Multimodality and political discourse: political communication in the Kirchner era

Abstract

ABSTRACTThis paper analyzes communication strategies of Cristina Fernández de Kirchner second adminis-tration (2011-2015), through a multimodal perspective. It briefly describes the multimodal analy-sis framework, also referring to researches using this perspective to analyze television ads in political campaigns. This analysis describes the capabilities and potential of semiotic modes, their interac-tions, modal density, coherence and effects of this kind of communication. The paper shows that this kind of communication offers new expressive capabilities that allow the political discourse to use other forms of communication.

Keywords

• Análisis del discurso. multimedialidad. discurso político.