Meaning-Making and Political Campaign Advertising: A Cognitive-Linguistic and Film-Analytical Perspective on Audiovisual Figurativity

Meaning-Making and Political Campaign Advertising: A Cognitive-Linguistic and Film-Analytical Perspective on Audiovisual Figurativity

by Dorothea Horst

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Overview

Although recent linguistic and media-studies' research has increasingly dealt with forms of imagery beyond language, such as in audiovisual formats, only little attention has been paid to the specific media character of audiovisual images. This raises a theoretical as well as methodological problem: How can processes of figurative meaning making in audiovisual media be adequately conceptualized and described? The book intends to bridge this research gap with an analysis of campaign commercials, a hitherto largely underexplored object of study in metaphor and metonymy research. To achieve this goal, a transdisciplinary film-analytical and cognitive-linguistic account of audiovisual figurativity is developed and examined through a comparative analysis of figurative meaning-making processes in German and Polish campaign commercials from 2009 and 2011. By setting the inseparable intertwining of language and cinematic staging, sensing and understanding center stage, the book provides insight into the dynamic nature and embodied affective grounds of audiovisual figurativity, and challenges the long-known dichotomies of rational discourse and affective manipulation, political message and media effect.

Product Details

ISBN-13: 9783110577938
Publisher: De Gruyter
Publication date: 10/22/2018
Series: Cinepoetics - English edition , #2
Sold by: Barnes & Noble
Format: NOOK Book
Pages: 255
File size: 9 MB
Age Range: 18 Years

About the Author

Dorothea Horst, European University Viadrina, Frankfurt (Oder), Germany.

Table of Contents

Acknowledgements v

1 Introduction 1

1.1 Audiovisual Figurativity as Product and as Process 2

1.2 Audiovisual Figurativity as Construction of Meaning 7

1.3 Audiovisual Figurativity as Embodied Experience 12

1.4 Objective, Scope, and Structure of the Book 17

2 The State of Research on Campaign Commercials and Figurativity 23

2.1 Campaign Commercials as Simplistic and Emotionalizing Canvassing 24

2.2 Political Metaphor as Pervasive and Persuasive Tool 36

2.3 The Dynamic Perspective: Active Spectators and Varieties of Audiovisual Figurativity 46

3 Cognitive-Linguistic Perspectives on Figurativity 48

3.1 Materialized Conceptualization: Figurativity and Multimodality 51

3.2 Enactive Conceptualization: Figurativity and Situatedness 56

3.3 Highlighted Meaning: Activation of Figurativity 61

3.4 Experiential Grounds: Figurativity and Embodiment 67

3.5 Conclusion 73

4 Film-Theoretical Perspectives on Figurativity 75

4.1 Figuration and Illocution: Figurativity and the Film Code 76

4.2 Artistry and Cognitive Principle: Figurativity and Message Deciphering 80

4.3 Intellectual Shock and Affective Fusion: Figurativity and Viewers' Participation 86

4.4 Double Vision and Cinematic Expressivity: Figurativity and Embodied Experience 91

4.5 Conclusion 96

5 Implications of a Dynamic Approach to Audiovisual Figurativity 98

5.1 Temporal Dynamics of Audiovisual Figurativity 99

5.2 Attentional Dynamics of Audiovisual Figurativity 104

5.3 Experiential Dynamics of Audiovisual Figurativity 110

5.4 Variant Forms of Audiovisual Figurativity 115

6 Angela Merkel, a Sovereign With Civil Roots 121

6.1 The Image of a Monarch: Angela Merkel as Political Message 122

6.2 'I Am You': Angela Merkel as Representative of the German People 126

6.3 The Experience of Gravitas: Angela Merkel as Center of Power 135

6.4 "We Have the Power": Angela Merkel and a Sense of Commonality 143

6.5 Conclusion: Metaphor and Metonymy as Interrelated Meaning-Making Processes 146

7 Donald Tusk, a Leading Builder Under Pressure 148

7.1 Highlighting an Ongoing Process: "Poland Under Construction" 150

7.2 An Unfolding Construction Scenario: Donald Tusk as Leading Builder of a Future Poland 153

7.3 Feeling the Workload: Donald Tusk as Being Overwhelmed with Duties 162

7.4 The Pressure of Premiership: Donald Tusk and a Message of Apology 166

7.5 Conclusion: The Interplay of Language and Audiovisual Staging as Rhetorical Design 169

8 Jaroslaw Kaczynski and Frank-Walter Steinmeier: A Door Opener and a Sober Problem Solution 172

8.1 Two Challengers, Different Foci: Self-Promotion as Opposition and as Governing Party 173

8.2 Jaroslaw Kaczynski: Opening Doors and Conquering Hindrances 179

8.3 Frank-Walter Steinmeier: Giving a Realistic Answer to Existential Questions 186

8.4 Similarities and Differences Among Challenger and Incumbent Images 195

8.5 Conclusion: The intertwining of Language and Audiovisual Staging as Qualitative Criterion 200

9 Conclusion and Prospects 202

9.1 Variations of Audiovisual Figurative Meaning-Making 203

9.2 Campaign Commercials as Political Symbolizations 212

9.3 Reframing Persuasion Towards Meaning-Making and Understanding 217

Bibliography 223

Audiovisual Sources 241

List of Figures 242

Name Index 243

Subject Index 245

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