Literatura científica selecionada sobre o tema "Slovak Television plays"

In this day and age, where we are constantly exposed to advertising messages and information, it is not surprising that advertising also plays a significant role in the political sphere. The impact of advertising on changing voter behaviour in the Slovak Republic is a matter that deserves attention as political campaigns increasingly use advertising techniques and media to achieve their objectives. Advertising in elections is nothing new, but its form and scope have changed significantly with the advent of the digital era. Candidates and political parties are investing heavily in advertising campaigns, which range from traditional media such as television, radio and print to new online platforms and social media. The aim of the paper is to summarize the issue of advertising, as well as to analyse the impact of advertising i on the change in voting behaviour and decision-making of Slovak consumers (voters). The primary information was obtained by actual collection. The sample consisted of 362 respondents. The subjects of the research were consumers living in the region of eastern Slovakia. The obtained primary data were then processed in the statistical program, and Pearson’s chi-squared test and Cramer’s V were used to confirm or reject the established hypotheses. The second hypothesis examined has also been confirmed and shows us that there is a significant relationship between the means of advertising and the gender of respondents. The results of our research can be of benefit to various stakeholders. Political actors and parties will gain valuable information on how to use advertising effectively during campaigns. The media will have a better understanding of the impact of political advertisements and how to improve their services. The public will have a better understanding of the impact of political ads on voter decisions, and the academic community will have new insights to study and research. Overall, these results contribute to the transparency, information and quality of the political process in the Slovak Republic.

The article is devoted to the study of speech strategies and tactics in the slogan of television food advertising. The slogan as an element of the advertising text plays a significant role in influencing the consciousness and behavior of the addressee. Slogans implement various speech strategies and tactics to ensure the success of advertising communication. The difficulty of studying this phenomenon lies in a short formulation with great strategic potential and its uncertain relationship with the main text of television advertising. The relevance of this study is related to the importance of the slogan in the advertising text and the prospects for studying speech strategies and tactics in the slogan of television food advertising. The article aims to identify the features of speech strategies and tactics in the slogan of television food advertising. The method of linguistic and pragmatic analysis was used in the work, which makes it possible to identify speech strategies and tactics in the slogan of television advertising of food products and describe the linguistic features of their implementation. The novelty of the research lies in a comprehensive examination of speech strategies and tactics in the slogan, taking into account the main advertising text. As a result of the analysis, corporate slogan, product slogan and festive slogan were highlighted in television advertising. The slogans of television food advertising highlight presentation strategy, convincing strategy, persuading strategy and reminiscent strategy, as well as tactics and techniques within the framework of relevant strategies. The linguistic means of verbalization of techniques used within the framework of appropriate speech strategies and tactics in television advertising of food are described. The correlation of their implementation with the main advertising text has been established. The slogan of a TV advertisement usually implements several strategies and tactics at the same time. The implementation of the convincing strategy in a product slogan is relevant to the main advertising text. The implementation of other strategies in the slogan is not related to the main advertising text.

Slogan dalam iklan memegang peranan penting. Maraknya persaingan bisnis yang semakin ketat, berbagai inovasi digunakan untuk meningkatkan promosi, salah satunya berinovasi dengan sebuah slogan dalam iklan. Hal ini dituntut kreatifitas pebisnis dalam merumuskan bahasa slogan semenarik mungkin, agar iklan dapat diterima masyarakat, serta mengakar kuat di benak konsumen. Penelitian ini membahas mengenai praanggapan (presupposisi) dalam slogan iklan di televisi. Objek yang dipilih adalah iklan minuman. Penelitian ini bertujuan mendeskripsikan praanggapan dalam slogan iklan minuman di televisi. Penelitian ini merupakan jenis penelitian deskriptif kualitatif. Teknik pengumpulan data dalam penelitian ini adalah dengan menggunakan teknik simak dan teknik catat. Teknik analisis data menggunakan reduksi data, display data, dan penarikan kesimpulan. Penelitian ini menggunakan 12 slogan iklan minuman terkenal yang ada di televisi. Hasil penelitian ditemukan empat slogan iklan yang termasuk praanggapan eksistensial, empat slogan iklan yang termasuk praanggapan faktif, empat slogan iklan yang termasuk praanggapan leksikal. Adapun makna slogan iklan minunan berbeda-beda bergantung pemahaman pemakna slogan. Kesemua praaggapan ini digunakan oleh pihak pengiklan sebagai promosi penjualan dengan tujuan meningkatkan daya tarik konsumen sehingga barang atau jasa yang diiklankan laku di pasaran. Kata kunci: Pragmatik, Praanggapan (presuposisi), Slogan Iklan. The slogan in advertising plays an important role. In the middle of an increasingly stringent business, various innovations are used to increase promotion, one of which is innovating with a slogan in advertising. This is demanded to be the creativity of business people in formulating the Sloga language as attractive as possible, so that advertising can be accepted by the public, as well as rooted strongly in the minds of consumers. This research discusses presuppositions in television advertising slogans. The object chosen is beverage advertising. The formulation of the problem in this study is how to presume in beverage advertising slogans on television, which aims to describe the presuppositions of beverage advertising slogans on television. The type of research used to examine the formulation of the problem in this study is a descriptive qualitative method. The data collection technique in this study is using the technique of note and note taking technique. Data analysis techniques use data reduction, data display, and conclusion conclusions. In this study using 12 famous beverage ad slogans on television. The results in this study found 4 advertising slogans which included existential presuppositions, 4 advertising slogans which included factual presuppositions, 4 advertising slogans which included lexical presuppositions. This presuppositions meeting is used by advertisers with the aim of increasing sales promotions so that the goods or services advertised sell well. Keywords: Pragmatics, Presuppositions, Advertisements Slogan.

Public television is present in every European country, and it position on the market has been changing during the process of transition from monopoly to oligopoly and further towards monopolistic competition market. In most transition countries of the European Union, this process started in early 1990s and today public television represents only one player on the market. This paper analyzes the position of public television in 8 countries: Bulgaria, Croatia, Czech Republic, Hungary, Poland, Romania, Slovakia and Slovenia for the period from 1995 till 2019. The goal of this research is to analyze the changes in the market share of public television, as well as to compare public television position in these 8 countries. This will be done by applying descriptive statistic methods on the data about audience. The audience represents the market share, and it is analyzed on the level of each public TV channel. Countries are further divided into three groups, those with strong, middle and weak position of public television. Additionally, concentration analysis based on HHI will show how similar or different these markets are. The results show that the market power of public television has fallen in the analyzed period. Despite of that, in the majority of the 8 analyzed countries, public television still plays an important role on the market.

