Multimodality of the TV Format
2021-4171-AJMMC – 1 Apr 2021 1 Multimodality of the TV Format 2 3 This article analyses the multimodal construction of various global TV 4 formats and the modes through which the format negotiates reinforcement of 5 its ideological bases, innovation, change and unlimited semiosis. 6 Theoretically, this work draws on social semiotics, multimodality and 7 political economy. Methodologically, it applies semiotic analysis to really 8 popular global formats. The results show that the format is an extraordinary 9 and powerful example of multimodality which speaks the global language of 10 signs. On the one hand, different languages and forms of communication 11 reinforce its ideologies, such as competition, primacy of money, 12 objectification of human bodies and consumerism; but the format also puts 13 forward a kind of self-propaganda; in many cases, in fact, its communication 14 aims to support and promote itself, even when this contradicts other 15 messages of the system; it is by being successful that producers make more 16 money, become more successful, may further influence the audience, and so 17 on. On the other hand, the languages and the forms adopted continually 18 renew the format, change the relationships between signifier and signified, 19 and create new symbols.This unlimited semiosis allows the format to refresh 20 or adapt its image, get more audience and remain competitive in the market. 21 22 Keywords: TV format, Who wants to be a millionaire, Wheel of fortune, 23 Multimodality, Social Semiotics 24 25 26 Introduction 27 28 This article analyses the multimodal character of four global TV formats: 29 Wheel of Fortune, The Price Is Right, Who Wants to Be a Millionaire and 30 MasterChef.
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