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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

DRAMA POETRY NOVEL

MASS MEDIA POLITICS

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Ideological Discourse Analysis

a study of how exactly ideologies are either

developed by or through discourse

structures of discourse: Co-text /

Lexico-grammar (MICROSTRUCTURE)

structures of society: Context

(MACROSTRUCTURE)

Structures of discourse (MICROSTRUCTURE)

Lexicalization, Sentence Meaning, Local sentence coherence

Local Coherence

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structures of society (MACROSTRUCTURE)

Political System (TOP LEVEL)

Political Group/Institution (INTERMEDIATE LEVEL)

Individual Political actor (BASE LEVEL)

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

Critical Discourse Analysis

(CDA)

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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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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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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

APPRAISAL

AMPLIFICATION …/ GRADUATION

SOURCE …./ ENGAGEMENT

Affect (feelings) ….

ATTITUDE

Judgment (character) ….

Appreciation (value) …

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Appraisal

Attitude

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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

behavior

Wander from window to window

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

participants

A happy boy Epithet

Attributing to

participants

The boy was happy Attribute

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

boy

Process (effective)

Affective behaving The boy smiled Process (middle)

Affect as ‘comment’

Desiderative

comment

Happily, he had a long

map

Modal adjunct

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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,

intelligent, popular

He was working in a top security

structure.

criticize What’s wrong with him?

… I can’t handle the man

anymore!

I can’t explain the pain and

bitterness in me when I saw …

moral praise Their leaders have the guts to

stand by their vultures …

I envy and respect the people of

the struggle …

condemn Our leaders are too holly and

innocent. And faceless.

… ‘those at the top’ were again

targeting the next ‘permanent

removal from society’ …

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Examples of appreciation

positive

a beautiful relationship

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'

AFFECT : 'he

bores me'

APPRECIATION : 'a boring speech'

institutionalisation of feeling with

respect to behaviour

institutionalisation of feeling with

respect to products and processes

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Option for Graduation

GRADUATION

FORCE

FOCUS

intensifiers

attitudinal lexis

metaphor

swearing

raise

sharpen

lower

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

swearing

It was so gross!

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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

Force (gradables)

Focus (non-graded)

Graduation

Sharpen (scaled up)

Soften (scaled down)

a true friend

kind'v, sort'v, as good as

Implicit

Explicit

adore versus love versus like

slightly, somewhat, really etc

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Option for graduation

Force

Intensifier he still plays great

Attitudinal lexis the second part is

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 number: few, many

mass/presence: tiny, huge

extent

quality: slightly, very

process: like, love, adore

proximity: recent, ancient

distribution: narrow, wide

time

space

isolating

infusing

quantification

intensification

up-scale

down-scale

force

focus: a true X, an X of sorts

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ENGAGEMENT: entry conidtions and contextual environments

monogloss (assume homogeneity)

heterogloss (reference

heterogeneity)

interactional

The Premier is viewing

the papers

informational

terms of

negotiation

Perhaps the Premier is

viewing the documents

The Premier should

view the documents.

Perhaps the Premier

should view the

documents.

Engagement

affirm: naturally, of course

concede: admittedly, sure

deny: no, never

counter: yet, but

concur

pronounce: I contend, the fact is

endorse: X demonstrates/shows that…

attribute

entertain: perhaps, apparently, must

disclaim

proclaim

contract

expand

acknowledge: X argues/believes that…

distance: X claims that…

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Modality

High Modality Medium Modality Low Modality

Modal finites

(auxiliaries)

must, ought to, need,

has to, had to

will, would,

should, is to, was

to, supposed to

can may, could,

might

Modal

adjuncts

certainly, definitely,

always, never, surely,

absolutely, in fact

probably, usually,

generally, likely

possibly, perhaps,

maybe,

sometimes

Mental and

verbal

processes

I believe that

It is obvious

Everyone knows

Researchers agree

I think

In my opinion

It is likely

It isn’t likely

If .. then

I guess

Modal

qualities

certain, definite,

absolute, necessary,

obligatory

probable, usual possible

Modal

nominals

certainty, necessity,

requirement, obligation

probability possibility

Appraisal system: an overview monogloss

heterogloss

PROJECTION…

MODALITY…

CONCESSION…

ENGAGEMENT

ATTITUDE

GRADUATION

AFFECT …

JUDGEMENT …

APPRECIATION …

FORCE …

APPRAISAL

FOCUS …

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Camera Techniques:

Distance

Camera Techniques:

Angle

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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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Systemic Functional Linguistics

Systemic functional

linguistics (Halliday

1994) identifies three

metafunctions of

language operating in

parallel. Three levels of

abstraction realise

these types of meaning.

ideational

textual

interpersonal graphology

grammar

and lexis

discourse semantics

Theme-Rheme

Theme Rheme

point of departure of

clause as message;

local context of clause

as piece of text.

Non-Theme – where the

presentation moves after

the point of departure;

what is presented in the

local context set up by

Theme.

initial position in the

clause

position following

initial position

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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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Objectives

2. To uncover how propaganda devices are employed in HRCPAI to align

prospective voters?

1.To reveal how ideology of resistance enacted in HRCPAI manifests it self in the verbal and visual language used 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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Research Nature

Qualitative

Descriptive

Exploratory

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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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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Qualitative

The data collected for analysis are verbal, if numerical are

Available, they are supplementary rather than primary

Data & Source of Data

Verbal

Visual

HRCPAI

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Data Collection

Purposive, non-participant

observation

documentation public

Semistructured Field note

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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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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Data Analysis

MACROANALYSIS

– Martin and Rose’s engagement

CODE

[VBL-01]

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

Data interpretation for affect

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Data interpretation for appreciation

CODE

DATA REACTION COMPOSITION VALUA

TION IMPACT QUALITY BALANCE COMPLEX

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

CODE [VBL-01]

DATA As I travel around America, I hear from so many people who feel like they're just invisible to

their government.

Category Lexical Realisations (examples)

Social Esteem positive [admire] negative [criticise]

normality (custom)

'is the person's behaviour unusual,

special,

customary?'

standard, everyday, average...;

lucky, charmed...; fashionable, avant garde...

eccentric, odd, maverick...; unlucky, unfortunate...;

dated, unfashionable...

capacity

'is the person competent, capable?'

skilled, clever, insightful...; athletic, strong,

powerful...; sane together... stupid, slow, simple-minded... ;clumsy, weak,

uncoordinated...; insane, neurotic

tenacity (resolve)

'is the person dependable, well

disposed?'

plucky, brave, heroic...; reliable,

dependable...; indefatigable, resolute,

persevering militant

cowardly, rash, despondent...;

unreliable, undependable...; distracted, lazy,

unfocused... militant

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Data interpretation for judgment

Social Sanction positive [praise] negative [condemn]

veracity (truth)

'is the person honest?' honest, truthful, credible...;

authentic, genuine...;

frank, direct...;

deceitful, dishonest...;

bogus, fake...;

deceptive,

obfuscatory...

propriety (ethics)

'is the person ethical,

beyond reproach?'

good, moral, virtuous...; law

abiding, fair, just...;

caring, sensitive,

considerate...

bad, immoral,

lascivious...; corrupt,

unjust, unfair...; cruel,

mean, brutal,

oppressive...

Data interpretation for engagement

CODE

DATA DIALOGIC CONTRACTION DIALOGIC EXPANSION

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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Data interpretation for graduation

CODE

[VBL-01]

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

ANALYSIS

CAMERA

MOVING

SALIENCE FRAMING

GIVEN/THEME

NEW/RHEME

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I look forward to Getting your questions,

Suggestions, comment, and criticisms.

Thank you.