Suchergebnisse

In this paper, I apply a metapragmatics-based approach to visual communication, combined with adapted concepts of Social Semiotics ("visual modality") and CDA-oriented visual analysis ("canons of use"), to reconstruct two visual registers of authenticity which are prevailing within a social media photo sample of recent Austrian chancellor Sebastian Kurz (Facebook, Instagram; total of 84 photos), posted during the parliamentary elections in 2017. Triangulated with the discourse analysis of the marketing manager's metapragmatic reflections on this social media campaign, the study shows how the partly intertwined registers of (1) "professional sensorism" (as a blended register comprising emblems of sensory modality and balanced composition, thereby drawing on the conceptualization of authenticity as sensory and affective experience of "now") and (2) "voyeuristic fictionalization" (comprising indexicals associated with fiction genre, and based on the notion of authenticity as arising via "unnoticed observing") are conceptualized and implemented as a - superior - visual stylization, acting as a social positioning, in mediatized political communication. ; (VLID)5878238 ; Version of record

Metapragmatik – Diskurslinguistik – Politischer Wettbewerb und politische Kommunikation in der Spätmoderne – Identität, Branding und Figur – Konfigurationen politischer Öffentlichkeit/en in der digitalen Mediengesellschaft – Kategorienrahmen zur Analyse von multimodalen Figurenkonstruktionen in politischer Kommunikation

Politiker haben als diskursiv konstituierte Figuren in digitalen Mediengesellschaften sehr hohe visuelle und multimodale mediatisierte Präsenz. Dieses Buch bietet einen transdisziplinären Konzept- und diskurslinguistischen Analyserahmen für dieses komplexe Phänomen von politischer Kommunikation in der Spätmoderne.