@inbook{296c13593bdd41c388a4dbeabfc171f4,
title = "Multimodal legitimation: Looking at and listening to Obama{\textquoteright}s ads",
abstract = "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.",
author = "Mackay, {Rowan R.}",
year = "2013",
language = "English",
isbn = "ISBN 9789027206411",
series = "Discourse Approaches to Politics, Society, and Culture (DAPSAC)",
publisher = "John Benjamins Publishing Company",
pages = "345–377",
editor = "Piotr Cap and { Okulska}, Urszula",
booktitle = "Analyzing Genres in Political Communication",
}