Assignment

A Multimodal Analysis of Environmental Poster by using Halliday’s

Transitivity and Kress & Leeuwen’s Visual Grammar Framework

SUBMITTED TO

Dr. Fauzia Janjua

By

Shumaila Naureen

INTERNATIONAL ISLAMIC UNIVERSITY, ISLAMABAD

 1 An Overview
In this assignment, it is tried to analyze an environmental poster through the lens of
Halliday’s Transitivity (1978) and Kress and Leeuwen’s Visual Grammar (2006) in order to
provide a comprehensive understanding about semiotics modes used in communication.
Transitivity (1978) that is a part of Systemic Functional Linguistics (SFL) an application used to
analyze the roles of participants, processes, and circumstances in the particular text to show
actions, events, and states are represented linguistically.

On the other hand, Kress and Leeuwen’s (2006) Visual Grammar applies a similar analytical
framework to the visual elements of the posters. It examines how images convey meanings
through various visual modalities, such as composition, color, and interaction between visual
elements. By analyzing how subjects are positioned, the direction of their gaze, and the use of
symbols, one can understand the intended messages and values conveyed by the poster.

2 Objective

The objective of this analysis is to investigate that how do linguistic choices and visual
elements combine to construct meanings and context related to environmental poster, and to
understand the effectiveness of these multimodal resources in terms to shape public sentiments
and actions towards ecological responsibility.
 Integrated Framework

3 Data for Analysis

An environmental poster is selected for analysis purpose in order to bring into limelight that

how words and images can communicate a purposeful message by using various modes of

communication.

Figure: 1
 4 Analysis of Poster

4.1 Transitivity

The analysis is carried into two sections; the first section is based on Transitivity analysis
proposed by Halliday (1978) in Systemic Functional Grammar, involves breaking down the
sentence into clauses in order to understand how processes, participants, and circumstances are
represented. The caption in the image is “The Greatest Threat to Our Planet Is the Belief That
Someone Else Will Save It” (Robert Swan)

4.2 Clause Level : Complex Clause

The sentence "The Greatest Threat to Our Planet Is the Belief That Someone Else Will Save It” is
broken down into two clauses for transitivity analysis.

 Main Clause: The Greatest Threat to Our Planet Is the Belief

 Subordinate Clause: That Someone Else Will Save It

Clause: The Greatest Threat to Our Planet Is the Belief

 Process: Relational ‘Is’

 Participants: The Greatest Threat to Our Planet
 Attribute: The Belief

This is the main verb in the clause, indicating a being or a state rather than an action.

The Greatest Threat to Our Is/ The Belief

Planet
Carrier Pro: Relational Attribute

Subordinate Clause: That Someone Else Will Save It

 Process: Material ‘Will Save’ this denotes a future action to be carried out.
 Participants: Actor: ‘Someone Else’ it refers to the unspecified agent who is expected to
perform the action.
 Goal: 'Our Planet,' the recipient of the action.
 Circumstance: Not Presented in the clause
 Someone Else Will save Our Planet Circumstances
Participant/ Actor Pro: Material Goal Not

In the above a static relationship is seen between the planet's greatest threat and a particular
belief. It is a declarative clause that serves to provide a statement as “The Greatest Threat” as a
nominal group gives prominence to the subject matter, suggesting importance and urgency. The
use of "Belief" personifies the concept, suggesting that it is the inactive or passive approach of
waiting for external salvation that is the core issue, rather than an active threat. This analysis
reveals the ideology behind the statement, implying that action should not be deferred to others.
Therefore, the sentence underlines the responsibility of each individual or group to participate in
the conservation of the planet, rather than passing that responsibility to someone else.

4.3 Visual Grammar

Narrative (Agentive, & (Actional, Reactional , mental, verbal)

Non-agentive) Conversion

Representational Conceptual (Classification) (Analytical and Symbolic)

4.4 Representational Meaning

The image depicts a hand holding a small tree shaped like Earth, with a butterfly
approaching it. This represents the idea that Earth's care is in our hands and emphasizes on the
role of collectiveness for environmental conservation. The presence of the butterfly, often a
symbol of change and transformation, suggests the potential for positive change through
individual actions. On the other hand, the image directly addresses the viewer with the textual
quote from Robert Swan, "The Greatest Threat to Our Planet Is the Belief That Someone Else
Will Save It." This engages the viewer in an interpersonal 'dialogue', encouraging them to reflect
on their personal responsibility towards the environment. The hand's open gesture is inviting and
suggests that taking action is within everyone's grasp.
4.4.1 Narrative Structure

The image presents a narrative that is in both literal and metaphorical representation of
the environment. The composition of the image and the elements within it worked together to tell
a story about the human relationship with the planet.

