Multimodality and discourse viewpoint configuration: A...

Linguistic Research 36(2) 289-323

DOI 1017250khisli362201906006

Multimodality and discourse viewpoint configuration

A case study of UK political posters

Jung Hwi Roh Wooyong Jin Eunsong Kim Hayoung Kim Iksoo Kwon(Hankuk University of Foreign Studies)

Roh Jung Hwi Wooyong Jin Eunsong Kim Hayoung Kim and Iksoo Kwon 2019

Multimodality and discourse viewpoint configuration A case study of UK political

posters Linguistic Research 36(2) 289-323 The aim of this paper is to provide a cognitive

semantic analysis of multimodal viewpoint phenomena by conducting a case study

of political campaign posters from the United Kingdomrsquos Conservative and Labour

parties It provides a qualitative account of a selection of posters within the framework

of Discourse Viewpoint Space (Dancygier and Vandelanotte 2016) specifically exploring

discourse viewpoint configurations in the posters with a special focus on their texts

(eg lexical choices and style) visual images and the viewpoints of different participants

(ie current speakeraddressee and represented speakeraddressee) We collected 87

posters from the Advertising Archives (httpwwwadvertisingarchivescouk) in

August 2018 We categorized the selected posters into three types (1) those explicitly

encoding the speaker (2) those explicitly encoding the addressee and (3) those explicitly

encoding both We take a detailed look at each type focusing on whether the viewpoint

of the current interlocutor is aligned with that of the represented interlocutor assuming

that the current speaker is equivalent to those who design the posters and the current

addressee to those who view the posters Based on this inductive functional taxonomy

this paper discusses how the multimodal postersrsquo political messages are constructed

and construed in terms of the levels of hierarchical viewpoint networks which include

local perspectives and more comprehensive discourse viewpoints as well as viewpoint

alignment between the participants The study shows that the viewpoint configurations

of the posters are key to the articulation of the intended messages such that they

fit the values of the two political parties The study also supports the claim that multiple

viewpoints are intrinsic to meaning construction and to the conceptualization of

multimodal expressions (Sweetser 2012) (Hankuk University of Foreign Studies)

Keywords campaign poster political poster in the UK parliament multimodality

viewpoint Discourse Viewpoint Space mental space cognitive semantics

290 Jung Hwi RohWooyong JinEunsong KimHayoung KimIksoo Kwon

1 Introduction

Posters unlike works of art such as paintings and poems are in general

intended to convey directive messages to trigger viewersrsquo courses of action They

thus entail interactions of multiple viewpoints1 On the one hand those who

design and convey intended messages via this medium have as addressees the

potential viewers of the poster on the other hand posters also represent

explicitly or implicitly characters of the fictive (in Pascual and Sandlerrsquos 2016

sense) conversation embedded in the posterrsquos narrative The relevant construal is

generally obtained only after accessing the multiple viewpointsmdashthe represented

characterrsquos viewpoint and the poster makerrsquos viewpointmdashthat are

intersubjectively invoked in the posters

Political posters offer excellent examples of this multiplicity of viewpoints

precisely because the point of a political poster is to indicate as clearly as

possible who its producers are that is they represent one political party as

opposed to the rival parties In addition political posters tend to employ the

tactic of enactment in which a conversation between fictive protagonists is

staged and framed from the producerrsquos perspective For example let us assume

a poster that consists of a picture of candidate X and a line of text We need to

change The mere juxtaposition of the text and the image does not necessarily

mean that candidate X actually uttered these words Nevertheless the

juxtaposition naturally suggests a causal link between the two signs in the two

different modalities this protagonist made this utterance In a viewerrsquos mental

space the candidate produces a token of this utterance to some addressee and

This study was supported by Hankuk University of Foreign Studies Research Fund the study was

also supported by the Department of Education of the Republic of Korea and the Korea Research

Foundation (NRF-2018S1A5A8026846) A draft version of this paper was presented at the Fall

Discourse and Cognitive Linguistics Conference Hankuk University of Foreign Studies Seoul

November 10 2018 The authors would like to thank the audience and anonymous reviewers for

their invaluable comments and also to thank Laurie Durand for proofreading the manuscript All

the remaining errors of course belong to the authors

First author

Corresponding author

1 This study follows Dancygier (2012 61) in its understanding of viewpoint as an interlocutorrsquos

mental space that serves as a filter through which events are narrated The notion pertains to the

senses in general that is it is not limited to eg spatial temporal epistemic or ideological senses

(see Section 21)

Multimodality and discourse viewpoint configuration 291

thus the message is conveyed to the viewer Intriguingly although such an

image of a candidate could not be an actual speaker engaging in an actual

conversation viewers of the poster would have no problem understanding the

intended message of the poster (ldquoVote for merdquo) as if the candidate in the mental

space of the poster were talking directly to the viewer outside the poster space

In other words the staged conversation is embedded in the poster for the

purpose of encouraging the viewers to take a certain course of action in this

case voting This kind of structural embedding indicates that the construal of

political posters necessarily involves interactions among multiple viewpoints In

this respect political posters make an outstanding example of viewpoint

phenomena wherein a producerrsquos viewpoint and a represented characterrsquos

viewpoint are intertwined resulting in dynamic and emergent construals Even

more intriguingly the multi-layered viewpoint structure stems from the

combination of multiple channels of information the non-verbal images and the

verbal texts in other words the multimodal nature of posters means that their

interpretation requires accessing multiple viewpoints

This paper argues that it is crucial to figure out what kinds of viewpoints

are involved and how they interact to construct meanings in multimodal

(verbal non-verbal) signs It shows that political posters make an outstanding

example of viewpoint phenomenon and specifically conducts a case study of

political campaign posters from the two major parties in the parliament of the

United Kingdom (UK) the Conservative and Labour parties It delves into the

meaning constructions of these multimodal data (ie data that combine two

different modes linguistic expressions and visual images) by examining explicit

lexical choices and images Presenting numerous examples the study keeps a

narrow focus on patterns of viewpoint interaction and alignment among

participants (ie currentrepresented speakers and currentrepresented

addressees) to provide qualitative accounts of the selected images within the

framework of Discourse Viewpoint Space (Dancygier and Vandelanotte 2016)

The remainder of this paper proceeds as follows Section 2 begins by

discussing the theoretical background to explain the theoretical apparatus used in

the data analysis Then after a brief introduction of the phenomena in focus the

data collection procedures are described as is the taxonomy that is employed to

systematically analyze the data in the ensuing sections Section 3 provides


cognitive semantic analyses of salient examples of the types of data within the

framework of Discourse Viewpoint Space In Section 4 two cases that do not fit

the three main categories are presented and discussed Lastly Section 5

summarizes the overall discussion

2 Preliminaries

This section first explicates the theoretical background of the notions of

viewpoint and multimodal phenomena It then briefly describes the studyrsquos

dataset the criteria for the data collection and the categorization of the data

21 Theoretical background

This study shows that multiple viewpoints in a hierarchical network motivate

the construal of political posters drawing on a fundamental assumption of

Cognitive Linguistics that conceptual structure pertains not only to linguistic

phenomena but also to non-verbal modes (Borkent 2017 Dancygier and

Vandelanotte 2017a 2017b 2017c Lou 2017 Retkittke 2017 Sweetser 2017 Kwon

et al 2016 Lee et al 2016 Eggertsson and Forceville 2009 Yu 2009 Bergen

2003)

To begin with the notion of viewpoint is not a new topic Most research on

the topic focuses on matters such as focalization (eg Bal 2009 Genette 1980)

and speech and thought representation (Fludernik 1993 Banfield 1982) within

narrative discourse (eg narratology stylistics poetics etc) (cited in

Vandelanotte 2017 157) In accord with this line of research the present study

assumes that the term viewpoint describes not only a spatiotemporal notion but

rather a comprehensive one that is multimodally and intersubjectively construed

in discourse

Furthermore this study argues that viewpoints are hierarchically ordered so

that they form a network rather than being merely juxtaposed According to

Dancygier et al (2016 15) a viewpoint network is not arbitrarily constructed

For example the construal of a narrative discourse requires that cognizers access

multiple viewpoints (invoked in speech thoughts attitudes and emotions of


characters etc) from which emergent meanings are constructed interactively and

dynamically so that the cognizers interweave the meanings with their own

viewpoints and further re-enact them in a network Free Indirect Discourse as

shown by Dancygier et al illustrates that viewpoints are interwoven and

hierarchically ordered Take a look at the following examples (from Dancygier et

al 2016 1)

