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2020 - Volume 3 - Number 1

Analyzing the Visuals and the Message Sent in the INAI Spot in Mexico

Gustavo Sebastián Rodas Hernández * gsrodher@outlook.com * ORCID: 0000-0001-5441-5947
University of Guanajuato, Division of Social Sciences and Humanities, MEXICO

Open Journal for Studies in Arts, 2020, 3(1), 27-40 * https://doi.org/10.32591/coas.ojsa.0301.03027r
Received: 1 June 2020 ▪ Accepted: 21 August 2020 ▪ Published Online: 4 October 2020

LICENCE: Creative Commons Attribution 4.0 International License.

ARTICLE (Full Text - PDF)

ABSTRACT:
The use of media has been used for several purposes, such as entertainment, leisure activity, or as mean to communicate. Currently, federal institutions have employed media with the purpose of being in touch with people. In this case, through radio and video spots the INAI tries to send a message that comforts and reliefs the population in Mexico. In order to discuss such message, I analyze the discourse in the radio spot and the pictures used in the video. The former is examined by the systemic functional linguistics provided by Halliday (1978) and the latter with the Machin’s (2010) visual semiotic framework. The findings portray a discourse that pretends solving the problematic situation the country already faces. However, there is not a solid conclusion only a pretentious scape of the responsibility of other federal institutions.

KEY WORDS: discourse analysis, media, INAI, messages, SFL.

CORRESPONDING AUTHOR:
Gustavo Sebastián Rodas Hernández, University of Guanajuato, Division of Social Sciences and Humanities, Guanajuato, MEXICO. E-mail: gsrodher@outlook.com.

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