Hero or anti-hero?: Narratives of newswork and journalistic identity construction in complex digital megastories

Exploring constructions of journalistic identity in a digital age has been a lively area of scholarship as the field of digital journalism studies has grown (Franklin 2013, 2014; Steensen and Ahva 2015). Yet despite many approaches to understanding digital change, key avenues for understanding changing constructions of identity remain underexplored. This paper addresses a conceptual void in research literature by employing semiotic and semantic approaches to analyse performances of journalistic identity in narratives of newswork facilitated by and focused on digital megaleaks. It seeks to aid understanding of the way narratives describe changing practices of newsgathering, and how journalists position themselves within these hybrid traditional/digital stories. Findings show news narratives reinforce the primacy of journalists within traditional boundaries of a journalistic field, and articulate a preferred imagination of journalistic identity. Methodologically, this paper shows how semantic and semiotic approaches lend themselves to studying narratives of newswork within journalistic metadiscourses to understand journalistic identity at the nexus of traditional and digital dynamics. The resultant portrait of journalistic identity channels a sociohistoric, romantic notion of the journalist as “the shadowy figure always to be found on the edges of the century’s great events” (Inglis 2002, xi), updated to accommodate modern, digital dynamics

Rhetorical Transformations in Multimodal Advertising Texts: From General to Local Degree Zero

The use of rhetoric in advertising research has been steadily gaining momentum since the 1980’s. Coupled with an increased interest in multimodality and the multiple interactions among verbal, pictorial and auditory registers, as structural components of an ad filmic text, the hermeneutic tools furnished by traditional rhetoric have been expanded and elaborated. This paper addresses the fundamental question of how ad filmic texts assume signification from a multimodal rhetorical point of view, by engaging in a fruitful dialogue with various research streams within the wider semiotic discipline and consumer research. By critically addressing the context of analysis of a multimodal ad text in the course of the argumentation deployed by different approaches, such as Social Semiotics (Kress/Leeuwen 2001), Film Semiotics (i.e. Metz 1982, Carroll 1980, Branigan 1982), Visual Semiotics (i.e. Sonesson 2008; 2010, Eco 1972;1976;1986, Groupe " 1992), Consumer Research (i.e. Mick/McQuarrie 1999; 2004, Philips 2003, Scott 1994), the relative merits of a structuralist approach that prioritizes the distinction between local and general degree zero, as put forward by Groupe " (1992), are highlighted. Furthermore, the modes whereby rhetorical transformations are enacted are outlined, with view to deepening the conceptual tackling of degree zero of signification, while addressing its applicability to branding discourse and multimodal ad texts

Heroes, villains and ‘honourable merchants’: Narrative change in the German media discourse on corporate governance

Drawing on data from recent media discourse about corporate governance in Germany, this article primarily seeks to explore the changing nature of narratives in the mass media about both organizations and their managers. Based on Greimas’ narrative approach and his adaptation of Propp’s morphology of the folktale, the article reconstructs two different narratives of corporate governance and the transformation process between them. To improve our understanding of narrative change, we extend the Greimasian approach in two respects. First, we highlight the two-way relationship between narrative change and the wider economic context. Second, we point to structural conditions of the narrative(s) in relation to narrative change and identify typical semantic figures as indicators of change