A semiotic multimodal analysis and South African case study: the representation and construction of masculinities in men's health (Sa)

The main question of this study was: How and in what way can a multimodal semiotic visual analysis model be developed and used for contributing to the analysis and understanding of the manner in which the Men’s Health (South Africa) magazine – as a case study – represents and constructs masculinitie...

Full description

Bibliographic Details
Main Author: Cilliers , Christiaan Petrus
Other Authors: Allais, A.C.
Format: Others
Language:en
Published: 2015
Subjects:
Online Access:Cilliers , Christiaan Petrus (2014) A semiotic multimodal analysis and South African case study: the representation and construction of masculinities in men's health (Sa), University of South Africa, Pretoria, <http://hdl.handle.net/10500/18197>
http://hdl.handle.net/10500/18197
id ndltd-netd.ac.za-oai-union.ndltd.org-unisa-oai-uir.unisa.ac.za-10500-18197
record_format oai_dc
collection NDLTD
language en
format Others
sources NDLTD
topic Masculinity
Construction
Representation
Social semiotics
Visual grammar
Hexagon model
Multimodal model
Multimodal analysis
Visual discourse
Concept maps
302.2
Semiotics -- Social aspects
Visual communication
Visual sociology
Musculinity -- Social aspects
Men -- Social condition
Musculinity in popular culture
spellingShingle Masculinity
Construction
Representation
Social semiotics
Visual grammar
Hexagon model
Multimodal model
Multimodal analysis
Visual discourse
Concept maps
302.2
Semiotics -- Social aspects
Visual communication
Visual sociology
Musculinity -- Social aspects
Men -- Social condition
Musculinity in popular culture
Cilliers , Christiaan Petrus
A semiotic multimodal analysis and South African case study: the representation and construction of masculinities in men's health (Sa)
description The main question of this study was: How and in what way can a multimodal semiotic visual analysis model be developed and used for contributing to the analysis and understanding of the manner in which the Men’s Health (South Africa) magazine – as a case study – represents and constructs masculinities in South Africa? The following three subsidiary research questions were formulated to address this topic: • What is the literature revealing with reference to the media as producers of meaning in relation to masculinity and visual texts? • How and in which way can a semiotic visual analysis multimodal model be developed with the purpose of contributing to the analysis of visual texts? • What is the outcome of the visual analysis multimodal model with reference to the case study about the representation and construction of masculinities in visual texts in MH? The first aim of this research was to establish an overview of masculinities and to explore the visual representation of masculinity with reference to mediation, reality, and ideology in the media. With reference to the media as producers of meaning in relation to masculinity and visual texts, a semiotic visual analysis and social semiotics were used to unpack culture as a site of the production of meanings. The media is one of the main sources from which men receive their entertainment and information about the world. In this sense, the media makes sense of the world. Mass media plays a key role in discourse and constructing the relationships between reality and ideology. During this construction, the media reflects on existing opinions and attitudes in society. A quantitative content analysis and a qualitative semiotic multimodal visual analysis were conducted on 27 visual texts purposively selected from MH to include editions from July 2010 to June 2011. This population covered 12 front covers, 12 editorials and three flip covers. The developed visual multimodal model was tested qualitatively on nine visual texts since these texts included the front covers, flip covers and editorials of the three editions with flip covers. v A second major aim of the study was to establish the way in which a semiotic visual analysis multimodal model needed to be developed and used for analysing visual texts, as well as for analysing the visual texts according to the multimodal model in order to understand how the multimodality and social semiotic resources were applied in MH to represent and construct masculinities. The rationale for the development and design of this model was based on the premise that a basic understanding of semiotics and visual language was needed. Without such an understanding, the vast amounts of visual messages that confront the reader would remain incomprehensible. Consequently, a productive dialogue in relation to visual communication cannot take place. The multimodal model developed in this thesis highlights visual text layout, in conjunction with language-in-use, that does not occur in isolation and that is deeply reliant on other forms of making meaning. The heptagon multimodal model consists of concept maps of the six functions of the designed hexagon model. This multimodality approach includes analysing simultaneously occurring semiotics and their various roles in conjunction with detailed, all-inclusive discourses. In the quantitative content analysis and the qualitative multimodal semiotic analysis, the six components of the developed heptagon model (visual grammar, positioning, typography, colour, modality, and iconography) are illustrated. The quantitative research supported the main research design, i.e. the qualitative multimodal semiotic analysis. It is envisaged that the development and construction of a multimodal semiotic model will make a contribution to the scholarly field of semiotic analysis. By discussing the fluidity of the variations of masculinities and male identities, by giving a brief overview of the role of the media in constructing masculinities, and by focusing on the discourses that took place in MH, the researcher creates an awareness of the inherited patriarchal masculinities by recommending envisioned masculinities to be inclusive as a component of the solution. This approach is illustrated by the use and findings of the multimodal semiotic visual analysis. === Communication Science === D. Litt. et. Phil
author2 Allais, A.C.
author_facet Allais, A.C.
Cilliers , Christiaan Petrus
author Cilliers , Christiaan Petrus
author_sort Cilliers , Christiaan Petrus
title A semiotic multimodal analysis and South African case study: the representation and construction of masculinities in men's health (Sa)
title_short A semiotic multimodal analysis and South African case study: the representation and construction of masculinities in men's health (Sa)
