Revealing Possible Truths Behind “Coolest Monkey in The Jungle”: Ideational Making Analysis Approach

Imam Khasbani

doi:10.22146/jh.35191

Revealing Possible Truths Behind “Coolest Monkey in The Jungle”: Ideational Making Analysis Approach

https://doi.org/10.22146/jh.35191

Imam Khasbani^(1*)

(1) University of Bristol
(*) Corresponding Author

Abstract

Multimodal Critical Discourse Analysis (CDA)-commonly defined as a discourse analysis approach that focuses on both linguistic and non-linguistic resources- has been witnessing increasing popularity in the research area. It has been argued, on the one hand, that the greater level of practicality the approach has to offer compared to its predecessor (Critical Discourse Analysis) becomes the main reason of why researchers gradually turn their reference on analysing discourses to this method (Han, 2015). An increasing trend of multimodal communications - that no longer use speech or writing exclusively in their occurrences - has become the logical ground on the other (Kress, 2011). This paper, using H&M ‘monkey’ hoodie advertisement (refer to appendix) as a form of multimodal communication, employs MCDA to explore the possible advantages one can learn through the process. To start with, a brief account of the key factors in the development of MCDA will be presented. This part is then followed by the discussion of the analysis approach employed in the paper and also the rational basis for choosing the approach over others. The analysis of the advertisement is done by drawing on related language and social theories to scrutinize the ideologies the company implanted on their advertisement. A thoughtful discussion on what is understood through the analysis process and what and how one can relate the practicality of multimodality analysis to another social area such as pedagogy will mark the end of this paper’s discussion.

Keywords

Multimodality Critical Discourse Analysis; Controversial Advertisement; Racism; Advertisement Discourse

Full Text:

PDF

References

Arkande, H. (2016). Illuminating the Blackness: Blacks and African Muslims in Brazil . London: Rabaah Publishers.

Barogana, L. (2018, January 10). 6 Celebrities Who Denounced H&M after It Used a Black Child to Sell a ‘Racist’ Shirt. Insider. Retrieved on February 06, 2018, from http://www.thisisinsider.com/celebrities-react-hm-monkey-sweatshirt-2018-1.

Bezemer, J., & Blommaert, J. (2013). Kress, Gunther. In C. A. Chapelle (Ed.), The Encyclopedia of Applied Linguistics (pp. 2901-2905). New Jersey: Blackwell Publishing Ltd.

Billig, M. (2008). The Language of critical Discourse Analysis: The Case of Nominalization. Discourse & Society, 783-800.

Bogushevskaya, V., & Colla, E. (2015). Thinking Colors: Perception, Translation and Representation. Newcastle Upon Tyne: Cambridge Scholars Publishing.

Butler, C. S. (2003). Structure and Function: A Guide to Three Major Structural-Functional Theoris Part 2: From Clause to DIscourse and Beyond. Philadelphia: John Benjamins Publishing Company.

Bybee, J., & Hopper , P. (2001). Introduction to Frequency and the Emergence of Linguistic Structure. In J. Bybee, & P. Hopper (Eds.), Frequency and the Emergence of Linguistic Structure (pp. 1-26). Philadelphia: John Benjamins Publishing Company.

Castells, M. (1997). An Introduction to the Information Age. City, 6-16.

Coulthard, M. (2014). An Introduction to Discourse Analysis (Second ed.). (C. N. Candlin, Ed.) New York: Routledge.

Deci, E. L., & Ryan, R. M. (2000). The “What” and “Why” of Goal Pursuits: Human Needs and Self-Determination of Behaviour. Psychological Inquiry, 227-268.

Djonov, E., & Zhao, S. (2014). From Multimodal to Critical Multimodal Studies through Popular Discourse. In E. Djonov, & S. Zhao (Eds.), Critical Multimodal Studies through Popular Discourse (pp. 1-16). New York: Routledge.

Eccles, R. G., Perkins, K. M., & Serafeim, G. (2012). How to Become a Sustainable Company. MIT SLoan Management Review, 42-50.

Ellis, E. M. (2012). Language Awarness and Its Relevence to TESOL. University of Sydney Papers in TESOL, 1-23.

Fairclough, N. (1992). Discourse and Social Change. Cambridge: Blackwell Publishing Ltd.

Fairclough, N. (2001). Critical Disclouse Analysis as a Method in Social Scientific Research. In Methods of Critical Discourse Analysis (pp. 121-138). London: Sage Publications.

Gee, J. P. (2011). Discourse Analysis, What Makes It Critical? In R. Rogers (Ed.), An Introduction to Critical Discourse Analysis in Education (pp. 23-45). New York: Routledge.

