Multimodal Metaphor Approach to the Meaning-Making of the United Nations' Posters

Main Article Content

Putu Dea Indah Kartini
Gede Primahadi Wijaya Rajeg
I Made Netra

Abstract

This study aims to identify the metaphors used in the images and textual elements of selected United Nations (UN) posters, analyze how these metaphors convey meaning, and understand the functions of the messages delivered. The data was sourced from the official Instagram account of the UN, @unitednations. The data were analyzed using a descriptive-qualitative approach with the application of multimodal metaphor theory by Forceville (2009) and visual grammar theory by Kress and Van Leeuwen (2020). The results indicate that the visual and verbal processes in these posters are complementary and work together to provide a cohesive message to the audience. The analysis reveals that the metaphors used in the posters serve to enhance the communication of complex global issues by making abstract concepts more relatable and understandable. This study contributes to the understanding of how multimodal metaphors in posters can be effectively used for global communication.




Downloads

Download data is not yet available.

Article Details

How to Cite
Kartini, P. D. I., Rajeg, G. P. W., & Netra, I. M. (2024). Multimodal Metaphor Approach to the Meaning-Making of the United Nations’ Posters. J-CEKI : Jurnal Cendekia Ilmiah, 3(5), 2430–2439. https://doi.org/10.56799/jceki.v3i5.4281
Section
Articles
Author Biography

Gede Primahadi Wijaya Rajeg, Centre for Interdisciplinary Research on the Humanities & Social Sciences (CIRHSS), Udayana University & University of Oxford

Gede Primahadi Wijaya Rajeg lectures at the Bachelor of English Literature and the Linguistics Doctoral programs, both at the Faculty of Humanities, Udayana University, and is a researcher in the Centre for Interdisciplinary Research on the Humanities & Social Sciences (CIRHSS: https://www.cirhss.org), leading the CompLexico research group (https://www.cirhss.org/complexico/). Since 2023, he has been a postdoctoral researcher at the University of Oxford, UK, as part of the AHRC-funded research team to develop lexical resources for Enggano, a threatened language spoken on the Enggano island, Indonesia.

References

Alousque, I.N. (2020). The Metaphorical Representation of Brexit in Digital Political Cartoons. Vis. Commun. Q. 27, 3–12. https://doi.org/10.1080/15551393.2019.1707084

Alousque, I.N. (2014). Verbo-pictorial metaphor in French advertising. J. Fr. Lang. Stud. 24, 155–180. https://doi.org/10.1017/S0959269513000045

Ananda, R., Fitriani, S.S., Samad, I.A., Patak, A.A. (2019). Cigarette advertisements: A systemic functional grammar and multimodal analysis. Indones. J. Appl. Linguist. 8, 616. https://doi.org/10.17509/ijal.v8i3.15261

Cao, X. (2022). Analysis of Multimodal Metaphor and Metonymy in China-related Front Covers of The Economist. Asian J. Soc. Sci. Stud. 7, 22. https://doi.org/10.20849/ajsss.v7i8.1264

Erge, A., Guohong, L. (2023). A Multimodal Cognitive Approach to the Conceptualization of Coffee. Int. J. Linguist. Lit. Transl. 6, 59–71. https://doi.org/10.32996/ijllt.2023.6.5.7

Feng, D., Wu, X. (2022). Coronavirus, Demons, and War: Visual and Multimodal Metaphor in Chinese Public Service Advertisements. SAGE Open 12, 215824402210788. https://doi.org/10.1177/21582440221078855

Forceville, C., Urios-Aparisi, E. (Eds.). (2009). Multimodal metaphor, Applications of cognitive linguistics. Mouton de Gruyter, Berlin ; New York.

Godioli, A., Pedrazzini, A. (2019). Falling stars and sinking ships: Framing and metaphor in cartoons about Brexit. J. Eur. Stud. 49, 302–323. https://doi.org/10.1177/0047244119859167

Jahameh, H., Zibin, A. (2023). The use of monomodal and multimodal metaphors in advertising Jordanian and American food products on Facebook: A comparative study. Heliyon 9, e15178. https://doi.org/10.1016/j.heliyon.2023.e15178

Knowles, M., Moon, R. (2007). Introducing metaphor, Repr. ed. Routledge, London.

Kövecses, Z. (2020). Ten Lectures on Figurative Meaning-Making: The Role of Body and Context. BRILL. https://doi.org/10.1163/9789004364905

Kövecses, Zoltán. (2010). Metaphor: A practical introduction. 2nd edn. Oxford: Oxford University Press.

Kress, G.R., Van Leeuwen, T. (2020). Reading images: the grammar of visual design, Third edition. ed. Routledge, London ; New York.

Lakoff, G., Johnson, M. (2003). Metaphors we live by. University of Chicago Press, Chicago.

Lakoff, G. & Johnson, M. (1999). Philosophy in the flesh: The embodied mind and its challenge to Western thought. New York: Basic Books.

Lakoff, G. (1987). Woman, fire, and dangerous things: What categories reveal about the mind. Chicago: The University of Chicago Press.

Lakoff, G. & Kövecses, Z. (1987). The cognitive model of Anger inherent in American English. In Dorothy C. Holland & Naomi Quinn (eds.), Cultural models in language and thought, 195–221. Cambridge [Cambridgeshire] ; New York: Cambridge University Press.

O’Halloran, K.L. (2008). Systemic functional-multimodal discourse analysis (SF-MDA): constructing ideational meaning using language and visual imagery. Vis. Commun. 7, 443–475. https://doi.org/10.1177/1470357208096210

Rahmadani, D.E., Kurniawan, M.H. (2021). Visual And Metaphorical Representation In McDonald’s Singapore Advertisement. Metathesis J. Engl. Lang. Lit. Teach. 5, 103. https://doi.org/10.31002/metathesis.v5i1.3434

Silalahi, R.M.P., Rerung, M.K.T. (2022). Metaphor Analysis of Two International Burger Franchises. J. Engl. Lang. Cult. 12. https://doi.org/10.30813/jelc.v12i2.3341

Zhu, S. (2023). Case Study of Multimodal Metaphor——Taking Thai Hom Mali Rice Advertisement as Example. Acad. J. Humanit. Soc. Sci. 6. https://doi.org/10.25236/AJHSS.2023.061305