多模态话语分析Multimodal_Discourse_Analysis__Systemic_Functional_Perspectives__Open_Linguistics.doc

多模态话语分析Multimodal_Discourse_Analysis_Systemic_Functional_Perspectives_Open_Linguistics_ Multirnodal Discourse AnalysisSystemic-Functional PerspectivesOpen Linguistics SeriesSeries EditorRobin Fawcett, Cardiff UniversityThe series is open in two related ways. First, it is not confined to works associated withany one school of linguistics. For almost two decades the series has played a significantrole in establishing and maintaining the present climate of openness in linguistics, andwe intend to maintain this tradition. However, we particularly welcome works whichexplore the nature and use of language through modelling its potential for use in socialcontexts, or through a cognitive model of language - or indeed a combination of the two.The series is also open in the sense that it welcomes works that open out corelinguistics in various ways: to give a central place to the description of natural texts and theuse of corpora; to encompass discourse above the sentence; to relate language to othersemiotic systems; to apply linguistics in fields such as education, language pathology andlaw; and to explore the areas that lie between linguistics and its neighbouring disciplinessuch as semiotics, psychology, sociology, philosophy, and cultural and literary studies.Continuum also publishes a series that offers a forum for primarily functionaldescriptions of languages or parts of languages ? Functional Descriptions of Language.Relations between linguistics and computing are covered in the Communication in ArtificialIntelligence series, two series, Advances in Applied Linguistics and Communication in Public Life,publish books in applied linguistics and the series Modern Pragmatics in Theory and Practicepublishes both social and cognitive perspectives on the making of meaning in languageuse. We also publish a range of introductory textbooks on topics in linguistics, semioticsand deaf studies.Recent titles in this seriesClassroom Discourse Analysis: A Functional Perspective, Frances ChristieConstruing Experience through Meaning: A Language-based Approach to Cognition,M. A. K. Halliday and Christian M. I. M. MatthiessenCulturally Speaking: Managing Rapport through Talk across Cultures, Helen Spencer-Oatey ed.Educating Eve: The Language Instinct Debate, Geoffrey SampsonEmpirical Linguistics, Geoffrey SampsonGenre and Institutions: Social Processes in the Workplace and School, Frances Christie andJ. R. Martin edsThe Intonation Systems of English, Paul TenchLanguage Policy in Britain and France: The Processes of Policy, Dennis AgerLanguage Relations across Bering Strait: Reappraising the Archaeological and Linguistic Evidence,Michael FortescueLearning through Language in Early Childhood, Clare PainterPedagogy and the Shaping of Consciousness: Linguistic and Social Processes, Frances Christie ed.Register Analysis: Theory and Practice, Mohsen Ghadessy ed.Relations and Functions within and around Language, Peter H. Fries, Michael Cummings,David Lockwood and William Spruiell edsResearching Language in Schools and Communities: Functional Linguistic Perspectives,Len Unsworth ed.Summary Justice: Judges Address Juries, Paul RobertshawSyntactic Analysis and Description: A Constructional Approach, David G. LockwoodThematic Developments in English Texts, Mohsen Ghadessy ed.Ways of Saying: Ways of Meaning. Selected Papers of Ruqaiya Hasan. Carmen Cloran, DavidButt and Geoffrey Williams edsWords, Meaning and Vocabulary: An Introduction to Modern English Lexicology, Howard Jacksonand Etienne Z AmvelaWorking with Discourse: Meaning beyond the Clause, J. R. Martin and David RoseMultimodal Discourse AnalysisSystemic-Functional PerspectivesEdited by Kay L. OHallorancontinuumLONDO N NE W YORKContinuumThe Tower Building 15 East 26th Street11 York Road New YorkLondon SE1 7NX NY 10010Kay L. OHalloran 2004All rights reserved. No part of this publication may be reproduced or transmittedin any form or by any means, electronic or mechanical, including photocopying,recording, or any information storage or retrieval system, without prior permissionin writing from the publishers.British Library Cataloguing-in-Publication DataA catalogue record for this book is available from the British Library.ISBN: 0-8264-7256-7Library of Congress Cataloguing-in-Publication DataA catalogue record for this book is available from the Library of Congress.Typeset by RefineCatch Limited, Bungay, SuffolkPrinted and bound in Great Britain by MPG Books Ltd, Bodmin, CornwallContentsIntroduction 1Kay L. OHallomnPart IThree-dimensional material objects in space1 Opera Ludentes: the Sydney Opera House at work and play 11Michael OToole2 Making history in From Colony to Nation: a multimodal analysisof a museum exhibition in Singapore 28Alfred Pang Kah Meng3 A semiotic study of Singapores Orchard Road and MarriottHotel 55Safeyaton AliasPart IIElectronic media and film4 Phase and transition, type and instance: patterns in media textsas seen through a multimodal concordancer 83Anthony P. Baldry5 Visual semiosis in film 109Kay L. OHalloran6 Multisemiotic mediation in hypertext 131Arthur Kok Kum ChiewPart IIIPrint media7 The construal of Ideational meaning in print advertisements 163Cheong Tin Yuenvi CONTENTS8 Multimodality in a biology