(1) She thought I may be president tomorrow

(2) She thought that she might be president the next day

(3) She was lost in thought she might be president tomorrow

As Dancygier et al explain while Direct Discourse minimizes the responsibility

of the narrator and also minimizes the distance between readers and the character

as in (1) Indirect Discourse maximizes them as in (2) Free Indirect Discourse

as in (3) has a blended feature when a viewpoint is selected for lsquolocal (low-level)rsquo

purposes (eg as I in Direct Discourse) it still engages with lsquoglobal (higher-level)rsquo

viewpoint construction (eg as She in Indirect Discourse) This is possible because

the hierarchical structure of the network enables the conceptualizer to access its

elements by zooming in or zooming out on the given context

Notice that this line of research differs from those in formal linguistics that

concentrate on analyzing logophoric pronouns (ie a reflexive pronoun whose

antecedent does not occur in the sentence itself eg Culy 1997 Cantrall 1974)

and related syntactic operations (Kuno 1987) Rather following an assumption of

Cognitive Linguistics (Dancygier and Vandelanotte 2017 Dancygier et al 2016

Dancygier and Sweetser 2012) this study argues that a cognitively motivated

theory accounts for the meaning construal of multimodal products in terms of

viewpoint phenomena Specifically it argues that the Mental Space Theory

(Dancygier and Vandelanotte 2016 Fauconnier 1997) explicates the construal

process of political posters in an elegant and structured way The mental spaces

that discourses or narratives evoke are conceptual packages of knowledge

accommodating interlocutorsrsquo viewpoints Mental spaces are constructed as

humans think and talk and these spaces can combine with each other to build

up complex conceptual structures Because they always presuppose the presence

of cognizers every constructed mental space inevitably involves viewpoints


Combining viewpoints with mental spaces in a hierarchical way the

framework of Discourse Viewpoint Space offers an account for viewpoint

phenomena (Dancygier and Vandelanotte 2016) Discourse Viewpoint Space refers

to a top-level space in a viewpoint network in discourse which supervises local

viewpoint spaces and regulates the construal of the given stimulus based on

simultaneous access to local viewpoints Within the network interlocutors can

freely access other viewpoint spaces beyond temporal and spatial constraintsmdash

even the viewpoint spaces of imagined participants The network is formed

based on interlocutorsrsquo intersubjective meaning negotiations via conceptual

compression of multiple viewpoints With this theoretical background the data

in focus will be analyzed in Section 3

22 Phenomena in focus and data collection

The two major political parties in the UK parliament are the Conservative

and Labour parties The rivalry between the two has persisted since they were

founded and is based on the different fundamental values of the political

ideologies that they espouse The Conservative party supports a free-market

economy by promoting private property and encouraging enterprise The Labour

party in contrast positions itself as the voice of the low-paid working classes

and trade unions and emphasizes the protection of workersrsquo rights and a fairer

redistribution of wealth via for example greater government intervention in the

economy These different ideologies fuel political disputes over various issues in

the UK such as taxation foreign policy unemployment and so forth2 This

paper argues that the differences permeate the ways in which political campaign

posters are conceptualized and construed

The dataset was selected as follows It was obtained from the Advertising

Archives which is a web-based archive retaining mainly British and American

advertisements produced after 18503 The keywords lsquoConservative party posterrsquo

2 httpsenwikipediaorgwikiConservative_Party_(UK) httpsenwikipediaorgwikiLabour_

Party_(UK) (accessed on October 28 2018)

3 Advertising Archives httpwwwadvertisingarchivescoukenpagesabout-pagehtml (accessed

on August 21 2018) Some of the retrieved data were excluded as they did not fit our criteria

non-posters (56 tokens) posters not from the major parties (23 tokens) and posters that contain

referentially inaccessible elements (61 tokens) Redundant data (ie posters that appeared more


Explicit element Number of tokens

1) Speaker 16

2) Addressee 54

3) Speaker amp Addressee 17

Total 87

Table 1 Data classification

and lsquoLabour party posterrsquo were used to search the archive for the relevant data

A total of 87 posters were obtained We categorized these 87 posters into three

major types in terms of the referents (ie the speaker and the addressee) which

we identified via lexical choices4 such as pronouns and imperatives andor visual

images In this study the terms current speaker (CS henceforth) and current addressee

(CA henceforth) refer to the poster maker and the poster viewer respectively

both of which reside in the current deictically central domain The terms

represented speaker (RS henceforth) and represented addressee (RA henceforth) refer to

the protagonist and the intended addressee depicted explicitly in the posters

The posters in the dataset were sorted into three major types (see Table 1)

Type 1 consists of posters explicitly encoding the speaker (16 tokens) Type 2

posters explicitly encoding the addressee (54 tokens) and Type 3 posters

explicitly encoding both the speaker and the addressee (17 tokens) What this

study means by explicitly encoded is that the protagonist is linguistically andor

graphically represented in the poster so that its referent can be identified with

ease Section 3 looks at each of these three types in further detail with a specific

focus on whether the viewpoint of the current interlocutor is aligned with that

of the represented interlocutor

Based on this taxonomy this paper draws generalizations about how political

messages in posters are construed and how the posters employ viewpoint

alignment between participants It does so by delving into the postersrsquo

hierarchically constructed viewpoint networks which include local perspectives

and more comprehensive discourse viewpoints

The analyses in Section 3 demonstrate how the intended messages of the

than once 14 tokens) were also excluded

4 This study is only concerned with the postersrsquo salient text to obtain a clear taxonomy of the types

of data


posters are built up by exploring diverse levels in the viewpoint networks and

how multiple participants interact to construct Discourse Viewpoint

configurations This way of conceptualizing message construal presupposes at

least two different spaces in a network a narrative space and a discourse space

(Dancygier and Vandelanotte 2016) See Figure 1

Figure 1 The basic conceptual structure of viewpoint spaces

This structure parallels directindirect speech and thought representations

where a main clause subject narrates an embedded clause situation (eg John said

that you should vote for him) In other words just as a speaker embeds what has

been said by someone else in a discourse and relays it to an addressee in a

speech and thought representation construction a CS narrates a political message

framed in a type of discourse (monologue or dialogue) and relays the message to

a CA via a poster The conceptual similarity can be represented as in Figure 1

the embedding relationship in the speech and thought representation construction

is reflected in the figure which shows the discourse space embedded in the

narrative space It is noteworthy to mention that this mental-space representation

is a consequence of cognizerrsquos abductive reasoning based on his or her cognition

of an actual use of signs upon his or her receipt of a message via linguistic or

multimodal signs one can trace back the conceptual structure invoked by his or

her counterpartrsquos performance of the sign That is what this study aims to model

within the theory of Discourse Viewpoint Spaces This elegant way of

representation is shown to be effective especially when multiple viewpoints of

interlocutors ndash whether it is a speaker or an addressee or a blended vantage point

ndash interactively contribute to constructing meanings


3 Data analysis

31 Posters with an explicitly encoded speaker

This section is concerned first with the type of poster in which the speaker

is encoded explicitly by means of deictic referential expressions such as person

pronouns (eg I) andor an image of a person with the potential to be

considered an interlocutor There are two sub-classes of this type depending on

whether or not the viewpoint of the poster maker (CS) is aligned with that of

the represented speaker (RS) which can be determined easily due to the explicit

presence of the interlocutor

311 Speakers with aligned viewpoints

Figure 2 clearly exemplifies the type in which the CSrsquos viewpoint is aligned

with the RSrsquos In this poster the visually represented protagonist is depicted as

if she were making a supportive statement for the Conservative party (ie

ldquoToryrdquo the poster producers) by indicating that she supports the party because

they care about the expenses of the members of parliament (ie ldquoMPsrdquo)

Figure 2 A poster from the Conservative party

The multimodal combination in Figure 2mdashan image of a woman and a line


Figure 3 Discourse Viewpoint Space representation of Figure 2

of text Irsquove never voted Tory before but theyrsquore serious about sorting out MPsrsquo expenses or

more specifically the combination of the deictic expression I in the text and the

image of the woman (the represented speaker)mdashconstructs meanings relying on

an interaction between interlocutors at different levels In the quoted utterance

the RS says that she had never supported the Conservative party before but

nevertheless that she would this time because the party cares about the MPsrsquo

expenditures Zooming out poster viewers (CAs) infer that the utterance is

meant to represent their viewpoint Because the CAs do not take part in the

speech event that the quoted statement evokes such an inference relies on

multiple viewpoints at different levels interacting with each other Considering

that the Labour party had been criticized for membersrsquo inappropriate

expenditures the poster can be construed as criticizing Labour and supporting

the Conservative party

Discourse Viewpoint Space theory accounts for this construal with the

conceptual structure shown in Figure 3


In the figure the innermost discourse space represents a conversation between

the RS and the unidentified addressee and thus includes the utterance Irsquove never

voted Tory before but theyrsquore serious about sorting out MPsrsquo expenses This conversation

is re-enacted in the higher narrative space That is the discourse space is

re-framed by another viewpoint and thus embedded in the higher space in

which the poster maker (CS) intends to frame the re-enacted conversation for the

CA The discourse viewpoint space in which the overall construal of the poster

is obtained includes the narrative space a belief space of the poster maker and

a background space all of which are to be accessed for the construal The

background space contains the background knowledge of the political scandal in

2009 concerning the misuse of the MPsrsquo budget the poster makerrsquos belief space

aligned with the CSrsquos belief indicates that the Conservative party would make

use of the parliamentary budget in a transparent way by taking the matter

seriously The example in Figure 2 thus illustrates a case in which the viewpoint

of the RS (the pictured woman) is aligned with the viewpoint of the CS (marked

with dotted ovals and lines in the representation) which is intended to motivate

an overall supportive construal of the poster for the Conservative party

312 Speakers with non-aligned viewpoints

In some of the posters where the speaker is explicitly represented the

viewpoint of the CS is not aligned with that of the explicit RS Figure 4

exemplifies this sub-type Here the CS (Labour) frames the RS (Michael Howard

a Conservative) as a con man who patronized voters with contradictory

statements after publicizing a controversial taxation policy5

5 The claimed effect of Michael Howardrsquos pledge to cut taxes turned out to be invalid as it

allegedly relied on double counting bogus figures and massive cuts in public services

