1 Department of Management - Nobelparken, Aarhus BSS, Aarhus University2 Knowledge Communication, Aarhus School of Business, Aarhus BSS, Aarhus University3 Department of Management - Nobelparken, Aarhus BSS, Aarhus University
The growing awareness of and concern about present environmental problems generate a proliferation of new forms of environmental discourses that are mediated in various ways. This chapter explores issues related to the ways in which environmental knowledge is multimodally communicated in the technology- mediated discourse of short animation films. This is done by employing the model of multimodal discourse analysis proposed by Van Leeuwen (2008) and Machin and Van Leeuwen (2007) to the analysis of a series of animation films focused on environmental problems. These films are united under the name The Unsustainables. Stumbling Towards the Future and they can be seen at: http://www.youtube.com/user/Unsustainables.The films can also be seen on many other organizational, educational or private webpages as they have attained a large popularity since they appeared at http://www.sustainlane.com/. The multimodal discourse analysis is meant to reveal how selection and representation of environmental knowledge about social actors, social actions, resources, time and space are influenced by animation techniques. Furthermore, in the context of this multimodal discourse analysis, their influence upon the functional differentiation and interplay of several semiotic modes is also investigated.
Multimodality in Practice: Investigating Theory-in-practice-through-methodology, 2011
Multimodality; film analysis; environmental communication