‘It all begins with a teacher’

A multimodal critical discourse analysis of Singapore’s teacher recruitment videos

Dados Bibliográficos

ID21788406
AutoresPeter Teo (0000-0001-8564-4494, Nanyang Technological University, autor correspondente)
Ano2021
Volume15
Fascículo3
Páginas330-348
Data de publicação2021-06-01
Peer ReviewedSim
Open AccessSim
TipoARTICLE
PeriódicoDiscourse & Communication (JOURNAL)
Identificadores do periódicoISSN: 1750-4813 • E-ISSN: 1750-4821
EditoraSAGE Publications (PUBLISHER • US)
DOI10.1177/1750481321999909
OpenAlexW3155016676
IdiomaEN
Citações recebidas6
Referências citadas47

This study focuses on a series of videos aimed at teacher recruitment in Singapore and how they are used as an ideological tool for persuasion. By adopting a multimodal critical discourse analysis approach to focus on affect, it examines how these videos create and promulgate the ideology of an ideal teacher as one who is caring, encouraging and supportive of students. The analysis shows how affect is not only embodied in and performed by the primary protagonists in the video narratives through their action, facial expression, posture and speech. It is also evoked through various secondary meaning-making modes, such as focus, angle, lighting, background music and setting, through which the narratives unfold. More importantly, it demonstrates how affect is used not only as a means to arouse and engage viewers’ sensibilities but also as a persuasive strategy to manufacture and manage particular social and economic realities in contemporary society

Aesthetics · Art · Critical discourse analysis · Discourse analysis · Embodied cognition · Epistemology · Ideology · Linguistics · Multimodality · Narrative · Persuasion · Political science · Politics · Sociology · Communication · Computer Science · Humor Studies and Applications · Language, Metaphor, and Cognition · Psychology · Social Psychology · Socioeconomic Development in Asia