Multimodal Argumentation and Rhetoric in Media Genres
Editors
This collection advances the study of context-dependent characteristics of argumentative discourse by examining a variety of media genres in which text and image (and other semiotic modes) combine to create meaning. The chapters have been written by an international group of senior and junior scholars researching multimodal argumentation in the last two decades. In each chapter, a specific approach to argumentation and rhetoric is combined with insights from visual studies, metaphor theory, scientific visualization, cognitive science, semiotics, conversation analysis, or (documentary) film theory in order to explain how multimodal genres function argumentatively and rhetorically. Together the chapters present a state-of-the-art in the analysis of multimodal argumentation in such diverse genres as print advertisements, news photographs, scientific illustrations, political cartoons, documentaries, film trailers, political TV advertisements, public debates, and political speeches. The volume will be of interest to advanced students and scholars in argumentation studies, rhetoric, and multimodal communication.
[Argumentation in Context, 14] 2017. ix, 301 pp.
Publishing status: Available
© John Benjamins
Table of Contents
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Preface | pp. vii–x
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Introduction. Argumentation and rhetoric in visual and multimodal communicationAssimakis Tseronis and Charles Forceville | pp. 1–24
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Chapter 1. Rhetoric, argumentation, and persuasion in a multimodal perspectiveGeorges Roque | pp. 25–50
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Chapter 2. The rhetorical and argumentative potentials of press photographyJens E. Kjeldsen | pp. 51–80
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Chapter 3. Editorial cartoons and ART: Arguing with PinocchioLeo Groarke | pp. 81–110
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Chapter 4. Arguing with illustrations: A visual archaeological debate about the proper place of Australopithecus africanusIan J. Dove | pp. 111–136
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Chapter 5. Perspective by incongruity: Visual argumentative meaning in editorial cartoonsPaul van den Hoven and Joost Schilperoord | pp. 137–164
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Chapter 6. The argumentative relevance of visual and multimodal antithesis in Frederick Wiseman’s documentariesAssimakis Tseronis and Charles Forceville | pp. 165–188
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Chapter 7. Seeing the untold: Multimodal argumentation in movie trailersJanina Wildfeuer and Chiara Pollaroli | pp. 189–216
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Chapter 8. Employing film form and style in the argumentative analysis of political advertisingMagnus Hoem Iversen | pp. 217–238
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Chapter 9. Embodied argumentation in public debates: The role of gestures in the segmentation of argumentative movesJérôme Jacquin | pp. 239–262
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Chapter 10. The “seeds” of charisma: Multimodal rhetoric of Mussolini’s discourseIsabella Poggi | pp. 263–290
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Name index | pp. 291–294
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Subject index | pp. 295–302
“Tseronis and Forceville have edited a rich collection focusing on multimodal arguments that combine visual and verbal appeals, now the norm in our media-rich world. The ten contributions from scholars in argumentation, linguistics and rhetoric offer case studies in a variety of genres including advertisements, press photographs, editorial cartoons, documentary films, movie trailers, political ads, scientific diagrams and even physical gestures and bearing. Each chapter also examines the theoretical issues informing its analytical approach, while all emphasize the interactivity rather than the isolation of the different modes. Rounding out this valuable collection, the editors' introduction provides a valuable overview of scholarship on multimodal arguments and suggests promising directions for further research.”
Jeanne Fahnestock, University of Maryland
“The editors deliver a multi-faceted enquiry into the rhetorical workings of multimodal argumentation; this is very serious inter-disciplinary scholarship on an exciting new topic. The volume comes as a convincing synthesis of two underexposed strands of linguistic and multimodal media studies. It fuses erudite theory-building with insightful empirical analysis. All its chapters provide in-depth exploration of the structures, contexts, communicative impact and ethical dimensions of multimodal arguments. The cogent and succinct volume covers a wide variety of media and genres as well as an impressive range of semiotic modes.”
Hartmut Stöckl, University of Salzburg
“[T]he book definitely achieves the aim of presenting both an overview of different theoretical proposals at stake in multimodal argumentation and the application of such proposals to specific domains of multimodal discourse.”
Francesca Ervas, University of Cagliari and Elisabetta Gola, University of Cagliari, in International Review of Pragmatics 10 (2018) 309–320.
“Ultimately, this book successfully responds to calls for research of multimodal media that valorizes the argumentative nature of modes other than the previously dominant verbal mode. The book’s broad purview makes it an attractive resource to scholars of varying disciplines who wish to evaluate the claims of a given media genre. As stated by editors Tseronis and Forceville in the introduction, there is space for future research to continue to collect corpora of multimodal media and apply or transform the approaches in the book to their analyses.”
Natalie Amgott, University of Arizona, on http://linguistlist.org/issues/29/29-4015.html
“Given the diversity of approaches and topics shown in the ten chapters of this volume, it seems clear that Tseronis and Forceville have successfully exhibited the wide range of topics and approaches that can be distinguished in the study of multimodal argumentation and rhetoric. The collection confirms that the combination of multimodal argumentation and rhetoric constitutes a promising topic of research, which deserves in our view more attention. The collection also makes clear that the development of this field will unavoidably be full of doubts and controversies.”
