A Multimodal Discourse Analysis of the Endangered Tigers in WWF Posters

Annisa Indah Sukma, Zakie Asidiky, Agung Farid Agustian

Abstract


This Multimodal Discourse Analysis (MDA) research examined World Wildlife Fund for Nature (WWF) posters campaigning for tiger protection, whose population has been fewer than 5000 in recent years. It uses a qualitative descriptive method with Kress and van Leeuwen's compositional meaning theory (2006) to explore how the composition of the posters delivered messages to readers. Besides, it also tried to reveal the ideologies depicted in those posters critically. The number of data analyzed was  6 (six) tiger posters taken from the adsoftheworld website (https://www.adsoftheworld.com) with the keywords 'tiger' and 'WWF.' As a result, the salient elements of the selected posters represented a critical state of the tiger population. They could also convey to readers that the extinction of tigers can be prevented with a wise life. In addition, both verbal and visual elements depicted several ideologies: (1) the tiger was seen as property, not as a living creature, (2) people could choose to fight for or destroy the tiger, (3) power hierarchy made people unable to act, and (4) the tigers are in endangered states. Hopefully, this research can be used as a theoretical reference for further research on environmental and animal issues in the multimodal field. Besides, visual communication practitioners can imitate or follow the analyzed posters in this research to make any content concerning any life issues by paying more attention to the salient elements in their posters.


Keywords


multimodal discourse analysis; compositional meaning; WWF posters; tiger

Full Text:

PDF

References


About Us | WWF. (2022). Retrieved January 29, 2022, from WWF https://www.worldwildlife.org/about

Asidiky, Z. (2022). The Multimodal Portrayal of The 2019 Indonesian Presidential Candidates' Rivalry on English Tempo's Cover Stories. Indonesian Journal of EFL and Linguistics, 7(1), 109-126. http://dx.doi.org/10.21462/ijefl.v7i1.472

Asidiky, Z., & Puspa, R. V. M. (2020). The Representation of Basuki Tjahaja Purnama (BTP) as a Social Actor in the Collection of Hoax News Headlines on www. turnbackhoax. id. Eralingua: Jurnal Pendidikan Bahasa Asing dan Sastra, 4(1), 54-63. doi: https://doi.org/10.26858/eralingua.v4i1.11291

Asidiky, Z., Sujatna, E. T. S., Sidiq, I. I., & Darmayanti, N. (2022). A Multimodal Critical Discourse Analysis of Ridwan Kamil's Weekly Subuh Berjamaah Instagram posts. Kasetsart Journal of Social Sciences, 43(3), 591-598.

Bi, M. (2019). Multimodal discourse analysis of news pictures. Theory and Practice in Language Studies, 9(8), 1035-1039. doi: http://dx.doi.org/10.17507/tpls.0908.23

Dallyono, R., & Sukyadi, D. (2019). An Analysis of Multimodal Resources in Environmental Protection Posters. Indonesian Journal of Applied Linguistics, 9(2), 472-479. doi: 10.17509/ijal.v9i2.20245

Kress, G., & Leeuwen, T. (2006). Reading Images. the Grammar of Visual Design. London: Routledge

Mohammad, H. A. (2020). SUDANESE REVULSION'S GRAFFITI AS MEANS OF COMMUNICATION: A MULTIMODAL DISCOURSE ANALYSIS. European Journal of Literature, Language and Linguistics Studies, 4(3). doi: 10.46827/ejlll.v4i3.215

Mulyadi, A., & Sudana, D. (2021). AN ANALYSIS MULTIMODAL OF HUMANITARIAN ISSUES POSTERS. In English Language and Literature International Conference (ELLiC) Proceedings (Vol. 4, pp. 320-324).