title_full A semiotic multimodal analysis and South African case study: the representation and construction of masculinities in men's health (Sa)
title_fullStr A semiotic multimodal analysis and South African case study: the representation and construction of masculinities in men's health (Sa)
title_full_unstemmed A semiotic multimodal analysis and South African case study: the representation and construction of masculinities in men's health (Sa)
title_sort semiotic multimodal analysis and south african case study: the representation and construction of masculinities in men's health (sa)
publishDate 2015
url Cilliers , Christiaan Petrus (2014) A semiotic multimodal analysis and South African case study: the representation and construction of masculinities in men's health (Sa), University of South Africa, Pretoria, <http://hdl.handle.net/10500/18197>
http://hdl.handle.net/10500/18197
work_keys_str_mv AT cillierschristiaanpetrus asemioticmultimodalanalysisandsouthafricancasestudytherepresentationandconstructionofmasculinitiesinmenshealthsa
AT cillierschristiaanpetrus semioticmultimodalanalysisandsouthafricancasestudytherepresentationandconstructionofmasculinitiesinmenshealthsa
_version_ 1718794309382176768
spelling ndltd-netd.ac.za-oai-union.ndltd.org-unisa-oai-uir.unisa.ac.za-10500-181972018-11-19T17:15:04Z A semiotic multimodal analysis and South African case study: the representation and construction of masculinities in men's health (Sa) Cilliers , Christiaan Petrus Allais, A.C. Milton, V. C. Masculinity Construction Representation Social semiotics Visual grammar Hexagon model Multimodal model Multimodal analysis Visual discourse Concept maps 302.2 Semiotics -- Social aspects Visual communication Visual sociology Musculinity -- Social aspects Men -- Social condition Musculinity in popular culture The main question of this study was: How and in what way can a multimodal semiotic visual analysis model be developed and used for contributing to the analysis and understanding of the manner in which the Men’s Health (South Africa) magazine – as a case study – represents and constructs masculinities in South Africa? The following three subsidiary research questions were formulated to address this topic: • What is the literature revealing with reference to the media as producers of meaning in relation to masculinity and visual texts? • How and in which way can a semiotic visual analysis multimodal model be developed with the purpose of contributing to the analysis of visual texts? • What is the outcome of the visual analysis multimodal model with reference to the case study about the representation and construction of masculinities in visual texts in MH? The first aim of this research was to establish an overview of masculinities and to explore the visual representation of masculinity with reference to mediation, reality, and ideology in the media. With reference to the media as producers of meaning in relation to masculinity and visual texts, a semiotic visual analysis and social semiotics were used to unpack culture as a site of the production of meanings. The media is one of the main sources from which men receive their entertainment and information about the world. In this sense, the media makes sense of the world. Mass media plays a key role in discourse and constructing the relationships between reality and ideology. During this construction, the media reflects on existing opinions and attitudes in society. A quantitative content analysis and a qualitative semiotic multimodal visual analysis were conducted on 27 visual texts purposively selected from MH to include editions from July 2010 to June 2011. This population covered 12 front covers, 12 editorials and three flip covers. The developed visual multimodal model was tested qualitatively on nine visual texts since these texts included the front covers, flip covers and editorials of the three editions with flip covers. v A second major aim of the study was to establish the way in which a semiotic visual analysis multimodal model needed to be developed and used for analysing visual texts, as well as for analysing the visual texts according to the multimodal model in order to understand how the multimodality and social semiotic resources were applied in MH to represent and construct masculinities. The rationale for the development and design of this model was based on the premise that a basic understanding of semiotics and visual language was needed. Without such an understanding, the vast amounts of visual messages that confront the reader would remain incomprehensible. Consequently, a productive dialogue in relation to visual communication cannot take place. The multimodal model developed in this thesis highlights visual text layout, in conjunction with language-in-use, that does not occur in isolation and that is deeply reliant on other forms of making meaning. The heptagon multimodal model consists of concept maps of the six functions of the designed hexagon model. This multimodality approach includes analysing simultaneously occurring semiotics and their various roles in conjunction with detailed, all-inclusive discourses. In the quantitative content analysis and the qualitative multimodal semiotic analysis, the six components of the developed heptagon model (visual grammar, positioning, typography, colour, modality, and iconography) are illustrated. The quantitative research supported the main research design, i.e. the qualitative multimodal semiotic analysis. It is envisaged that the development and construction of a multimodal semiotic model will make a contribution to the scholarly field of semiotic analysis. By discussing the fluidity of the variations of masculinities and male identities, by giving a brief overview of the role of the media in constructing masculinities, and by focusing on the discourses that took place in MH, the researcher creates an awareness of the inherited patriarchal masculinities by recommending envisioned masculinities to be inclusive as a component of the solution. This approach is illustrated by the use and findings of the multimodal semiotic visual analysis. Communication Science D. Litt. et. Phil 2015-01-23T12:20:32Z 2015-01-23T12:20:32Z 2014-06 Thesis Cilliers , Christiaan Petrus (2014) A semiotic multimodal analysis and South African case study: the representation and construction of masculinities in men's health (Sa), University of South Africa, Pretoria, <http://hdl.handle.net/10500/18197> http://hdl.handle.net/10500/18197 en 1 online resource (xv, 320 leaves)