Rowan Mackay

List of John Benjamins publications for which Rowan Mackay plays a role.

Article

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Mackay, Rowan 2013 Chapter 11. Multimodal legitimation: Looking at and listening to Obama’s ads Analyzing Genres in Political Communication: Theory and practice, Cap, Piotr and Urszula Okulska (eds.), pp. 345–377 | Article
In this paper I look at legitimation in multimodal texts. By focusing first upon genre analysis from a social semiotic perspective, and highlighting the complications it presents for genre identification, I lay a conceptual framework for looking at the specific genre of political spot ads.… read more