcmue.js.19.7.3425(2022)

APPROACHES TO MULTIMODAL DISCOURSE ANALYSIS: A SURVEY ON THAI MOVIE POSTERS

Khoa Nguyên Trần , Tuấn Ly Phan

Main Article Content

Abstract

Examining the corpus of 10 Thai movie posters released from 2010 to present, this paper applies Kress and van Leuween's theoretical framework of Visual Grammar to conduct a multimodal discourse analysis. According to this theory, the approach to images in multimodal discourse should be performed on four parameters: 1) Presentation; 2) Viewer Position; 3) Modality, and 4) Composition. The results of this research showed that these parameters all affected the meaning-making process of the text and also contained the intentions and points of view of the producer in conveying the message to the audience. Moreover, in these contexts, the linguistic elements are always closely associated with the non-verbal elements of the poster, such as images, colors, typography, and graphology.

Keywords

discourse analysis, multimodal discourse, poster, Thai cinema

Article Details

Author Biography

Khoa Nguyên Trần,

Học viên cao học ngành Ngôn ngữ học, trường ĐH Khoa học Xã hội và Nhân văn - ĐH Quốc gia TP.HCM

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