Please use this identifier to cite or link to this item: doi:10.22028/D291-26715
Title: Multimodal genre and cross-linguistic comparison : pack messages
Author(s): Thomas, Martin
Year of Publication: 2008
OPUS Source: The 19th European Systemic Functional Linguistics Conference and Workshop
SWD key words: Linguistik
Free key words: genre
DDC notations: 400 Language, linguistics
Publikation type: Conference Paper
Abstract: This paper shows that the multimodal messages on fast moving consumer goods packaging constitute a genre of text. More specifically, they may be seen as a form of colony discourse (Hoey 2001). It is shown that the contribution that multimodal resources make across whole texts and the social nature of genre recognition and instantiation make genre a useful way to approach the cross-linguistic comparison of pack messages. The paper presents a critical discussion of influential linguistic accounts of genre and shows that these might be usefully extended in order to accommodate multimodal texts by incorporating insights from typographic research. The paper ends by presenting a new synthesis of these various approaches to genre which will provide the framework for ongoing empirical analysis.
Link to this record: urn:nbn:de:bsz:291-scidok-16998
Date of registration: 8-Sep-2008
Faculty: P - Philosophische Fakultät
Department: P - Sprachwissenschaft und Sprachtechnologie
Former Department: bis SS 2016: Fachrichtung 4.7 - Allgemeine Linguistik
Collections:SciDok - Der Wissenschaftsserver der Universität des Saarlandes
Proceedings of the 19th European Systemic Functional Linguistics Conference and Workshop

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