Skip to main content
SpringerLink
Log in

Patterns of Discourse Organization in Multimodal Discourse of Crowdfunding Project Presentations

  • Chapter
  • First Online:
Multimodality, Digitalization and Cognitivity in Communication and Pedagogy

Part of the book series: Numanities - Arts and Humanities in Progress ((NAHP,volume 20))

  • 522 Accesses

Abstract

Rapid development of multimodal communication stimulates scholarly interest in elaborating methods and tools capable of investigating this phenomenon in its structural and functional complexity. One such approach is multimodal discourse analysis (MDA). Of relevance to the origins of MDA are social semiotics and systemic-functional linguistics, providing rationale to approach different modes as meaning-making systems on the one hand, and to investigate multimodal texts as communicative acts in context on the other. Having said that, there still seem to be unchartered areas in the vast universe of multimodal communication, all the more so as research can hardly keep pace with the constantly emerging and promptly popularized Web 2.0 technologies of communication. One important aspect that is still to receive a thorough scientific account is logico-semantic progression in multimodal texts, in particular the extent to which patterns of discourse organization, originally identified in written texts, are realized in non-textual modes. The study discusses how patterns of discourse organization are realized in simultaneously received modes in the multimodal genre of promotional video in crowdfunding project presentations. Three types of interaction between the patterns, their moves and the modes of expression are identified: (1) transfer of moves across modes; (2) move-and-pattern overlap; and (3) rupture of intermodal cohesion. The insights presented in this paper may be relevant not only to related studies of multimodal discourse but also for more effective content management in crowdfunding project presentations.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 99.00
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 129.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD 129.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Notes

  1. 1.

    As regards social semiotic multimodality, an interested reader may find comprehensive theoretical models and analytical frameworks, e.g. in Kress and van Leeuwen (2001), Kress (2010) and Bateman (2014). In addition, specific areas of social semiotic approach to multimodality, along with reviews of relevant literature, are presented in related papers in the Encyclopedia of Applied Linguistics (Chapelle 2013), for instance Djonov (2013) on multimodality and hypermedia or Knox (2013) on multimodality and systemic functional analysis. Finally, a number of case studies are discussed in Machin (2014).

  2. 2.

    See here: https://www.kickstarter.com/rules?ref=faq-basics_whatfor; DOA: 11th October 2019.

  3. 3.

    See here: www.kickstarter.com; https://com/blog/everything-you-need-to-know-about-the-project-review-process; DOA: 17th October 2019.

  4. 4.

    See here: https://www.kickstarter.com/projects/knocki/knocki-make-any-surface-smart, DOA: 16th October 2019; video: https://ksr-video.imgix.net/projects/2424950/video-668848-h264_high.mp4.

References

  • Barthes, Roland. (1964) 1977. Image—Music—Text. New York: Hill and Wang.

    Google Scholar 

  • Bateman, John A. 2008. Multimodality and Genre: A Foundation for the Systematic Analysis of Multimodal Documents. London: Continuum.

    Book  Google Scholar 

  • Bateman, John A. 2014. Text and Image: A Critical Introduction to the Visual / Verbal Divide. New York: Routledge.

    Book  Google Scholar 

  • Bateman, John, Janina Wildfeuer, and Tuomo Hiippala. 2017. Multimodality. Foundations, Research and Analysis. A Problem-Oriented Introduction. Berlin: Mouton de Gruyter.

    Google Scholar 

  • Bauman, Zygmunt. 2007. Consuming Life. Cambridge & Malden: Polity Press.

    Google Scholar 

  • Bednarek, Monika. 2015. Corpus-assisted Multimodal Discourse Analysis of Television and Film Narratives. In Corpora and Discourse Studies, ed. P. Baker and T. McEnery, 63–87. London: Palgrave Macmillan.

    Chapter  Google Scholar 

  • Bednarek, Monika, and James R. Martin, eds. 2010. New Discourse on Language: Functional Perspectives on Multimodality, Identity XE “Identity”, and Affiliation. London: Continuum.

    Google Scholar 

  • Chapelle, Carol, ed. 2013. The Encyclopedia of Applied Linguistics. Oxford: Wiley-Blackwell.

    Google Scholar 

  • Fina, De., and Anna, and Barbara Johnstone. . 2015. Discourse Analysis and Narrative. In Handbook of Discourse Analysis, 2nd ed., ed. D. Tannen, H. Hamilton, and D. Schiffrin, 152–168. Chichester: Wiley Blackwell.

