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Prosodic features in the analysis of multimodal argumentation / Gabrijela Kišiček.

By: Kišiček, Gabrijela.
Material type: ArticleArticleDescription: 629-643 str.Subject(s): advertising, argumentation, auditory argument, intonation, multimodal discourse, pitch, prosodic features, visual argumentation, voice eng In: Argumentation and Reasoned Action str. 629-643Mohamed, D., Lewinski, M.Summary: The term “prosodic” refers to such features as pitch, temporal structure, loudness and voice quality, emphasis, accentuation and (non-)fluencies of the speaker. Though 21st century public discourse is demonstrably multimodal, there remains a need to fully recognize more than a merely verbal mode of argument. Based on the analysis of TV commercials, this paper explores the argumentative value of prosodic features in multimodal discourse. We argue that the argumentative reconstruction of multimodal discourse should take prosodic features into account.
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The term “prosodic” refers to such features as pitch, temporal structure, loudness and voice quality, emphasis, accentuation and (non-)fluencies of the speaker. Though 21st century public discourse is demonstrably multimodal, there remains a need to fully recognize more than a merely verbal mode of argument. Based on the analysis of TV commercials, this paper explores the argumentative value of prosodic features in multimodal discourse. We argue that the argumentative reconstruction of multimodal discourse should take prosodic features into account.

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