The American Broadcasting Company (ABC) Family Network show Switched at Birth tells two stories—one which follows the unique plot of the show, and one about the new openness of television executives toward integrating more people with a variety of visible and invisible physical embodiments, such as hearing loss, into television content. It first aired in 2011 and in 2017 aired its fifth and final season.The show focuses on two teen girls in Kansas City who find out they were switched due to a hospital error on the day of their birth and who grew up with parents who were not biologically related to them. One, Bay Kennish (Vanessa Marano), lives with her wealthy parents—a stay-at-home mom Kathryn (Lea Thompson) and a former professional baseball player, now businessman, father John (D.W. Moffett). She has an older brother Toby (Lucas Grabeel) who is into music. In her high school science class, Bay learns about blood types and discovers her parents’ blood types could not have produced her. The family has professional genetic tests done and discovers the switch (ABC Family, “This Is Not a Pipe”).In the pilot episode, Bay’s parents find out that deaf teen, Daphne Vasquez (Katie Leclerc), is actually their daughter. She lives in a working class Hispanic neighbourhood with her hairdresser single mother Regina (Constance Marie) and grandmother Adrianna (Ivonne Coll), both of whom are of Puerto Rican ancestry. Daphne is deaf due to a case of meningitis when she was three, which the rich Kennishes feel happened because of inadequate healthcare provided by working class Regina. Daphne attends an all-deaf school, Carlton.The man who was thought to be her biological father, Angelo Sorrento (Gilles Marini), doesn’t appear in the show until episode 10 but becomes a series regular in season 2. It becomes apparent that Daphne believes her father left because of her deafness; however, as the first season progresses, the real reasons begin to emerge. From the pilot onwards, the show dives into clashes of language, culture, ethnicity, class, and even physical appearance—in one scene in the pilot, the waspy Kennishes ask Regina if she is “Mexican.” As later episodes reveal, many of these physical appearance issues are revealed to have fractured the Vasquez family early on—Daphne is a freckled, strawberry blonde, and her father (who is French and Italian) suspected infidelity.The two families merge when the Kennishes ask Daphne and her mother to move into their guest house in order get to know their daughter better. That forces the Kennishes into the world of deafness, and throughout the show this hearing family therefore becomes a surrogate for a hearing audience’s immersion into Deaf culture.Cultural Inclusivity: The Way ForwardShow creator Lizzy Weiss explained that it was actually the ABC Family network that “suggested making one of the kids disabled” (Academy of Television Arts & Sciences). Weiss was familiar with American Sign Language (ASL) because she had a “classical theatre of the Deaf” course in college. She said, “I had in the back of my head a little bit of background at least about how beautiful the language was. So I said, ‘What if one of the girls is deaf?’” The network thought it was wonderful idea, so she began researching the Deaf community, including spending time at a deaf high school in Los Angeles called Marlton, on which she modelled the Switched at Birth school, Carlton. Weiss (Academy of Television Arts & Sciences) says of the school visit experience:I learned so much that day and spoke to dozens of deaf teenagers about their lives and their experiences. And so, this is, of course, in the middle of writing the pilot, and I said to the network, you know, deaf kids wouldn’t voice orally. We would have to have those scenes only in ASL, and no sound and they said, ‘Great. Let’s do it.’ And frankly, we just kind of grew and grew from there.To accommodate the narrative structure of a television drama, Weiss said it became clear from the beginning that the show would need to use SimCom (simultaneous communication or sign supported speech) for the hearing or deaf characters who were signing so they could speak and sign at the same time. She knew this wasn’t the norm for two actual people communicating in ASL, but the production team worried about having a show that was heavily captioned as this might distance its key—overwhelmingly hearing—teen audience who would have to pay attention to the screen during captioned scenes. However, this did not appear to be the case—instead, viewers were drawn to the show because of its unique sign language-influenced television narrative structure. The show became popular very quickly and, with 3.3 million viewers, became the highest-rated premiere ever on the ABC Family network (Barney).Switched at Birth also received much praise from the media for allowing its deaf actors to communicate using sign language. The Huffington Post television critic Maureen Ryan said, “Allowing deaf characters to talk to each other directly—without a hearing person or a translator present—is a savvy strategy that allows the show to dig deeper into deaf culture and also to treat deaf characters as it would anyone else”. Importantly, it allowed the show to be unique in a way that was found nowhere else on television. “It’s practically avant-garde for television, despite the conventional teen-soap look of the show,” said Ryan.Usually a show’s success is garnered by audience numbers and media critique—by this measure Switched at Birth was a hit. However, programs that portray a disability—in any form—are often the target of criticism, particularly from the communities they attempting to represent. It should be noted that, while actress Katie Leclerc, who plays Daphne, has a condition, Meniere’s disease, which causes hearing loss and vertigo on an intermittent basis, she does not identify as a deaf actress and must use a deaf accent to portray Daphne. However, she is ASL fluent, learning it in high school (Orangejack). This meant her qualifications met the original casting call which said “actress must be deaf or hard of hearing and must speak English well, American Sign Language preferred” (Paz, 2010) Leclerc likens her role to that of any actor to who has to affect body and vocal changes for a role—she gives the example of Hugh Laurie in House, who is British with no limp, but was an American who uses a cane in that show (Bibel).As such, initially, some in the Deaf community complained about her casting though an online petition with 140 signatures (Nielson). Yet many in the Deaf community softened any criticism of the show when they saw the production’s ongoing attention to Deaf cultural details (Grushkin). Finally, any lingering criticisms from the Deaf community were quieted by the many deaf actors hired for the show who perform using ASL. This includes Sean Berdy, who plays Daphne’s best friend Emmett, his onscreen mother, played by actress Marlee Matlin, and Anthony Natale who plays his father; their characters both sign and vocalize in the show. The Emmett character only communicates in ASL and does not vocalise until he falls in love with the hearing character Bay—even then he rarely uses his voice.This seemingly all-round “acceptance” of the show gave the production team more freedom to be innovative—by season 3 the audience was deemed to be so comfortable with captions that the shows began to feature less SimCom and more all-captioned scenes. This lead to the full episode in ASL, a first on American mainstream television.For an Hour, Welcome to Our WorldSwitched at Birth writer Chad Fiveash explained that when the production team came up with the idea for a captioned all-ASL episode, they “didn’t want to do the ASL episode as a gimmick. It needed to be thematically resonant”. As a result, they decided to link the episode to the most significant event in American Deaf history, an event that solidified its status as a cultural community—the 1988 Deaf President Now (DPN) protest at Gallaudet University in Washington. This protest inspired the March 2013 episode for Switched at Birth and aired 25 years to the week that the actual DPN protest happened. This episode makes it clear the show is trying to completely embrace Deaf culture and wants its audience to better understand Deaf identity.DPN was a pivotal moment for Deaf people—it truly solidified members of a global Deaf community who felt more empowered to fight for their rights. Students demanded that Gallaudet—as the premier university for deaf and hard-of-hearing students—no longer have a hearing person as its president. The Gallaudet board of trustees, the majority of whom were hearing, tried to force students and faculty to accept a hearing president; their attitude was that they knew what was best for the deaf persons there. For eight days, deaf people across America and the world rallied around the student protestors, refusing to give in until a deaf president was appointed. Their success came in the form of I. King Jordan, a deaf man who had served as dean of the College of Arts & Sciences at the time of the protest.The event was covered by media around the world, giving the American Deaf community international attention. Indeed, Gallaudet University says the DPN protest symbolized more than just the hiring of a Deaf president; it brought Deaf issues before the public and “raised the nation’s consciousness of the rights and abilities of deaf and hard of hearing people” (Gallaudet University).The activities of the students and their supporters showed dramatically that in the 1980s deaf people could be galvanized to unite around a common issue, particularly one of great symbolic meaning, such as the Gallaudet presidency. Gallaudet University represents the pinnacle of education for deaf people, not only in the United States but throughout the world. The assumption of its presidency by a person himself deaf announced to the world that deaf Americans were now a mature minority (Van Cleve and Crouch, 172).Deaf people were throwing off the oppression of the hearing world by demanding that their university have someone from their community at its helm. Jankowski (Deaf Empowerment; A Metaphorical Analysis of Conflict) studied the Gallaudet protest within the framework of a metaphor. She found a recurring theme during the DPN protest to be Gallaudet as “plantation”—which