    Google Scholar 

  • Djonov, Emilia. 2013. Multimodality and Hypermedia. In The Encyclopedia of Applied Linguistics, ed. C. Chapelle. Oxford: Wiley-Blackwell. (on-line edition: https://doi.org/10.1002/9781405198431.wbeal0826; pages unnumbered).

  • Djonov, Emilia, and Sumin Zhao, eds. 2016. Critical Multimodal Studies of Popular Discourse. New York: Routledge.

    Google Scholar 

  • Dudley-Evans, Tony. 1994. Variations in the Discourse Patterns Favoured by Different Disciplines and their Pedagogical Implications. In Academic Listening: Research Perspectives, ed. J. Flowerdew, 146–158. Cambridge: Cambridge University Press.

    Google Scholar 

  • Fairclough, Norman. 2003. Analysing Discourse: Textual Analysis for Social Research. London: Routledge.

    Book  Google Scholar 

  • Ferreira, Sidnéa Nunes., and Vivaine M. Heberle. 2013. Text Linguistics and Critical Discourse Analysis: A Multimodal Analysis of a Magazine Advertisement. Ilha Do Desterro (UFSC) 64: 111–133.

    Google Scholar 

  • Flowerdew, Lynne. 2003. A Combined Corpus and Systemic-Functional Analysis of the Problem-Solution Pattern in a Student and Professional Corpus of Technical Writing. TESOL Quarterly 37 (3): 489–511.

    Article  Google Scholar 

  • Flowerdew, Lynne. 2008. Corpus-based Analyses of the Problem-Solution Pattern. Amsterdam: John Benjamins.

    Book  Google Scholar 

  • Grimes, Joseph E. 1975. The Thread of Discourse. The Hague: Mouton.

    Book  Google Scholar 

  • Halliday, Michael, and Alexander Kirkwood. 1978. Language as a Social Semiotic: The Social Interpretation of Language and Meaning. London: Edward Arnold.

    Google Scholar 

  • Harvey, Anamaria. 1995. Interaction in Public Reports. English for Specific Purposes 14 (3): 189–200.

    Article  Google Scholar 

  • Hodge, Robert, and Gunther Kress. 1979. Language as Ideology. London: Routledge.

    Google Scholar 

  • Hodge, Robert, and Gunther Kress. 1988. Social Semiotics. Cambridge: Polity Press.

    Google Scholar 

  • Hoey, Michael. 1983. On the Surface of Discourse. London: George Allen & Unwin.

    Google Scholar 

  • Hoey, Michael. 1994. Signalling in Discourse: A Functional Analysis of a Common Discourse Pattern in Written and Spoken English. In Advances in Written Text Analysis, ed. M. Coulthard, 26–45. London: Routledge.

    Google Scholar 

  • Hoey, Michael. 2001. Textual Interaction: An Introduction to Written Discourse Analysis. London: Routledge.

    Google Scholar 

  • Hoey, Michael, and Eugene Winter. 1986. Clause Relations and the Writer’s Communicative Task. In Functional Approaches to Writing: Research Perspectives, ed. B. Couture, 120–141. London: Frances Pinter.

    Google Scholar 

  • Iedema, Rick. 2003. Multimodality, Resemiotization: Extending the Analysis of Discourse as Multisemiotic Practice. Visual Communication 2 (1): 29–57.

    Article  Google Scholar 

  • Jewitt, Carey, ed. 2009. The Routledge Handbook of Multimodal Analysis. London: Routledge.

    Google Scholar 

  • Jones, Rodney H. 2013. Multimodal Discourse Analysis. In The Encyclopedia of Applied Linguistics, ed. C. Chapelle. Oxford: Blackwell. (on-line edition: https://doi.org/10.1002/9781405198431.wbeal0813; pages unnumbered).

  • Jordan, Michael P. 1984. Rhetoric of Everyday English Texts. London: Allen & Unwin.

    Google Scholar 

  • Knox, John. 2013. Multimodality and Systemic Functional Analysis. In The Encyclopedia of Applied Linguistics, ed. C. Chapelle. Oxford: Wiley-Blackwell. (on-line edition: https://doi.org/10.1002/9781405198431.wbeal0836; pages unnumbered).

