Workshop 9: Multimodality and Multimodal Discourse Analysis

23 Abril 2026, 12:30 • Carlos Gouveia

Analysis of a multimodal text (Unit 11), a poster from a campaign develop by WWF (World Wide Fund for Nature), a conservation organization, on global warming and its consequences for the planet. The interplay of verbal language with visual language in the text. Critical analytical dimensions of the text as an argumentative text.

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Lecture 8: Multimodality and Multimodal Discourse Analysis.

21 Abril 2026, 12:30 • Carlos Gouveia

The notion of multimodality and its importance in communication in contemporary society. Multimodal Discourse Analysis. Aspects for the analytical description of multimodal texts.

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Workshop 8: the marketization of universities’ public discourse

16 Abril 2026, 12:30 • Carlos Gouveia

Analysis of the advertisement of Northern Michigan University (text 9). Neoliberal discourses and the marketization of the universities. Ideology as manifested in the representation of what a University is.  

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Lecture 7: Text and culture - genre.

14 Abril 2026, 12:30 • Carlos Gouveia

Genre and the cultural context as factors for the functional variation of texts. Genre as a linguistics centripetal force of regularity and stability. Genre in Discourse Analysis: meaning and usefulness.

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Workshop 7: Putting together an analysis in an essay.

9 Abril 2026, 12:30 • Carlos Gouveia

Continuation of the last workshop. Putting together the results of the analysis of discourse sample nº 8 in the form of an analytical essay, per group.

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