Word-Picture Conjunction: A Multimodal Discourse Analysis of Cellular Network Companies Slogans in Pakistan

Journal of Research (Urdu)

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Title Word-Picture Conjunction: A Multimodal Discourse Analysis of Cellular Network Companies Slogans in Pakistan
Creator Dr. Akbar Sajid
Hafsa Qadir Buzdar
Zaneb Shoukat
Subject Visual and Verbal Practices, New Media, Semiotic Discourse, Slogans, Implicatures, Multimodality

Word -picture conjunction is an effective mode of communication. Words cannot be understood without pictures and vice versa. The present study investigates how linguistic and meta-linguistic features of cellular network companies are employed to propagate desired ideology to the target audience to win their consent through discursive moves.  The data for the present research has been collected from Mobilink Jazz's slogans. The time span for data collection ranges from year 2015-16. The methodological perspectives used in the present research include Fairclough (1993) model of Critical Discourse Analysis, Barthes' (1974) model of Semiological Discourse Analysis and Kruger's (2000) model of Focus Group Discussion analysis. The data used in the study comprises three modes (linguistic, visual and views of focus group participants). This justifies the use of tri-angular research method employed in the study. The research contends that role of new media has increased communication among the people the world over. Additionally, it finds that new media is one of the best sites for ideological investment because significance of visual and verbal practices has increased many folds.

Publisher Bahauddin Zakariya University, Multan (Pakistan)
Date 2021-06-30
Type info:eu-repo/semantics/article
Peer-reviewed Article
Format application/pdf
Identifier http://jorurdu.bzu.edu.pk/website/journal/article/60eae0de6d44e/page
Source Journal of Research (Urdu); Vol. 37No. 1(2021); 137-150
Language eng
Rights Journal of Research (Urdu) uses Creative Commons license Authors, retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.

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