Akademik Məlumat İdarəetmə Sistemi
REVISTA UNIVERSIDAD Y SOCIEDAD, vol.17, pp.1-6, 2025 (ESCI, Scopus)
This paper addresses the relevance of multimodal analysis in contemporary media discourse research, examining
how meaning is constructed through the interaction of various semiotic resources beyond verbal elements. Despite
significant advances in the field over the past 15-20 years, methodological challenges persist due to the complexity of
analyzing multiple modes of communication simultaneously, including the lack of standardized analytical frameworks
and difficulties in interpreting nonverbal data influenced by subjective and cultural variations. This study aims to develop
a comprehensive methodological framework for analyzing multimodal media discourse by exploring the typology
of modes and semiotic means involved in multimodal communication, with particular attention to their interactions
and transformative potential. Our findings reveal that semiotic resources interact through repetition, complementarity,
and convergence, while media texts undergo processes of transduction that can be both reversible and irreversible.
Furthermore, we identify that the motivation behind semiotic transformations can be voluntary or involuntary, often revealing
ideological underpinnings that warrant critical examination. These insights have significant implications for understanding
cross-media communication, highlighting the need for interdisciplinary approaches that integrate methods
and data from linguistics, semiotics, neurocognitive studies, cultural studies, social anthropology, and information technology
to fully comprehend the complexities of multimodal discursive practices.
Keywords: Linguistics, Multimodality, Media, Multimodal methodological analysis, Social semiotics, Critical discourse
analysis.