This was my Masters thesis comprehensive exam presentation in 2009. Graduate Program of Universitas Negeri Surabaya - East Java - INDONESIA

1. 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
POLITICS MASS MEDIA
NOVEL DRAMA POETRY
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2. Ideological Discourse Analysis
structures
of discourse:
a study of Co-text /
how exactly Lexico-grammar
ideologies (MICROSTRUCTURE)
are either
developed by
or through structures of society:
Context
discourse (MACROSTRUCTURE)
Structures of discourse
(MICROSTRUCTURE)
Lexicalization, Sentence Meaning,
Local sentence coherence
Local Coherence
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3. structures of society
(MACROSTRUCTURE)
Political System
(TOP LEVEL)
Political Group/Institution
(INTERMEDIATE LEVEL)
Individual Political actor
(BASE LEVEL)
Critical Discourse Analysis
(CDA)
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
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4. 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
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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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6. 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
Affect (feelings) ….
ATTITUDE
Judgment (character) ….
Appreciation (value) …
APPRAISAL
AMPLIFICATION …/
GRADUATION
SOURCE …./
ENGAGEMENT
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7. Appraisal
Attitude
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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 Wander from window to window
behavior 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 A happy boy Epithet
participants
Attributing to The boy was happy Attribute
participants
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 Process (effective)
boy
Affective behaving The boy smiled Process (middle)
Affect as ‘comment’
Desiderative Happily, he had a long Modal adjunct
comment map
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9. 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, He was working in a top security
intelligent, popular structure.
criticize What’s wrong with him? I can’t explain the pain and
… I can’t handle the man bitterness in me when I saw …
anymore!
moral praise Their leaders have the guts to I envy and respect the people of
stand by their vultures … the struggle …
condemn Our leaders are too holly and … ‘those at the top’ were again
innocent. And faceless. targeting the next ‘permanent
removal from society’ …
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10. Examples of appreciation
a beautiful relationship
positive 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'
institutionalisation of feeling with
respect to behaviour
AFFECT : 'he
bores me'
APPRECIATION : 'a boring speech'
institutionalisation of feeling with
respect to products and processes
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11. Option for Graduation
intensifiers
attitudinal lexis
metaphor
FORCE swearing
raise
lower
GRADUATION
sharpen
FOCUS
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 It was so gross!
swearing
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12. 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
Implicit
adore versus love versus like
Force (gradables)
slightly, somewhat, really etc
Explicit
Graduation
Sharpen (scaled up)
a true friend
Focus (non-graded)
Soften (scaled down)
kind'v, sort'v, as good as
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13. Option for graduation
Intensifier he still plays great
Attitudinal lexis the second part is
Force 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 many
number: few,
mass/presence: tiny, huge
quantification proximity: recent, ancient
extent distribution: narrow, wide
time
space
force
quality: slightly, very
intensification
process: like, love, adore
isolating
infusing
focus: a true X, an X of sorts
up-scale
down-scale
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14. ENGAGEMENT: entry conidtions and contextual environments
m onoglos s (as s um e hom ogeneity)
The Premier is viewing
the papers
heteroglos s (reference
heterogeneity)
Perhaps the Premier is
viewing the documents
inform ational
The Premier should
view the documents.
term s of
negotiation Perhaps the Premier
should view the
documents.
