MULTIMODAL REPRESENTATION OF SOCIAL ACTORS IN THE DISCOURSE OF BRANDS
DOI:
https://doi.org/10.5433/2237-4876.2013v16n1p233Keywords:
Multimodality. Social actors. Brands.Abstract
This article, contemplating a theoretical dialogue between Systemic Functional Theory (SFL) (Halliday, 1994, 2004), Critical Discourse Analysis (CDA) (Fairclough, 1992, 2006, 2012) and Multimodality (Kress, van Leeuwen, 2006 van Leeuwen, 2008), Brands (Gobe, 2010, ALLEN; SIMMONS, 2005) and Sustainability (DIAS, 2009, 2011), aims to investigate the relationships established between visual and discursive event participants a hybrid text speech (advertising and information). Theories have specific and complementary methodologies adopted to delineate the pathways analysis with qualitative approach. Research shows that social actors, visually represented in the texts in advertising or informational texts, are mitigated by the power of institutions, revealing not only as artifice communicative, but also ideological to meet sustainable prerogatives. \Downloads
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Published
2013-01-20
How to Cite
SOARES, Neiva Maria Machado; VIEIRA, Josenia Antunes. MULTIMODAL REPRESENTATION OF SOCIAL ACTORS IN THE DISCOURSE OF BRANDS. Signum: Estudos da Linguagem, [S. l.], v. 16, n. 1, p. 233–258, 2013. DOI: 10.5433/2237-4876.2013v16n1p233. Disponível em: https://ojs.uel.br/revistas/uel/index.php/signum/article/view/2237-4876.2013v16n233. Acesso em: 20 jan. 2026.
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Copyright (c) 2025 Neiva Maria Machado Soares, Josenia Antunes Vieira
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