Metaphor and Agency in Multimodal Discourse

Metaphor and Agency in Multimodal Discourse

Authors: Kate Bunney and Ross Wardrop

29th October 2024

12. Bibliography

Contents

06. The importance of multimodality

01. Metaphor and Metonym - differences

04. Semiotics

05. Semiotic Resources

02. History of Metaphors

03. Types of Metaphor- Conceptual

07. Key elements of social semiotics

08. Case study - music video

10. Activity - Firework by Katy Perry

09. Summary

11. Thank you

Target domain Source domain

'She has a heart of stone'

Metaphors vs Metonyms

Metaphors

A metaphor is a type of analogy that suggests one object can be understood with the properties orcharacter of something else. McKerrell (2021)For example, saying someone has a "heart of stone", suggesting they are unempathetic or cruel, whilst not literally having a heart of stone. Construction of Metaphor according to Lakoff and Johnson (1980):Target Domain- the concept to be described through metaphorSource Domain- another concept used to create the metaphorMachin and Mayr (2012, p. 165)

Metaphors vs Metonyms

Importance of Metaphors

"Metaphor is a fundamental part of human cognitive processes. We continually think of things by reference to others in order to understand them." Machin and Mayr (2012, pg. 164)

Metaphors vs Metonyms

Metonyms

"The process by which the name of one thing is used in place of that of another associated with or suggested by it" Danesi (2004, p. 130)

E.g. "I've got a new set of wheels." "We need new blood in this organisation"(Lakoff and Johnson (1980, p. 35-40)

History of Metaphors

Metaphors have been a key part of society, communication, art, and other forms of media for centuries. They've always been of interest in persuading people through public speaking. According to Machin and Mayr, dating back to ancient Greece and times of Aristotle, it was possible to train in rhetorical skills including metaphor and metonymy. Machin and Mayr (2012, pg. 163)

"Midway between the unintelligible and the commonplace, it is metaphor which produces the most knowledge" Danesi (2004, pg. 115)

Aristotle

Modern day - Lakoff, Johnson, and everyday life

19th Century Romantic poetry

Historical art throughout the centuries - especially medieval Christian art

384-322 BC- AristotleRecognises metaphor as a major part of public speaking within 'Rhetoric'

900-800 BC- HomerUses metaphor within foundational works of Greek Literature

2100-1200BC- The Epic of GilgameshOne of the oldest pieces of literature to use metaphor

Timeline of Metaphors

In Western culture, up and down have strong metaphorical associations. We say "I am feeling down" or "things are looking up"... We have upper and lower classes, and people with higher status are often seated higher than those with lower status. Machin and Mayr (2012, p. 72)

Verticality: "I feel on a high" - high is happy, low is sad. Pathway: "love is a journey" - destination may be marriage, kids, moving in together (depending on culture)Container: "my heart is overflowing" - in relation to love for someonePlants: to say someone is "blossoming" means that they're positively growing

"Conceptual metaphor is a natural part of human thought." Lakoff and Johnson (2003, p. 247)They allow for us to compare the literal meaning of words to an abstract concept and simplify complex ideas to enhance our understanding of them.

Types of Metaphors: Conceptual

Social Semiotics

Within Media there are multiple different semiotic systems: Language, picture, sound, position in space, movement.

Social Semiotics

• Understanding human meaning and communication.
• To understand human communication, you need to understand the cultural/social context.
• Very important in understanding metaphor in particular.

Social Semiotics

'We all experience the sense of belonging to a culture, which is perceived as a relatively independent and coherent area that is instrumental in granting us a particular identity''Such an area is upheld by common codes and sign-systems that allow information collection, communication, socialization and transmission of knowledge, experience and other social actions'

Johanson & Larsen (1994, pg.168)

Semiotic resources are the actions, materials and artifacts we use for communicative purposes, whether produced physically – for example, with our vocal apparatus, the muscles we use to make facial expressions and gestures – or technologically – for example, with pen and ink, or computer hardware and software – together with the ways in which these resources can be organized. Van Leeuwen (2004, p.285)

Semiotic Resources

Multimodality has been significant for human communication, especially in the last 30 years with the rise of audio/visual communication. According to Arnheim (1969) 'Metaphorical association has been shown to be central to visual communication'.Machin and Mayr (2021, pg. 72)

• Text
• Image (still, moving)
• Sound
• Taste
• Smell
• Colour
• Gesture

The term multimodality refers to an individual’suse of different modes (i.e. channels of communication) for the purpose of conveying meaning. (Kress 2003).

Kress, G. 2003. Literacy in the New Media Age. London: Routledge.

Importance of Multimodality

Dialogue helps us understand how character(s) communicate and interact with themselves or each other in multimodal texts. By analysing it, we gain a deeper understanding of relationships or messages within a text. An example of this would be call and response: "Are you with me?", "Yes!"

