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Hillary Rodham Clinton’s Political Advertisement
‘Invisibles’:An Ideological Multimodal Discourse
Analysis (MDA)
Sigit Ricahyono ID # 06745005
RHETORIC
PRAGMATICS DISCOURSE STYLISTICS
LINGUISTICS LITERARY CRITICISM
NON LITERARY TEXTS / SPEECHES
LITERARY - TEXT
DRAMA POETRY NOVEL
MASS MEDIA POLITICS
2
Ideological Discourse Analysis
a study of how exactly ideologies are either
developed by or through discourse
structures of discourse: Co-text /
Lexico-grammar (MICROSTRUCTURE)
structures of society: Context
(MACROSTRUCTURE)
Structures of discourse (MICROSTRUCTURE)
Lexicalization, Sentence Meaning, Local sentence coherence
Local Coherence
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structures of society (MACROSTRUCTURE)
Political System (TOP LEVEL)
Political Group/Institution (INTERMEDIATE LEVEL)
Individual Political actor (BASE LEVEL)
Primarily studies: the way
social power abuse, dominance, and inequality
are enacted, reproduced, and resisted by text and talk
in the social and Political
contexts
Critical Discourse Analysis
(CDA)
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Multimodal Discourse Analysis
(MDA)
integration of spoken/written language
and static/dynamic visual imagery and
video clips
MDA’S SIGNIFICANCE
1. static visual images (photographs, drawings and diagrams) and video texts remain elusive with regards to management, coding and searching for information
2. the movie clips and video-blogs in video-sharing websites become the standard forum for exchanging information (www.youtube.com).
3. the phenomenon requires theoretical concepts and approaches which clearly extend beyond those developed for verbal-text-based data
5
Hillary Rodham Clinton’s
Political Advertisement
‘Invisibles’
a file that can be used to provide an animated picture, usually of a small size, within a document in a word processor or a presentation graphic program (Collins Dictionary of Computer and IT, 2003: 404)
Appraisal
system of interpersonal meanings
used ‘for negotiating social relationships
by telling listeners or readers the feeling about things and people
to foreground the interactive nature of discourse whether spoken
or written as negotiation
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Basic options for appraisal
Attitude Affect Envied, torn to pieces
Judgment A bubbly vivacious man
Wild energy, sharply intelligent
Appreciation A top security structure
A beautiful relationship
Amplification Sharply intelligent
Wild energy
Source He was popular with all the ‘Boer’ Afrikaners
And all my girlfriends envied me.
Basic options for appraisal
APPRAISAL
AMPLIFICATION …/ GRADUATION
SOURCE …./ ENGAGEMENT
Affect (feelings) ….
ATTITUDE
Judgment (character) ….
Appreciation (value) …
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Appraisal
Attitude
8
Options for affect
positive We were ecstatic.
We even celebrated.
negative I was torn to pieces.
I can’t explain the pain and bitterness in me
…
direct Emotional state Ecstatic
Wild consuming fear
Physical expression Withdrawn
Shake uncontorlably
implicit Extraordinary
behavior
Wander from window to window
Rolls this way, that side of the bed
metaphor Ice cold in a sweltering night
Eyes … dull like the dead
Affect classification and realization
in grammatical niches
Affect as ‘quality’
Describing
participants
A happy boy Epithet
Attributing to
participants
The boy was happy Attribute
Manner of process The boy played happily Circumstance
Affect as ‘process’ (also includes relations such as I’m pleased that …, It’s pleasing
that ….)
Affective sensing The present pleased the
boy
Process (effective)
Affective behaving The boy smiled Process (middle)
Affect as ‘comment’
Desiderative
comment
Happily, he had a long
map
Modal adjunct
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Affect and Appreciation ()
Overt vs. covert Affect:
that’s surprising
that’s surprising to me Appreciation:
I find that surprising Reaction
that is a surprise
that is a surprise to me
to my surprise, …
that surprises me Affect
I’m surprised
Examples of judgment of character
direct implied
personal admire Bubbly, vivacious, energetic,
intelligent, popular
He was working in a top security
structure.
criticize What’s wrong with him?
… I can’t handle the man
anymore!
I can’t explain the pain and
bitterness in me when I saw …
moral praise Their leaders have the guts to
stand by their vultures …
I envy and respect the people of
the struggle …
condemn Our leaders are too holly and
innocent. And faceless.
… ‘those at the top’ were again
targeting the next ‘permanent
removal from society’ …
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Examples of appreciation
positive
a beautiful relationship
a very serious issue
healing of breaches
redressing of imbalances
negative my unsuccessful marriage
a frivolous question
broken relationships
the community he or she has just injured
JUDGEMENT : 'a boring speaker'
AFFECT : 'he
bores me'
APPRECIATION : 'a boring speech'
institutionalisation of feeling with
respect to behaviour
institutionalisation of feeling with
respect to products and processes
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Option for Graduation
GRADUATION
FORCE
FOCUS
intensifiers
attitudinal lexis
metaphor
swearing
raise
sharpen
lower
soften
graduation: direct
direct grading examples
adverbials I could hardly walk.