Goins, K. E. (2016). Dove Campaing for Real Beauty (master thesis). Alabama: University of Alabama.

H&M. (2018). The H&M Way. H&M. Retrieved on February 12, 2018, from https://about.hm.com/content/dam/hmgroup/groupsite/documents/en/hm-way/HM%20Way_en.pdf.

Hairstone, K. R. (2008). Dehumanization of the Black American Female: An American/Hawaiian Experience. Space for Difference: An Interdisciplinary Journal , 65-85.

Han, C. (2015). How to Do Critical Discourse Analysis: A Multimodal Introduction. Australian Journal of Linguistics, 415-418.

Hashemi, M. R., & Ghanizadeh, A. (2012). Critical Discourse Analysis and Critical Thinking: An Experimental Study in an EFL Context. System, 37-47.

Hodge, R., & Kress, G. (1988). Social Semiotics. New York: Cornell University Press.

Hymes, D. (1974). Foundations in Sociolinguistics: An Ethnographic Approach. London: Tavistock Publication Limited.

Indrawan, A. (January 23, 2017). Ini Kronologi ditemukannya Buku Kisi-Kisi UN Bergambar Palu-Arit. Republika. Retrieved on February 12, 2018, from http://www.republika.co.id/berita/nasional/hukum/17/01/23/ok85zc365-ini-kronologi-ditemukannya-buku-kisikisi-unbergambar-paluarit.

Katz, J. (2003). Advertising and the Construction of Violent White Masculinity: From Eminem to Clinique for Men. In G. Dines, & J. M. Humez (Eds.), Gender, Race and Class in Media: A Text Reader (Second ed., pp. 349-358). California: Sage Publications.

Koerner, E. F. (1971). Ferdinand De Saussure: Origin and Development of His Linguistic Theory in Western Studies of Language (Doctoral Dissertation). British Columbia: Simon Fraser University.

Komins, B. J. (2001). Western Culture and the Ambigous Legacies of the Pig. CLCWeb: Comparative Literature and Culture, 1-10.

Koszembar-Wiklik, M. (2016). Controversional Themes in Advertisments: On Manipulating the Emotion of Audiences and Extending the Boundaries of the Social ‘Taboo’. Communication Today, 18-31.

Kress, G. (2011). Discourse Analysis and Education: A Multimodal Social Semiotic Approach. In R. Rogers (Ed.), An Introduction to Critical Discourse Analysis in Education (Second ed., pp. 205-226). New York: Routledge.

Lankshear, C., & Knobel, M. (2006). Digital Literacy and Digital Literacies: POlicy, Pedagogy and Research Consideration for Education. Digital Kompetanse, 12-24.

Leach, E. (1964). Anthropological Aspects of Language: Animal Categories and Verbal Abuse. In E. H.

Lenneberg (Ed.), New Directions in the Study of Language (pp. 23-63). Massachusetts: The M.I.T. Press.

Linning, S., & Gordon, A. (2018, January 08). Critics Call for Boycott of H&M over Advert for ‘Coolest Monkey in the Jungle’ Child’s Hoodie Featuring a Black Model. Daily Mail. Retrieved on February 06, 2018, from http://www.dailymail.co.uk/news/article-5245887/Critics-call-boycott-H-M-racistadvert.html.

Lucy, J. A. (1997). Linguistic Relativity. Annu. Rev. Anthropol, 291-312.

Machin, D., & Mayr, A. (2012). How to Do Critical Discourse Analysis. London: Sage Publications Ltd.

Machin, D., & Mayr, A. (2012). How to Do Critical Discourse Analysis: A Multimodal Introduction. Thousand Oaks, California: Sage Publications Inc.

McPherson, M., Smith-Lovin, L., & Cook, J. M. (2001). Birds of Feather: Homophily in Social Networks. Annu. Rev. Sociol., 415-444.

Moore, A., & Tuckwell, K. (2006). A Tenorless Genre? Forensic Generic Profiling of Workers’ Compensation Dispute Resolution Discourse. Linguistics and Human Sciences, 205-232.

Nielsen , J. (2006). F-Shaped Pattern for Reading Web Content (Original Study). Retrieved on 5 February, 2018, from https://www.nngroup.com/articles/f-shaped-pattern-reading-web-contentdiscovered/.

Nielsen , J. (2010b). Scrolling and Attention. Retrieved on 5 February, 2018, from https://www.nngroup.com/articles/scrolling-and-attention/.
</

DOI: https://doi.org/10.22146/jh.35191