From Language to Multimodality - New Developments in the Study of Ideational Meaning - Carys Jones

From Language to Multimodality - New Developments in the Study of Ideational Meaning - Carys Jones

14 Movies ‘reloaded’ into commercial reality: representational structures in ‘The Matrix’ trilogy promotional posters

From Language to Multimodality - New Developments in the Study of Ideational Meaning - Carys Jones

Arianna Maiorani [+-]
Loughborough University
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My main interests are Systemic Functional Linguistics and Multimodality. I conceive Linguistics not as a science per se but as a key to understanding how we make sense of the world we live in and a powerful tool for investigations from an interdisciplinary perspective. One branch of my research belongs to the field of Multimodality, namely the theory that studies communication realised through the use of different semiotic systems (verbal, visual, sound, etc.). Using analytical frameworks developed from Systemic Functional Linguistics, I study communication in internet environments as well as the impact of Internet experience of film consumption and film aesthetics. Another branch of my research is more classically focused on Systemic Functional Linguistics and Discourse Analysis: I am mostly interested in the study of texts that are created in crucial socio-cultural and historical conditions and/or that generate cultural phenomena of interdisciplinary interest. As an ex-professional ballet dancer, teacher and choreographer, I am also interested in researching the semiotic and aesthetic relationship between movement and space, both at a theoretical level and at a practical level. My research interests are reflected in my teaching and some of the modules I teach draw directly on my specific fields of research: Introduction to Multimodality, Introduction to Systemic Functional Linguistics, Movement and Text, and Introduction to Dance Theatre: Foundations and Practice.

Description

This chapter investigates the multimodal interplay between visual and verbal semiotics of the particular discourse used in the campaign posters through addressing the following four points: 1) how the poster campaign developed and why it changed progressively; 2) the relation between these changes and the social impact of each single movie; 3) how the posters campaign was progressively affected by marketing targets; 4) how the market itself was affected by the development of the posters campaign.

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Citation

Maiorani, Arianna. 14 Movies ‘reloaded’ into commercial reality: representational structures in ‘The Matrix’ trilogy promotional posters. From Language to Multimodality - New Developments in the Study of Ideational Meaning. Equinox eBooks Publishing, United Kingdom. p. 275 - 296 Dec 2008. ISBN 9781845539115. https://www.equinoxpub.com/home/view-chapter/?id=21993. Date accessed: 15 May 2021 doi: 10.1558/equinox.21993. Dec 2008

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