1 Department of Language and Business Communication, Aarhus School of Business, Aarhus BSS, Aarhus University2 Knowledge Communication, Aarhus School of Business, Aarhus BSS, Aarhus University3 Department of Management - Nobelparken, Aarhus BSS, Aarhus University4 Department of Management - Nobelparken, Aarhus BSS, Aarhus University
A new environment for multimodal learning
Drawing upon a social semiotic perspective, this paper examines the discursive features inherent to the argumentative discourse of Media Bites videos. The whole series of videos can be accessed at http://griid.org/category/media-bites/ and on YouTube. Each of the Media Bites videos instructively exposes how the advertising discourse of various companies is articulated when promoting well known products and services in their commercials. The original advertising discourse is deconstructed and reconstructed with additional visual material in front of the viewers' eyes who are instructed by a voice-over narrator what to look at and how to identify and decode the persuasive strategies employed. The present multimodal analysis focuses on the characteristic features of these Media Bites argumentative discourses that challenge the legitimacy of the original advertising discourses. Looking specifically at the changes that appear in the roles of represented social actors and social actions, this analysis investigates how the choice and multifunctional interplay of semiotic modes as language and images participate in the processes of discursive transformation. The analysis also intends to establish how the meaning making relations between the semiotic modes also change the prescribed roles of the viewers who are transformed from prospective consumers into critical learners. Thus, the paper is meant to highlight the multimodal strategies employed to enhance the viewers' abilities "to read" and comprehend the deceptive advertising messages.