textbook 196Libo Guo9 Developing an integrative multi-semiotic model 220Victor Lim FeiIndex 247This book is dedicated to my mother, Janet OHalloranThis page intentionally left blank IntroductionKay L. OHalloranMulti-modal Discourse Analysis is a collection of research papers in the field ofmultimodality. These papers are concerned with developing the theory andpractice of the analysis of discourse and sites which make use of multiplesemiotic resources; for example, language, visual images, space and archi-tecture. New social semiotic frameworks are presented for the analysis of arange of discourse genres in print media, dynamic and static electronicmedia and three-dimensional objects in space. The theoretical approachinforming these research efforts is Michael Hallidays 1994 systemic-functional theory of language which is extended to other semiotic resources.These frameworks, many of which are inspired by Michael OTooles 1994approach in The Language of Displayed Art, are also used to investigate mean-ing arising from the integrated use of semiotic resources.The research presented here represents the early stages in a shift of focusin linguistic enquiry where language use is no longer theorized as an isolatedphenomenon see, for example, Baldry, 2000; Kress, 2003; Kress and vanLeeuwen, 1996, 2001; ledema, 2003; Ventola et al., forthcoming. Theanalysis and interpretation of language use is contextualized in conjunctionwith other semiotic resources which are simultaneously used for the con-struction of meaning. For example, in addition to linguistic choices and theirtypographical instantiation on the printed page,1 multimodal analysis takesinto account the functions and meaning of the visual images, together withthe meaning arising from the integrated use of the two semiotic resources.To date, the majority of research endeavours in linguistics have tended toconcentrate solely on language while ignoring, or at least downplaying, thecontributions of other meaning-making resources. This has resulted inrather an impoverished view of functions and meaning of discourse.Language studies are thus undergoing a major shift to account fully formeaning-making practices as evidenced by recent research in multimodalityfor example, Baldry, 2000; Callaghan and McDonald, 2002; ledema, 2001;Jewitt, 2002; Martin, forthcoming; Kress, 2000, 2003; Kress et al., 2001:Kress and van Leeuwen, 1996, 2001; Lemke, 1998, 2002, 2003; OHalloran,1999a, 2000, 2003a, 2003b; Royce, 2002; Thibault, 2000; Unsworth, 2001;Ventola et al., forthcoming; Zammit and Callow, 1998.Multimodal Discourse Analysis contains an invited paper by Michael2 INTRODUCTIONOToole, a founding scholar in the extension of systemic-functional theoryto semiotic resources other than language. The collection also features aninvited contribution from Anthony Baldry, a forerunner in the use of inform-ation technology for the development of multimodal theory and practice.The remaining seven research papers have been completed by KayOHalloran and her postgraduate students in the Semiotics Research GroupSRG in the Department of English Language and Literature at theNational University of Singapore. The SRG has been actively involved inresearch in systemic-functional approaches to multimodality over theperiod 1999-2003.The papers are organized into sections according to the medium of thediscourse: Part I which is concerned with three-dimensional material objectsin space, Part II which deals with electronic media and film and Part IIIwhich contains investigations into print media. The theoretical advancespresented in this volume are illustrated through the analysis of a range ofmultimodal discourses and sites, some of which are Singaporean. Thesecontributions represent a critical yet sensitive interpretation of everydaydiscourses in Singapore. Thus, like all discourse, they are grounded in localknowledge, but due to the universality of the semiotic model being used,they are applicable to similar texts in any culture. A brief synopsis of eachpaper in this collection is given below.In Michael OTooles opening paper in Part I, Opera Ludentes: theSydney Opera House at work and play, a systemic-functional analysis ofarchitecture OToole, 1990, 1994 is used to consider in turn the Experien-tial, Interpersonal and Textual functions ofJ0rn Utzons 1957-73 SydneyOpera House and its parts, both internally and in relation to its physical andsocial context. In this paper, the usual definition of functionalism in archi-tecture is significantly extended. Like language, the building embodies anExperiential function: its practical purposes, the lexical content of its com-ponents theatre, stage, seats, lights, and so forth and the relations of whodoes what to whom, and when and where. It also embodies a stance vis-a-vis the viewer and user its facade, height, transparency, resemblance toother buildings or objects which also reflects the power relations betweengroups of users. That is, it embodies an Interpersonal function like lan-guage. The Sydney Opera House also embodies a Textual function: its partsconnect with each other and combine to make a coherent text, and itrelates meaningfully to its surrounding context of streets, quays, harbour,nearby buildings and cityscape, and by meaningful here we include delib-erate dramatic contrast as well as