 Vector

The arm and hand holding a tree shaped like the Earth, with a butterfly approaching it,
create a vector. This vector is the implied line that guides the viewer’s gaze from the hand
holding the Earth’s tree across to the butterfly, creating a narrative of interaction between nature
and human efforts.

 Action

The action suggested here is one of care and nurturing, implied by the gentle way the hand
is holding the delicate tree. The butterfly moving towards the Earth-tree implies the liveliness
and interconnectedness of all components of nature

 Salience

The tree shaped like the Earth is the most salient element due to its central placement and the
symbolic meaning it carries.

4.4.2 Conceptual Structure

In this image, it is conceptualized that Earth’s ecology as a tree in the palm of a human’s
hand, accompanied by a quote from Robert Swan: "The Greatest Threat to Our Planet Is the
Belief That Someone Else Will Save It". The tree is shaped to resemble the globe, which
symbolizes the idea that the environment is a collective responsibility. The human hand beneath
signifies support and care by indicating that the sustenance of our planet rests in our actions. The
butterfly flying towards the tree represents the interconnectedness of all life cycle on the planet
and potential for change and transformation. Thus, analyzing the image based on the conceptual
perspective of visual grammar according to Kress and Leeuwen's theory (2006) shows the given
below the key components.
  Represented Participants: The tree shaped like Earth, the human hand, and the
butterfly.
 Interactive Participants: The viewers of the image, who are invited to reflect on
the message.
 Conceptual Relations: There is a symbolic association between the Earth-tree,
planet and with the human hand that strongly intensified human responsibility to
make the environment safe and clean. However, the butterfly symbolizes a
transformation which is essential to develop a well- cared friendly environment.

4.5 Compositional Level of Image

The composition is balanced in the given image as the hand and tree positioned centrally,
drawing the viewer's eye as the focal point such as environmental safety. The text is aligned to
the left that allows it to be read first and then setting a context for the visual elements in the
image. The background is blurred, which makes the central image and the text stand out. The use
of depth of field focuses the viewer’s attention on the main subject like the Earth tree in the
hand.

 Color Usage: The green of the tree and the background implies growth, vitality, and
the natural world, while the brown of the tree trunk suggests the earth itself
 Light and Shadow: The image is well-lit, with a soft light suggesting hope and
positivity.
 Modality: The Earth’s tree is a symbolic representation rather than a realistic
depiction, which may reduce the modality for some viewers
 Angle: This perspective gives prominence to the hand and the tree, making them the
central focus of the composition while a slight elevation of the angle also creates a
sense of importance around the tree that is shaped like the Earth, potentially
symbolizing the concept that nature is within human control and responsibility.
5 Conclusion

It is concluded that the analysis environmental poster by employing the framework of

Halliday's Transitivity (1978) and Kress and Leeuwen's Visual Grammar (2006), revealed a
profound understanding about language and images used to articulate a persuasive environmental
message. Halliday's Transitivity reveals the dynamic processes as human agents which are
actively engaged with nature or environment in the context of environmental protection; while
Kress and Leeuwen's grammar defined the visual interactions, the gaze, the vectors and th
particular composition that drew the viewer’s attention to protect environment through action.
Thus, the integrated analytical framework revealed the necessity for individuals to engage him
with nature and protect the natural world. Therefore, this multimodal analysis not only dissects
the communication strategies but also amplifies the urgency of the environmental poster in order
to bring advocacy and compelling the viewer to not just see but act.
 REFERENCES

Motta-Roth, D., & Nascimento, F. S. (2009). Transitivity in visual grammar: concepts and
applications. Linguagem & Ensino, 12(2), 319-349.

Kress, G., & Van Leeuwen, T. (2020). Reading images: The grammar of visual design.
Routledge.