(httpswwwtheguardiancommoney2005jan17taxpublicservices accessed in August 2018)


Figure 4 A poster from the Labour party

The poster in Figure 4 was produced by the Labour party in 2005 for the

general election This figure includes features of interest other than the image of

Michael Howard and the text I can spend the same money twice First the wavy

style of the text is significant as a way of indicating the illusiveness and

distortedness of the message being conveyed Second the RS is swinging a

pocket watch in an image invoking a hypnotist The hypnotist evokes a frame

structure that includes a hypnotist a patient a hypnotistrsquos instrument (the

pocket watch) a hypnotic treatment the manner of the treatment etc This

multimodal compression of the image of Michael Howard swinging a pocket

watch and of the wavy text with the deictic expression I yields the following

emergent construal the RS is untrustworthy because his words are deceptive

This construal is reinforced by the stereotypical folk knowledge that hypnotists

manipulate patients by making them unconscious of external stimuli

The construal is motivated by the conceptual structure modeled in Figure 5



The innermost discourse space includes the utterance I can spend the same money

twice The speaker in this space is Michael Howard while the addressee is not

specified but is later to be aligned with the CA Because this utterance is

enacted in the poster for the CA (poster viewers) the discourse space is

embedded in the higher space the narrative space The overall construal is not

obtained until multiple mental spaces are accessed simultaneously in the

Discourse Viewpoint Space including the narrativediscourse space a poster

makerrsquos belief space and a background space In the Narrative space the

utterance I can spend the same money twice is re-framed as a hypnotic utterance in

accordance with the poster makerrsquos viewpoint the poster makerrsquos belief space

contains the current speakerrsquos belief that the economic burden on the people will

increase if the Conservative party takes office the background space contains

facts about the tax cut proposed by Michael Howard6 The interaction of these

6 One of the anonymous reviewers sharply pointed out that it seems arbitrary to decide what kind

of information is selected and accommodated by the background space The background space is

another way of representing Base space in mental-spaces theory and this omnipotence of Base

space has indeed been critically pointed out in some of the mental-spaces research such as Kwon

(2012183) Considering its definition that Base space accommodates every relevant piece of

ldquoIrdquo (Michael Howard)


spaces in the discourse viewpoint space leads to the construal that Michael

Howard is not to be trusted and should not be voted for This poster clearly

illustrates a case where the viewpoint of the RS (Michael Howard) is not aligned

with that of the CS

32 Posters with an explicitly encoded addressee

In this section we examine cases in which protagonists specifically

addressees are explicitly encoded by the posters either verbally or non-verbally

Important cues of how the addressees are encoded are deictic expressions in

texts and images of a person andor part of a person This type also contains

two sub-classes depending on the viewpoint alignment relationship between

represented addressees and current addressees

321 Addressees with aligned viewpoints

Figure 6 provides a typical example of the first category where the CArsquos

viewpoint is aligned with that of the RA In this case the poster maker is

strongly suggesting that one should support the Conservative party by voting for

Churchill

interlocutorrsquos mutually shared knowledge of the real world (Croft and Cruse 2004 33 Fauconnier

1997) one nevertheless can efficiently represent the meaning construal thanks to the notion of

Base space by focusing on the relatively salient part of information in context In this vein the

authors contend that to accommodate relevant information in the background space would not

bleed the main argument of this paper and would rather help efficiently model the conceptual

structure involved in the construal



Figure 6 is a Conservative party poster from 1945 It consists of the text Confirm

your confidence in Churchill Put it there and an image of a ballot paper with

someonersquos hand marking X on it Specifically the deictic expression your the

imperative sentences and the image allow viewers to imagine a hypothetical

situation in which someone (RA) is voting for Churchill In addition it can be

inferred that the represented protagonist works as the addressee referred to as

you in the text With the help of this multimodal pairing viewers are able to

align their viewpoint with that of the represented protagonist marking the ballot

paper In other words the CArsquos viewpoint is aligned with that of the RA

The viewpoint configuration involved in this construal can be modeled as a

Discourse Viewpoint Space network as shown in Figure 7 It requires at least

three viewpoint spaces It first constructs an individual discourse space which

refers to a hypothetical space where represented participants (speakeraddressee)

have their conversations Because the RS (who takes the role of a character

speaking the texts in the poster) is not clearly specified it is marked as a

question mark in the discourse space



However the RA is explicitly depicted as you in the poster and is therefore

marked as ldquoyourdquo in the discourse space Because this fictive conversation is

re-enacted in the poster this discourse space is conceptually embedded in the

narrative space where a poster maker conveys hisher intended message by

narrating it As noted above CS and CA refer to poster maker and poster

viewer respectively in the narrative space From this configuration it could be

inferred that the RA is aligned with the CA (marked with dotted ovals and lines

in the representation) Furthermore the poster makerrsquos belief that Winston

Churchill is the best candidate contributes to the following construal voters

should support Winston Churchill of the Conservative party

322 Addressees with non-aligned viewpoints

Figure 8 exemplifies the second sub-class in which the CA is not aligned

with the RA Figure 8 is a poster from the Labour party in the 1990s which

consists of a combination of an image depicting a politician (John Major) paired


with the text Come in number 10 your timersquos up meaning lsquothe current Conservative

Prime Minister is incompetent and now that it is time to vote for a new one

vote for Labourrsquo In this case the Labour party chose to depict the opposition

party member (the Conservative John Major) to symbolize a number of

problems particularly an economic downturn and unemployment issues The

phrase lsquonumber 10rsquo refers to 10 Downing Street which is (usually) the residence

and office of the Prime Minister of the UK This metonymic link (Dancygier and

Sweetser 2014) motivates the construal that the expression number 10 stands for

the Prime Minister (here John Major)

Figure 8 A poster from the Labour Party in the 1990s

At first glance it might not be clear whether the represented protagonist in

the image plays the role of speaker or addressee However the moment that we

access the posterrsquos verbal text and the image depicting him with his head buried

in his hands it is not hard to figure out that John Major takes the role of

addressee in the discourse context In addition the first part of the text Come in

number 10 may cause ambiguity regarding whether it refers to the depicted

politician (John Major) or another (not represented in the poster) In other words

the addressee of the first part of the sentence could be different from that of the

second part or they could both refer to the same person However after

accessing the second clause your timersquos up paired with the visual image the

ambiguity is resolved Thus with a combination of image and text the poster


conveys a clear political message that the Conservative government should not

be in charge anymore so the viewer should vote Labour

Figure 9 models the viewpoint configuration involved in this construal


The conceptual modeling in Figure 9 indicates that at least five viewpoint

spaces are accessed in the construal The discourse between the (implicit and

unspecified) RS and the RA (John Major) forms a discourse space as basic input

Still the RS is unspecified whereas the RA is clearly encoded in this poster

This space is embedded in the narrative structure where the CS narrates the

Labour partyrsquos viewpoint to viewers (the CA) Meanwhile this construal is

relevant to Labourrsquos belief that John Major failed to control the unemployment

rate Additionally the background knowledge that John Major did cause the

economic downturn and that number 10 metonymically refers to the Prime

Minister of the UK are integrated into the ultimate configuration of the

Discourse Viewpoint Space network

ldquoyourdquo (John major)


33 Posters with an explicitly encoded speaker and addressee

This section discusses exemplary posters that show how both explicit

speakers and explicit addressees contribute to meaning construction Figure 10 is

a poster from the Labour party which indicates that the viewpoint of the CS

(poster maker) is aligned with that of the RS (unspecified speaker) and at the

same time that the viewpoint of the CA (poster viewer) is not aligned with that

of the RA (the Conservative John Major)


This poster from the Labour party in the 1990s contains a visual image of a

politician (John Major) and the text Sorry but wersquore going to have to let you go

meaning ldquothe Conservative Prime Minister (John Major) did a terrible job so

vote for Labour instead of giving another opportunity to the Conservativesrdquo At

first glance it might not be clear which role the represented protagonist in the

image plays the speaker or the addressee The moment the viewers access the

verbal text however they would quickly recognize who is talking to whom

here the use of the first-person plural we (RS) indicates that the viewpoint of the

