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The multimodal construction of the identity of politicians: Constructing Jacob Zuma through prior texts, prior discourses and multiple modes
Stellenbosch University, South Africa.
2015 (English)In: Critical Discourse Studies, ISSN 1740-5904, E-ISSN 1740-5912, Vol. 12, no 1, 39-56 p.Article in journal (Refereed) Published
Abstract [en]

This paper will use the theoretical concepts of ‘intertextuality’, ‘interdiscursivity’ and ‘resemiotization’ to analyse four media texts on South African president, Jacob Zuma. The aims of the paper are, first, to analyse the role that intertextual references play in the construction of the identity of public figures. Second, the paper investigates the semiotic affordances of the visual and linguistic mode by tracing how previous discourses and texts about Jacob Zuma move across discursive spaces and modes. The findings suggest that reference to previous discourses play a fundamental role in the way in which Jacob Zuma is constructed. More specifically, resemiotization from the verbal to the visual mode seems to serve as a way to bring multiple discourses into a text without necessarily articulating these discourses linguistically. These findings are discussed within the broader framework of critical discourse analysis.

Place, publisher, year, edition, pages
2015. Vol. 12, no 1, 39-56 p.
Keyword [en]
multimodality, resemiotization, intertextuality interdiscursive, identity construction, semiotic affordances
National Category
Languages and Literature
URN: urn:nbn:se:su:diva-127193DOI: 10.1080/17405904.2014.962066OAI: diva2:907298
Available from: 2016-02-26 Created: 2016-02-26 Last updated: 2016-08-23Bibliographically approved

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Oostendorp, Marcelyn
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