Abstract

BAKHSHEYISH, Pashayeva Gunel et al. Media communication: methodological challenges in linguistics. Universidad y Sociedad [online]. 2025, vol.17, n.3  Epub June 30, 2025. ISSN 2218-3620.

This paper addresses the relevance of multimodal analysis in contemporary media discourse research, examining how meaning is constructed through the interaction of various semiotic resources beyond verbal elements. Despite significant advances in the field over the past 15-20 years, methodological challenges persist due to the complexity of analyzing multiple modes of communication simultaneously, including the lack of standardized analytical frameworks and difficulties in interpreting nonverbal data influenced by subjective and cultural variations. This study aims to develop a comprehensive methodological framework for analyzing multimodal media discourse by exploring the typology of modes and semiotic means involved in multimodal communication, with particular attention to their interactions and transformative potential. Our findings reveal that semiotic resources interact through repetition, complementarity, and convergence, while media texts undergo processes of transduction that can be both reversible and irreversible. Furthermore, we identify that the motivation behind semiotic transformations can be voluntary or involuntary, often revealing ideological underpinnings that warrant critical examination. These insights have significant implications for understanding cross-media communication, highlighting the need for interdisciplinary approaches that integrate methods and data from linguistics, semiotics, neurocognitive studies, cultural studies, social anthropology, and information technology to fully comprehend the complexities of multimodal discursive practices.

Keywords : Linguistics; Multimodality; Media; Multimodal methodological analysis; Social semiotics; Critical discourse analysis.

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