Strahinja Stepanov, Faculty of Philosophy - Department for Serbian Language and Linguistics, Novi Sad Jezik, književnost, značenje // Language, Literature, Meaning, Faculty of Philosophy, Niš, April 2015 SERBIAN POLITICAL HOARDING: PRAGMALINGUISTIC AND SEMIOTIC ASPECT /multimodal discourse analysis of 2012 electoral hoardings/ I. Discerned discourse parameters: I. parameter: alphabet (& typography) system (expression stratus) II. parameter: linguistic input (lexicogrammar stratus) III. parameter: visual input II. Typology - Ad genre of political billboards (scheme adapted from Vasić 2011): - Five-level strata diagram (cf. Halliday & Matthiessen 2004 / Martin 2001) 1 AIM 1 (get elected) / POLITICAL INSTRUMENT (do X) SENDER/POLITICIAN BILLBOARD RECEIVER/VOTERS
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Strahinja Stepanov, Faculty of Philosophy - Department for Serbian Language and Linguistics, Novi SadJezik, književnost, značenje // Language, Literature, Meaning, Faculty of Philosophy, Niš, April 2015
SERBIAN POLITICAL HOARDING: PRAGMALINGUISTIC AND SEMIOTIC ASPECT /multimodal discourse analysis of 2012 electoral hoardings/
I. Discerned discourse parameters:
I. parameter: alphabet (& typography) system (expression stratus) II. parameter: linguistic input (lexicogrammar stratus) III. parameter: visual input
II. Typology
- Ad genre of political billboards (scheme adapted from Vasić 2011):
- Five-level strata diagram (cf. Halliday & Matthiessen 2004 / Martin 2001)
1
oral slogan written slogan
mobile
AIM1 (get elected) / POLITICAL INSTRUMENT (do X)
SENDER/POLITICIAN BILLBOARD RECEIVER/VOTERS
AIM2 (achieve Y)
Strahinja Stepanov, Faculty of Philosophy - Department for Serbian Language and Linguistics, Novi SadJezik, književnost, značenje // Language, Literature, Meaning, Faculty of Philosophy, Niš, April 2015
- Analyzed hoardings:
hoarding 1 hoarding 2
hoarding 4
2
Strahinja Stepanov, Faculty of Philosophy - Department for Serbian Language and Linguistics, Novi SadJezik, književnost, značenje // Language, Literature, Meaning, Faculty of Philosophy, Niš, April 2015
hoarding 3 hoarding 5
LITERATURE: Barthes, R. 1977. Image, Music, Text; Kress, G., T. van Leeuwen. 2001. Multimodal Discourse: The
Model and Media of Contemporary Communication; Kress, G., T. van Leeuwen. 22006. Reading Images: The
Grammar of Visual Design; Halliday M.A.K., C. Matthiessen. 2004. An Introduction to Functional Grammar; van
Leeuwen, T. 2006. Introducing Social Semiotics; van Leeuwen, T. 2008. Discourse and Practice - New Tools for
Critical Discourse Analysis; Vasić, V. 2011. Modeli kontekstualizacije izbornih flajera. In: Applied linguistics in
honour of Ranko Bugarski (ed. V. Vasić)
Some other examples of slogans in 2012 elections:
(a) Vote on May 20 / / Fight! / / President Boris Tadić [Glasaj 20. maja // Bori se! // Boris Tadić predsednik] /picture 5/(b1) Flag to be waved, not burnt / / Because we live here / / LSV [Zastava da se vijori, a ne da gori // Zato što živimo ovde // LSV] /picture 6/(b2) So that all the Towns could see our Deeds! / / United Serbia / / Dragan Marković Palma [Da sva Sela vide naša Dela! // Jedinstvena Srbija // Dragan Marković Palma] /picture 7/(c1)They promise us the hills and valleys and we only care about our plain / / Choice for better Vojvodina / / Bojan Pajtić [Obećavaju nam brda i doline a nama je stalo do ravnice // Izbor za bolju Vojvodinu // Bojan Pajtić/](c2) They promise us ... and we only care about Novi Sad // Igor Pavličić [Obećavaju nam kule i gradove a nama je stalo do Novog Sada // Izbor za bolji Novi Sad // Igor Pavličić]------------------------------------------------------------------------------------------
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