metaphorically refers to deaf persons as slaves trying to break free from the grip of the dominant mastery of the hearing world—and she parallels the civil rights movement of African Americans in the 1960s. As an example, Gallaudet was referred to as the “Selma of the Deaf” during the protest, and protest signs used the language of Martin Luther King such as “we still have a dream.” For deaf Americans, the presidency of Gallaudet became a symbol of hope for the future. As Jankowski attests:deaf people perceived themselves as possessing the ability to manage their own kind, pointing to black-managed organization, women-managed organizations, etc., struggling for that same right. They argued that it was a fight for their basic human rights, a struggle to free themselves, to release the hold their ‘masters’ held on them. (“A Metaphorical Analysis”)The creators of the Switched at Birth episode wanted to ensure of these emotions, as well as historical and cultural references, were prevalent in the modern-day, all-ASL episode, titled Uprising. That show therefore wanted to represent both the 1988 DPN protest as well as a current issue in the US—the closing of deaf schools (Anderson). The storyline focuses on the deaf students at the fictitious Carlton School for the Deaf seizing one of the school buildings to stage a protest because the school board has decided to shut down the school and mainstream the deaf students into hearing schools. When the deaf students try to come up with a list of demands, conflicts arise about what the demands should be and whether a pilot program—allowing hearing kids who sign to attend the deaf school—should remain.This show accomplished multiple things with its reach into Deaf history and identity, but it also did something technologically unique for the modern world—it made people pay attention. Because captioning translated the sign language for viewers, Lizzy Weiss, the creator of the series, said, “Every single viewer—deaf or hearing—was forced to put away their phones and iPads and anything else distracting … and focus … you had to read … you couldn’t do anything else. And that made you get into it more. It drew you in” (Stelter). The point, Weiss said, “was about revealing something new to the viewer—what does it feel like to be an outsider? What does it feel like to have to read and focus for an entire episode, like deaf viewers do all the time?” (Stelter). As one deaf reviewer of the Uprising episode said, “For an hour, welcome to our world! A world that’s inconvenient, but one most of us wouldn’t leave if offered a magic pill” (DR_Staff).This episode, more than any other, afforded hearing television viewers an experience perhaps similar to deaf viewers. The New York Times reported that “Deaf and hard-of-hearing viewers commented by the thousands after the show, with many saying in effect, “Yes! That’s what it feels like” (Stelter).Continued ResonancesWhat is also unique about the episode is that in teaching the hearing viewers more about the Deaf community, it also reinforced Deaf community pride and even taught young deaf people a bit of their own history. The Deaf community and Gallaudet were very pleased with their history showing up on a television show—the university produced a 30-second commercial which aired within the episode, and held viewing parties. Gallaudet also forwarded the 35 pages of Facebook comments they’d received about the episode to ABC Family and Gallaudet President T. Alan Hurwitz said of the episode (Yahr), “Over the past 25 years, [DPN] has symbolised self-determination and empowerment for deaf and hard of hearing people around the world”. The National Association of the Deaf (NAD) also lauded the episode, describing it as “phenomenal and groundbreaking, saying the situation is very real to us” (Stelter)—NAD had been vocally against budget cuts and closings of US deaf schools.Deaf individuals all over the Internet and social media also spoke out about the episode, with overwhelmingly favourable opinions. Deaf blogger Amy Cohen Efron, who participated in 1988′s DPN movement, said that DPN was “a turning point of my life, forcing me to re-examine my own personal identity, and develop self-determinism as a Deaf person” and led to her becoming an activist.When she watched the Uprising episode, she said the symbolic and historical representations in the show resonated with her. In the episode, a huge sign is unfurled on the side of the Carlton School for the Deaf with a girl with a fist in the air under the slogan “Take Back Carlton.” During the DPN protest, the deaf student protesters unfurled a sign that said “Deaf President Now” with the US Capitol in the background; this image has become an iconic symbol of modern Deaf culture. Efron says the image in the television episode was much more militant than the actual DPN sign. However, it could be argued that society now sees the Deaf community as much more militant because of the DPN protest, and that the imagery in the Uprising episode played into that connection. Efron also acknowledged the episode’s strong nod to the Gallaudet student protestors who defied the hearing community’s expectations by practising civil disobedience. As Efron explained, “Society expected that the Deaf people are submissive and accept to whatever decision done by the majority without any of our input and/or participation in the process.”She also argues that the episode educated more than just the hearing community. In addition to DPN, Uprising was filled with other references to Deaf history. For example a glass door to the room at Carlton was covered with posters about people like Helen Keller and Jean-Ferdinand Berthier, a deaf educator in 19th century France who promoted the concept of deaf identity and culture—Efron says most people in the Deaf community have never heard of him. She also claims that the younger Deaf community may also not be aware of the 1988 DPN protest—“It was not in high school textbooks available for students. Many deaf and hard of hearing students are mainstreamed and they have not the slightest idea about the DPN movement, even about the Deaf Community’s ongoing fight against discrimination, prejudice and oppression, along with our victories”.Long before the Uprising episode aired, the Deaf community had been watching Switched at Birth carefully to make sure Deaf culture was accurately represented. Throughout season 3 David Martin created weekly videos in sign language that were an ASL/Deaf cultural analysis of Switched at Birth. He highlighted content he liked and signs that were incorrect, a kind of a Deaf culture/ASL fact checker. From the Uprising episode, he said he thought this quote from Marlee Matlin’s character said it all, “Until hearing people walk a day in our shoes they will never understand” (Martin). That succinctly states what the all-ASL episode was trying to capture—creating an awareness of Deaf people’s cultural experience and their oppression in hearing society.Even a deaf person who was an early critic of Switched at Birth because of the hiring of Katie Leclerc and the use of SimCom admitted he was impressed with the all-ASL episode (Grushkin):all too often, we see media accounts of Deaf people which play into our society’s perceptions of Deaf people: as helpless, handicapped individuals who are in need of fixes such as cochlear implants in order to “restore” us to society. Almost never do we see accounts of Deaf people as healthy, capable individuals who live ordinary, successful lives without necessarily conforming to the Hearing ‘script’ for how we should be. And important issues such as language rights or school closings are too often virtually ignored by the general media.In addition to the episode being widely discussed within the Deaf community, the mainstream news media also covered Uprising intensely, seeing it as a meaningful cultural moment, not just for the Deaf community but for popular culture in general. Lacob wrote that he realises that hearing viewers probably won’t understand what it means to be a deaf person in modern America, but he believes that the episodeposits that there are moments of understanding, commonalities, and potential bridge-building between these two communities. And the desire for understanding is the first step toward a more inclusive and broad-minded future.He continues:the significance of this moment can’t be undervalued, nor can the show’s rich embrace of deaf history, manifested here in the form of Gallaudet and the historical figures whose photographs and stories are papered on the windows of Carlton during the student protest. What we’re seeing on screen—within the confines of a teen drama, no less—is an engaged exploration of a culture and a civil rights movement brought to life with all of the color and passion it deserves. It may be 25 years since Gallaudet, but the dreams of those protesters haven’t faded. And they—and the ideals of identity and equality that they express—are most definitely being heard.Lacob’s analysis was praised by several Deaf people—by a Deaf graduate student who teaches a Disability in Popular Culture course and by a Gallaudet student who said, “From someone who is deaf, and not ashamed of it either, let me say right here and now: that was the most eloquent piece of writing by someone hearing I have ever seen” (Emma72). The power of the Uprising episode illustrated a political space where “groups actively fuse and blend their culture with the mainstream culture” (Foley 119, as cited in Chang 3). Switched at Birth—specifically the Uprising episode—has indeed fused Deaf culture and ASL into a place in mainstream television culture.ReferencesABC Family. “Switched at Birth Deaf Actor Search.” Facebook (2010). <https://www.facebook.com/SwitchedSearch>.———. “This Is Not a Pipe.” Switched at Birth. Pilot episode. 6 June 2011. <http://freeform.go.com/shows/switched-at-birth>.