Understanding Clusters, Bundles, and Visual Sets in Language Analysis
Explore the concepts of clusters, bundles, lexical sets, and priming in language analysis. Visual sets play a crucial role in multimodal texts, forming clusters of semiotic modalities. Learn about how clusters and bundles can be primed to appear in specific contexts. Dive into a case study on Bundaberg Beer ads to understand these concepts in real-world advertising.
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Presentation Transcript
LEZIONE 4 Clusters, bundles, lexical sets, priming Visual sets Translation
Coherence 1: clusters According to Scott words which are found repeatedly in each other s company (cf. collocation) are clusters.
Coherence 2: bundles Biber (1999) refers to lexical bundles. i.e. the identification of groups (bundles) of lexico- grammatical elements that co-occur with more than usual frequency in particular genres eg. newspaper editorials (present tense, deontic modals, etc.)
Visual sets Similarly, in multimodal texts, visual items will re- occur and co-occur in the same way, and in an integrated relationship with the verbal elements, forming clusters of semiotic modalities. See MCA for an example of a relational database designed to promote the analysis of this phenomenon.
Priming Clusters and bundles can be primed (Hoey) to appear only in specific parts of a text or specific circumstances of discourse production. I love you too.
Case Study Bundaberg Beer ads
Translation Il Cinema Paradiso S , Di Vita Salvatore. Non lo conosce signorina? Io sono la madre. Chiamo dalla Sicilia. E tutto il santo giorno...Ho capito... non c .. Potrebbe darmi... 65622056... Grazie, buongiorno. Mamma, inutile. Ha troppi impegni. E poi non si ricorder pi . Lascia perdere. Ormai sono trent anni che non viene pi qua. Lo sai come fatto, no? Si ricorder , sono sicura! Se sa che non glielo abbiamo detto...vedrai come gli dispiacer .
TRANSLATION FIAT