Nurfaizah, N., & Harti, L. M. S. (2022). MULTIMODAL DISCOURSE ANALYSIS OF VISUAL PROTEST ON CLIMATE CHANGE. EJI (English Journal of Indragiri): Studies in Education, Literature, and Linguistics, 6(2), 246-266. doi: https://doi.org/10.32520/eji.v6i2.1984

Paltridge, B. (2012). Discourse Analysis (2nd ed.). [S.l.]: Bloomsbury

Paw. (2022, February 19). Bengal tigers abandoned for 15 years by traveling circus finally rescued in Argentina. Nature World News. Retrieved June 8, 2022, from Natureworldnews https://www.natureworldnews.com/articles/49499/20220219/bengal-tigers-abandoned-rescued-argentina.htm

Pratiwi, D. P. E., Widiadnya, I. G. A. V., & Sari, N. L. E. P. (2021). The Analysis of Semiotic Signs on Forest Fires' Posters. Humanis, 25(2), 135-144.

Saunders, G., Timmers, M., Flood, C., & Clayton, Z. (2020). The Poster. London: Thames&Hudson

Taylor, S., Bogdan, R., & DeVault, M. (2015). Introduction to Qualitative Research Methods. A Guidebook and Resource (4th ed.). Hoboken, N.J.: Wiley

The Pokémon Company. (2022). Pokémon GO. Pokémon.com. Retrieved June 15, 2022, from Pokemon https://www.pokemon.com/us/app/pokemon-go/

Tiger | Species | WWF. (2021). Retrieved August 17, 2021, from WWF https://www.worldwildlife.org/species/tiger

Wenjun, S. (2019). Research on Differentiation of Visual Communication for Endangered Animal Conservation Campaigns (Doctoral dissertation, Seoul National University (Republic of Korea)). DOI: 10.13140/RG.2.2.23259.72484

Woolard, K. (2020). Language Ideology. The International Encyclopedia Of Linguistic Anthropology, 1-21. doi:10.1002/9781118786093.iela0217

WWF: Bengalix, Pandoudou, Tortuf • Ads of the World™ | part of the Clio network. (2016, July). Ads of the World™. Retrieved February 11, 2022, from adsoftheworld website https://www.adsoftheworld.com/campaigns/bengalix

WWF: Burning tiger, burning elephant • Ads of the World™ | part of the Clio network. (2017, October). Ads of the World™. Retrieved February 11, 2022, from adsoftheworld website https://www.adsoftheworld.com/campaigns/burning-tiger

WWF: Last words of the caspian tiger, last words of the Javan ... • Ads of the World™ | part of the Clio network. (2012, December). Ads of the World™. Retrieved January 21, 2022, from adsoftheworld website https://www.adsoftheworld.com/campaigns/last-words-of-the-caspian-tiger

WWF: Rhino, shark, tiger • Ads of the World™ | part of the Clio network. (2014, June). Ads of the World™. Retrieved February 11, 2022, from adsoftheworls website https://www.adsoftheworld.com/campaigns/rhino-a3e6a877-d087-4c62-ae50-e4505e4b2f8b

WWF: Tiger, elephant, orangutan • Ads of the World™ | part of the Clio network. (2015, December). Ads of the World™. Retrieved January 21, 2022, from adsoftheworld website https://www.adsoftheworld.com/campaigns/tiger-186b2d5c-f347-4e3e-a153-f68196b731ec

WWF: Zebra, tiger • Ads of the World™ | part of the Clio network. (2017, February). Ads of the World™. Retrieved January 21, 2022, from adsoftheworld website https://www.adsoftheworld.com/campaigns/zebra-2eadc4b9-96fc-41cf-8edb-415c602c12e5

Yu, B. (2019). Multimodal Discourse Analysis of Posters. In 3rd International Conference on Art Studies: Science, Experience, Education (ICASSEE 2019) (pp. 407-411). Atlantis Press. https://doi.org/10.2991/icassee-19.2019.83

Zhdanava, A., Kaur, S., & Rajandran, K. (2020). Stories About Nonhuman Animals: A Multimodal Analysis of Vegan Campaigns. Journal of Modern Languages, 30(2), 95-120. https://doi.org/10.22452/jml.vol30no2.5




DOI: https://doi.org/10.24071/joll.v23i2.5595

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Journal of Language and Literature (JOLL) is published by  Prodi Sastra Inggris, Fakultas Sastra, Universitas Sanata Dharma.

JOLL is indexed in:

       


This journal is is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License 

View My Stats