———. “Not Hearing Loss, Deaf Gain.” Switched at Birth. YouTube video, 11 Feb. 2013. <https://www.youtube.com/watch?v=F5W604uSkrk>.Academy of Television Arts & Sciences. “Talking Diversity: ABC Family’s Switched at Birth.” Emmys.com (Feb. 2012). <http://www.emmys.com/content/webcast-talking-diversity-abc-familys-switched-birth>.Anderson, G. “‘Switched at Birth’ Celebrates 25th Anniversary of ‘Deaf President Now’.” Pop-topia (5 Mar. 2013). <http://www.pop-topia.com/switched-at-birth-celebrates-25th-anniversary-of-deaf-president-now/>.Barney, C. “’Switched at Birth’ Another Winner for ABC Family.” Contra Costa News (29 June 2011). <http://www.mercurynews.com/tv/ci_18369762>.Bibel, S. “‘Switched at Birth’s Katie LeClerc Is Proud to Represent the Deaf Community.” Xfinity TV blog (20 June 2011). <http://xfinity.comcast.net/blogs/tv/2011/06/20/switched-at-births-katie-leclerc-is-proud-to-represent-the-deaf-community/>.Chang, H. “Re-Examining the Rhetoric of the ‘Cultural Border’.” Essay presented at the American Anthropological Association Annual Meeting, Philadelphia, Dec. 1988.DR_Staff. “Switched at Birth: How #TakeBackCarlton Made History.” deafReview (6 Mar. 2013). <http://deafreview.com/deafreview-news/switched-at-birth-how-takebackcarlton-made-history/>.Efron, Amy Cohen. “Switched At Birth: Uprising – Deaf Adult’s Commentary.” Deaf World as I See It (Mar. 2013). <http://www.deafeyeseeit.com/2013/03/05/sabcommentary/>.Emma72. “ABC Family’s ‘Switched at Birth’ ASL Episode Recalls Gallaudet Protest.” Comment. The Daily Beast (28 Feb. 2013). <http://www.thedailybeast.com/articles/2013/02/28/abc-family-s-switched-at-birth-asl-episode-recalls-gallaudet-protest.html>.Fiveash, Chad. Personal interview. 17 Jan. 2014.Gallaudet University. “The Issues.” Deaf President Now (2013). <http://www.gallaudet.edu/dpn_home/issues.html>.Grushkin, D. “A Cultural Review. ASL Challenged.” Switched at Birth Facebook page. Facebook (2013). <https://www.facebook.com/SwitchedatBirth/posts/508748905835658>.Jankowski, K.A. Deaf Empowerment: Emergence, Struggle, and Rhetoric. Washington: Gallaudet UP, 1997.———. “A Metaphorical Analysis of Conflict at the Gallaudet Protest.” Unpublished seminar paper presented at the University of Maryland, 1990.Lacob, J. “ABC Family’s ‘Switched at Birth’ ASL Episode Recalls Gallaudet Protest.” The Daily Beast 28 Feb. 2013. <http://www.thedailybeast.com/articles/2013/02/28/abc-family-s-switched-at-birth-asl-episode-recalls-gallaudet-protest.html>.Martin, D. “Switched at Birth Season 2 Episode 9 ‘Uprising’ ASL/Deaf Cultural Analysis.” David Martin YouTube channel (6 Mar. 2013). <http://www.youtube.com/watch?v=JA0vqCysoVU>.Nielson, R. “Petitioned ABC Family and the ‘Switched at Birth’ Series, Create Responsible, Accurate, and Family-Oriented TV Programming.” Change.org (2011). <http://www.change.org/p/abc-family-and-the-switched-at-birth-series-create-responsible-accurate-and-family-oriented-tv-programming>.Orangejack. “Details about Katie Leclerc’s Hearing Loss.” My ASL Journey Blog (29 June 2011). <http://asl.orangejack.com/details-about-katie-leclercs-hearing-loss>.Paz, G. “Casting Call: Open Auditions for Switched at Birth by ABC Family.” Series & TV (3 Oct. 2010). <http://seriesandtv.com/casting-call-open-auditions-for-switched-at-birth-by-abc-family/4034>.Ryan, Maureen. “‘Switched at Birth’ Season 1.5 Has More Drama and Subversive Soapiness.” The Huffington Post (31 Aug. 2012). <http://www.huffingtonpost.com/maureen-ryan/switched-at-birth-season-1_b_1844957.html>.Stelter, B. “Teaching Viewers to Hear with Their Eyes Only.” The New York Times 8 Mar. 2013. <http://www.nytimes.com/2013/03/09/arts/television/teaching-viewers-to-hear-the-tv-with-eyes-only.html>.Van Cleve, J.V., and B.A. Crouch. A Place of Their Own: Creating the Deaf Community in America. DC: Gallaudet University Press, 1989.Yahr, E. “Gallaudet University Uses All-Sign Language Episode of ‘Switched at Birth’ to Air New Commercial.” The Washington Post 3 Mar. 2013 <http://www.washingtonpost.com/blogs/tv-column/post/gallaudet-university-uses-all-sign-language-episode-of-switched-at-birth-to-air-new-commercial/2013/03/04/0017a45a-8508-11e2-9d71-f0feafdd1394_blog.html>.

Rage can come from anywhere, it ignites as a flash of lightening and hisses rapidly down a darkened tunnel, landing wherever it finds a target. Sigmund Freud, and many other psychoanalysts, have attempted to explain the inception of human’s two primordial emotions, rage and fear – encapsulated in the popular phrase, fight or flight. Our earliest historical records detail the myriad battles that determined the world’s future course of events. Without rage, and its adjutants, violence and war, the world’s countries would not exist with their current boundaries. In fact, our species, Homo sapiens would necessarily have evolved through a different course. Since 2016, the public has been outraged by current events at an unprecedented level: the confluence of the election of US President Donald Trump, the struggles over the UK’s Brexit, and the revelations of systematic sexual abuse of women and African Americans, culminating in the recent #metoo and the #blacklivesmatter social media campaigns. More and more women have protested against sexual abuse, and recently the free-verse poem book Shout, from pop cultural icon Laurie Halse Anderson, “raise[s] urgent alarms, warning against the evils propagated by a culture that values dominance over respect” (Feldman 52). The rage revolution is here now. The nine articles included in this issue of M/C Journal on ‘rage’ unpack the concept of rage and its significant linkages to injustice, anger, personal and sexual abuse of women and minority cultures, violence and war. It is no surprise that many authors have chosen to focus on women’s rage and anger. Below, three articles develop the themes of political disenfranchisement for women and Indigenous cultures with a special emphasis on Australia, and the significant role that clothing plays in group-based activism.In the feature article, Angelika Heurich explores the fraught territory of women’s rights starting with the slogan: ‘the personal is the political’. In both the First and Second Waves of feminism, she reports, “concerns about issues of inequality, including sexuality, the right to abortion, availability of childcare, and sharing of household duties” became “personal problems” rather than a matter for national debate and policy changes (Hanisch qtd. in Heurich). Heurich cites the need for “feminist intervention in the state” (van Acker 120). These issues are very much alive today: how can enraged women change government policy in a meaningful way to address past and present injustices? Author Jo Coghlan further develops the theme of protestation with how clothing depicts the history of dissent. Coghlan’s argument suggests that the political efficacy of dress can perform “an ideological function that either bring[s] diverse members of society together for a cause ... or act[s] as a fence to keep identities separate” (Coghlan qtd Barnard). Clothing, as liberation, was celebrated in Mahatma Gandhi’s hand-spun cotton that symbolised the separation of India from Great Britain. Later, the Australian Aborigines’ Black Protest Committee adopted a set of particular colours for their movement towards equality, in this case, red, black and yellow worn first in 1982. To continue the theme, Lisa Hackett outlines the response of women’s rage’ to how their garments remain unsuitable from several standpoints. Hackett notes that the issues that surround fast fashion inspire women’s anger by its production: clothing that is cheaply made, in workplaces of virtual slavery, and made of unsustainable fabrics which lead to mountains of discarded garments in the world’s landfills. These problems inspire the rage of women who desire to protect the environment and also seek clothing that fits over forced obsolescence. Even as this issue on ‘rage’ widely presents people, activities and events that are driven by rage – across the broad spectrum of personal, artistic and cultural and socio-political storytelling, we also sought solutions in productive and/or philosophical frameworks that could explore how to ameliorate conditions under which rage arises. So the next two articles address the under-used (and under-implemented) word civility. In his article “Of ‘Rage of Party’ and the Coming of Civility”, Greg Melleuish presents the English Civil War as a case study. This conflict between the Royalists and Parliamentarians disrupted the authority of the crown, and resulted in a more moderated English government, in stark contrast to regime changes later on the European continent (e.g., the French Revolution). Melleuish offers that a “new ideal of ‘politeness and moderation’ had conquered English political culture” and promoted civility as a standard of behaviour for the government and worthy individuals. This concept of civility would later evolve to introduce philosophies of the Enlightenment. A collection of authors (Elizabeth Reid Boyd, Madalena Grobbelaar, Eyal Gringart, Alise Bender, and Rose Williams) have worked through the serious issues of ‘intimate civility’ – to encourage pathways to counteract ‘rage’ and its impact on the most vulnerable in society, especially women and children. The authors, in their coinage of the term, “envisage intimate civility – and our relationships – as dynamic, dialectical, discursive and interactive, above and beyond dualism.” They introduce a ‘decalogue’ of civility, relying on notions of politeness, respect, and emphasise dialogue between the affected parties and the Australian government’s campaigns and policies on domestic and sexual violence to reduce rage in the arena of interpersonal and intergenerational conflicts. The last articles in this M/C Journal issue on ‘rage’ address the media side of the equation. These authors all deal with aspects of rage as expressed on various screens, as films, television series or downloads to other devices. Richard Gehrmann, in his analysis of the Hollywood film American Sniper (2014), first provides a capsule timeline of conflicts in the Middle East, from the Second World War to the current day’s ongoing battles in Syria and elsewhere in the region. He highlights the propaganda-based, pro-American ‘jingoism’ presented in American Sniper, contrasting its portrayal of the returned veteran Chris Kyle with other true-life accounts of US Iraqi and Afghan soldiers. Gehrmann presents a bleak commentary on the ‘hot and cold rage’ required of the lone sniper, while many ‘hot’ unresolved issues, including the refugee crisis, remain in the Middle East situation. American Sniper’s celebration of the lone gunman contributes to the acceptance of violence in an America where mass shootings indicate an ever-growing expression of individual