Just plain Wronga?: a multimodal critical analysis of online payday loan discourse

Payday loans constitute one of the most rapidly expanding and controversial forms of consumer lending today. Payday lending – the selling of high-interest, short-term credit – has thrived in the wake of the decline of the traditional high street banking system and the reluctance on the part of many mainstream credit services, following the 2007/8 Global Financial Crisis, to lend to low income earners. This study critically examines the website of the industry leader in the UK, Wonga, a payday lender which recently rebranded and relaunched itself (in 2015) after being embroiled in a series of financial scandals. Our analysis centres on the new Wonga website, the gateway to its financial services, and identifies three inter-related discursive strategies through which the lender, in the wake of its financial misconduct, seeks to present itself as a reputable financial service provider, namely by (1) constructing the empowered and responsible borrower, (2) de-stigmatising both its service provision and its prospective customers, the payday borrower, and (3) minimising the consequences and risks associated with payday borrowing. We argue that, collectively, these strategies constitute an artful response by Wonga to the changing legislative and socio-economic contexts in which it and other payday lenders are now required to operate, permitting it to continue marketing and selling its high-interest rate financial services

Think small. The construction of imagined tradition in German "Land"-magazines

This article is the first linguistic analysis of a new category of lifestyle magazines in the German speaking countries, based on methods of corpus linguistics and multimodal discourse analysis. Since the launch of the magazine LandLust in Germany in 2005, more than twenty publications of so called "land magazines" have appeared on the market, attracting millions of readers. Our research analyses land magazines as discursive events. We examine the specific combination of discourses land magazines are serving or creating by looking at the semiotic practices – writing and images – they manifest themselves by. Our results show that the magazine under scrutiny does not simply provide new forms of escapism but also positions itself politically in subtle ways as part of the traditional-conservative spectrum by reacting to metalinguistic discourses such as purism and feminist criticism

"Evil cats" and "jelly floods": young children’s collective constructions of digital art-making in the early years classroom

Digital technologies have the potential to offer new opportunities for children’s expressive arts practices. While adult expectations surround and shape children’s visual art-making on paper in the early years classroom, such expectations are not so established in relation to digital art-making. So how do children make sense of digital art-making when it is newly introduced into the classroom and adult input is minimal? Drawing on a social semiotic ethnographic perspective, this paper explores this question by examining instances of 4-5 year olds’ spoken dialogue around the computer during a week in which digital art-making was first introduced into the classroom. Analysis focused on interactions where children proposed, reinforced or challenged conceptions of digital art-making. These interactions demonstrated that children’s digital art-making was negotiated and constructed through particular processes. Three such processes are presented here: the use of collective motifs and metaphors; attributing ‘expert’ status; and polarizing conflicts. Understanding these processes offers a starting point for thinking about how a new activity like digital art-making can be integrated into the early years classroom and supported by practitioners

Assembling Texts in the Digital University

This article engages with new research into digital academic practices in the university and argues that although significant advances have been made in understanding new literacy and media practices, a tendency remains for research both to reify “the digital” and to neglect the material dimension of text-making. In response, this article proposes a model for understanding the mechanics through which both digital and nondigital academic texts are assembled. Drawing on social semiotics and the material philosophy of Gilles Deleuze, this model employs the concepts of interest, semiotics resources, and affordances in an effort to undo the dichotomies between “digital”/“nondigital and “social”/“material.” The article concludes by reflecting on how journals such as the International Journal of Learning and Media are redefining the “conditions of possibility” of academic texts

Critical discourse analysis: Overview

Critical discourse analysis (CDA) as a young discipline has a history of only about three decades.postprin

Meaning between, in, and around words, gestures and postures: multimodal meaning making in children's classroom communication

The view of language from a social semiotic perspective is clear. Language is one of many semiotic resources we employ in our communicative practices. That is to say that while language is at times dominant, it always operates within a multimodal frame and furthermore, at times modes other than language are dominant. The proposed 2014 National Curriculum for the UK, on the other hand, values pupils' face-to-face classroom interaction in terms of standard spoken English (i.e. in terms of the mode of language alone). This paper offers examples demonstrating how embodied modes such as gesture, posture, facial expression, gaze and haptics work in conjunction with speech in children's collaborative construction of knowledge. In other words, what may have been previously conceived as gaps and silences - often interpreted as an absence of language - are in fact instantiations of the work of semiotic modes other than language. In order to consider this closely, this paper offers evidence from a multimodal micro-analysis of pupil-to-pupil, face-to-face interaction in one science lesson in a Year Five UK Primary classroom. It demonstrates how children's meaning-making is achieved through apt use of all available semiotic resources

'We’re just gonna scribble it': The affective and social work of destruction in children’s art-making with different semiotic resources

In this paper I explore children’s destruction of their artwork as it occurs on paper or digitally via the interactive whiteboard (IWB). Social semiotics offers a theoretical lens for understanding children’s acts of destruction as meaningful and how different semiotic resources shape the meaning-making involved in destruction differently. To explore this further, I consider two episodes of art-making: firstly, an episode of child-parent art-making that ended in the five year old child scribbling over a drawing on paper with a black crayon, and secondly, an episode of a five year old child using touch to cover over the drawing she had made on the classroom IWB during free-flow activity time. A comparison between these two episodes is used to explore how digital and paper-based semiotic resources may impact differently on the experience of destruction and the affective and relational work that it can achieve

The many faces of diabetes: a critical multimodal analysis of diabetes pages on Facebook

Health communication published on Facebook has become a popular source of medical information and large organisations now utilise Facebook to disseminate multimodal representations of health and illness. Drawing on a sample of posts to two popular diabetes-related Facebook pages, this paper aims to examine the multimodal representation of people with diabetes and consider the implications of this emergent context of health communication. These posts draw upon visual and linguistic features of social intimacy to synthesise personal relationships with their audiences and to foster user involvement with their authoring organisations. The promissory vision of living well with diabetes that predominates on these pages is thus also designed to serve the agendas of organisations who are dependent on user participation to generate revenue. Keyword

Multimodal Imaginaries and the “Big Worm”: Materialities, Artefacts and Analogies in São Paulo’s Urban Renovation

Recent interest in the multimodal accomplishment of organization has focused on the material and symbolic aspects of materiality. We argue that current literature invokes diverse “multimodal imaginaries”, that is, ways of conceiving the relation between the material and the conceptual, and that the different imaginaries support a plurality of perspectives on materiality. Using the empirical case of a large urban renewal project in São Paulo, Brazil, we illustrate three different multimodal imaginaries – the concrete, the semiotic, and the mimetic – and indicate how each imaginary determines the way in which the site in question is discursively constructed. After outlining the different approaches, we discuss their theoretical implications, advantages, and constraints, setting an agenda for future studies of materiality in organizational and institutional contexts

Analog to Digital : Transitions in Theory and Practice in Archaeological Photography at Çatalhöyük

Archaeology and photography has a long, co-constructed history that has increasingly come under scrutiny as archaeologists negotiate the visual turn. Yet these investigations do not make use of existing qualitative and quantitative strategies developed by visual studies to understand representation in archaeological photographs. This article queries the large photographic archive created by ongoing work at the archaeological site of Çatalhöyük in Turkey to consider the visual impact of changing photographic technologies and of a shifting theoretical focus in archaeology. While using content analysis and semiotic analysis to gain a better understanding of the visual record, these analyses also unexpectedly reveal power dynamics and other social factors present during archaeological investigation. Consequently, becoming conversant in visual analyses can contribute to developing more reflexive modes of representation in archaeology