  • Kowalski, Grzegorz. 2017. Problem-Solution Text Pattern and References to Target Groups in Crowdfunding Projects’ Presentations. In Discourse Studies: Ways and Crossroads, ed. K. Broś and G. Kowalski, 131–173. Berlin: Peter Lang.

    Google Scholar 

  • Kowalski, Grzegorz. 2018. Problem–Solution Pattern in Internet Presentations of Local- and Global-Target Start-ups. Rhetoric and Communications E-Journal 34. http://rhetoric.bg/rhetoric-and-communications-issue-34-may-2018.

  • Kowalski, Grzegorz. 2019. Applicability of Text Organization Patterns in an Analysis of Multimodal Web Genres. In Modern Developments in Linguistics and Language Teaching: The Problem of Method [Soveremennyje Napravlenija v Lingvistike i Prepodavanii Jazykov: Problema Metoda], III International Conference Proceedings, Penza, 24–27 April 2019, Vol. I Methods in Linguistics, ed. T.V. Dubrovskaya, 125–129. Penza: Penza State University Publishing House.

    Google Scholar 

  • Kress, Gunther. 2010. Multimodality. A Social Semiotic Approach to Communication. London: Routledge.

    Google Scholar 

  • Kress, Gunther, and Theo van Leeuwen. 1996. Reading Images: The Grammar of Visual Design. London: Routledge.

    Google Scholar 

  • Kress, Gunther, and Theo van Leeuwen. 2001. Multimodal Discourse: The Modes and Media of Contemporary Communication. London: Arnold.

    Google Scholar 

  • Lemke, Jay L. 1998. Multiplying Meaning: Visual and Verbal Semiotics in Scientific Text. In Reading Science, ed. J.R. Martin and R. Veel, 87–113. London: Routledge.

    Google Scholar 

  • Lemke, Jay L. 2002. Travels in Hypermodality. Visual Communication 1 (3): 299–325.

    Article  Google Scholar 

  • McCarthy, Michael. 1991. Discourse Analysis for Language Teachers. Cambridge: Cambridge University Press.

    Google Scholar 

  • Machin, David. 2007. Introduction to Multimodal Analysis. London: Hodder Arnold.

    Google Scholar 

  • Machin, David. 2009. Multimodality and Theories of the Visual. In Routledge Handbook of Multimodal Analysis, ed. C. Jewitt, 181–190. London: Routledge.

    Google Scholar 

  • Machin, David, ed. 2014. Visual Communication. Berlin: Mouton de Gruyter.

    Google Scholar 

  • Machin, David, and Theo van Leeuwen. 2007. Global Media Discourse: A Critical Introduction. London: Routledge.

    Book  Google Scholar 

  • Martin, James R., and Peter R. R. White. 2005. The Language of Evaluation: Appraisal in English. London: Palgrave.

    Book  Google Scholar 

  • Martinec, Radan, and Andrew Salway. 2005. A System for Image-Text Relations in New (and Old) Media. Visual Communication 4: 337–371.

    Article  Google Scholar 

  • Mitchell, William John Thomas. 1995. Picture Theory. Chicago & London: University of Chicago Press.

    Google Scholar 

  • Norris, Sigrid. 2004. Analyzing Multimodal Interaction: A Methodological Framework. London: Routledge.

    Book  Google Scholar 

  • Norris, Sigrid. 2011. Three Hierarchical Positions of Deictic Gesture in Relation to Spoken Language: A Multimodal Interaction Analysis. Visual Communication 10 (2): 1–19.

    Article  Google Scholar 

  • Norris, Sigrid, and Rodney H. Jones. 2005. Discourse in Action: Introducing Mediated Discourse Analysis. London: Routledge.

    Book  Google Scholar 

  • Norris, Sigrid, and Carmen Maier. 2014. Interactions, Images and Texts. A Reader in Multimodality. Berlin: Mouton de Gruyter.

    Google Scholar 

  • O’Halloran, Kay L. 2005. Mathematical Discourse: Language, Symbolism and Visual Images. London: Continuum.

    Google Scholar 

  • O’Halloran, Kay L. 2011. Multimodal Discourse Analysis. In Continuum Companion to Discourse Analysis, ed. K. Hyland and B. Paltridge, 120–137. New York: Continuum.

    Google Scholar 

  • O’Halloran, Kay L., and Bradley A. Smith. 2011. Multimodal Studies: Exploring Issues and Domains. New York: Routledge.

