Article published in:Multimodality, Politics and Ideology
Edited by David Machin and Theo van Leeuwen
[Journal of Language and Politics 15:3] 2016
► pp. 337–351
Mike the Knight in the neo-liberal era
A multimodal approach to children’s multi-media entertainment
Goal-oriented learning seems to be a ubiquitous demand for almost all kind of play activities today. This demand, the article argues, is related to a specific neo-liberal discourse about the “superchild”. The article shows how this discourse is articulated multimodally in a number of media texts aimed at young children based around a trans-medial brand; Mike the Knight.
Keywords: Children, discourse, multimodality, popular culture, apps
Published online: 04 August 2016
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Cited by 1 other publications
Danielsson, Kristina & Staffan Selander
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