It was so gross.
adjectivals the endless hall
the piercing scream
repetition I slowly slowly crept along the hall.
exclamations or
swearing
It was so gross!
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graduation: indirect
turn up volume core meaning turn down volume
more intense less intense
sprint, dash, hurtle, charge run lope, flit, jog
ear splitting, thunderous loud stifled, muffled
march, trudge walk creep, saunter, stroll
endless, interminable long
ooze, gush, pour flow dribble, trickle, drip
Force (gradables)
Focus (non-graded)
Graduation
Sharpen (scaled up)
Soften (scaled down)
a true friend
kind'v, sort'v, as good as
Implicit
Explicit
adore versus love versus like
slightly, somewhat, really etc
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Option for graduation
Force
Intensifier he still plays great
Attitudinal lexis the second part is
fantastic
metaphors ice cold in a sweltering
night
swearing dammed it, there
must be a clique
Focus Sharpen a true guitar legend
Soften a part-time blues
fan
Graduation: strength of
evaluation number: few, many
mass/presence: tiny, huge
extent
quality: slightly, very
process: like, love, adore
proximity: recent, ancient
distribution: narrow, wide
time
space
isolating
infusing
quantification
intensification
up-scale
down-scale
force
focus: a true X, an X of sorts
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ENGAGEMENT: entry conidtions and contextual environments
monogloss (assume homogeneity)
heterogloss (reference
heterogeneity)
interactional
The Premier is viewing
the papers
informational
terms of
negotiation
Perhaps the Premier is
viewing the documents
The Premier should
view the documents.
Perhaps the Premier
should view the
documents.
Engagement
affirm: naturally, of course
concede: admittedly, sure
deny: no, never
counter: yet, but
concur
pronounce: I contend, the fact is
endorse: X demonstrates/shows that…
attribute
entertain: perhaps, apparently, must
disclaim
proclaim
contract
expand
acknowledge: X argues/believes that…
distance: X claims that…
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Modality
High Modality Medium Modality Low Modality
Modal finites
(auxiliaries)
must, ought to, need,
has to, had to
will, would,
should, is to, was
to, supposed to
can may, could,
might
Modal
adjuncts
certainly, definitely,
always, never, surely,
absolutely, in fact
probably, usually,
generally, likely
possibly, perhaps,
maybe,
sometimes
Mental and
verbal
processes
I believe that
It is obvious
Everyone knows
Researchers agree
I think
In my opinion
It is likely
It isn’t likely
If .. then
I guess
Modal
qualities
certain, definite,
absolute, necessary,
obligatory
probable, usual possible
Modal
nominals
certainty, necessity,
requirement, obligation
probability possibility
Appraisal system: an overview monogloss
heterogloss
PROJECTION…
MODALITY…
CONCESSION…
ENGAGEMENT
ATTITUDE
GRADUATION
AFFECT …
JUDGEMENT …
APPRECIATION …
FORCE …
APPRAISAL
FOCUS …
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Camera Techniques:
Distance
Camera Techniques:
Angle
17
Camera Movement
SFL METAFUNCTIONS
1. Ideational: It is used to encode experience of
the world. It conveys a picture of reality.
2. Interpersonal: It is used to encode interaction,
and to show how defensible propositions are.
3. Textual: It is used to organize our
representational and interpersonal meanings
into a linear and coherent whole.
18
Systemic Functional Linguistics
Systemic functional
linguistics (Halliday
1994) identifies three
metafunctions of
language operating in
parallel. Three levels of
abstraction realise
these types of meaning.
ideational
textual
interpersonal graphology
grammar
and lexis
discourse semantics
Theme-Rheme
Theme Rheme
point of departure of
clause as message;
local context of clause
as piece of text.
Non-Theme – where the
presentation moves after
the point of departure;
what is presented in the
local context set up by
Theme.
initial position in the
clause
position following
initial position
19
the seven basic propaganda
devices
1) band wagon,
2) card stacking,
3) glittering generality,
4) name-calling,
5) plain folks,
6) testimonial, and
7) transfer.
Problem Statement
1.how does ideology of resistance enacted in HRCPAI manifest it self in the verbal and visual language used to align prospective voters? 2. how are propaganda devices employed in HRCPAI to align prospective voters?
20
Objectives
2. To uncover how propaganda devices are employed in HRCPAI to align
prospective voters?
1.To reveal how ideology of resistance enacted in HRCPAI manifests it self in the verbal and visual language used to align prospective voters?
Significance
1. People & Baby Democracy of Indonesia: to create a greater understanding of political communication to avoid apathy and ignorance on the people.