rage.”In his article on ‘Cage rage’, Sasa Miletic outlines Hollywood actor Nicholas Cage and his violent, sometimes over-acted outbursts on film as one of “the most famous Internet memes”. Miletic asks: has the overexpression of anger depicted in ‘Cage rage’ become “a pop cultural reminder “that rage, for a lack of a better word, is good ... or can [his filmic rage] only serve for catharsis on an individual level?” With this question, Miletic explores Nicholas Cage throughout his acting career, and presents his argument that the potential for ‘double-reading’ of his angry overacting in movies is a sort of ‘parapraxis’ – or “a Freudian slip of the tongue, a term borrowed by Elsaesser and Wedel (131). Miletic’s exploration of ‘Cage rage’ introduces new concepts of rage from the contemporary Slovenian philosopher Slavoj Žižek.The exploration of rage in film now turns to Jessica Gildersleeve’s article that locates ambiguous meanings of rage in recent television adaptations based in the Australian outback. Guildersleeve explores the two adaptations Wake in Fright (2017) and Mystery Road (2108) for how they depict rage: “in this context rage is turned to melancholy and thus to self-destruction, [serving] as an allegory for the state of the contemporary nation.” Gildersleeve notes that previous Australian authors have outlined the trope of ‘outback noir,’ and in her analysis of these two adaptations, she realigns the previous literary analysis of ‘noir’ to the emerging genre of Outback Gothic horror. The two shows depict the force of inward rage that turns to melancholy from different perspectives. While Wake in Fright (2107) seems to offer no hope for the future, Mystery Road harnesses the power of rage to locate a potential way to reconcile the two ‘classic’ opposing factions that inhabit the Outback: the colonisers and the indigenous Aborigines. Lastly, this collection on ‘rage’ comes full circle, back to the omnipresent ‘women’s rage’.From the viewpoint of Gothic literary traditions, and their challengers, author Katharine Hawkins develops the trope of Monstrous gothic through women’s roles depicted in Showtime’s television series, Penny Dreadful (2014-2016). Here, Hawkins echoes the themes from the introductory articles: as women must comply with men and their comforts, women’s rage turns both inward and outward. In Penny Dreadful, the actress Billie Piper constitutes a figure of the “Monstrous Gothic Feminine” arising from “the parlours of bored Victorian housewives into a contemporary feminist moment that is characterised by a split between respectable diplomacy and the visibility of female rage.” Piper’s Bride figure then mutates “from coerced docility [towards] abject, sexualised anger” which makes itself heard in the show’s second season (2016). Hawkins discussion introduces Ahmed’s figure of the “kill joy”, which becomes “a term to refer to feminists – particularly black feminists – whose actions or presence refuse this obligation, and in turn project their discomfort outwards, instead of inwards.” In summary, rage is with us, always. But there is hope that the outward expression of women’s rage, and of other disenfranchised populations as echoed in the #metoo and #blacklivesmatter movements will change the culture of global politics to value respect over violence. References Anderson, Laurie Halse. Shout. New York: Penguin Random House.Barnard, Malcolm. Fashion as Communication. New York: Routledge, 1996.Elsaesser, Thomas, and Michael Wedel, Körper Tod und Technik: Metamorphosen des Kriegsfilms. Paderborn: Konstanz University Press, 2016.Feldman, Lucy. “A Voice for Others Speaks for Herself.” TIME, 11 Mar. 2019: 52-53.Hanisch, Carol. “Introduction: The Personal Is Political.” 2006. 18 Sep. 2016 <http://www.carolhanisch.org/CHwritings/PIP.html>.Van Acker, Elizabeth. Different Voices: Gender and Politics in Australia. Melbourne: MacMillan Education Australia, 1999.Žižek, Slavoj. Violence: Six Sideways Reflections. London: Profile Books, 2009.

A friend of mine once tried to capture the feeling that one gets from a new thing. He decided that there was no word to describe the sensation of having an unblemished eraser when you were in primary school, but nevertheless it produced a kind of fascinating awe in the apparent perfection of the new. A similar feeling captures the new car owner in smelling the interior's recently minted plastic. Used car dealers would doubtless love to bottle that smell because it produces the momentary pleasure of new ownership. And I am sure there are certain people who are addicted to that smell, and go test drive new cars with no intention of buying just for the experience of the "new" smell. New clothes produce that same sensation: most of us ignore the label which says "wash before wearing" because we want to experience the incredible stiff tactile sensation of a new shirt. My friend called this gle-gle, and it is a pervasive relationship to New in a variety of guises. New implies two kinds of objects or practices: it implies either the replacement of the old or it points to the emergence of something that has not existed before. In both cases, new always heralds change and has the potential for social or cultural transformation. As a result, popular writers and ad copy editors often link new with revolution. For example, the advent of the computer was seen to be revolutionary. Similarly a new detergent which worked in cold water promised cataclysmic change in the 1960s. But these promises of revolution through some innovation have not necessarily led to massive social upheaval; rather they have identified a discursive trope of contemporary culture which links new with rejuvenation. The claim that something is new is the mantra of modernity and the kitsch of the postmodern. This double-play of the concept of the new is best untangled through thinking how a once new object becomes the contemporary way of expressing the former hope of progress and change -- with raised and knowing eyebrow. I recently stumbled into one of these double-plays. While searching for bedding for yet another birthday slumber party, I picked up an old mattress which still had its 1950s label, where it proudly announced that the cushioning was the wonderful new revolutionary foam system called the Dunlopillo. The Dunlopillo system was certainly trademarked and no doubt patented for its then unique system of troughs and cones of army green foam; but in its current incarnation the foam was weak and the bed easily crumpled in half. All that was left of the sentiment of newness was the label, which in its graphics expressed the necessary connection to science as the future, and authoritative zeal in its seriousness of its revolutionary potential. But seen from 1998, the claims seemed bombastic and beautifully optimistic. Modernity's relationship to the new is to celebrate the potential for change. It is a cultural project that has enveloped the sentiments of capitalism and socialism from their origins in the 18th and 19th centuries, and manifested itself in what Schudson labelled "capitalist realism" in advertising, and what is known as socialist realism as a state-sanctioned artistic movement in the Soviet Union. Both representations provided their systems with the capacity to repaint the cultural canvas with each new product such as Dunlopillo, or in the Soviet system with each new five-year productivity plan for the collective. Maintaining the unity of the cultural project was a challenge to each system's representational regime; sustaining the power of the new as a revolutionary force is the fundamental link between capitalist and socialist systems throughout the twentieth century. These representational regimes were in fact connected to the production of new phenomena, new materials, new social formations. However, the message of the new has gradually weakened over the last thirty years. Think of the way in which the Space Race produced all sorts of new technologies of computing, calculation and the integration of electronics into the running of the automobile. It also produced the breakfast orange-juice substitute, 'Tang'. Indeed, the first advertisements for Tang intoned that it was the drink that astronauts enjoyed in space. Tang and its flavour crystals provided the ultimate form of efficiency and convenience, and provided a clear link between the highly ideologically driven space program and the everyday lives of citizens of the "free" world. In the 60s and 70s the link between the general project of modernity and improving everyday life was made evidently clear every time you added water to your Tang flavour crystals. One has to ask: where is Tang today? Not only is it difficult to find in my supermarket, but even if it were available it would not operate as the same representation of progress and the project of modernity. Instead, it would have little more than a nostalgic -- or, kitsch -- hold on a generation that has seen too many representations of the new and too many attempts at indicating improvement. The decay of the cultural power of the new is clearly linked to consumer culture's dependence on and overuse of the concept. The entire century has been enveloped by an accelerating pattern of symbolic change. Symbolic change is not necessarily the same as the futurologist Toffler claiming that we are in a constant state of "future shock"; rather it is much more the introduction of new designs as if there were not only transformed designs, but fundamentally transformed products. This perpetually 'new' is a feature of the fashion industry as it works toward seasonal transformation. Toothbrushes have also been the object of this design therapy, which produces both continual change over the last twenty years, and claims of new revolutionary designs. Central to this notion of symbolic change is advertising. Advertising plays with the hopes and desires of its audience by providing the contradictory symbolic materiality of progressive change. The cultural and political power of the new is the symbolic terrain that advertising has mined to present its "images of well-being". What one can now detect in the circulation of advertising is at least two responses to the decay of the power of the new. First, instead of advertising invoking the wonders of science and its technological offspring providing you with something revolutionary, advertising