An Analysis of Attitudinal Resources in the Popular Thai Online Original Soundtrack,“Orchao-oey” (You) of the Period Soap Opera “Buppe San Nivas” (Love Destiny): Systemic Functional Linguistics and Appraisal Perspective
Abstract
Visual appraisal analysis has gained much attention from systemic functiona llinguists (Camelia et al,2016;Economou, 2009;Unsworth,2006) to discuss how images influence the multimodal texts and the visual and verbal appraisal systems are refined and extended (Ngo&Unworth, 2015). While such system addresses some aspects of visual semiosis, detailed analysis of attitudes is little studied in terms of images and verbal elements in a popular Thai period original soundtrack “Orchao-oey” (You) between February 2018 and April 2018, originated from the most famous soap opera, “Buppe San Nivas” (Lovedestiny). Therefore, this study analyses some distinctions of explicit visual inscription from a range of strategies for implicit invoking of attitudes in images underpinning the systemic functional linguistics and appraisal framework. The findings of the study reveal that the use of the distinctive affordances of visual, verbal resources and sound is much presented in the soundtrack concerned and appraisal resources of attitude which are mainly evoked visually and verbally. The study suggests some implications for further research in order to fulfill visual appraisal analysis and multimodal literacy pedagogies are also offered.
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Ansari, A., &Riasi, A. (2016). An investigation of factors affecting brand advertising success and effectiveness. International Business Research, 9(4), 20-30. http://dx.doi.org/10.5539/ibr.v9n4p20.
Barthes, R. (1977). Image, music, text. London: Fontana Press.
Bertin, J. (1983). The semiology of graphics: Diagrams, networks and maps. University of Wisconsin Press.
Caldwel, D. (2014).The interpersonal voice: applying appraisal to the rap and sung voice.Journal Social Semiotics.Volume 24, 2014 - Issue 1.
Camelia et al (2016).Beyondthe Narrative Visualization of Infographics on European Issues Studies in Media and Communication, Studies in Media and Communication Vol. 4, No. 2; 2016 Vol. 4, No. 2; December 2016 ISSN 2325-8071 E-ISSN 2325-808X Published by Redfame Publishing URL: http://smc.redfame.Online Published: September 14, 2016 doi:10.11114/smc.v4i2.1790 URL: http://dx.doi.org/10.11114/smc.v4i2.1790.
Baldry, A. &Thibault, P.J. (2006).Multimodal Transcription and Text Analysis. London: Equinox.
Cheong, Y.Y. (2004).TheConstrual of Ideational Meaning in Print Advertisements, inK.L. O'Halloran (ed.) Multimodal Discourse Analysis: Systemic Functional Perspectives, pp. 163–95. London: Continuum.
Cheung, L. M. E. (2016). Infographic design for whistleblowing: Systemic functional multimodal discourse analysis (SF-MDA) of interpersonal meanings in an online newspaper infographic on ivory poaching.http://dx.doi.org/10.13140/RG.2.1.3669.7448.Debating Europe-Snapshot Report 2014 – Retrieved from http://www.debatingeurope.eu/reports/2014-report/.
Economou, D. (2009). Photos in the news: appraisal analysis of visual semiosis and verbal–visual intersemiosis. Unpublished. D dissertation, University of Sydney. RetrievedJuly 14, 2018 fromhttps://ses.library.usyd.edu.au/handle/2123/5740.
Halliday, M. A. K. (2004). An introduction to functional grammar. 3rd edition. Revised by C. Matthiessen, London: Hodder Arnold.
Holsanova, J., &Holmqvist, K. (2006). Entry points and reading paths on newspaper spreads: Comparing a semiotic analysis with eye-tracking measurements. Visual Communication, 5(1), 65-93.http://dx.doi.org/10.1177/1470357206061005. JaAeyJa.Orchao-oey is coming. Retrieve 11 July 2018 from http://clip.teenee.com/thaimusic/59631.html
Jewitt, C. (2006).Technology, Literacy and Learning: A Multimodal Approach, London: Routledge.
