Critical Discourse Analysis (Eng 524)

Assignment no.1
Name: Arzoo Ramzan
I’d: bc220425562

Q. How do multimodal strategies in film and television genres contribute to the

reproduction or disruption of social norms and cultural ideologies, as examined through
the framework of Critical Discourse Analysis?

(20 Marks)

Answer:

Multimodal Strategies and Social Norms: A Critical Discourse Analysis Approach

Critical Discourse Analysis (CDA) examines film and television as sites where social norms and
cultural ideologies are produced and challenged. Multimodal strategies, which encompass
elements beyond dialogue (visuals, sound, editing), play a crucial role in this process. Here’s
how:

Reproduction of Social Norms:

Visuals: Films often reinforce stereotypes through character portrayals (e.g., damsel in distress,
tough guy) and settings (e.g., luxurious homes signifying success).

Sound: Uplifting music swells during heroic moments, while suspenseful scores build tension,
reinforcing traditional notions of heroism and villainy.

Editing: Fast cuts during action sequences create a sense of urgency and excitement, aligning
with dominant ideas of masculinity.

Disruption of Social Norms:

Visuals: Framing a marginalized character in a powerful pose or using unconventional casting

choices (e.g., women in action hero roles) can disrupt expectations.

Sound: Juxtaposing upbeat music with scenes of social injustice creates a sense of dissonance,
prompting viewers to question the status quo.

Editing: Slow-motion replays of violence or jump cuts interrupting a seemingly idyllic scene can
challenge traditional narratives and romanticized portrayals.
CDA goes beyond simply identifying these strategies. It delves into how they interact and
position viewers.

Camera angles: A low-angle shot of a character can signify power, while a high angle can
suggest vulnerability. CDA asks how these techniques influence our perception of characters and
their roles within the social order.

Mise-en-scène: The arrangement of props, costumes, and set design all contribute to the overall
message. CDA explores how these elements reinforce or challenge existing cultural norms.

By analyzing these multimodal strategies, CDA helps us understand how film and television:

Naturalize certain social norms, making them seem inevitable and unquestionable.

Legitimize power structures by portraying them as desirable or inevitable.

Marginalize certain groups by excluding them from narratives or portraying them stereotypically.

However, CDA also acknowledges the potential for disruption. By highlighting inconsistencies
and challenging traditional narratives, film and television can offer:

Counter-hegemonic viewpoints that challenge dominant ideologies.

Representation for marginalized groups, allowing them to reclaim their narratives.

Space for critical reflection, prompting viewers to question social norms and power structures.

In conclusion, multimodal strategies in film and television are powerful tools that can both
reproduce and disrupt social norms and cultural ideologies. Through a critical lens, CDA allows
us to unpack these strategies and understand their role in shaping our perceptions of the world.