has moved increasingly towards personal transformation, echoing the 30-year-old self-help, self-discovery book industry. In Australia, GM-Holden's Barina television ads provide a typical example. No technical detail about the car is given in the ads, but a great deal of information --- via the singing, the superimposed dancers, and the graphics employed -- signifies that the car is designed for the young female driver. Symbolically, the car is transformed into a new space of feminine subjectivity. Second, advertising plays with the cynicism of the cognoscenti. If the new itself can no longer work to signify genuine change and improvement in contemporary culture, it is instead represented as a changed attitude to the contemporary world that only a particular demographic will actually comprehend. The level of sophistication in reading the new as a cultural phenomenon by advertisers (or by proxy, their agencies) is sometimes astounding. A recent Coca-Cola radio ad played with a singing style of ennui and anger that embodied punk, but only as punk has been reinvented in the mid-90s through such groups as Green Day. The lyrics were identical to the rest of the "Always Coca-Cola" campaign that has been circulating internationally for the last five years; however, the cynicism of the singers, the bare tunefulness, and even the use of a popular culture icon such as Coke as the object of a song (and ridicule), tries to capture a particular new cultural moment with a different audience. Advertising as a cultural discourse on its own expresses a malaise within the transforming promise of the new that has been so much a part of modernity. However, the myths of modernity -- its clear association with social progress -- have never completely dissipated. In contemporary culture, it has fallen on new computer technologies to keep the ember of modernity and progress glowing. Over the last two decades the personal computer has maintained the naiveté of the new that was central to mid-twentieth century advertising, if not post-war culture in general. Very much like the Space Race stitched together an ideological weave that connected the populace to the interests of what Eisenhower first described as a military-industrial complex, the computer has ignited a new generation of optimism. It has been appropriated by governments from Singapore and Malaysia (think of the Multimedia Super Corridor) to the United States (think of Vice President Al Gore's NII) as the rescue package for the organisation of capitalism. Through Microsoft's hegemony there is a sense of coherence in "operating systems" which makes their slogan "where do you want to go today?", in its evocation of choice, also an invocation of unity of purpose. The wonderful synergy of the personal computer is that it weaves the conception of personal desire back into a generalisable social system of value. Despite all these efforts at harnessing the new computer technologies into established political and economic forces, the new nature of computer technology draws us back to the reason why new is intrinsically exciting: the defining nature of the new is that it offers the potential for some form of social change. The Internet has been the source for this new discourse of utopia. If we follow Howard Rheingold's logic, New "virtual communities" are formed online. A disequilibrium in who controls the flow of information is part of the appeal of the Internet, and the very appearance of this journal stems from that sense of new access. The Internet is said to challenge the boundaries of nations and states (although English language hegemony and pure economic access continue to operate to control the flow of those boundaries), with regulation devolving out of state policy towards the individual. Transforming identities are also very much an element of online communities: if nothing else, the play of gender in online game and chat programs identifies the constructed nature of our identities. All of this energy, and what I would call affect, refers to how computer technology and the Internet have managed to produce a sensation of agency. What I mean by agency is not necessarily attached to the project of modernity; rather it is the sense of being able to produce the new itself, as opposed to just living in the architecture of the new provided by someone else. On one level, the Internet and personal computers do provide a way to make your information look as if it is more significant and of a higher quality. The continuing proliferation of personal websites attests to this narcissistic drive of contemporary culture. On another level, the narcissism also identifies activity and agency in engaging in a form of communication with others. The Internet then can be thought of as paralleling movements in contemporary music, where the ability to construct soundscapes through computer interfaces has given the musician greater agency in the production of new electronic music. The new is intrinsically an odd phenomenon. It continually threatens established patterns. What is different about the new and its meaning in the twentieth century is that it has become part of the central ideology of western culture in its characterised representation of modernity. In a strange mix, the new reinforces the old and established. Nonetheless, the new, like culture itself, is never completely contained by any overarching architecture. The new expresses the potential, and occasionally the enactment, of significant cultural change. The fatigue that I have identified in our thinking about the new identifies a decline in the power of modernity to capture change, difference and transformation. That very fatigue may indicate in and of itself something profoundly new. References Rheingold, Howard. The Virtual Community: Homesteading on the Electronic Frontier. New York: HarperPerennial, 1994. Schudson, Michael. Advertising, the Uneasy Persuasion: Its Dubious Impact on American Society. New York: Basic Books, 1984. Toffler, Alvin. Future Shock. London: Pan Books, 1971. Citation reference for this article MLA style: P. David Marshall. "Thinking through New." M/C: A Journal of Media and Culture 1.1 (1998). [your date of access] <http://www.uq.edu.au/mc/9807/think.php>. Chicago style: P. David Marshall, "Thinking through New," M/C: A Journal of Media and Culture 1, no. 1 (1998), <http://www.uq.edu.au/mc/9807/think.php> ([your date of access]). APA style: P. David Marshall. (1998) Thinking through new. M/C: A Journal of Media and Culture 1(1). <http://www.uq.edu.au/mc/9807/think.php> ([your date of access]).

IntroductionIn 2013, Facebook introduced autoplay video into its newsfeed. In order not to produce sound disruptive to hearing users, videos were muted until a user clicked on them to enable audio. This move, recognised as a competitive response to the popularity of video-sharing sites like YouTube, has generated significant changes to the aesthetics, form, and modalities of online video. Many video producers have incorporated captions into their videos as a means of attracting and maintaining user attention. Of course, captions are not simply a replacement or translation of sound, but have instead added new layers of meaning and changed the way stories are told through video.In this paper, I ask how the use of captions has altered the communication of messages conveyed through online video. In particular, I consider the role captions have played in news reporting, as online platforms like Facebook become increasingly significant sites for the consumption of news. One of the most successful producers of online news video has been Al Jazeera Plus (AJ+). I examine two recent AJ+ news videos to consider how meaning is generated when captions are integrated into the already multimodal form of the video—their online reporting of Australian versus US healthcare systems, and the history of the Black Panther movement. I analyse interactions amongst image, sound, language, and typography and consider the role of captions in audience engagement, branding, and profit-making. Sean Zdenek notes that captions have yet to be recognised “as a significant variable in multimodal analysis, on par with image, sound and video” (xiii). Here, I attempt to pay close attention to the representational, cultural and economic shifts that occur when captions become a central component of online news reporting. I end by briefly enquiring into the implications of captions for our understanding of literacy in an age of constantly shifting media.Multimodality in Digital MediaJeff Bezemer and Gunther Kress define a mode as a “socially and culturally shaped resource for meaning making” (171). Modes include meaning communicated through writing, sound, image, gesture, oral language, and the use of space. Of course, all meanings are conveyed through multiple modes. A page of written text, for example, requires us to make sense through the simultaneous interpretation of words, space, colour, and font. Media such as television and film have long been understood as multimodal; however, with the appearance of digital technologies, media’s multimodality has become increasingly complex. Video games, for example, demonstrate an extraordinary interplay between image, sound, oral language, written text, and interactive gestures, while technologies such as the mobile phone combine the capacity to produce meaning through speaking, writing, and image creation.These multiple modes are not simply layered one on top of the other, but are instead “enmeshed through the complexity of interaction, representation and communication” (Jewitt 1). The rise of multimodal media—as well as the increasing interest in understanding multimodality—occurs against the backdrop of rapid technological, cultural, political, and economic change. These shifts include media convergence, political polarisation, and increased youth activism across the globe (Herrera), developments that are deeply intertwined with uses of digital media and technology. Indeed, theorists of multimodality like Jay Lemke challenge us to go beyond formalist readings of how multiple modes work together to create meaning, and to consider multimodality “within a political economy and a cultural ecology of identities, markets and values” (140).Video’s long history as an inexpensive and portable way to produce media has made it an