Multimodal emergens via musik - Eksemplificeret ved en reklamefilm og en dokumentarfilm [Emergent forms of meaning-making using music in multimodal compositions - Exemplified through a television commercial and a television documentary]
AbstractIn this article I will demonstrate an analytic-hermeneutic approach regarding multimodal semiosis in audio-visual media products, such as television commercials and documentaries in which several modalities or semiotic resources co-operate and interact. As a theoretical framework I will exploit the concept of emergence. Although usually associated with philosophy, systems theory and the sciences, this concept can prove instructive in evaluating intermodal correlation in perceptive-aesthetic phenomena as well, seeing that multimodal semiosis is not merely a summation of images plus words plus music. Taking as a point of departure the expressive and semantic potential of music as one component in a coherent multimodal whole, I will discuss a number of profound contributions to the field of music’s semiotic potential in multimedia in relation to a comprehensive analytical framework, which take into consideration the established criteria for emergence. I shall illustrate my approach by analysing a television commercial for “SkandiaBanken”, named Killarna (“The Guys”), and two scenes from a Danish documentary, Fogh bag facaden (“Fogh behind the façade”). All three audio-visual clips include the same musical composition (“Waltz No. 2” by Dmitri Shostakovich), but compared to each other, the music takes on different roles and positions against the other modalities/resources, and consequently, different types of meaning emergence are shaped.
Articles submitted to MedieKultur should not be submitted to or published in other journals. Articles published in MedieKultur may be used (downloaded) and reused (distributed, copied, cited) for non-commercial purposes with reference to the authors and publication host.
The authors and MedieKultur own the copyright to the published articles and reviews.