Multimodal Semiosis In Mass Media: Several Remarks On Methodology

The paper discusses several methodological challenges and perspectives for the semiotic discourse analysis of media practices considered in its multimodality. Despite the somewhat tautological character of the expression multimodal communication, there is a strong epistemic potential of it. The use of the term multimodal corresponds to the analysis of texts as coherent, both verbal and non-verbal unities. The author argues that the more realistic typology of media modes and semiotic means would base on the differentiation of perception channels, which includes auditory (oral-verbal, prosodic and acoustic-musical) and visual (figural-visual, oculesic, kinesic, proxemic and written-verbal) perception modes. Since they have different semiotic and communicational potential and they function differently in expressing and transmission of meaning structures, it is reasonable to itemize the sorts of interaction of them in discursive practices. The main semiotic interaction processes comprise: (inter)repetition, (inter)addition and convergence of modes and semiotic elements. The other methodological challenge is the search for the tool to evaluate the meaning migrations in media texts. The author distinguishes two processes: intrasemiotic and intersemiotic transduction, depending on the identity or difference of semiotic codes and means used in the meaning migration processes in media texts. The paper discusses also the perspectives of multimodal analysis for the specification of professional media discourses. © 2019 Published by Future Academy www.FutureAcademy.org.UK