Complementarity of communicative modes on meaning making in Tanzania’s digital telecom marketing: A social semiotic multimodal perspective

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dc.contributor.authorIlonga, Emmanuel
dc.contributor.authorMapunda, Gastor
dc.date.accessioned2023-02-06T11:34:57Z
dc.date.available2023-02-06T11:34:57Z
dc.date.issued2022-03-07
dc.descriptionThe article is about multimodal communicative features used in online commercial adds displayed by mobile phone companies in Tanzaniaen_US
dc.description.abstractThis article examines the complementarity of the communicative modes for making meaning in digital telecom advertisements. Using a social semiotic multimodal approach in its data analysis, we utilise the metafunction and composition frameworks for the interpretation and discussion. The study shows that advert makers incorporate various modes which represent real-life objects and experiences to promote products and services. The modes establish and reinforce marketing and social relationships between makers and potential customers. In the adverts, visual modes are often elaborated on through texts. In composition, the study shows that advertisers utilise various patterns in organising the modes. The makers also use various compositional properties to indicate the prominence of the modes. In addition, they deploy discrete frames to separate units of information. As such, the combination of all these modes as an integrated system in the digital telecom advertisements enables the makers to negotiate meaning with consumers.en_US
dc.description.sponsorship-en_US
dc.identifier.citationEmmanuel Ilonga & Gastor Mapunda (2022) Complementarity of communicative modes on meaning making in Tanzania’s digital telecom marketing: A social semiotic multimodal perspective, Southern African Linguistics and Applied Language Studies, 40:1, 87-99en_US
dc.identifier.doi10.2989/16073614.2021.1999832
dc.identifier.urihttp://hdl.handle.net/20.500.11810/5964
dc.language.isoenen_US
dc.publisherTaylor and Francisen_US
dc.relation.ispartofseries40;1
dc.subjectadvertising, digital telecom marketing, metafunction, multimodality, social semioticsen_US
dc.titleComplementarity of communicative modes on meaning making in Tanzania’s digital telecom marketing: A social semiotic multimodal perspectiveen_US
dc.typeJournal Articleen_US
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