interactional
Engagement
deny: no, never
disclaim
counter: yet, but
contract
pronounce: I contend, the fact is
proclaim endorse: X demonstrates/shows that…
affirm: naturally, of course
concur
concede: admittedly, sure
entertain: perhaps, apparently, must
expand
acknowledge: X argues/believes that…
attribute
distance: X claims that…
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15. Modality
High Modality Medium Modality Low Modality
Modal finites must, ought to, need, will, would, can may, could,
(auxiliaries) has to, had to should, is to, was might
to, supposed to
Modal certainly, definitely, probably, usually, possibly, perhaps,
adjuncts always, never, surely, generally, likely maybe,
absolutely, in fact sometimes
Mental and I believe that I think I guess
verbal It is obvious In my opinion
processes Everyone knows It is likely
Researchers agree It isn’t likely
If .. then
Modal certain, definite, probable, usual possible
qualities absolute, necessary,
obligatory
Modal certainty, necessity, probability possibility
nominals requirement, obligation
Appraisal system: an overview
monogloss
ENGAGEMENT PROJECTION…
heterogloss MODALITY…
CONCESSION…
AFFECT …
APPRAISAL ATTITUDE JUDGEMENT …
APPRECIATION …
FORCE …
GRADUATION
FOCUS …
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16. Camera Techniques:
Distance
Camera Techniques:
Angle
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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.
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18. Systemic Functional Linguistics
Systemic functional
linguistics (Halliday
1994) identifies three discourse semantics
textual
metafunctions of
language operating in grammar ideational
and lexis
parallel. Three levels of
abstraction realise
these types of meaning. graphology
interpersonal
Theme-Rheme
Theme Rheme
point of departure of Non-Theme – where the
clause as message; presentation moves after
local context of clause the point of departure;
as piece of text. what is presented in the
local context set up by
Theme.
initial position in the position following
clause initial position
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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?
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20. Objectives
1. To reveal how ideology of resistance
enacted in HRCPAI manifests it self
in the verbal and visual language
used to align prospective voters?
2. To uncover how propaganda devices
are employed in HRCPAI 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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21. Research Nature
Qualitative Exploratory
Descriptive 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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22. 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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23. Qualitative
The data collected for analysis
are verbal, if numerical are
Available, they are supplementary
rather than primary
Data & Source of Data
Verbal
HRCPAI
Visual
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24. Data Collection
Purposive,
Semistructured
non-participant
Field note
observation
documentation public
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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25. 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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26. Data Analysis
MACROANALYSIS
– Martin and Rose’s engagement
Data interpretation for affect
[VBL-01]
CODE
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
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27. Data interpretation for appreciation
DATA REACTION COMPOSITION VALUA
CODE IMPACT QUALITY BALANCE COMPLEX TION
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
[VBL-01]
CODE
As I travel around America, I hear from so many people who feel like they're just invisible to
DATA
their government.
Category Lexical Realisations (examples)
Social Esteem positive [admire] negative [criticise]
eccentric, odd, maverick...; unlucky, unfortunate...;
normality (custom)
dated, unfashionable...
'is the person's behaviour unusual, standard, everyday, average...;
special, lucky, charmed...; fashionable, avant garde...
customary?'
capacity skilled, clever, insightful...; athletic, strong,
'is the person competent, capable?' powerful...; sane together... stupid, slow, simple-minded... ;clumsy, weak,
uncoordinated...; insane, neurotic
tenacity (resolve) plucky, brave, heroic...; reliable,
'is the person dependable, well dependable...; indefatigable, resolute, cowardly, rash, despondent...;
disposed?' persevering militant unreliable, undependable...; distracted, lazy,
unfocused... militant
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28. Data interpretation for judgment
Social Sanction positive [praise] negative [condemn]
veracity (truth)
'is the person honest?' deceitful, dishonest...;
honest, truthful, credible...;
bogus, fake...;
authentic, genuine...;
deceptive,
frank, direct...;
obfuscatory...
propriety (ethics) good, moral, virtuous...; law
'is the person ethical, abiding, fair, just...; bad, immoral,
beyond reproach?' caring, sensitive, lascivious...; corrupt,
considerate... unjust, unfair...; cruel,
mean, brutal,
oppressive...
Data interpretation for engagement
DATA DIALOGIC CONTRACTION DIALOGIC EXPANSION
CODE 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
.
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29. Data interpretation for graduation
[VBL-01]
CODE
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 CAMERA SALIENCE FRAMING
ANALYSIS MOVING
GIVEN/THEME
NEW/RHEME
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30. I look forward
to Getting your questions,
Suggestions, comment,
and criticisms.
Thank you.
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