Jones, J. (2015). Information graphics and intuition: Heuristics as a techne for visualization. Journal of Business and Technical Communication, 29 (3), 284-313. http://dx.doi.org/10.1177/1050651915573943.
O'Halloran, K. L. (2008), Inter-semiotic Expansion of Experiential Meaning: Hierarchical Scales and Metaphor in Mathematics Discourse, in C. Jones and E. Ventola (eds), New Developments in the Study of Ideational Meaning: From Language to Multimodality. London: Equinox.
Knox, J.S. (2007).Visual–Verbal Communication on Online Newspaper Home Pages,Visual Communication 6(1):19–53.
Kress, G. (2003). Literacy in the new media age. London: Routledge. http://dx.doi.org/10.4324/9780203164754
Kress, G., & Van Leeuwen, T. (2006). Reading images: The grammar of visual design (2nd ed.). London, New York: Routledge.
Lankow, J., Ritchie, J., & Crooks, R. (2012). Infographics: The power of visual storytelling. Wiley. Studies in Media and Communication Vol. 4, No. 2; 2016.
Lazard, A., & Atkinson, L. (2015). Putting environmental infographics center stage: The role of visuals at the Elaborationlikelihood model’scritical point of persuasion.Science Communication, 37(1), 6-33. http://dx.doi.org/10.1177/1075547014555997.
Lemke, J.L. (2002).Travels in Hypermodality.Visual Communication 1(3): 299–325.
Martin, J. R., & White, P. R. R. (2005). The language of evaluation: Appraisal in English. New York: Palgrave Macmillan. http://dx.doi.org/10.1057/9780230511910.
Mohammed, M.M. & Abdullah, F.R. (2018).The Production of Stance in Sport Discourse.Journal of Basra researches for Human Sciences,Vol.43, No.3;2018, pp 38-52.
Ngo, T &Unworth, L (2015). Reworking the appraisal framework in ESL research: refining Attitude.Functional Linguistics 2:1 DOI 10.1186/s40554-015-0013-x.
Nina, N (ed.) (2008). Systemic Functional Linguistics in Use. Odense Working Papers in Language and Communication vol. 29 (ISSN 0906-7612, ISBN: 978-87-90923-47-1).
Peng, X (2008). Evaluative Meaning in Literay text : The first step towards Appraisal Stylistics. Systemic Functional Linguistics in Use, OWPLC29, 2008, pp.665-684.
Segel, E., &Heer, J. (2010). Narrative visualization: Telling stories with data. IEEE Transactions on Visualization and Computer Graphics, 16(6), 1139-1148. http://dx.doi.org/ 10.1109/TVCG.2010.179
Smiciklas, M. (2012). The power of infographics: Using pictures to communicate and connect with your audiences. Indianapolis: Que.
Swain, E. (2012). Analysing evaluation in political cartoons. Discourse, Context & Media, 1(2-3), 82-94. http://dx.doi.org/10.1016/j.dcm.2012.09.002.
Thongthep, W (2018). The playwright of Love destiny reveals the tips for the popular success. Retrieved 11 June 2018 from https://www.bbc.com/thai/thailand-43413965.
Published
2020-06-30
How to Cite
PREECHA, Parinyaporn; SRINON, Udomkrit.
An Analysis of Attitudinal Resources in the Popular Thai Online Original Soundtrack,“Orchao-oey” (You) of the Period Soap Opera “Buppe San Nivas” (Love Destiny): Systemic Functional Linguistics and Appraisal Perspective.
วารสารมนุษยศาสตร์ มหาวิทยาลัยมหามกุฏราชวิทยาลัย, [S.l.], v. 12, n. 1, p. 127-138, june 2020.
ISSN 1686-8897. Available at: <http://ojs.mbu.ac.th/index.php/johu/article/view/1602>. Date accessed: 04 july 2024.
Section
บทความวิชาการ