RS is aligned with that of the CS (Labour) because we semantically refers to an

agent who wants the Conservatives out Notice that the pronoun is used with its

exclusive sense it excludes the visually represented addressee John Major


Because lsquoMr Majorrsquo (RA) cannot be the CA (poster viewer) Figure 10 provides

a case where speakers with aligned viewpoints and addressees with non-aligned

viewpoints interact

To fully understand the political message of this poster we need to access at

least four spaces as in Figure 11 The discourse between the RS (Labour) and

the RA (John Major) forms a discourse space which is the basic input and

which is re-enacted and thus embedded in a higher narrative space


Considering that the text itself is an expression used to fire someone it can

be inferred that the poster maker intentionally selects this phrase to criticize the

oppositionrsquos handling of the unemployment issue The viewpoints of the CS and

the RS seem to be aligned with each other (as marked by dotted ovals and lines

in the representation) It is noteworthy however that incongruity between the

discourse space and the narrative space occurs because the intention of offering

an apology to Mr Major does not match the intention of the CS in the narrative

space The RSrsquos utterance Sorry but wersquore going to have to let you go implies that the

speaker would prefer not to fire you but has no choice The CSrsquos intention


however is to strongly criticize Mr Major (RA) by dismissing him in a

hypothetical context with a phrase that all of the people who had lost their jobs

might have heard The inconsistency of viewpoints is resolved by zooming out

from the discourse space so that the context of the narrative structure is

re-assessed as ironic providing the conceptual resolution of the inconsistency at

the Discourse Viewpoint Space level (for a discussion on how a sense of irony

arises see Tobin and Israel 2012)

This construal is also related to background knowledge about Labourrsquos belief

that John Major failed to control the unemployment rate and that the rate

rapidly increased from 1990 to 1993 when John Major was Prime Minister

Figure 10 thus exemplifies the poster type in which speakersrsquo viewpoints are

aligned but addresseesrsquo viewpoints are not By integrating multiple viewpoint

spaces the poster conveys the political message that many citizens in the UK

suffered job loss because the Conservative government (led by John Major) failed

in labor policy so vote Labour

In the final sub-type of poster the viewpoints of the CS and RS are not

aligned but the viewpoints of the CA and RA are aligned Figure 12 is another

poster from the Labour party this one designed in 1929 To begin with the

poster consists of at least three components the inner text The man at the top

ldquoEquality of Sacrificemdashthatrsquos the big idea friends Letrsquos all step down one rungrdquo the

image of the four men on a single ladder that is standing in water and the

outer text Sacrifice Vote Labour The protagonists presented visually in the poster

represent people in various economic strata thus the inner textrsquos imperative

would result in the unfortunate situation that the lowest people are unfairly

drowned The meaning that emerges is ldquoBritish society unfairly imposes the

privileged classrsquos views on the disadvantaged in the name of equality If you

think this is unreasonable vote Labourrdquo


Figure 12 A poster from the Labour party in 1929

This interpretation can be accounted for by examining viewpoint interactions

with the help of the linguistic and visual cues in the poster The inner text is a

direct quotation of the RS and both the RS and the RA are accessible based on

the expressions the man at the top (RS) friends (RA) and the usage of us in Letrsquos

which includes the RS and the RA The interlocutors are also visualized in the

image as the four men on the ladder7 Based on the text and the image poster

viewers can easily recognize that the chubby man on the highest rung is the RS

and the three men under him are the RA The visualization of their positions on

the ladder their stereotypical outfits and their salaries engraved on their coats

shows their socio-economic status Lastly the posterrsquos outer text Sacrifice Vote

Labour is located outside of the poster discourse With this meta text the poster

7 From this imaginary scene it can be inferred that the ladder metaphorically represents the

hierarchical structure of social class in British society (via the conceptual metaphor STATUS IS

VERTICALITY) Further discussion of the metaphorical conceptualization involved in the construal

is however beyond the scope of this study (for more on conceptual metaphor systems see Lakoff

and Johnson 1999)


maker (CS) is taking a dubious stance toward the situation depicted in the

poster where the man at the top (with the highest salary) forces the others to

sacrifice equally The meta text thus implies that the CSrsquos viewpoint is not

aligned with the RSrsquos but is aligned with the viewpoints of the addressees

poster viewers are likely to sympathize with the other three men not with the

man at the top

The conceptual structure of the viewpoint network constructed in Figure 12

can be modeled as shown in Figure 13

Figure 13 Discourse Viewpoint Representation of Figure 12

In the representation in the figure the discourse space contains the fictive

conversation between the RS and RA and this fictive conversation space is

conceptually embedded in the narrative space formed by the CS and CA The


utterance would sound noble if it had been used by itself (without an image)

The discourse situated in the image of the four men on a single ladder in the

water however makes visible the radical difference in how each man would

experience the lsquoequality of sacrificersquo especially the man at the top and the man

at the bottom The incongruity induces the ironic construal if all four people go

one step down the man at the top would remain out of harmrsquos way while the

man at the bottom would be drowned and the other two would be drenched at

the least In other words the one who can afford the most would sacrifice the

least whereas the one who is already suffering would have no choice but to

sacrifice the most This ironic construal relies on a conceptual incongruity that

arises only when the narrative space that embeds the discourse space is

available so that the narrative space and the discourse space are simultaneously

accessed

Meanwhile the ironic construal is contained in the meta text domain where

the outer text Sacrifice Vote Labour resides In this space the CS evaluates the

narrative space construal and takes an emotionally negative stance toward it

obtaining the interpretation ldquoIf you do not want this undesirable situation

(where sacrifices are demanded inappropriately) to happen please vote Labourrdquo

The overall ironic construal thus relies on background information and the CSrsquos

belief as well as what is encoded in the poster The background information

grounds the viewpoint configuration the poster came out the same year the

Great Depression began and Britainrsquos economy was already in a recession before

that it can be inferred that sacrifice was generally being demanded of

individuals to restore the nationrsquos economy In addition the poster makerrsquos belief

helps frame the conveyed message of the poster because to their view the

envisioned equality of sacrifice is not the appropriate way to achieve a better

economy

4 Discussion Complex cases

In this section we will examine two pieces of data that do not fit any of the

three main categories Although the posters we have analyzed in Section 3 show

varying patterns of the encoding and aligning of viewpoints their narratives


share a common conceptual structure only one layer of discourse space

containing a monologue is embedded in the narrative space We will first look

at a case in which there are two layers of discourse space and then move on to

another case in which the embedded discourse is a dialogue

41 Multi-level discourse spaces

Figure 14 is a poster from the Conservative party campaign for the 2009

European Parliament election it criticizes Gordon Brown the then Prime

Minister and the leader of Labour for rejecting the EU treaty referendum he had

earlier promised in his election manifesto What makes it conspicuous is that it

sets up multiple levels of discourse space with each of the spaces having its

own pair of RS and RA As there are two pairs of RS and RA in this datum it

cannot be put in one of the categories we have established on the assumption

that there is only a single pair of RS and RA in each poster

Figure 14 A poster with multi-level discourse spaces

The poster contains a two-faced image of Gordon Brown and two groups of

text represented in different colors and sizes The utterances in small red letters

are Gordon Brownrsquos this can be inferred from their position relative to the

image (ie near his mouth) and the use of quotation marks Interestingly while


both quotes are taken from what Gordon Brown had actually said about the

referendum they seem to contradict one another By interacting with the image

in the center the quotes yield the following reading Gordon Brown says that

there will be no referendum then turns around and says that he will hold the

referendum as promised earlier Meanwhile the headline in white text contains

a pun between U-turn and EU-turn it draws on the stereotypical public image of

Labour which is notorious for political U-turns (ie overturning or changing

their own political decisions or stances) aiming to convince voters that they

should press Labour to make another U-turn on the EU referendum by voting

Conservative Because the sarcastic voice this headline conveys is not in favor of

the Labour party it is unlikely that Gordon Brown is also the speaker of the

headline text

This construal is motivated by a distinctive conceptual pattern which can be

elucidated within the framework of Discourse Viewpoint Space The headline

and Gordon Brownrsquos utterances set up two separate layers of discourse space

the headline which comments on Gordon Brownrsquos possible overturning of his

refusal constitutes a higher-level space (Discourse space 2) that embeds the

quoted discourse (Discourse space 1)8 This relation is modeled in Figure 15

below along with the entire network of viewpoints involved in the construal of

the intended message

8 Note however that the utterances No referendum and The referendum I promised originally belong to

separate mental spaces two different discourse situations are compressed into one (Fauconnier

and Turner 2002 92) We will not discuss this in detail here as our intention is to focus on the

alignment relation between the poster makersviewers in the real world and the characters

represented in the posters



Discourse space 1 contains the quoted utterances with a specific speaker

encoded by an image and a deictic expression On the other hand Discourse

space 2 the headline contains no linguistic cues regarding the speakerrsquos identity

it only invokes the presence of the addressee which it does through the

imperative The interaction between the two spaces yields the interpretation that

the addressee of Discourse space 2 is urged to make Gordon Brown change his

stance on the EU referendum Meanwhile the linguistic item next in the phrase

next U-turn in the headline presupposes that there had been at least one previous

