In this paper I look at legitimation in multimodal texts. By focusing first upon genre analysis from a social semiotic perspective, and highlighting the complications it presents for genre identification, I lay a conceptual framework for looking at the specific genre of political spot ads. Analyzing a small selection of such ads used in the 2008 American presidential campaign, I show how the legitimating features they contain, although recognizable from more traditional studies, have been strikingly and successfully adapted to a new context. Furthermore, I suggest that this reworking marks a shift in the hierarchy of legitimating tools: a shift away from the unquestioned primacy of text and talk.
|Title of host publication||Analyzing Genres in Political Communication|
|Subtitle of host publication||Theory and practice|
|Editors||Piotr Cap, Urszula Okulska|
|Publisher||John Benjamins Pub Co|
|ISBN (Print)||ISBN 9789027206411|
|Publication status||Published - 2013|
|Name||Discourse Approaches to Politics, Society, and Culture (DAPSAC)|