Students Analyzing a Persuasive Video: Complexity in Multimodal Meaning-Making

• In Event: Semiotics in Education: Signs, Meanings, and Multimodality SIG Paper Session

Abstract

This study investigated how 212 high school students (mean age of 17.35) identified and analyzed the use of multiple modes in a persuasive video. Specifically, students analyzed how audio, visuals, and motion were employed in a video about the importance of vaccinations for children. The three-step qualitative analysis showed that students identified a wide range multimodal elements. They most often interpreted the meaning of multiple modes, and it was very rare for them to evaluate multimodal meaning-making. Visuals and motion fostered interpretations related to representations and effects of vaccinations whereas interpretations of auditory elements were most often related to the delivery of the message. These findings suggests that different modes in the video afforded different student interpretations.

Authors

• Blaine E. Smith, University of Arizona

• Carita Kiili, Tampere University

• Miika Marttunen, University of Jyväskylä