instance of a ldquoU-turnrdquo made by Labour In the narrative space this implication

interacts with the background knowledge that the Labour government had often

been criticized for making political U-turns

Zooming out to the narrative space where the real-world poster maker (ie

the Conservative party) and the viewer reside the cognizer understands that the

current speakerrsquos viewpoint is not aligned with Gordon Brownrsquos The poster

viewer is to be aligned with the unspecified addressee of Discourse space 2 This

higher-level space then conspires with the two other input spaces in order to

construct the Discourse Viewpoint Space where the overall construal of the

ldquoIrdquo (Gordon Brown)


poster is obtained Notice that the higher-level space is accommodated in

Discourse Space not in Narrative Space (cf Figure 13) because the text in this

poster Make Labourrsquos next U-turn an EU-turn represents an utterance made by a

represented speaker in contrast part of the text that Figure 12 contains The man

at the top said belongs to Narrative Space because it has a different viewpoint

(narrator CS) from the one (RS) behind the rest of the text (ie Equality of

Sacrificemdashthatrsquos the big idea friends Letrsquos all step down one rung) The background

space contains knowledge regarding Gordon Brownrsquos promise and refusal to

hold the EU treaty referendum and the other space is concerned with the poster

makerrsquos belief that people should vote Conservative if they want the referendum

to be held as promised The dynamic interaction of the three spaces yields the

following interpretation in the Discourse Viewpoint Space voters should support

the Conservative party in the upcoming election to make the Labour government

overturn their refusal of the EU referendum As we have seen more than one

layer of discourse space is involved in the construal distinguishing this datum

from the previous cases

42 Dialogue

Figure 16 is a poster designed by the Labour party for the 1987 general

election in which the Conservative government is criticized for cutting the

public education budget What makes this datum distinctive from the previous

ones is that it quotes a dialogue the characters take turns in a single discourse

situation instead of having a fixed speaker and addressee


Figure 16 A poster containing dialogue

The poster contains a fictive discourse between a boy and a girl in which

the poster makerrsquos sarcastic stance toward the current situation (public education

budget cuts) is implied Each utterance is presented inside a speech balloon to

indicate who the speaker is Here the boy is asking the girl if he could carry

her books home from school presumably in the hope of winning her favor His

offer however is turned down for a somewhat unexpected reason the girl has

no books for him to carry The surrounding political context that is that the

Conservative government had severely curtailed spending on public education is

given in the caption below the image Because this poster was made by the

Labour party the conveyed message is that the Labour party should be voted


for in the upcoming election in order to bring public education back to normal

The construal can be modeled as shown in Figure 17 This time the

characters in the discourse space both take the role of interlocutors instead of

represented speakeraddressee as in the previous monologic cases


This innermost space is embedded in the narrative space where it interacts

with a background space containing information about the Conservative

governmentrsquos budget cuts affecting public schools From this higher-level

viewpoint the cognizer understands that the unsuccessful romance between the

protagonists is connected to a broader context of education budget policy and

that the girlrsquos school could not afford to buy textbooks for their students

Additionally the poster makerrsquos belief that the public schools need to receive

adequate funding from the government (so that they can afford textbooks) is

accessed Through the interaction between multiple viewpoints the overall

construal of the poster is obtained in the Discourse Viewpoint Space voters

should support Labour if they want public schools to be sufficiently funded

ldquoIrdquo (boy)

ldquoIrdquo (girl)


This datum is significant in that its overall construal relies on the viewpoint

interaction in a dialogue rather than on static monologic CS-RS and CA-RA

relationships

This section has examined two exceptional cases one in which a discourse

space embeds another discourse space and one in which the discourse

participants exchange roles It has been shown that despite their complexities

these postersrsquo meaning construction can be accounted for in a unified fashion in

terms of Discourse Viewpoint Space networks the overall construal is obtained

as the top-level Discourse Viewpoint Space supervises the overall construal and

resolves any conflict between local viewpoints

5 Conclusion

This study has provided cognitive semantic analyses of political campaign

posters from the two major political parties the Conservative and the Labour

party in the UK The analyses make a significant case study of multimodal

viewpoint phenomena because they are concerned with pairings of two different

channels linguistic expressions and visual images whose construals necessarily

rely on how meanings are constructed and on how multiple viewpoints in a

network of multiple levels interact Within the framework of Discourse

Viewpoint Space this study has clearly shown that the viewpoint configurations

in the posters conspire to make the intended messages fit the political partiesrsquo

identities The studyrsquos terminologymdashcurrent speaker current addressee represented

speaker and represented addresseemdashwas useful for constructing its taxonomy of

campaign poster types The following three major types were analyzed (1) those

explicitly encoding the speaker (2) those explicitly encoding the addressee and

(3) those explicitly encoding both Each of the types was investigated with

special attention to whether the viewpoint of the current interlocutors aligned

with that of the represented interlocutors Employing this inductive functional

taxonomy this paper also discussed minor but intriguingly complex cases and

made an attempt to draw generalizations on how political messages are

constructed and construed in political posters in relation to diverse levels in a

viewpoint network and to viewpoint alignment between participants This case


study supports the claim that viewpoint configuration and interaction at multiple

levels in a network is crucial in constructing meaning out of multimodal

phenomena

It is noteworthy that more than a few cases deviate from a canonical

meaning construction in political posters in that the poster makers employ an

image of the opposition partyrsquos leader With this tactic they seem to flout the

default intention underlying political posters (ie promoting a candidate by

making the candidate visible with a positive message) The makers of these

political posters would never want to encourage people to vote for their political

opponents but they rely on the viewers to see the poster makerrsquos intention by

realizing that the viewpoints of the poster maker and of the represented

participant (their political opponent) are not aligned When the viewpoints of the

speakers are not aligned the viewers are in a position to access the poster

makerrsquos intention of indirectly criticizing the opponentrsquos party by re-enacting a

narrative involving the opponent from the makerrsquos perspective This cognitive

configuration of multiple viewpoints in different alignment relationships can lead

naturally to an ironic construal as discussed in Section 3 but there is a need for

further systematic research on the conceptual motivation between unaligned

viewpoints and ironic senses

References

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Press

Banfield Ann 1982 Unspeakable sentences Narration and representation in the language of fiction

Boston Routledge and Kegan Paul

Bergen Benjamin 2003 To awaken a sleeping giant Cognition and culture in September

11 political cartoons In Michael Achard and Suzanne Kemmer (eds) Language culture

and mind 1-12 Stanford CSLI Publications

Borkent Mike 2017 Mediated character Multimodal viewpoint construction in comics

Cognitive Linguistics 28(3) 539-563

Cantrall William R 1974 Viewpoint reflexives and the nature of noun phrases Berlin Mouton

Croft William and D Alan Cruse 2004 Cognitive Linguistics Cambridge Cambridge

University Press


Culy Christopher 1997 Logophoric pronouns and point of view Linguistics 35(5) 845-859

Dancygier Barbara and Lieven Vandelanotte 2016 Discourse viewpoint as network In

Barbara Dancygier Wei-lun Lu and Arie Verhagen (eds) Viewpoint and the fabric of

meaning Form and use of viewpoint tools across languages and modalities Cognitive

Linguistics Research 13-40 BerlinBoston Walter de Gruyter GmbH

Dancygier Barbara and Lieven Vandelanotte 2017a Multimodal artefacts and the texture

of viewpoint Journal of Pragmatics 122 1-9

Dancygier Barbara and Lieven Vandelanotte 2017b Image-schematic scaffolding in textual

and visual artefacts Journal of Pragmatics 122 91-106

Dancygier Barbara and Lieven Vandelanotte 2017c Internet memes as multimodal

constructions Cognitive Linguistics 28(3) 565-598

Eggertsson Gunnar and Charles Forceville 2009 Multimodal expressions of the HUMAN

VICTIM IS ANIMAL metaphor in horror films In Charles J Forceville and Eduardo

Urios-Aparisi (eds) Multimodal metaphor 429-449 BerlinNew York De Gruyter Mouton

Fauconnier Gilles 1997 Mappings in thought and language Cambridge Cambridge

University Press

Fauconnier Gilles and Mark Turner 2002 The way we think Conceptual blending and the

mindrsquos hidden complexities New York Basic Books

Fludernik Monika 1993 The fictions of language and the languages of fiction The linguistic rep-

resentation of speech and consciousness London Routledge

Genette Geacuterard 1980 Narrative discourse Oxford Basil Blackwell

Kuno Susumu 1987 Functional syntax Chicago University of Chicago Press

Kwon Iksoo 2012 The Korean evidential marker -te- revisited Its semantic constraints and

distancing effects in Mental Spaces Theory Constructions and Frames 4(2) 152-185

Kwon Iksoo Jung-Eun Lee Jinree Jeon and Young-Eun Park 2016 Iconicity and con-

ceptual metaphor in the US military hand signals Linguistic Research 33(2) 219-347