harmonious blending in. In the analysis,certain features are discovered to be multifunctional, marking hot spots ofmeaning in the total building complex. In terms of all three functions, theOpera House emerges as a playful building: Opera Ludentes. Utzons build-ing started its life as a focus of architectural and political controversy andmost discourses about the building are still preoccupied with the politics ofits conception, competition, controversies and completion by different archi-tects. A semiotic rereading of the building can relate its structure and designINTRODUCTION 3to the social semiotic of both Sydney in the 1960s and to the internationalcommunity of its users today.The museum is located as the next site for semiotic study in Alfred PangsMaking history in From Colony to Nation: a multimodal analysis of a museumexhibition in Singapore. Pang discusses how systemic-functional theory isproductive in fashioning an interpretative framework that facilitates a multi-modal analysis of a museum exhibition. The usefulness of this frameworkis exemplified in the critical analyses of particular displays in From Colony toNation, an exhibition at the Singapore History Museum SHM that displaysSingapores political constitutional history. From this analysis, Pang explainshow the museum as a discursive site powerfully constitutes and maintainsparticular social structures through the primary composite medium of anexhibition. Of interest is the relationship between the museum, nation andhistory and how the multimodal representation of history in From Colony toNation ideologically positions the visitor to a particular style of imagining anation Anderson, 1991.Safeyaton Alias investigates the semiotic makeup of the city in A semioticstudy of Singapores Orchard Road and Marriott Hotel. Like a written text,the city stores information and presents particular transformations andembeddings of a cultures knowledge of itself and of the world Preziosi,1984: 50-51. In this paper, a rank-scale framework for the functions andsystems in the three-dimensional multi-semiotic city is proposed. The focus inthis paper, however, is the analysis of the built forms of Orchard Road andthe Marriott Hotel. Safeyaton discusses how these built forms transmit mes-sages which are articulated through choices in a range of metafunctionallybased systems. This paper discusses the intertextuality and the discourses thatconstruct Singapore as a city that survives on consumerism and capitalism.In Part II on electronic media and film, Anthony Baldrys opening paper,Phase and transition, type and instance: patterns in media texts as seenthrough a multimodal concordancer, explores the use of computer tech-nology for capturing the slippery eel-like to quote Baldry dynamics ofsemiosis. Baldry demonstrates that the online multimodal concordancer, theMultimodal Corpus Authoring MCA system, provides new possibilities forthe analysis and comparison of film and videotexts. This type of concord-ancing transcends in vitro approaches by preserving the dynamic text, insofaras this is ever possible, in its original form. The relational properties of themultimodal concordancer also allow a researcher to embark on a quest forpatterns and types. Taking the crucial semiotic units of phase and transitionas its starting point, Baldry shows that, when examining the semiotic andstructural units that make up a video, a multimodal concordancer far out-strips multimodal transcription in the quest for typical patterns.Kay OHalloran further explores the use of computer technology forthe semiotic analysis of dynamic images in Visual semiosis in film. A sys-temic-functional model which incorporates the visual imagery and thesoundtrack for the analysis of film is introduced. Inspired by OTooles1999 representation of systemic choices in paintings in the interactive4 INTRODUCTIONCD-ROM Engaging with Art., OHalloran uses video-editing software AdobePremiere 6.0 to discuss the analysis of the temporal unfolding of semioticchoices in the visual images for two short extracts from Roman Polanskis1974 film Chinatown. While film narrative involves staged and directedbehaviour to achieve particular effects, the analysis of film is at least a firststep to understanding semiosis in everyday life. The analysis demonstratesthe difficulty of capturing and interpreting the complexity of dynamicsemiotic activity.Attention turns to hypertext in Arthur Koks Multisemiotic mediation inhypertext. In this paper, Kok explores how hypertext represents reality andengages the user, and how instantiations of different semiotic resources arearranged and co-deployed for this purpose. This paper formulates a workingdefinition and a theoretical model of hypertext which contains differentorders of abstraction. As with many papers in this collection, the semioticanalysis is employed through extending previously developed systemic-functional frameworks Halliday, 1994; Kress and van Leeuwen, 1996;OToole, 1994. Via an examination of the semiotic choices made inSingapores Ministry of Education MOE homepage, this analysis seeks tounderstand how the objectives of an institution become translated, trans-mitted and received through the hypertext medium. In the process, anaccount of the highly elusive process of intersemiosis, the interaction ofmeanings across different