A MULTIMODAL DISCOURSE ANALYSIS OF PAKISTANI FILM POSTERS: A CULTURAL AND NARRATIVE EXPLORATION

Abstract

Recent developments in computer technology and multimedia have put alternative semiotic resources such image, sound, and action, in a stronger position to challenge language's once-dominant role in mass media and communication today. To provide a thorough explanation of the integrative meaning produced by the interaction of various modalities in discourse, new grammars must be developed. Most of the issue is resolved by the theory of multimodal discourse analysis (MDA), which is conceptually based on systemic-functional linguistics. This work attempts to provide a model for MDA of movie posters in the context of Kress and van Leeuwen's language of visual design. A detailed analysis is conducted using a qualitative and interpretive methodology to support the validity of this model and pinpoint important areas of its implementation. This study aims to bridge a gap in the discourse analysis of movie posters and broaden the application scope of Systemic-Functional Linguistics.

Keywords: Communication, image, discourse, grammars, visual design, Systemic Functional Linguistics, multimedia, semiotic .