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Title: Language ideologies and the BBC Voices website : hypermodal and practice-oriented perspectives
Author: Turner, William Lewis
ISNI:       0000 0004 2712 680X
Awarding Body: University of Leeds
Current Institution: University of Leeds
Date of Award: 2011
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This thesis offers a contribution to the study of language representation in on line media. Taking a social-semiotic perspective, it argues that critical techniques of hypermodal textual analysis can be fruitfully [nforrned by attending to situated media practice. This approach is shown to provide an empirically grounded basis from which to unpack the ideological complexity that such mediatization entails. An interactive website produced in 2004 as part of the BBC's language-focussed Voices project ( is analysed in order to illustrate the utility of such a practice-oriented hypermodal approach to on line discourse analysis. Five case studies demonstrate how Voices promoted a metadiscursive regime of language as part of a move to satisfy more tangible institutional agendas. Linguistic indexicalities are shown to have been manipulated in an ideologically loaded and politically driven promotion of equality and inclusivity. The rhetorical management of affect in relation to different forms of interactivity is exposed as a key dimension of that programme. Attending to the motivated deployment of multiple semiotic modes within the project's various domains of practice allows a complex web of ideological tensions to be unpacked and understood in terms of their ongoing effects.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available