Lee Jung-Eun Jinree Jeon Young-Eun Park and Iksoo Kwon 2016 On metaphoric ges-

tures of candidates in the US Presidential debate Discourse and Cognition 23(3) 53-79

[In Korean]

Lou Adrian 2017 Viewpoint and image schemas in multimodal political discourse Journal

of Pragmatics 122 77-90

Pascual Esther and Sergeiy Sandler 2016 Fictive interaction and the conversation frame

In Esther Pascual and Sergeiy Sandler (eds) The conversation frame Forms and functions

of fictive interaction 1-22 AmsterdamPhiladelphia John Benjamins Publishing

Company

Rekittke Linn-Marlen 2017 Viewpoint and stance in gesture How a political taboo topic

may influence gestural viewpoint in recounting films Journal of Pragmatics 122 50-64

Sweetser Eve 2012 Introduction Viewpoint and perspective in language and gesture

from the ground down In Barbara Dancygier and Eve Sweetser (eds) Viewpoint in lan-


guage A multimodal perspective 1-22 Cambridge Cambridge University Press

Sweetser Eve 2017 Metaphor and metonymy in advertising Building viewpoint in multi-

modal multi-space blends Journal of Pragmatics 122 65-76

Tobin Vera and Michael Israel 2012 Irony as a viewpoint phenomenon In Barbara

Dancygier and Eve Sweetser (eds) Viewpoint in language A multimodal perspective 25-46

Cambridge Cambridge University Press

Vandelanotte Lieven 2017 Viewpoint In Barbara Dancygier (ed) The Cambridge handbook

of cognitive linguistics 157-171 Cambridge Cambridge University Press

Yu Ning 2009 Nonverbal and multimodal manifestations of metaphors and metonymies

A case study In Charles J Forceville and Eduardo Urios-Aparisi (eds) Multimodal met-

aphor 119-143 BerlinBoston De Gruyter Mouton

Selected data

Figure 2

httpwwwadvertisingarchivescoukservice=assetampaction=show_previewampasset=87514

413

Figure 4


Figure 6


Figure 8


Figure 10


Figure 12


Figure 14


556

Figure 16


Jung Hwi Roh

MA Student

English Linguistics and Language Technology


Hankuk University of Foreign Studies

107 Imun-ro Dongdaemun-gu

Seoul 02450 South Korea

miroh0110gmailcom

Wooyong Jin

MA Student





yui0112navercom

Eunsong Kim

MA Student





jenrya91navercom

Hayoung Kim

MA Student





jeremiah91navercom

Iksoo Kwon

Associate Professor





kwonikshufsackr

Received 2018 01 12

Revised 2019 04 08

Accepted 2019 04 20

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 DEU 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 ESP ltFEFF005500740069006c0069006300650020006500730074006100200063006f006e0066006900670075007200610063006900f3006e0020007000610072006100200063007200650061007200200064006f00630075006d0065006e0074006f00730020005000440046002000640065002000410064006f0062006500200061006400650063007500610064006f00730020007000610072006100200069006d0070007200650073006900f3006e0020007000720065002d0065006400690074006f007200690061006c00200064006500200061006c00740061002000630061006c0069006400610064002e002000530065002000700075006500640065006e00200061006200720069007200200064006f00630075006d0065006e0074006f00730020005000440046002000630072006500610064006f007300200063006f006e0020004100630072006f006200610074002c002000410064006f00620065002000520065006100640065007200200035002e003000200079002000760065007200730069006f006e0065007300200070006f00730074006500720069006f007200650073002egt ETI 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 FRA 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 GRE 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 HEB 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 HRV (Za stvaranje Adobe PDF dokumenata najpogodnijih za visokokvalitetni ispis prije tiskanja koristite ove postavke Stvoreni PDF dokumenti mogu se otvoriti Acrobat i Adobe Reader 50 i kasnijim verzijama) HUN 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 ITA 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 JPN ltFEFF9ad854c18cea306a30d730ea30d730ec30b951fa529b7528002000410064006f0062006500200050004400460020658766f8306e4f5c6210306b4f7f75283057307e305930023053306e8a2d5b9a30674f5c62103055308c305f0020005000440046002030d530a130a430eb306f3001004100630072006f0062006100740020304a30883073002000410064006f00620065002000520065006100640065007200200035002e003000204ee5964d3067958b304f30533068304c3067304d307e305930023053306e8a2d5b9a306b306f30d530a930f330c8306e57cb30818fbc307f304c5fc59808306730593002gt LTH 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 LVI 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 NLD (Gebruik deze instellingen om Adobe PDF-documenten te maken die zijn geoptimaliseerd voor prepress-afdrukken van hoge kwaliteit De gemaakte PDF-documenten kunnen worden geopend met Acrobat en Adobe Reader 50 en hoger) NOR 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 POL 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 PTB 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 RUM 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 RUS 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 SKY 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 SLV ltFEFF005400650020006e006100730074006100760069007400760065002000750070006f0072006100620069007400650020007a00610020007500730074007600610072006a0061006e006a006500200064006f006b0075006d0065006e0074006f0076002000410064006f006200650020005000440046002c0020006b006900200073006f0020006e0061006a007000720069006d00650072006e0065006a016100690020007a00610020006b0061006b006f0076006f00730074006e006f0020007400690073006b0061006e006a00650020007300200070007200690070007200610076006f0020006e00610020007400690073006b002e00200020005500730074007600610072006a0065006e006500200064006f006b0075006d0065006e0074006500200050004400460020006a00650020006d006f0067006f010d00650020006f0064007000720065007400690020007a0020004100630072006f00620061007400200069006e002000410064006f00620065002000520065006100640065007200200035002e003000200069006e0020006e006f00760065006a01610069006d002egt SUO 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 SVE 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 TUR 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 UKR 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 ENU (Use these settings to create Adobe PDF documents best suited for high-quality prepress printing Created PDF documents 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1 Introduction

Posters unlike works of art such as paintings and poems are in general

intended to convey directive messages to trigger viewersrsquo courses of action They

thus entail interactions of multiple viewpoints1 On the one hand those who

design and convey intended messages via this medium have as addressees the

potential viewers of the poster on the other hand posters also represent

explicitly or implicitly characters of the fictive (in Pascual and Sandlerrsquos 2016

sense) conversation embedded in the posterrsquos narrative The relevant construal is

generally obtained only after accessing the multiple viewpointsmdashthe represented

characterrsquos viewpoint and the poster makerrsquos viewpointmdashthat are

intersubjectively invoked in the posters

Political posters offer excellent examples of this multiplicity of viewpoints

precisely because the point of a political poster is to indicate as clearly as

possible who its producers are that is they represent one political party as

opposed to the rival parties In addition political posters tend to employ the

tactic of enactment in which a conversation between fictive protagonists is

staged and framed from the producerrsquos perspective For example let us assume

a poster that consists of a picture of candidate X and a line of text We need to

change The mere juxtaposition of the text and the image does not necessarily

mean that candidate X actually uttered these words Nevertheless the

juxtaposition naturally suggests a causal link between the two signs in the two

different modalities this protagonist made this utterance In a viewerrsquos mental

space the candidate produces a token of this utterance to some addressee and

This study was supported by Hankuk University of Foreign Studies Research Fund the study was

also supported by the Department of Education of the Republic of Korea and the Korea Research

Foundation (NRF-2018S1A5A8026846) A draft version of this paper was presented at the Fall

Discourse and Cognitive Linguistics Conference Hankuk University of Foreign Studies Seoul

November 10 2018 The authors would like to thank the audience and anonymous reviewers for

their invaluable comments and also to thank Laurie Durand for proofreading the manuscript All

the remaining errors of course belong to the authors

First author

Corresponding author

1 This study follows Dancygier (2012 61) in its understanding of viewpoint as an interlocutorrsquos

mental space that serves as a filter through which events are narrated The notion pertains to the

senses in general that is it is not limited to eg spatial temporal epistemic or ideological senses

(see Section 21)









































2 Preliminaries











2003)








in discourse












al 2016 1)































































1) Speaker 16

2) Addressee 54


Total 87




























of data



























3 Data analysis






































































































with that of the CS












Churchill







































































































viewpoints interact




























































and Johnson 1999)







man at the top




















accessed














economy




































headline text



















































42 Dialogue



































ldquoIrdquo (boy)

ldquoIrdquo (girl)




relationships








5 Conclusion
























phenomena

















References


Press










University Press

















University Press













[In Korean]