2. Critical education: to create learning potential of visually-based instruction which enhances multi-intelligence and diverse learning styles.
3. US democracy: to see if the history of Hillary’s presidential candidacy makes difference ever after
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Research Nature
Qualitative
Descriptive
Exploratory
Interpretative
Interpretative
The analysis is very much dependent on the researcher’s judgment
and interpretation with respect to natural objects under investigation.
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Exploratory
this research neither has any hypothesis
to prove nor is intended to generalize the results
Descriptive
attempts to describe linguistic phenomena in HRCPAI
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Qualitative
The data collected for analysis are verbal, if numerical are
Available, they are supplementary rather than primary
Data & Source of Data
Verbal
Visual
HRCPAI
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Data Collection
Purposive, non-participant
observation
documentation public
Semistructured Field note
Procedures of Data Analysis
locating HRCPAI virtual site by searching on
www.youtube.com
the site found in www.youtube.com is copied to
www.keepvid.com for downloading
converting the downloaded video clip by
making use of the software Total Video
Converter 3.11
purposefully observing the video clip to find out
the verbal and visual language
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Procedures of Data Analysis
reducing data by dropping the recurring patterns
initial coding to classify the verbal and visual data
focused coding for further classification on the basis of strategies and devices used in HRCPAI
verifying the data
presenting the data
discussing the data
conclusion drawing
Data Analysis
The propaganda devices are analyzed by
employing the seven basic propaganda
devices of IPA
In the micro-level, it is used the appraisal
of Martin and Rose for the verbal data
the language of images of Leuween for the
visual data
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Data Analysis
MACROANALYSIS
– Martin and Rose’s engagement
CODE
[VBL-01]
DATA As I travel around America, I hear from so many people who feel like they're just
invisible to their government.
Affect as ‘quality’
Describing participants Epithet
Attributing to participants Attribute
Manner of process Circumstance
Affect as ‘process’ (also includes relations such as I’m pleased that …, It’s pleasing that ….)
Affective sensing Process (effective)
Affective behaving Process (middle)
Affect as ‘comment’
Desiderative comment Modal adjunct
Data interpretation for affect
27
Data interpretation for appreciation
CODE
DATA REACTION COMPOSITION VALUA
TION IMPACT QUALITY BALANCE COMPLEX
ITY
[VBL-01] As I travel
around
America, I hear
from so many
people who
feel like they're
just invisible to
their
government.
Data interpretation for judgment
CODE [VBL-01]
DATA As I travel around America, I hear from so many people who feel like they're just invisible to
their government.
Category Lexical Realisations (examples)
Social Esteem positive [admire] negative [criticise]
normality (custom)
'is the person's behaviour unusual,
special,
customary?'
standard, everyday, average...;
lucky, charmed...; fashionable, avant garde...
eccentric, odd, maverick...; unlucky, unfortunate...;
dated, unfashionable...
capacity
'is the person competent, capable?'
skilled, clever, insightful...; athletic, strong,
powerful...; sane together... stupid, slow, simple-minded... ;clumsy, weak,
uncoordinated...; insane, neurotic
tenacity (resolve)
'is the person dependable, well
disposed?'
plucky, brave, heroic...; reliable,
dependable...; indefatigable, resolute,
persevering militant
cowardly, rash, despondent...;
unreliable, undependable...; distracted, lazy,
unfocused... militant
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Data interpretation for judgment
Social Sanction positive [praise] negative [condemn]
veracity (truth)
'is the person honest?' honest, truthful, credible...;
authentic, genuine...;
frank, direct...;
deceitful, dishonest...;
bogus, fake...;
deceptive,
obfuscatory...
propriety (ethics)
'is the person ethical,
beyond reproach?'
good, moral, virtuous...; law
abiding, fair, just...;
caring, sensitive,
considerate...
bad, immoral,
lascivious...; corrupt,
unjust, unfair...; cruel,
mean, brutal,
oppressive...
Data interpretation for engagement
CODE
DATA DIALOGIC CONTRACTION DIALOGIC EXPANSION
DISCLAIM PROCLAIM ENTERTAIN ATTRIBUTE
[VBL-01] As I travel
around
America, I
hear from
so many
people who
feel like
they're just
invisible to
their
government
.
29
Data interpretation for graduation
CODE
[VBL-01]
DATA As I travel around America, I hear from so many
people who feel like they're just invisible to their
government.
Force Intensifier
Attitudinal lexis
metaphors
swearing
Focus Sharpen
Soften
Data interpretation for textuality of
verbal language CODE [VSL-01]
DATA
TEXTUAL
ANALYSIS
CAMERA
MOVING
SALIENCE FRAMING
GIVEN/THEME
NEW/RHEME
30
I look forward to Getting your questions,
Suggestions, comment, and criticisms.
Thank you.