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Multimodal corpus analysis of representation of travel destinations: Two methodological approaches

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Multimodal corpus analysis of representation of travel destinations : Two methodological approaches. / Ignatova, Ekaterina.

2018. Poster session presented at The 4th Corpora and Discourse International Conference, Lancaster, United Kingdom.

Research output: Contribution to conference - Without ISBN/ISSN Poster

Harvard

Ignatova, E 2018, 'Multimodal corpus analysis of representation of travel destinations: Two methodological approaches', The 4th Corpora and Discourse International Conference, Lancaster, United Kingdom, 22/06/18 - 24/06/18. https://doi.org/10.13140/RG.2.2.14084.99209

APA

Ignatova, E. (2018). Multimodal corpus analysis of representation of travel destinations: Two methodological approaches. Poster session presented at The 4th Corpora and Discourse International Conference, Lancaster, United Kingdom. https://doi.org/10.13140/RG.2.2.14084.99209

Vancouver

Ignatova E. Multimodal corpus analysis of representation of travel destinations: Two methodological approaches. 2018. Poster session presented at The 4th Corpora and Discourse International Conference, Lancaster, United Kingdom. https://doi.org/10.13140/RG.2.2.14084.99209

Author

Ignatova, Ekaterina. / Multimodal corpus analysis of representation of travel destinations : Two methodological approaches. Poster session presented at The 4th Corpora and Discourse International Conference, Lancaster, United Kingdom.

Bibtex

@conference{0980d2fd7ed9473eb3a17acfb3c7d6f8,
title = "Multimodal corpus analysis of representation of travel destinations: Two methodological approaches",
abstract = "This poster presentation introduces two approaches to multimodal corpus analysis aimed at comparing how two travel destinations, Moscow and London, are represented in tourism discourse of a popular travel website www.tripadvisor.com. In recent years there has been a surge of interest to utilizing multimodal approaches, which consider various expressive resources used for making meaning in texts, for instance, writing, images, layout (Van Leeuwen, 2015), for analysing tourism discourse (e.g. Francesconi, 2011, 2014). However, methodological frameworks for studying the representation of travel destinations in multimodal texts have not received much attention. The project aims at filling this gap by discussing two multimodal approaches to city representation analysis in travel-related texts. Due to the fact that such modes as layout, typography and hypertextual structure are predetermined by the website design and are similar for both cities, the primary concern of the current project is language and images. In both described approaches, corpus linguistics techniques, such as keywords comparison, concordance analysis of keywords, collocation comparison and concordance analysis of collocations, are applied for language analysis in order to search for the salient features of the texts and to compare how the two cities are represented. As for visual analysis, the first option implies a qualitative study of images, which is a popular approach in the field of tourism discourse. In addition to commonly used social semiotics visual analysis (Kress & Van Leeuwen, 2006), the proposed methodology includes a comparative and interpretative analysis based on Dann’s (1996) framework of visual techniques and Barthes’ (1977) theory of visual semiotics. The advantage of this methodology is that it allows to get deeper insights into what visual elements, structures and techniques are utilized to construct the representation of Moscow and London in the photographs on the website. The drawbacks, however, are that such analysis is time-consuming, consequently, only a limited number of images can be studied. The second approach combines the aforementioned corpus linguistics methods with an analogous visual mode analysis based on tagging images with topic words and comparing frequencies of the topic words across the corpora. This stage is aimed at identifying patterns in the use of images for representing travel destinations and comparing them between the two corpora. In addition, the analysis of how the images are used in context, namely, which texts they accompany, is proposed to interpret the patterns. This methodology can be applied to a larger number of multimodal texts and allows the exploration of similarities and differences in the representation of the two cities. Therefore, the two approaches complement each other and can be used individually or in combination depending on the time limit and research aims. The project is a further step in the development of multimodal corpus approaches to the study of the representation of travel destinations in tourism discourse.",
keywords = "tourism discourse, multimodality, corpus linguistics, Corpus-assisted discourse studies, multimodal discourse",
author = "Ekaterina Ignatova",
year = "2018",
doi = "10.13140/RG.2.2.14084.99209",
language = "English",
note = "The 4th Corpora and Discourse International Conference, CAD 2018 ; Conference date: 22-06-2018 Through 24-06-2018",
url = "http://ucrel.lancs.ac.uk/cad2018/programme.php",