    Google Scholar 

  • O’Halloran, Kay L., Sabine Tan, Bradley Smith, and Alexey Podlasov. 2010. Challenges in Designing Digital Interfaces for the Study of Multimodal Phenomena. Information Design Journal 18: 2–21.

    Article  Google Scholar 

  • O’Toole, Michael. 1994. The Language of Displayed Art. Rutherford, NJ: Fairleigh Dickinson University Press.

    Google Scholar 

  • O’Toole, Michael. 2010. The Language of Displayed Art, 2nd ed. London: Routledge.

    Google Scholar 

  • Page, Ruth, ed. 2011. New Perspectives on Narratives and Multimodality. New York: Routledge.

    Google Scholar 

  • Paltridge, Brian. 1996. Genre, Text Type, and the Language Learning Classroom. ELT Journal 50 (3): 237–243.

    Article  Google Scholar 

  • Rohlfing, Katharina, Daniel Loehr, Susan Duncan, Amanda Brown, Amy Franklin, Irene Kimbara, Jan-Torsten. Milde, Fey Parrill, Travis Rose, Thomas Schmidt, Han Sloetjes, Alexandra Thies, and Sandra Wellinghoff. 2006. Comparison of Multimodal annotation tools: Workshop Report. Online-Zeitschrift Zur Verbalen Interaktion 7: 99–123.

    Google Scholar 

  • Schiffrin, Deborah, Anna De Fina, and Anastasia Nylund, eds. 2010. Telling Stories: Narrative, Language and Social Life. 2010. Washington: Georgetown University Press.

    Google Scholar 

  • Scollon, Ron. 2001. Mediated Discourse: A Nexus of Practice. London: Routledge.

    Google Scholar 

  • Scollon, Ron, and Suzie Wong Scollon. 2004. Nexus Analysis: Discourse and the Emerging Internet. London: Routledge.

    Book  Google Scholar 

  • Seizov, Ognyan, and Janina Wildfeuer, eds. 2017. New Studies in Multimodality: Conceptual and Methodological Elaborations. London: Bloomsbury.

    Google Scholar 

  • Stocchetti, Matteo, and Karin Kukkonen, eds. 2011. Images in Use: Towards Critical Analysis of Visual Communication. Amsterdam / Philadelphia: John Benjamins.

    Google Scholar 

  • van Leeuwen, Theo. 2013. Critical Analysis of Multimodal Discourse. In The Encyclopedia of Applied Linguistics, ed. C. Chapelle. Oxford: Wiley-Blackwell. (on-line edition: https://doi.org/10.1002/9781405198431.wbeal0269; pages unnumbered).

  • Wildfeuer, Janina. 2014. Towards a New Paradigm for Multimodal Film Analysis. New York: Routledge.

    Google Scholar 

  • Zhao, Sumin, Emilia Djonov, Anders Björkvall, and Morten Boeriis, eds. 2017. Advancing Multimodal and Critical Discourse Studies: Interdisciplinary Research Inspired by Theo van Leeuwen’s Social Semiotics. New York: Routledge.

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. University of Warsaw, Warsaw, Poland

    Grzegorz Kowalski

Authors
  1. Grzegorz Kowalski
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Grzegorz Kowalski .

Editor information

Editors and Affiliations

  1. Department of Modern Languages and Communication, National University of Science and Technology ‘MISiS’, Moscow, Russia

    Natalya V. Sukhova

  2. English Language Department, Penza State University, Penza, Russia

    Tatiana Dubrovskaya

  3. English Language Department, Ulyanovsk State University of Education, Ulyanovsk, Russia

    Yulia A. Lobina

Rights and permissions

Reprints and permissions

Copyright information

© 2021 The Author(s), under exclusive license to Springer Nature Switzerland AG

About this chapter

Check for updates. Verify currency and authenticity via CrossMark

Cite this chapter

Kowalski, G. (2021). Patterns of Discourse Organization in Multimodal Discourse of Crowdfunding Project Presentations. In: Sukhova, N.V., Dubrovskaya, T., Lobina, Y.A. (eds) Multimodality, Digitalization and Cognitivity in Communication and Pedagogy. Numanities - Arts and Humanities in Progress, vol 20. Springer, Cham. https://doi.org/10.1007/978-3-030-84071-6_2

Download citation

Publish with us

Policies and ethics

Search

Navigation