A multimodal Discourse Analysis of the First Promotional Video in #This is Egypt Campaign
El-Masry, M. (2021). A multimodal Discourse Analysis of the First Promotional Video in #This is Egypt Campaign. EKB Journal Management System, 31(31), 85-136. doi: 10.21608/jwadi.2021.190595
Menna Mohammed Salama El-Masry. "A multimodal Discourse Analysis of the First Promotional Video in #This is Egypt Campaign". EKB Journal Management System, 31, 31, 2021, 85-136. doi: 10.21608/jwadi.2021.190595
El-Masry, M. (2021). 'A multimodal Discourse Analysis of the First Promotional Video in #This is Egypt Campaign', EKB Journal Management System, 31(31), pp. 85-136. doi: 10.21608/jwadi.2021.190595
El-Masry, M. A multimodal Discourse Analysis of the First Promotional Video in #This is Egypt Campaign. EKB Journal Management System, 2021; 31(31): 85-136. doi: 10.21608/jwadi.2021.190595

A multimodal Discourse Analysis of the First Promotional Video in #This is Egypt Campaign

مجلة وادي النيل للدراسات والبحوث الإنسانية والاجتماعية والتربويه
Article 4, Volume 31, Issue 31, July 2021, Page 85-136  XML PDF (812.86 K)
Document Type: المقالة الأصلية
DOI: 10.21608/jwadi.2021.190595
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Author
Menna Mohammed Salama El-Masry
Lecturer of linguistics, Faculty of Arts, Banha University
Abstract
This paper investigates, from a multimodal perspective, the effectiveness of the first promotional video in #This is Egypt tourism campaign which has been launched in 2016 by the Egyptian tourism ministry as a mean of developing tourism industry in Egypt. The study also aims to examine the interconnection of different modes of communication such as image, music , typography and color through applying Kress and Van Leeuween’s (2006) theory of visual grammar , David Machin's (2010) theatrical framework of analyzing sound and typography and Van Leeuween's (2002) taxonomy of color. Results suggest that the deployment, interconnection and complementation of the four modes contribute to the success of the video. Narrative processes, conceptual processes, close shots, frontal horizontal and vertical images, high modality, fully saturated and bright colors, low and quick rhythm and narrowed, heavy and upright subtitles construct a picturesque image of Egypt as a great country with a magnificent culture and great history.
يدرس البحث من منظور لغوي متعدد الوسائط تأثير وفاعلية الفيديو الترويجي الأول لحملة #  هذة مصر والتي قامت وزارة السياحة المصرية بإطلاقها عام 2016 من أجل تطوير السياحة في مصر ويستهدف البحث دراسة ترابط وتکامل أنماط الإتصال المختلفة مثل الصورة والموسيقي والخط واللون وذلک من خلال تطبيق نظرية العالمان کريس وفان ليفن (2006) لتحليل الصورة ونظرية ديفيد ماشين (2010) لتحليل الصوت والخط ونظرية فان ليفين (2002) لتحليل اللون. وأوضحت الدراسة أن تناسق وسائل الاتصال الأربعة يسهم بشکل کبير في نجاح الفيديو وکذلک إبراز صورة مصر کبلد سياحي کبير.
Keywords
Multimodality; Multimodal discourse analysis; Typography; Image; Music. تعدد الوسائط، تحليل خطابي متعدد الوسائط، علم التبوغرافيا، الصوره، الموسيقي
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