}

RIS

TY - CONF

T1 - Multimodal corpus analysis of representation of travel destinations

T2 - Two methodological approaches

AU - Ignatova, Ekaterina

PY - 2018

Y1 - 2018

N2 - This poster presentation introduces two approaches to multimodal corpus analysis aimed at comparing how two travel destinations, Moscow and London, are represented in tourism discourse of a popular travel website www.tripadvisor.com. In recent years there has been a surge of interest to utilizing multimodal approaches, which consider various expressive resources used for making meaning in texts, for instance, writing, images, layout (Van Leeuwen, 2015), for analysing tourism discourse (e.g. Francesconi, 2011, 2014). However, methodological frameworks for studying the representation of travel destinations in multimodal texts have not received much attention. The project aims at filling this gap by discussing two multimodal approaches to city representation analysis in travel-related texts. Due to the fact that such modes as layout, typography and hypertextual structure are predetermined by the website design and are similar for both cities, the primary concern of the current project is language and images. In both described approaches, corpus linguistics techniques, such as keywords comparison, concordance analysis of keywords, collocation comparison and concordance analysis of collocations, are applied for language analysis in order to search for the salient features of the texts and to compare how the two cities are represented. As for visual analysis, the first option implies a qualitative study of images, which is a popular approach in the field of tourism discourse. In addition to commonly used social semiotics visual analysis (Kress & Van Leeuwen, 2006), the proposed methodology includes a comparative and interpretative analysis based on Dann’s (1996) framework of visual techniques and Barthes’ (1977) theory of visual semiotics. The advantage of this methodology is that it allows to get deeper insights into what visual elements, structures and techniques are utilized to construct the representation of Moscow and London in the photographs on the website. The drawbacks, however, are that such analysis is time-consuming, consequently, only a limited number of images can be studied. The second approach combines the aforementioned corpus linguistics methods with an analogous visual mode analysis based on tagging images with topic words and comparing frequencies of the topic words across the corpora. This stage is aimed at identifying patterns in the use of images for representing travel destinations and comparing them between the two corpora. In addition, the analysis of how the images are used in context, namely, which texts they accompany, is proposed to interpret the patterns. This methodology can be applied to a larger number of multimodal texts and allows the exploration of similarities and differences in the representation of the two cities. Therefore, the two approaches complement each other and can be used individually or in combination depending on the time limit and research aims. The project is a further step in the development of multimodal corpus approaches to the study of the representation of travel destinations in tourism discourse.

AB - This poster presentation introduces two approaches to multimodal corpus analysis aimed at comparing how two travel destinations, Moscow and London, are represented in tourism discourse of a popular travel website www.tripadvisor.com. In recent years there has been a surge of interest to utilizing multimodal approaches, which consider various expressive resources used for making meaning in texts, for instance, writing, images, layout (Van Leeuwen, 2015), for analysing tourism discourse (e.g. Francesconi, 2011, 2014). However, methodological frameworks for studying the representation of travel destinations in multimodal texts have not received much attention. The project aims at filling this gap by discussing two multimodal approaches to city representation analysis in travel-related texts. Due to the fact that such modes as layout, typography and hypertextual structure are predetermined by the website design and are similar for both cities, the primary concern of the current project is language and images. In both described approaches, corpus linguistics techniques, such as keywords comparison, concordance analysis of keywords, collocation comparison and concordance analysis of collocations, are applied for language analysis in order to search for the salient features of the texts and to compare how the two cities are represented. As for visual analysis, the first option implies a qualitative study of images, which is a popular approach in the field of tourism discourse. In addition to commonly used social semiotics visual analysis (Kress & Van Leeuwen, 2006), the proposed methodology includes a comparative and interpretative analysis based on Dann’s (1996) framework of visual techniques and Barthes’ (1977) theory of visual semiotics. The advantage of this methodology is that it allows to get deeper insights into what visual elements, structures and techniques are utilized to construct the representation of Moscow and London in the photographs on the website. The drawbacks, however, are that such analysis is time-consuming, consequently, only a limited number of images can be studied. The second approach combines the aforementioned corpus linguistics methods with an analogous visual mode analysis based on tagging images with topic words and comparing frequencies of the topic words across the corpora. This stage is aimed at identifying patterns in the use of images for representing travel destinations and comparing them between the two corpora. In addition, the analysis of how the images are used in context, namely, which texts they accompany, is proposed to interpret the patterns. This methodology can be applied to a larger number of multimodal texts and allows the exploration of similarities and differences in the representation of the two cities. Therefore, the two approaches complement each other and can be used individually or in combination depending on the time limit and research aims. The project is a further step in the development of multimodal corpus approaches to the study of the representation of travel destinations in tourism discourse.

KW - tourism discourse

KW - multimodality

KW - corpus linguistics

KW - Corpus-assisted discourse studies

KW - multimodal discourse

U2 - 10.13140/RG.2.2.14084.99209

DO - 10.13140/RG.2.2.14084.99209

M3 - Poster

ER -