Company

















Selected data

Figure 2


413

Figure 4


Figure 6


Figure 8


Figure 10


Figure 12


Figure 14


556

Figure 16


Jung Hwi Roh

MA Student






miroh0110gmailcom

Wooyong Jin

MA Student





yui0112navercom

Eunsong Kim

MA Student





jenrya91navercom

Hayoung Kim

MA Student





jeremiah91navercom

Iksoo Kwon

Associate Professor





kwonikshufsackr

Received 2018 01 12

Revised 2019 04 08

Accepted 2019 04 20

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HRV (Za stvaranje Adobe PDF dokumenata najpogodnijih za visokokvalitetni ispis prije tiskanja koristite ove postavke Stvoreni PDF dokumenti mogu se otvoriti Acrobat i Adobe Reader 50 i kasnijim verzijama) HUN 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ltFEFF9ad854c18cea306a30d730ea30d730ec30b951fa529b7528002000410064006f0062006500200050004400460020658766f8306e4f5c6210306b4f7f75283057307e305930023053306e8a2d5b9a30674f5c62103055308c305f0020005000440046002030d530a130a430eb306f3001004100630072006f0062006100740020304a30883073002000410064006f00620065002000520065006100640065007200200035002e003000204ee5964d3067958b304f30533068304c3067304d307e305930023053306e8a2d5b9a306b306f30d530a930f330c8306e57cb30818fbc307f304c5fc59808306730593002gt LTH 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maken die zijn geoptimaliseerd voor prepress-afdrukken van hoge kwaliteit De gemaakte PDF-documenten kunnen worden geopend met Acrobat en Adobe Reader 50 en hoger) NOR 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 POL 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ltFEFF005500740069006c0069007a006500200065007300730061007300200063006f006e00660069006700750072006100e700f50065007300200064006500200066006f0072006d00610020006100200063007200690061007200200064006f00630075006d0065006e0074006f0073002000410064006f0062006500200050004400460020006d00610069007300200061006400650071007500610064006f00730020007000610072006100200070007200e9002d0069006d0070007200650073007300f50065007300200064006500200061006c007400610020007100750061006c00690064006100640065002e0020004f007300200064006f00630075006d0065006e0074006f00730020005000440046002000630072006900610064006f007300200070006f00640065006d0020007300650072002000610062006500720074006f007300200063006f006d0020006f0020004100630072006f006200610074002000650020006f002000410064006f00620065002000520065006100640065007200200035002e0030002000650020007600650072007300f50065007300200070006f00730074006500720069006f007200650073002egt RUM 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 RUS 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 SKY ltFEFF0054006900650074006f0020006e006100730074006100760065006e0069006100200070006f0075017e0069007400650020006e00610020007600790074007600e100720061006e0069006500200064006f006b0075006d0065006e0074006f0076002000410064006f006200650020005000440046002c0020006b0074006f007200e90020007300610020006e0061006a006c0065007001610069006500200068006f0064006900610020006e00610020006b00760061006c00690074006e00fa00200074006c0061010d00200061002000700072006500700072006500730073002e00200056007900740076006f00720065006e00e900200064006f006b0075006d0065006e007400790020005000440046002000620075006400650020006d006f017e006e00e90020006f00740076006f00720069016500200076002000700072006f006700720061006d006f006300680020004100630072006f00620061007400200061002000410064006f00620065002000520065006100640065007200200035002e0030002000610020006e006f0076016100ed00630068002egt SLV 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 SUO 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 SVE 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 TUR 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 UKR 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 ENU (Use these settings to create Adobe PDF documents best suited for high-quality prepress printing Created PDF documents can be opened with Acrobat and Adobe Reader 50 and later) KOR ltFEFF0020c7740020c124c815c7440020c0acc6a9d558c5ec0020ace0d488c9c80020c2dcd5d80020c778c1c4c5d00020ac00c7a50020c801d569d55c002000410064006f0062006500200050004400460020bb38c11cb97c0020c791c131d569b2c8b2e4002e0020c774b807ac8c0020c791c131b41c00200050004400460020bb38c11cb2940020004100630072006f0062006100740020bc0f002000410064006f00620065002000520065006100640065007200200035002e00300020c774c0c1c5d0c11c0020c5f40020c2180020c788c2b5b2c8b2e4002egt gtgt Namespace [ (Adobe) (Common) (10) ] OtherNamespaces [ ltlt AsReaderSpreads false CropImagesToFrames true ErrorControl WarnAndContinue FlattenerIgnoreSpreadOverrides false IncludeGuidesGrids false IncludeNonPrinting false IncludeSlug false Namespace [ (Adobe) (InDesign) (40) ] OmitPlacedBitmaps false OmitPlacedEPS false OmitPlacedPDF false SimulateOverprint Legacy gtgt ltlt AddBleedMarks false AddColorBars false AddCropMarks false AddPageInfo false AddRegMarks false ConvertColors ConvertToCMYK DestinationProfileName () DestinationProfileSelector DocumentCMYK Downsample16BitImages true FlattenerPreset ltlt PresetSelector MediumResolution gtgt FormElements false GenerateStructure false IncludeBookmarks false IncludeHyperlinks false IncludeInteractive false IncludeLayers false IncludeProfiles false MultimediaHandling UseObjectSettings Namespace [ (Adobe) (CreativeSuite) (20) ] PDFXOutputIntentProfileSelector DocumentCMYK PreserveEditing true UntaggedCMYKHandling LeaveUntagged UntaggedRGBHandling UseDocumentProfile UseDocumentBleed false gtgt ]gtgt setdistillerparamsltlt HWResolution [2400 2400] PageSize [612000 792000]gtgt setpagedevice









































2 Preliminaries











2003)








in discourse












al 2016 1)































































1) Speaker 16

2) Addressee 54


Total 87




























of data



























3 Data analysis






































































































with that of the CS












Churchill







































































































viewpoints interact




























































and Johnson 1999)







man at the top




















accessed














economy




































headline text



















































42 Dialogue



































ldquoIrdquo (boy)

ldquoIrdquo (girl)




relationships








5 Conclusion
























phenomena

















References


Press










University Press

















University Press













[In Korean]






Company

















Selected data

Figure 2


413

Figure 4


Figure 6


Figure 8


Figure 10


Figure 12


Figure 14


556

Figure 16


Jung Hwi Roh

MA Student






miroh0110gmailcom

Wooyong Jin

MA Student





yui0112navercom

Eunsong Kim

MA Student





jenrya91navercom

Hayoung Kim

MA Student





jeremiah91navercom

Iksoo Kwon

Associate Professor





kwonikshufsackr

Received 2018 01 12

Revised 2019 04 08

Accepted 2019 04 20








al 2016 1)































































1) Speaker 16

2) Addressee 54


Total 87




























of data



























3 Data analysis






































































































with that of the CS












Churchill







































































































viewpoints interact




























































and Johnson 1999)







man at the top




















accessed














economy




































headline text



















































42 Dialogue



































ldquoIrdquo (boy)

ldquoIrdquo (girl)




relationships








5 Conclusion
























phenomena

















References


Press










University Press

















University Press













[In Korean]






Company

















Selected data

Figure 2


413

Figure 4


Figure 6


Figure 8


Figure 10


Figure 12


Figure 14


556

Figure 16


Jung Hwi Roh

MA Student






miroh0110gmailcom

Wooyong Jin

MA Student





yui0112navercom

Eunsong Kim

MA Student





jenrya91navercom

Hayoung Kim

MA Student





jeremiah91navercom

Iksoo Kwon

Associate Professor





kwonikshufsackr

Received 2018 01 12

Revised 2019 04 08

Accepted 2019 04 20






































1) Speaker 16

2) Addressee 54


Total 87




























of data



























3 Data analysis






































































































with that of the CS












Churchill







































































































viewpoints interact




























































and Johnson 1999)







man at the top




















accessed














economy




































headline text



















































42 Dialogue



































ldquoIrdquo (boy)

ldquoIrdquo (girl)




relationships








5 Conclusion
























phenomena

















References


Press










University Press

















University Press













[In Korean]






Company

















Selected data

Figure 2


413

Figure 4


Figure 6


Figure 8


Figure 10


Figure 12


Figure 14


556

Figure 16


Jung Hwi Roh

MA Student






miroh0110gmailcom

Wooyong Jin

MA Student





yui0112navercom

Eunsong Kim

MA Student





jenrya91navercom

Hayoung Kim

MA Student





jeremiah91navercom

Iksoo Kwon

Associate Professor





kwonikshufsackr

Received 2018 01 12

Revised 2019 04 08

Accepted 2019 04 20




























3 Data analysis






































































































with that of the CS












Churchill







































































































viewpoints interact




























































and Johnson 1999)







man at the top




















accessed














economy




































headline text



















































42 Dialogue



































ldquoIrdquo (boy)

ldquoIrdquo (girl)




relationships








5 Conclusion
























phenomena

















References


Press










University Press

















University Press













[In Korean]






Company

















Selected data

Figure 2


413

Figure 4


Figure 6


Figure 8


Figure 10


Figure 12


Figure 14


556

Figure 16


Jung Hwi Roh

MA Student






miroh0110gmailcom

Wooyong Jin

MA Student





yui0112navercom

Eunsong Kim

MA Student





jenrya91navercom

Hayoung Kim

MA Student





jeremiah91navercom

Iksoo Kwon

Associate Professor





kwonikshufsackr

Received 2018 01 12

Revised 2019 04 08

Accepted 2019 04 20























































































with that of the CS












Churchill







































































































viewpoints interact




























































and Johnson 1999)







man at the top




















accessed














economy




































headline text



















































42 Dialogue



































ldquoIrdquo (boy)

ldquoIrdquo (girl)




relationships








5 Conclusion
























phenomena

















References


Press










University Press

















University Press













[In Korean]






