Multimodalidad y estrategias discursivas
un abordaje metodológico
Keywords:
multimodality. strategy. resource. register. genre.Abstract
Discourse strategies are, from our point of view, the way to give account of Discourse Analysis (Menéndez, 2000, 2005). We define them as a plan analysts reconstruct from the combination of different resources that fulfill an interactional goal. In this paper, we will present a multimodal analysis of a film poster in order to explain how the different resources of various modes work. From the analytical framework of a functional-systemic perspective (Halliday, 1978) we will try to show that no mode is privileged over another but that the key element is rather their strategic combination, that is, their organization in order to meet its purpose. Thus, the generic dynamics allows us to see the way combinations are realized, how they are provided with a given hierarchy, and how they complement each other and trigger certain interpretations.
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