A multimodal discourse analysis of the first promotional video in #this is Egypt campaign
Other Title(s)
تحليل خطابي متعدد الوسائط للفيديو الترويجي الأول لحملة #هذه مصر
Author
al-Misri, Minah Muhammad Salamah
Source
[Wadi El-Nile Journal for Human, Social and Educational Studies and Research]
Issue
Vol. 2021, Issue 31، ج. 1 (31 Jul. 2021), pp.85-136, 52 p.
Publisher
Cairo University Faculty of Arts-Khartoum Branch
Publication Date
2021-07-31
Country of Publication
Egypt
No. of Pages
52
Main Subjects
English Language and Literature
Topics
Abstract AR
يدرس البحث من منظور لغوي متعدد الوسائط تأثير وفاعلية الفيديو الترويجي الأول لحملة # هذه مصر والتي قامت وزارة السياحة المصرية بإطلاقها عام 2016 من أجل تطوير السياحة في مصر ويستهدف البحث دراسة ترابط وتكامل أنماط الاتصال المختلفة مثل الصورة والموسيقي والخط واللون وذلك من خلال تطبيق نظرية العالمان كريس وفان ليفن (2006) لتحليل الصورة ونظرية ديفيد ماشين (2010) لتحليل الصوت والخط ونظرية فان ليفين (2002) لتحليل اللون.
وأوضحت الدراسة أن تناسق وسائل الاتصال الأربعة يسهم بشكل كبير في نجاح الفيديو وكذلك إبراز صورة مصر كبلد سياحي كبير.
Abstract EN
This paper investigates, from a multimodal perspective, the effectiveness of the first promotional video in #This is Egypt tourism campaign which has been launched in 2016 by the Egyptian tourism ministry as a mean of developing tourism industry in Egypt.
The study also aims to examine the interconnection of different modes of communication such as image, music , typography and color through applying Kress and Van Leeuween’s (2006) theory of visual grammar , David Machin's (2010) theatrical framework of analyzing sound and typography and Van Leeuween's (2002) taxonomy of color.
Results suggest that the deployment, interconnection and complementation of the four modes contribute to the success of the video.
Narrative processes, conceptual processes, close shots, frontal horizontal and vertical images, high modality, fully saturated and bright colors, low and quick rhythm and narrowed, heavy and upright subtitles construct a picturesque image of Egypt as a great country with a magnificent culture and great history.
American Psychological Association (APA)
al-Misri, Minah Muhammad Salamah. 2021. A multimodal discourse analysis of the first promotional video in #this is Egypt campaign. [Wadi El-Nile Journal for Human, Social and Educational Studies and Research]،Vol. 2021, no. 31، ج. 1, pp.85-136.
https://search.emarefa.net/detail/BIM-1254497
Modern Language Association (MLA)
al-Misri, Minah Muhammad Salamah. A multimodal discourse analysis of the first promotional video in #this is Egypt campaign. [Wadi El-Nile Journal for Human, Social and Educational Studies and Research] No. 31, p. 1 (2021), pp.85-136.
https://search.emarefa.net/detail/BIM-1254497
American Medical Association (AMA)
al-Misri, Minah Muhammad Salamah. A multimodal discourse analysis of the first promotional video in #this is Egypt campaign. [Wadi El-Nile Journal for Human, Social and Educational Studies and Research]. 2021. Vol. 2021, no. 31، ج. 1, pp.85-136.
https://search.emarefa.net/detail/BIM-1254497
Data Type
Journal Articles
Language
English
Notes
Includes bibliographical references : p. 133-136
Record ID
BIM-1254497