Company

















Selected data

Figure 2


413

Figure 4


Figure 6


Figure 8


Figure 10


Figure 12


Figure 14


556

Figure 16


Jung Hwi Roh

MA Student






miroh0110gmailcom

Wooyong Jin

MA Student





yui0112navercom

Eunsong Kim

MA Student





jenrya91navercom

Hayoung Kim

MA Student





jeremiah91navercom

Iksoo Kwon

Associate Professor





kwonikshufsackr

Received 2018 01 12

Revised 2019 04 08

Accepted 2019 04 20


































































































viewpoints interact




























































and Johnson 1999)







man at the top




















accessed














economy




































headline text



















































42 Dialogue



































ldquoIrdquo (boy)

ldquoIrdquo (girl)




relationships








5 Conclusion
























phenomena

















References


Press










University Press

















University Press













[In Korean]






Company

















Selected data

Figure 2


413

Figure 4


Figure 6


Figure 8


Figure 10


Figure 12


Figure 14


556

Figure 16


Jung Hwi Roh

MA Student






miroh0110gmailcom

Wooyong Jin

MA Student





yui0112navercom

Eunsong Kim

MA Student





jenrya91navercom

Hayoung Kim

MA Student





jeremiah91navercom

Iksoo Kwon

Associate Professor





kwonikshufsackr

Received 2018 01 12

Revised 2019 04 08

Accepted 2019 04 20















































and Johnson 1999)







man at the top




















accessed














economy




































headline text



















































42 Dialogue



































ldquoIrdquo (boy)

ldquoIrdquo (girl)




relationships








5 Conclusion
























phenomena

















References


Press










University Press

















University Press













[In Korean]






Company

















Selected data

Figure 2


413

Figure 4


Figure 6


Figure 8


Figure 10


Figure 12


Figure 14


556

Figure 16


Jung Hwi Roh

MA Student






miroh0110gmailcom

Wooyong Jin

MA Student





yui0112navercom

Eunsong Kim

MA Student





jenrya91navercom

Hayoung Kim

MA Student





jeremiah91navercom

Iksoo Kwon

Associate Professor





kwonikshufsackr

Received 2018 01 12

Revised 2019 04 08

Accepted 2019 04 20








man at the top




















accessed














economy




































headline text



















































42 Dialogue



































ldquoIrdquo (boy)

ldquoIrdquo (girl)




relationships








5 Conclusion
























phenomena

















References


Press










University Press

















University Press













[In Korean]






Company

















Selected data

Figure 2


413

Figure 4


Figure 6


Figure 8


Figure 10


Figure 12


Figure 14


556

Figure 16


Jung Hwi Roh

MA Student






miroh0110gmailcom

Wooyong Jin

MA Student





yui0112navercom

Eunsong Kim

MA Student





jenrya91navercom

Hayoung Kim

MA Student





jeremiah91navercom

Iksoo Kwon

Associate Professor





kwonikshufsackr

Received 2018 01 12

Revised 2019 04 08

Accepted 2019 04 20















accessed














economy




































headline text



















































42 Dialogue



































ldquoIrdquo (boy)

ldquoIrdquo (girl)




relationships








5 Conclusion
























phenomena

















References


Press










University Press

















University Press













[In Korean]






Company

















Selected data

Figure 2


413

Figure 4


Figure 6


Figure 8


Figure 10


Figure 12


Figure 14


556

Figure 16


Jung Hwi Roh

MA Student






miroh0110gmailcom

Wooyong Jin

MA Student





yui0112navercom

Eunsong Kim

MA Student





jenrya91navercom

Hayoung Kim

MA Student





jeremiah91navercom

Iksoo Kwon

Associate Professor





kwonikshufsackr

Received 2018 01 12

Revised 2019 04 08

Accepted 2019 04 20

































headline text



















































42 Dialogue



































ldquoIrdquo (boy)

ldquoIrdquo (girl)




relationships








5 Conclusion
























phenomena

















References


Press










University Press

















University Press













[In Korean]






Company

















Selected data

Figure 2


413

Figure 4


Figure 6


Figure 8


Figure 10


Figure 12


Figure 14


556

Figure 16


Jung Hwi Roh

MA Student






miroh0110gmailcom

Wooyong Jin

MA Student





yui0112navercom

Eunsong Kim

MA Student





jenrya91navercom

Hayoung Kim

MA Student





jeremiah91navercom

Iksoo Kwon

Associate Professor





kwonikshufsackr

Received 2018 01 12

Revised 2019 04 08

Accepted 2019 04 20







































42 Dialogue



































ldquoIrdquo (boy)

ldquoIrdquo (girl)




relationships








5 Conclusion
























phenomena

















References


Press










University Press

















University Press













[In Korean]






Company

















Selected data

Figure 2


413

Figure 4


Figure 6


Figure 8


Figure 10


Figure 12


Figure 14


556

Figure 16


Jung Hwi Roh

MA Student






miroh0110gmailcom

Wooyong Jin

MA Student





yui0112navercom

Eunsong Kim

MA Student





jenrya91navercom

Hayoung Kim

MA Student





jeremiah91navercom

Iksoo Kwon

Associate Professor





kwonikshufsackr

Received 2018 01 12

Revised 2019 04 08

Accepted 2019 04 20































ldquoIrdquo (boy)

ldquoIrdquo (girl)




relationships








5 Conclusion
























phenomena

















References


Press










University Press

















University Press













[In Korean]






Company

















Selected data

Figure 2


413

Figure 4


Figure 6


Figure 8


Figure 10


Figure 12


Figure 14


556

Figure 16


Jung Hwi Roh

MA Student






miroh0110gmailcom

Wooyong Jin

MA Student





yui0112navercom

Eunsong Kim

MA Student





jenrya91navercom

Hayoung Kim

MA Student





jeremiah91navercom

Iksoo Kwon

Associate Professor





kwonikshufsackr

Received 2018 01 12

Revised 2019 04 08

Accepted 2019 04 20





relationships








5 Conclusion
























phenomena

















References


Press










University Press

















University Press













[In Korean]






Company

















Selected data

Figure 2


413

Figure 4


Figure 6


Figure 8


Figure 10


Figure 12


Figure 14


556

Figure 16


Jung Hwi Roh

MA Student






miroh0110gmailcom

Wooyong Jin

MA Student





yui0112navercom

Eunsong Kim

MA Student





jenrya91navercom

Hayoung Kim

MA Student





jeremiah91navercom

Iksoo Kwon

Associate Professor





kwonikshufsackr

Received 2018 01 12

Revised 2019 04 08

Accepted 2019 04 20





phenomena

















References


Press










University Press

















University Press













[In Korean]






Company

















Selected data

Figure 2


413

Figure 4


Figure 6


Figure 8


Figure 10


Figure 12


Figure 14


556

Figure 16


Jung Hwi Roh

MA Student






miroh0110gmailcom

Wooyong Jin

MA Student





yui0112navercom

Eunsong Kim

MA Student





jenrya91navercom

Hayoung Kim

MA Student





jeremiah91navercom

Iksoo Kwon

Associate Professor





kwonikshufsackr

Received 2018 01 12

Revised 2019 04 08

Accepted 2019 04 20


















University Press













[In Korean]






Company

















Selected data

Figure 2


413

Figure 4


Figure 6


Figure 8


Figure 10


Figure 12


Figure 14


556

Figure 16


Jung Hwi Roh

MA Student






miroh0110gmailcom

Wooyong Jin

MA Student





yui0112navercom

Eunsong Kim

MA Student





jenrya91navercom

Hayoung Kim

MA Student





jeremiah91navercom

Iksoo Kwon

Associate Professor





kwonikshufsackr

Received 2018 01 12

Revised 2019 04 08

Accepted 2019 04 20














Selected data

Figure 2


413

Figure 4


Figure 6


Figure 8


Figure 10


Figure 12


Figure 14


556

Figure 16


Jung Hwi Roh

MA Student






miroh0110gmailcom

Wooyong Jin

MA Student





yui0112navercom

Eunsong Kim

MA Student





jenrya91navercom

Hayoung Kim

MA Student





jeremiah91navercom

Iksoo Kwon

Associate Professor





kwonikshufsackr

Received 2018 01 12

Revised 2019 04 08

Accepted 2019 04 20






miroh0110gmailcom

Wooyong Jin

MA Student





yui0112navercom

Eunsong Kim

MA Student





jenrya91navercom

Hayoung Kim

MA Student





jeremiah91navercom

Iksoo Kwon

Associate Professor





kwonikshufsackr

Received 2018 01 12

Revised 2019 04 08

Accepted 2019 04 20


Multimodality and discourse viewpoint configuration: A...

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