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DHH15: Multimodality
11
DHH15
Multimodality
Dragana Cvetanovic, Tuomo Hiippala, Arja Karhumaa, Pasi Kojola,
Salla-Maaria Laaksonen, Taina Laaksonen & Aaro Salosensaari
Background
Nation branding
Media as a prominent environment
Text vs. images within issues
Multimodality
Media content is not
exclusively linguistic
Newspapers and magazines combine images, infographics and
typography in a layout
to communicate with the reader
Preliminary results
Data
Research question
What modes of communication are used to represent Finland
in Finnair’s in-flight magazines?
Layout in Blue Wings,
the in-flight magazine of Finnair
Over 1300 double-pages
Extracting text from the originals
Python script searching words Finland, Finnish and Suomi
Core data of 314 pages that contain articles about Finland
Approach
We adopted a multimodal approach to study how Finland and Finnishness are represented using multiple modes of communication in Blue Wings, the in-flight magazine of Finnair.
We propose these articles convey an image of Finland to both business travellers and tourists.
Future directions
1. Life and family
2. Finland & Finnair info
3. Nature
4. Business
5. Cultural events
Tools
Python coding and Machine Learning (OpenCV)
Topic modeling LDA (RStudio)
Data visualization
(RAW, Google Graphs)
A Python script transformed the original
double-pages into black-and-white images
Cultural events
Finnish sports
Reflections
Other areas of application
Future Directions
Studying multimodality in
all inflight magazines of European airlines
to investigate the ways
nationality and nation branding
interact in these magazines
Studying images automatically makes things
much more complicated;
almost no ready-made tools available
What is easy to observe for a human is very difficult for machines
Advanced coding skills required:
true multidisciplinarity takes time
Easy to keep on one’s own area of expertise:
takes effort and initiative to truly learn new things
Contributing to practice-based fields
such as graphic design: tracing the
development of design conventions
whose understanding is an
important aspect of multimodal literacy.
Understanding the way photos can be studied
with computer vision
Studying even moving picture
in relation to text in music videos