Multimodality and political discourse
political communication in the Kirchner era
Keywords:
discourse analysis. political discourse. communication. multimodality. semiotics.Abstract
This paper analyzes communication strategies of Cristina Fernández de Kirchner second administration (2011-2015), through a multimodal perspective. It briefly describes the multimodal analysis framework, also referring to researchers using this perspective to analyze television ads in political campaigns. This analysis describes the capabilities and potential of semiotic modes, their interactions, modal density, coherence and effects of this kind of communication. The paper shows that this kind of communication offers new expressive capabilities that allow the political discourse to use other forms of communication.
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