This refers to how different modes of communication are 'articulated in space'This concept is most clear in photography. "The positions in which subjects are placed form the image’s composition." - Lacey (1998, p. 18)

The central category that relates to our temporal understanding of texts. (E.g., in speech: accents, speeds, gaps in between words and sentences)

Also known as information linking, it refers both to the explicit textualconjunctions (e.g. ‘next’, ‘and then’, ‘previously’) which can extend and explain the relationships between different texts, and also to therelations between seperate images, text, or ideas/concepts.

"Much of our understanding is in fact derived from other texts: hence intertextuality is essential to the process of reading" - Lacey (1998, p. 95)

Dialogue

Composition

Intertextuality

Rhythm

Key Elements to Social Semiotics on Multimodal Texts

Case Study: Chandelier

Case Study: Chandelier

Metaphor: 'Chandelier' refers to reckless nature of Sia's life at that time, filled with drinking and partying - with the main point of the song to showcase her battle. Multimodality: Lyrics, music, moving image, body movement/gestures/body language. The central character uses quite uncomfortable body movement and gesture= conveys the uncomfortable nature of Sia's headspace during this time.Rhythm: During verses, the song has a slow and subdued tempo, but in the chorus the tempo and her pitch increase dramatically which reflect her party image and the struggles and seriousness that come with that. 'I', going to swing' her voice is literally swinging as she says this.Composition: Empty, dark and delapitated space. Unappealing colour scheme, grey, brown, beige which reflects the mentality of the central character that she is trying to break free from during her struggle with alcohol.Intertextuality: 'I'm going to swing from the chandelier..' The main central theme of the song, refers to the dangerous behaviour the character engages in. Through her reckless intake of alcohol, she is conveying this dangerous world she is trying to escape.Semiotic resources: Sia uses her voice to convey the meaning behind the lyrics. The choreography is erratic, further emphasising this out-of-control nature of her life.Dialogue: Sia is speaking to herself throughout the song, suggesting it's a last-ditch attempt to convince herself and aid her issues with addiction and the party lifestyle.

Nowadays, almost every form of communication is multimodal, especially with the rise of social media and video content, we are seeing more and more of its importance. Even things you wouldn't imagine to be multimodal, like musical scores or songs on audio-based platforms, actually are.

Semiotics allow for us to put across information in many forms, and play a huge part in communicating with others, once again, varying slightly depending on geographical location, age, gender, etc.

Summary

To summarise, metaphors play a key role in our everyday lives and several modes of communication, whether it be pop culture, or everyday conversation. They have been around for centuries, dating back to Ancient Greece, and have grown and evolved through the years, and change worldwide depending on societal norms.

Activity

Analyse the following music video, writing down any metaphors, forms of multimodal communication, and social semiotics.

Any questions?

🎉

🙌

Thank you!

Bibliography

Allegory Explained (2024). The Epic of Gilgamesh. Available at: https://allegoryexplained.com/the-epic-of-gilgamesh/ (Accessed: 24 October 2024).Danesi, M. (2004) Messages, signs, and meanings : a basic textbook in semiotics and communication. 3rd edn. Toronto: Canadian ScholarsDunne, L. (2023) Aristotle's Rhetoric: A brief overview. Available at: https://www.thecollector.com/aristotle-rhetoric/ (Accessed: 25 October 2024).Johansen, J.D and Larsen, S.E. (2005) Signs in use : an introduction to semiotics. London: Routledge.Keats, J. (1819) Ode to a nightingale. Available at https://www.poetryfoundation.org/poems/44479/ode-to-a-nightingale. (Accessed: 25 October 2024)Kirk, G.S. (2024) Homer. Available at: https://www.britannica.com/biography/Homer-Greek-poet (Accessed: 25 October 2024)Kress, G. (2003) Literacy in the New Media Age. London: Routledge.Lacey, N. (1998) Image and representation : Key concepts in media studies. 2nd edn. London: Bloomsbury Publishing Plc.Lakoff, G. and Johnson, M. (1980) Metaphors we live by. Chicago: University of Chicago PressLakoff, G. and Johnson, M. (2003) Metaphors we live by. 2nd edn. Chicago: University of Chicago PressMackin, D. and Mayr, A. (2012) How to do critical discourse analysis: a multimodal introduction. London: SAGE Publications Ltd.McKerrell, S. (2021) Threshold concepts in the sociology of music. Available at: https://simonmckerrell.com/2021/05/10/threshold-concepts-in-the-sociology-of-music/#:~:text=Metaphor%3A%20Describing%20one%20thing%20with,she%20sings%20like%20an%20angel. (Accessed: 23 October 2024)Van Leeuwen, T. (2005) Introducing social semiotics. New York: Routledge