scholarly journals Multimodal analysis of advertising discourse during the lockdown due to COVID-19: Comparison of the communication strategies of financial services and automotive products in Spain

2022 ◽  
Vol 35 (1) ◽  
pp. 215-232
Author(s):  
Claudia Lahuerta-Pujol ◽  
Antonia Moreno-Cano ◽  
Juan-Carlos Miguel
Keyword(s):  
Financial Services ◽  
Television Advertising ◽  
Communication Strategy ◽  
Qualitative And Quantitative Analysis ◽  
Multimodal Analysis ◽  
Multimodal Discourse ◽  
Rhetorical Figures ◽  
The Social ◽  
General Data ◽  
Two Sectors

The goal of the following text is to analyze the changes in television advertising in the banking and automobile sectors, according to the social context. The hypothesis is that communication is significantly influenced by the situational context, causing differences between the advertising of the two sectors. A multimodal discourse analysis is used, comparing twenty commercials from the banking and automobile sectors in 2019 and 2020, the period during which the lockdown due to COVID-19 took place. Based on a qualitative and quantitative analysis tables were developed with which to analyze general data such as the value proposition or target audience of the advert, or other special data like the text (verb tenses, rhetorical figures…), the image and the sound used. The fact that context is decisive in communication is made evident, and since this is different in every sector, the communication strategy is clearly different as well. However, the points that the two sectors have in common are remarkable: these range from talking about brands and products, to speaking for and about people.

scholarly journals La construcción de las identidades étnicas y culturales en niños y niñas migrantes: Un enfoque desde la etnografía colaborativa

2021 ◽  
Vol 39 (2) ◽  
pp. 483-501
Author(s):  
Soledad Romero Rodríguez ◽  
Celia Moreno-Morilla ◽  
Eduardo García Jiménez
Keyword(s):  
Intercultural Communication ◽  
Identity Construction ◽  
Immigrant Families ◽  
Cultural Stereotypes ◽  
Multimodal Analysis ◽  
Multimodal Discourse ◽  
The Social ◽  
Ethnic And Cultural Identity ◽  
Collaborative Ethnography

La construcción de las identidades culturales en niñas y niños migrantes requiere de un conocimiento profundo de las experiencias que se desarrollan en diversos espacios (la escuela, el hogar, la mezquita, las asociaciones vecinales, el centro cívico, etc.). Nuestra investigación reflexiona sobre los procesos de construcción de identidades culturales y la aportación de la etnografía colaborativa en su análisis. La utilización de este enfoque metodológico ha permitido la incorporación de la voz del alumnado migrante de Educación Infantil en la exploración de la construcción de sus identidades. Este artículo plantea como objetivo explorar las posibilidades de la etnografía colaborativa en el estudio de la construcción de identidades culturales mediante el análisis semiótico multimodal. Para ello, se ha utilizado un estudio de casos holístico y técnicas propias del enfoque Mosaic como los mapping, el retrato familiar, el roleplay y el autorretrato. El análisis semiótico social multimodal ha puesto en evidencia la difracción que se produce en los diferentes discursos de las niñas y los niños, evidenciando los conflictos en la construcción de sus identidades entre la cultura de origen y la destino, y ha mostrado cómo se configuran los estereotipos culturales en la etapa de Educación Infantil. Las conclusiones de este estudio subrayan la utilidad de la etnografía colaborativa y el análisis semiótico multimodal para el estudio de la construcción de identidades culturales en la infancia. The ethnic and cultural identity construction among pupils from immigrant families requires a deep knowledge of intercultural communication practices that are developed in different spaces (school, home, mosque, neighbourhood associations, civic centre, etc.). Our research analyses the intercultural communication of children in school and shows the use of a methodology that allows access to their cultural identities’ construction. The use of collaborative ethnography with children has allowed the incorporation of their voices in the exploration of intercultural communication. This article aims to explore intercultural communication in 5-year-old students through collaborative ethnography and analyses their identities construction through multimodal discourse analysis. A holistic-case study design has been utilised as well as mosaic approach techniques, such as mapping, family portrait, role play and self-portrait. The social semiotic multimodal analysis has shown the diffraction that occurs in the different students’ discourses, evidencing the conflicts in the identity construction among participants from immigrant families. Likewise, the results have shown how cultural stereotypes are configured in Early Childhood Education classes. The conclusions highlight the usefulness of collaborative ethnography and multimodal analysis for the study of intercultural communication and the identity construction in childhood.