Lue Huang and Chuanrui Zhang, in Argumentation 33 (2019)
Cited by (33)
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Sigurdardottir, Heba, Majid Imani & Zahra Edalati
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Stöckl, Hartmut
2024. Detecting generic patterns in multimodal argumentation. Journal of Argumentation in Context 13:2 ► pp. 260 ff.
Stöckl, Hartmut & Assimakis Tseronis
Sun, Zhenhai & Muye Ma
2024. Sensory threads of history: a dive into two historical documentaries. Cogent Social Sciences 10:1
Tseronis, Assimakis, Ramy Younis & Mehmet Ali Üzelgün
2024. A proposal for the evaluation of multimodal argumentation. Journal of Argumentation in Context 13:2 ► pp. 292 ff.
Allani, Samira & Silvia Molina-Plaza
2023. Comparing the Portrayal of the Fall of the Berlin Wall in Two Spanish Newspapers: A Multimodal Analysis. In Language of the Revolution [Palgrave Studies in Languages at War, ], ► pp. 357 ff.
Frápolli, María José
2023. Visual Arguments: What Is at Issue in the Multimodality Debate?. In The Priority of Propositions. A Pragmatist Philosophy of Logic [Synthese Library, 475], ► pp. 175 ff.
Frápolli, María José
2023. Pragmatism and Metaphysics: The General Background. In The Priority of Propositions. A Pragmatist Philosophy of Logic [Synthese Library, 475], ► pp. 3 ff.
Oswald, Steve
2023. The Pragmatics and Argumentation Interface. Languages 8:3 ► pp. 210 ff.
Serafis, Dimitris & Assimakis Tseronis
2023. The front page as a canvas for multimodal argumentation: Brexit in the Greek press. Frontiers in Communication 8
Wilson, Anna, Seb Wilkes, Yayoi Teramoto & Scott Hale
2023. Multimodal analysis of disinformation and misinformation. Royal Society Open Science 10:12
Bateman, John A
2022. Multimodality, where next?–Some meta-methodological considerations. Multimodality & Society 2:1 ► pp. 41 ff.
Serafis, Dimitris
2022. Unveiling the rationale of soft hate speech in multimodal artefacts. Journal of Language and Discrimination
Stöckl, Hartmut & Jana Pflaeging
2022. Multimodal Coherence Revisited: Notes on the Move From Theory to Data in Annotating Print Advertisements. Frontiers in Communication 7
Cap, Piotr
2021. On the development of the social-linguistic nexus in discourse research. Pragmatics and Society 12:2 ► pp. 309 ff.
Ervas, Francesca
2021. Metaphor, ignorance and the sentiment of (ir)rationality. Synthese 198:7 ► pp. 6789 ff.
Forceville, Charles
2021. Book review: Artistic Research in the Future Academy. Visual Communication 20:2 ► pp. 310 ff.
Pflaeging, Jana & Hartmut Stöckl
2021. The rhetoric of multimodal communication. Visual Communication 20:3 ► pp. 319 ff.
Plomp, Anniek & Charles Forceville
2021. Evaluating animentary’s potential as a rhetorical genre. Visual Communication 20:3 ► pp. 353 ff.
Guan, Yue & Charles Forceville
2020. Making cross-cultural meaning in five Chinese promotion clips: Metonymies and metaphors. Intercultural Pragmatics 17:2 ► pp. 123 ff.
Masi, Silvia
2020. Exploring meaning-making practices via co-speech gestures in TED Talks. Journal of Visual Literacy 39:3-4 ► pp. 201 ff.
Novak, Marko
2020. Multi-modal argumentation and rhetoric in judicial proceedings. Argumentation and Advocacy 56:1 ► pp. 41 ff.
Novak, Marko
2021. Visual as Multi-Modal Argumentation in Law. Bratislava Law Review 5:1 ► pp. 91 ff.
Serafis, Dimitris, Sara Greco, Chiara Pollaroli & Chiara Jermini-Martinez Soria
2020. Towards an integrated argumentative approach to multimodal critical discourse analysis: evidence from the portrayal of refugees and immigrants in Greek newspapers. Critical Discourse Studies 17:5 ► pp. 545 ff.
Wilson, Anna
2020. It’s Time to Do News Again. Zeitschrift für Anglistik und Amerikanistik 68:4 ► pp. 379 ff.
Huang, Lue & Chuanrui Zhang
2019. Review: Multimodal Argumentation and Rhetoric in Media Genres. Argumentation 33:3 ► pp. 455 ff.
Eckstein, Justin
2018. The acoustics of argumentation and advocacy. Argumentation and Advocacy 54:4 ► pp. 261 ff.
Lugea, Jane
2018. The year’s work in stylistics 2017. Language and Literature: International Journal of Stylistics 27:4 ► pp. 329 ff.
Tseronis, Assimakis
2017. Chapter 18. Analysing multimodal argumentation within the pragma-dialectical framework. In Contextualizing Pragma-Dialectics [Argumentation in Context, 12], ► pp. 335 ff.
Tseronis, Assimakis
2018. Multimodal argumentation: Beyond the verbal/visual divide. Semiotica 2018:220 ► pp. 41 ff.
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Subjects
Communication Studies
Main BIC Subject
CFG: Semantics, Pragmatics, Discourse Analysis
Main BISAC Subject
LAN009030: LANGUAGE ARTS & DISCIPLINES / Linguistics / Pragmatics