Auto(re)prezentacje multimodalne — o strategiach kreowania wizerunku i możliwościach ich dekodowania w komunikatach językowo‑obrazowych. Wprowadzenie do metodologii
Multimodal auto(re)presentations — about image creation strategies and the possibilities of decoding thereof in language‑image messages. Introduction to methodology

Author(s): Kinga Zielińska
Subject(s): Language and Literature Studies
Published by: Wydawnictwo Uniwersytetu Śląskiego
Summary/Abstract: The article concerns the possibility of describing multimodal messages in the context of their autopresentational potential. After presenting the theoretical foundations an analysis of an extract of multimodal discourse will be carried out, which consists of pieces of content of the official Facebook page belonging to Angela Merkel. Examining the selected language and visual messages aims to illustrate the methodological solutions adopted for their suitability in decoding the autopresentational strategy. The key for the verification of the method are the findings on (1) the way in which particular semiotic systems are used to implement communication strategies; (2) the degree of translation of meaning from one semiotic system to another within a given self‑presentation technique; and (3) the contribution that particular modalities have to be made in the creation of a holistic (i.e. based on all semiotic resources used to create a communicative sense) image of a public person.

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