especially dynamic form of multimodal media. In 1974, avant-garde video artist Nam June Paik predicted that “new forms of video … will stimulate the whole society to find more imaginative ways of telecommunication” (45). Fast forward more than 40 years, and we find that video has indeed become an imaginative and accessible form of communication. The cultural influence of video is evident in the proliferation of video genres, including remix videos, fan videos, Let’s Play videos, video blogs, live stream video, short form video, and video documentary, many of which combine semiotic resources in novel ways. The economic power of video is evident in the profitability of video sharing sites—YouTube in particular—as well as the recent appearance of video on other social media platforms such as Instagram and Facebook.These platforms constitute significant “sites of display.” As Rodney Jones notes, sites of display are not merely the material media through which information is displayed. Rather, they are complex spaces that organise social interactions—for example, between producers and users—and shape how meaning is made. Certainly we can see the influence of sites of display by considering Facebook’s 2013 introduction of autoplay into its newsfeed, a move that forced video producers to respond with new formats. As Edson Tandoc and Julian Maitra write, news organisations have had been forced to “play by Facebook’s frequently modified rules and change accordingly when the algorithms governing the social platform change” (2). AJ+ has been considered one of the media companies that has most successfully adapted to these changes, an adaptation I examine below. I begin by taking up Lemke’s challenge to consider multimodality contextually, reading AJ+ videos through the conceptual lens of the “attention economy,” a lens that highlights the profitability of attention within digital cultures. I then follow with analyses of two short AJ+ videos to show captions’ central role, not only in conveying meaning, but also in creating markets, and communicating branded identities and ideologies.AJ+, Facebook and the New Economies of AttentionThe Al Jazeera news network was founded in 1996 to cover news of the Arab world, with a declared commitment to give “voice to the voiceless.” Since that time, the network has gained global influence, yet many of its attempts to break into the American market have been unsuccessful (Youmans). In 2013, the network acquired Current TV in an effort to move into cable television. While that effort ultimately failed, Al Jazeera’s purchase of the youth-oriented Current TV nonetheless led to another, surprisingly fruitful enterprise, the development of the digital media channel Al Jazeera Plus (AJ+). AJ+ content, which is made up almost entirely of video, is directed at 18 to 35-year-olds. As William Youmans notes, AJ+ videos are informal and opinionated, and, while staying consistent with Al Jazeera’s mission to “give voice to the voiceless,” they also take an openly activist stance (114). Another distinctive feature of AJ+ videos is the way they are tailored for specific platforms. From the beginning, AJ+ has had particular success on Facebook, a success that has been recognised in popular and trade publications. A 2015 profile on AJ+ videos in Variety (Roettgers) noted that AJ+ was the ninth biggest video publisher on the social network, while a story on Journalism.co (Reid, “How AJ+ Reaches”) that same year commented on the remarkable extent to which Facebook audiences shared and interacted with AJ+ videos. These stories also note the distinctive video style that has become associated with the AJ+ brand—short, bold captions; striking images that include photos, maps, infographics, and animations; an effective opening hook; and a closing call to share the video.AJ+ video producers were developing this unique style just as Facebook’s autoplay was being introduced into newsfeeds. Autoplay—a mechanism through which videos are played automatically, without action from a user—predates Facebook’s introduction of the feature. However, autoplay on Internet sites had already begun to raise the ire of many users before its appearance on Facebook (Oremus, “In Defense of Autoplay”). By playing video automatically, autoplay wrests control away from users, and causes particular problems for users using assistive technologies. Reporting on Facebook’s decision to introduce autoplay, Josh Constine notes that the company was looking for a way to increase advertising revenues without increasing the number of actual ads. Encouraging users to upload and share video normalises the presence of video on Facebook, and opens up the door to the eventual addition of profitable video ads. Ensuring that video plays automatically gives video producers an opportunity to capture the attention of users without the need for them to actively click to start a video. Further, ensuring that the videos can be understood when played silently means that both deaf users and users who are situationally unable to hear the audio can also consume its content in any kind of setting.While Facebook has promoted its introduction of autoplay as a benefit to users (Oremus, “Facebook”), it is perhaps more clearly an illustration of the carefully-crafted production strategies used by digital platforms to capture, maintain, and control attention. Within digital capitalism, attention is a highly prized and scarce resource. Michael Goldhaber argues that once attention is given, it builds the potential for further attention in the future. He writes that “obtaining attention is obtaining a kind of enduring wealth, a form of wealth that puts you in a preferred position to get anything this new economy offers” (n.p.). In the case of Facebook, this offers video producers the opportunity to capture users’ attention quickly—in the time it takes them to scroll through their newsfeed. While this may equate to only a few seconds, those few seconds hold, as Goldhaber predicted, the potential to create further value and profit when videos are viewed, liked, shared, and commented on.Interviews with AJ+ producers reveal that an understanding of the value of this attention drives the organisation’s production decisions, and shapes content, aesthetics, and modalities. They also make it clear that it is captions that are central in their efforts to engage audiences. Jigar Mehta, former head of engagement at AJ+, explains that “those first three to five seconds have become vital in grabbing the audience’s attention” (quoted in Reid, “How AJ+ Reaches”). While early videos began with the AJ+ logo, that was soon dropped in favour of a bold image and text, a decision that dramatically increased views (Reid, “How AJ+ Reaches”). Captions and titles are not only central to grabbing attention, but also to maintaining it, particularly as many audience members consume video on mobile devices without sound. Mehta tells an editor at the Nieman Journalism Lab:we think a lot about whether a video works with the sound off. Do we have to subtitle it in order to keep the audience retention high? Do we need to use big fonts? Do we need to use color blocking in order to make words pop and make things stand out? (Mehta, qtd. in Ellis)An AJ+ designer similarly suggests that the most important aspects of AJ+ videos are brand, aesthetic style, consistency, clarity, and legibility (Zou). While questions of brand, style, and clarity are not surprising elements to associate with online video, the matter of legibility is. And yet, in contexts where video is viewed on small, hand-held screens and sound is not an option, legibility—as it relates to the arrangement, size and colour of type—does indeed take on new importance to storytelling and sense-making.While AJ+ producers frame the use of captions as an innovative response to Facebook’s modern algorithmic changes, it makes sense to also remember the significant histories of captioning that their videos ultimately draw upon. This lineage includes silent films of the early twentieth century, as well as the development of closed captions for deaf audiences later in that century. Just as he argues for the complexity, creativity, and transformative potential of captions themselves, Sean Zdenek also urges us to view the history of closed captioning not as a linear narrative moving inevitably towards progress, but as something far more complicated and marked by struggle, an important reminder of the fraught and human histories that are often overlooked in accounts of “new media.” Another important historical strand to consider is the centrality of the written word to digital media, and to the Internet in particular. As Carmen Lee writes, despite public anxieties and discussions over a perceived drop in time spent reading, digital media in fact “involve extensive use of the written word” (2). While this use takes myriad forms, many of these forms might be seen as connected to the production, consumption, and popularity of captions, including practices such as texting, tweeting, and adding titles and catchphrases to photos.Captions, Capture, and Contrast in Australian vs. US HealthcareOn May 4, 2017, US President Donald Trump was scheduled to meet with Australian Prime Minister Malcolm Turnbull in New York City. Trump delayed the meeting, however, in order to await the results of a vote in the US House of Representatives to repeal the Affordable Care Act—commonly known as Obama Care. When he finally sat down with the Prime Minister later that day, Trump told him that Australia has “better health care” than the US, a statement that, in the words of a Guardian report, “triggered astonishment and glee” amongst Trump’s critics (Smith). In response to Trump’s surprising pronouncement, AJ+ produced a 1-minute video extending Trump’s initial comparison with a series of contrasts between Australian government-funded health care and American privatised health care (Facebook, “President Trump Says…”). The video provides an excellent example of the role captions play in both generating attention and creating the unique aesthetic that is crucial to the AJ+ brand.The opening frame of the video begins with a shot of the two leaders seated in front of the US and Australian flags, a diplomatic scene familiar to anyone who follows politics. The colours of the picture are predominantly red, white and