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Multimodal argumentation: Beyond the verbal/visual divide
University of Amsterdam, Amsterdam, Netherlands.ORCID iD: 0000-0002-0295-4559
2018 (English)In: Semiotica, ISSN 0037-1998, E-ISSN 1613-3692, Vol. 2018, no 220, p. 41-67Article in journal (Refereed) Published
Abstract [en]

What would the consequences be for the interpretation and analysis of arguments if we were to accept that communication, within which arguments are produced and interpreted, involves the intricate use of more than just the verbal mode? In this paper, I discuss the shortcomings of the conception of argument as a purely verbal phenomenon and of the mere juxtaposition of the visual argument to the verbal, as suggested in the discourses of the sceptics and the advocates and of "visual" argument, respectively. Instead I propose a multimodal perspective on the analysis of argumentative discourse, according to which there is no a priori division of labor between the verbal and the visual mode, and attention is paid both to the (verbal and visual) content and to the (verbal and visual) style. In this view, argument is neither verbal nor visual, since argument is not to be defined on the basis of the verbal, visual or other semiotic means by which it is realized in communication. As a case in point, I analyze an ad campaign for the promotion of the British newspaper The Guardian in the United States. © 2018 Walter de Gruyter GmbH, Berlin/Boston 2018.

Place, publisher, year, edition, pages
Walter de Gruyter, 2018. Vol. 2018, no 220, p. 41-67
Keywords [en]
Ad campaign, multimodal argumentation, Pragma-Dialectics, verbal argument, visual argument
National Category
Other Humanities not elsewhere specified Communication Studies
Research subject
Rhetoric
Identifiers
URN: urn:nbn:se:oru:diva-70090DOI: 10.1515/sem-2015-0144ISI: 000419370200003Scopus ID: 2-s2.0-85037720683OAI: oai:DiVA.org:oru-70090DiVA, id: diva2:1262248
Available from: 2018-11-09 Created: 2018-11-09 Last updated: 2018-11-14Bibliographically approved

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  • de-DE
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