ПРАГМАТИЧНИЙ ПОТЕНЦІАЛ НАТИВНОЇ РЕКЛАМИ: ФОРМИ, ТРЕНДИ (НА ПРИКЛАДІ НАТИВНОГО КОНТЕНТУ В СОЦІАЛЬНІЙ МЕРЕЖІ FACEBOOK ЩОДО БРЕНДА ФАКУЛЬТЕТУ ЖУРНАЛІСТИКИ ЗНУ)

2020 ◽  
pp. 113
Author(s):  
V. Kovpak ◽  
N. Trotsenko
Keyword(s):  
Social Network ◽  
Professional Training ◽  
Educational Process ◽  
Communication Strategy ◽  
Student Centered ◽  
Teacher Student ◽  
The Social ◽  
National University ◽  
High Level ◽  
The Impact

<div><p><em>The article analyzes the peculiarities of the format of native advertising in the media space, its pragmatic potential (in particular, on the example of native content in the social network Facebook by the brand of the journalism department of ZNU), highlights the types and trends of native advertising. The following research methods were used to achieve the purpose of intelligence: descriptive (content content, including various examples), comparative (content presentation options) and typological (types, trends of native advertising, in particular, cross-media as an opportunity to submit content in different formats (video, audio, photos, text, infographics, etc.)), content analysis method using Internet services (using Popsters service). And the native code for analytics was the page of the journalism department of Zaporizhzhya National University on the social network Facebook. After all, the brand of the journalism department of Zaporozhye National University in 2019 celebrates its 15th anniversary. The brand vector is its value component and professional training with balanced distribution of theoretical and practical blocks (seven practices), student-centered (democratic interaction and high-level teacher-student dialogue) and integration into Ukrainian and world educational process (participation in grant programs).</em></p></div><p><em>And advertising on social networks is also a kind of native content, which does not appear in special blocks, and is organically inscribed on one page or another and unobtrusively offers, just remembering the product as if «to the word». Popsters service functionality, which evaluates an account (or linked accounts of one person) for 35 parameters, but the main three areas: reach or influence, or how many users evaluate, comment on the recording; true reach – the number of people affected; network score – an assessment of the audience’s response to the impact, or how far the network information diverges (how many share information on this page).</em></p><p><strong><em>Key words:</em></strong><em> nativeness, native advertising, branded content, special project, communication strategy.</em></p>

Construction of risk in road safety advertising: a multimodal analysis of Vietnamese child helmet awareness advertisements

2021 ◽  
Vol 0 (0) ◽  
Author(s):  
Hoang Van Nguyen
Keyword(s):  
Road Safety ◽  
Expert Knowledge ◽  
Multimodal Approach ◽  
Traditional Values ◽  
Multimodal Analysis ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Comprehensive Picture ◽  
Media And Communication

AbstractThe discourses of risk serve to organise the ways in which we understand and respond to potential harms and threats, which have become a major concern in our daily life. However, the discourses of risk have not been extensively investigated using linguistic text-based methods on the multimodal level, nor deeply examined beyond Western contexts. Grounded in the literature of risk and multimodal discourse, the aim of the study is to demonstrate Multimodal Discourse Analysis from a Systemic Functional Linguistics perspective as a potential methodology to investigate how risk discourses are constructed in and through semiotic resources in a non-Western setting. Through a case study of child helmet awareness advertisements in Vietnam, the multimodal analysis reveals a comprehensive picture of risk discourses constructed across various semiotic modes. In this analysis, the discourses of risk are constructed through a negotiation of expert knowledge and traditional values to encourage the audience to take actions and provide helmets for their children. Findings of the study demonstrate the use of Systemic Functional multimodal approach to media and communication to provide evidence for risk discourses in the Vietnamese setting, which are at odds with the current literature and can potentially be extended to other contexts.

Die Macht der Bilder und Bilder der Macht: die sprachliche Konstruktion von Nationalismus und Konservatismus in der strategischen politischen Kommunikation von Vox España

2020 ◽  
Vol 136 (2) ◽  
pp. 538-566
Author(s):  
Sandra Issel-Dombert
Keyword(s):  
Language Use ◽  
Point Of View ◽  
Right Wing ◽  
Multimodal Discourse ◽  
The Social ◽  
Core Elements ◽  
The Media ◽  
Right Wing Populism ◽  
The One ◽  
The Relationship

AbstractFrom a theoretical and empirical linguistic point of view, this paper emphasizes the importance of the relationship between populism and the media. The aim of this article is to explore the language use of the Spanish right wing populism party Vox on the basis of its multimodal postings on the social network Instagram. For the analysis of their Instagram account, a suitable multimodal discourse analysis (MDA) provides a variety of methods and allows a theoretical integration into constructivism. A hashtag-analysis reveals that Vox’s ideology consists of a nativist and ethnocentric nationalism on the one hand and conservatism on the other. With a topos analysis, the linguistic realisations of these core elements are illustrated with two case studies.

scholarly journals A chronotopic approach to identity performance in musical numbers: a choreo-musical case study of ‘Rewrite the Stars’ and ‘This Is Me’

2021 ◽  
pp. 147035722097406
Author(s):  
Nashwa Elyamany
Keyword(s):  
Film Music ◽  
Interdisciplinary Studies ◽  
Identity Performance ◽  
Music Culture ◽  
Popular Discourse ◽  
Multimodal Discourse ◽  
Eclectic Approach ◽  
The Social ◽  
Musical Discourse

