Reasoning and Appraisal in Multimodal Argumentation

Abstract

AbstractThe development of new media enlarges the repertoire of semantic resources in creating a discourse. Apart from language, visual and sound symbols can all become semantic sources, and a synergy of different modality and symbols can be used to complete argumentative reasoning and evaluation. In the framework of multimodal argumentation and appraisal theory, this study conducted quantitative and multimodal discourse analysis on a new media discourse Building a community of shared future for humankind and found that visual symbols can independently fulfill both reasoning and evaluation in the argumentative discourse. An interplay of multiple modalities constructs a multi-layered semantic source, with verbal subtitles as a frame and a sound system designed to reinforce the theme and mood. In addition, visual modality is implicit in constructing the stance and evaluation of the discourse, with the verbal mode playing the role of “anchoring,” i.e. providing explicit explanation. A synergy of visual, acoustic, and verbal modalities could effectively transmit conceptual, interpersonal, and discursive meanings, but the persuasive result with the audience from different cultural backgrounds might be mixed.