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Doing critical multimodal analysis to answer concrete research questions: the case of food packaging

Seminarium

David Machin, professor vid Örebro universitet och Per Ledin, professor vid Södertörns högskola, båda med inriktning mot diskursanalytisk forskning, kommer utifrån sin nya bok Doing Visual Analysis att tala om hur kritisk multimodal analys kan utformas för att besvara olika slags forskningsfrågor. Det konkreta exemplet kommer att bli livsmedelsförpackningar: Doing critical multimodal analysis to answer concrete research questions: the case of food packaging.

Abstract:
Multimodality has developed into a field in its own right, dividing into a number of sub fields. However, it could be argued that much of the work produced in these subfields is less useful for carrying out problem driven research. This relates, to some extent, to the theories on which they are based, which are designed in the first place to model grammar based on the clause as it is found in spoken conversation. Using the case study of food packaging - which are 3D material objects - we look at some of the problems that can arise if we use this kind of grammar driven multimodality - if our aim is to ask and investigate how these objects communicate ideologies. These problems relate to weaknesses in the way that both texts and context are theorized. The models and principles simply cannot deal with the material nature of objects which we encounter embedded in culture and social life. We present what we call material based model, looking at what kinds of ideas and tools are needed for multimodality to be able to answer research questions.

Föreläsare: David Machin, professor vid Örebro universitet och Per Ledin, professor vid Södertörns högskola

Datum: 2018-01-22

Tid: 13:15 - 15:00

Kategorier: Humaniora, Språk

Arrangör: Institutionen för svenska språket

Plats: Lennart Torstenssonsgatan 6-8
L308

Kontaktperson: Per Holmberg

Sidansvarig: |Sidan uppdaterades: 2011-09-14
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