Musical numbers, as viral modes of entertainment, influential forms of visual culture and catalysts of popular discourse are dense with multivariate aesthetic performers, and are interlaced to punctuate the melodramatic narrative texture in advancement of the plot and characterization in musical films. Performing identity through dancing bodies has been the subject of several film, music, culture, performance and communication research endeavours yet has rarely been explored from multimodal discourse analysis perspectives. To examine the ‘resilient identities’ underlying performances, the article adopts an eclectic approach informed by the Bakhtinian chronotope with regard to two numbers drawn from a recent American musical film in order to pinpoint: (a) the full repertoire of multimodal resources of narrative agency and identity performance; (b) the emotional experiences evoked by the musical numbers; and (c) the social practices that constitute, maintain and resist social realities and identities. The unconventional approach to the analysis of the musical numbers is what makes the current research project stand out among interdisciplinary studies of musical discourse.

scholarly journals Barriers for the inclusion of sexuality in nursing care for women with gynecological and breast cancer: perspective of professionals

2015 ◽  
Vol 23 (1) ◽  
pp. 82-89 ◽  
Author(s):  
Simone Mara de Araújo Ferreira ◽  
Thais de Oliveira Gozzo ◽  
Marislei Sanches Panobianco ◽  
Manoel Antônio dos Santos ◽  
Ana Maria de Almeida
Keyword(s):  
Breast Cancer ◽  
Nursing Care ◽  
Nursing Assistants ◽  
University Hospital ◽  
Biomedical Model ◽  
Institutional Dynamics ◽  
Individual Interviews ◽  
The Social ◽  
Care Practices ◽  
Two Sectors

AIM: qualitative study, which aimed to identify the barriers that influence nursing care practices related to the sexuality of women with gynecological and breast cancer.METHODS: the study was conducted with 16 professionals of the nursing area (nurses, nursing technicians and nursing assistants) from two sectors of a university hospital situated in the state of São Paulo, Brazil. The data was collected using semi-structured, in-depth individual interviews. All the interviews were recorded and the participants' responses were identified and categorized using Content Analysis.RESULTS: three major themes were identified. These are as follows: 1) barriers related to the biomedical model; 2) barriers related to institutional dynamics and 3) barriers related to the social interpretations of sexuality.CONCLUSIONS: the results of this study showed that the systematized inclusion of this issue in nursing care routines requires changes in the health paradigm and in the work dynamic, as well as reflection on the personal values and social interpretations related to the topic. A major challenge is to divest sexuality of the taboos and prejudices which accompany it, as well as to contribute to the nursing team being more aware of the difficulties faced by women with gynaecological and breast cancer.

scholarly journals Unique information offers as a means of modern communication strategy

2021 ◽  
Vol 2 (25) ◽  
pp. 31-40
Author(s):  
Kirill V. Aksenov ◽  
◽  
Diana A. Bagdasaryan ◽  
Keyword(s):  
Mass Media ◽  
Communication Strategy ◽  
External Resources ◽  
The Public ◽  
Unique Information ◽  
The Social ◽  
The Media ◽  
The Mass Media ◽  
Article Study ◽  
Wide Potential

The article is devoted to the issue of communication strategy in the mass media and PR-departments in organizations of various orientations. The authors draw attention to the existing practice of similar, repetitive messages that fill the information space. This complicates the perception of information by the public and makes this process boring and uninteresting. As one way of solving the problem, it is proposed to focus on unique information offers in communications. The authors believe that a wide potential audience is not aware of truly unique information offers of the mass media or PR departments of companies and organizations. A unique information offer is lost in the conditions of the growing tradition to consume news information from the social media feed, subscribing to a large number of public pages, unless these offers are made by popular and well-known companies. For instance, the authors of the article study unique information offers made by the media service of a football club in March-June 2020 in the context of the coronavirus crisis and the absence of matches. This is one of the most popular Russian clubs, well-known even to those Russians who are not football fans. Moreover, the authors also examine the unique information offers of a beauty company, with some of them not directly related to their products. As a result, theauthors suggest that it is worth advertising not only products on external resources, but also unique information offers directly.

Collaborative Finance and Its Hurdles to Overcome

2020 ◽  
pp. 239-262
Author(s):  
Elisabet Ruiz-Dotras ◽  
Krystyna Mitręga-Niestrój
Keyword(s):  
Social Network ◽  
Social Interaction ◽  
Financial Literacy ◽  
Financial Services ◽  
Peer To Peer ◽  
Online Networks ◽  
The Social ◽  
Finance Development ◽  
Personal Trust ◽  
Financial Issues

Using survey data from an online Spanish university, real and perceived financial literacy levels, social interactions and personal trust with the social network are measured as key elements for collaborative finance development. This is the first study regarding the factors that may affect the use of collaborative finance. Results show levels of financial literacy are quiet low as in prior studies and individuals consider that the bank manager, friends, and parents can manage financial issues better than them, with the last two peers being those who most trust to discuss financial issues. The findings also provide information about how little individuals trust online networks when it comes to financial matters. Besides, respondents interact moderately with their social network missing the benefits of peer-to-peer learning. Overall, lack of financial literacy, low social interaction, and personal trust may be affecting the short use of collaborative financial services.

Sign in / Sign up

Export Citation Format

Share Document