blue. Superimposed on top of the image is a textbox containing the words “How does Australia’s healthcare compare to the US?” The question appears in white capital letters on a black background, and the box itself is heavily outlined in yellow. The white and yellow AJ+ logo appears in the upper right corner of the frame. This opening frame poses a question to the viewer, encouraging a kind of rhetorical interactivity. Through the use of colour in and around the caption, it also quickly establishes the AJ+ brand. This opening scene also draws on the Internet’s history of humorous “image macros”—exemplified by the early LOL cat memes—that create comedy through the superimposition of captions on photographic images (Shifman).Captions continue to play a central role in meaning-making once the video plays. In the next frame, Trump is shown speaking to Turnbull. As he speaks, his words—“We have a failing healthcare”—drop onto the screen (Image 1). The captions are an exact transcription of Trump’s awkward phrase and appear centred in caps, with the words “failing healthcare” emphasised in larger, yellow font. With or without sound, these bold captions are concise, easily read on a small screen, and visually dominate the frame. The next few seconds of the video complete the sequence, as Trump tells Turnbull, “I shouldn’t say this to our great gentleman, my friend from Australia, ‘cause you have better healthcare than we do.” These words continue to appear over the image of the two men, still filling the screen. In essence, Trump’s verbal gaffe, transcribed word for word and appearing in AJ+’s characteristic white and yellow lettering, becomes the video’s hook, designed to visually call out to the Facebook user scrolling silently through their newsfeed.Image 1: “We have a failing healthcare.”The middle portion of the video answers the opening question, “How does Australia’s healthcare compare to the US?”. There is no verbal language in this segment—the only sound is a simple synthesised soundtrack. Instead, captions, images, and spatial design, working in close cooperation, are used to draw five comparisons. Each of these comparisons uses the same format. A title appears at the top of the screen, with the remainder of the screen divided in two. The left side is labelled Australia, the right U.S. Underneath these headings, a representative image appears, followed by two statistics, one for each country. For example, the third comparison contrasts Australian and American infant mortality rates (Image 2). The left side of the screen shows a close-up of a mother kissing a baby, with the superimposed caption “3 per 1,000 births.” On the other side of the yellow border, the American infant mortality rate is illustrated with an image of a sleeping baby superimposed with a corresponding caption, “6 per 1,000 births.” Without voiceover, captions do much of the work of communicating the national differences. They are, however, complemented and made more quickly comprehensible through the video’s spatial design and its subtly contrasting images, which help to visually organise the written content.Image 2: “Infant mortality rate”The final 10 seconds of the video bring sound back into the picture. We once again see and hear Trump tell Turnbull, “You have better healthcare than we do.” This image transforms into another pair of male faces—liberal American commentator Chris Hayes and US Senator Bernie Sanders—taken from a MSNBC cable television broadcast. On one side, Hayes says “They do have, they have universal healthcare.” On the other, Sanders laughs uproariously in response. The only added caption for this segment is “Hahahaha!”, the simplicity of which suggests that the video’s target audience is assumed to have a context for understanding Sander’s laughter. Here and throughout the video, autoplay leads to a far more visual style of relating information, one in which captions—working alongside images and layout—become, in Zdenek’s words, a sort of “textual performance” (6).The Black Panther Party and the Textual Performance of Progressive PoliticsReports on police brutality and Black Lives Matters protests have been amongst AJ+’s most widely viewed and shared videos (Reid, “Beyond Websites”). Their 2-minute video (Facebook, Black Panther) commemorating the 50th anniversary of the Black Panther Party, viewed 9.5 million times, provides background to these contemporary events. Like the comparison of American and Australian healthcare, captions shape the video’s structure. But here, rather than using contrast as means of quick visual communication, the video is structured as a list of five significant points about the Black Panther Party. Captions are used not only to itemise and simplify—and ultimately to reduce—the party’s complex history, but also, somewhat paradoxically, to promote the news organisation’s own progressive values.After announcing the intent and structure of the video—“5 things you should know about the Black Panther Party”—in its first 3 seconds, the video quickly sets in to describe each item in turn. The themes themselves correspond with AJ+’s own interests in policing, community, and protest, while the language used to announce each theme is characteristically concise and colloquial:They wanted to end police brutality.They were all about the community.They made enemies in high places.Women were vocal and active panthers.The Black Panthers’ legacy is still alive today.Each of these themes is represented using a combination of archival black and white news footage and photographs depicting Black Panther members, marches, and events. These still and moving images are accompanied by audio recordings from party members, explaining its origins, purposes, and influences. Captions are used throughout the video both to indicate the five themes and to transcribe the recordings. As the video moves from one theme to another, the corresponding number appears in the centre of the screen to indicate the transition, and then shrinks and moves to the upper left corner of the screen as a reminder for viewers. A musical soundtrack of strings and percussion, communicating a sense of urgency, underscores the full video.While typographic features like font size, colour, and placement were significant in communicating meaning in AJ+’s healthcare video, there is an even broader range of experimentation here. The numbers 1 to 5 that appear in the centre of the screen to announce each new theme blink and flicker like the countdown at the beginning of bygone film reels, gesturing towards the historical topic and complementing the black and white footage. For those many viewers watching the video without sound, an audio waveform above the transcribed interviews provides a visual clue that the captions are transcriptions of recorded voices. Finally, the colour green, used infrequently in AJ+ videos, is chosen to emphasise a select number of key words and phrases within the short video. Significantly, all of these words are spoken by Black Panther members. For example, captions transcribing former Panther leader Ericka Huggins speaking about the party’s slogan—“All power to the people”—highlight the words “power” and “people” with large, lime green letters that stand out against the grainy black and white photos (Image 3). The captions quite literally highlight ideas about oppression, justice, and social change that are central to an understanding of the history of the Black Panther Party, but also to the communication of the AJ+ brand.Image 3: “All power to the people”ConclusionEmploying distinctive combinations of word and image, AJ+ videos are produced to call out to users through the crowded semiotic spaces of social media. But they also call out to scholars to think carefully about the new kinds of literacies associated with rapidly changing digital media formats. Captioned video makes clear the need to recognise how meaning is constructed through sophisticated interpretive strategies that draw together multiple modes. While captions are certainly not new, an analysis of AJ+ videos suggests the use of novel typographical experiments that sit “midway between language and image” (Stöckl 289). Discussions of literacy need to expand to recognise this experimentation and to account for the complex interactions between the verbal and visual that get lost when written text is understood to function similarly across multiple platforms. In his interpretation of closed captioning, Zdenek provides an insightful list of the ways that captions transform meaning, including their capacity to contextualise, clarify, formalise, linearise and distill (8–9). His list signals not only the need for a deeper understanding of the role of captions, but also for a broader and more vivid vocabulary to describe multimodal meaning-making. Indeed, as Allan Luke suggests, within the complex multimodal and multilingual contexts of contemporary global societies, literacy requires that we develop and nurture “languages to talk about language” (459).Just as importantly, an analysis of captioned video that takes into account the economic reasons for captioning also reminds us of the need for critical media literacies. AJ+ videos reveal how the commercial goals of branding, promotion, and profit-making influence the shape and presentation of news. As meaning-makers and as citizens, we require the capacity to assess how we are being addressed by news organisations that are themselves responding to the interests of economic and cultural juggernauts such as Facebook. In schools, universities, and informal learning spaces, as well as through discourses circulated by research, media, and public policy, we might begin to generate more explicit and critical discussions of the ways that digital media—including texts that inform us and even those that exhort us towards more active forms of citizenship—simultaneously seek to manage, direct, and profit from our attention.ReferencesBezemer, Jeff, and Gunther Kress. “Writing in Multimodal Texts: A Social Semiotic Account of Designs for Learning.” Written Communication 25.2 (2008): 166–195.Constine, Josh. “Facebook Adds Automatic Subtitling for Page Videos.” TechCrunch 4 Jan. 2017. 1 May 2017 <https://techcrunch.com/2017/01/04/facebook-video-captions/>.Ellis, Justin. “How AJ+ Embraces Facebook, Autoplay, and Comments to Make Its Videos Stand Out.” Nieman Labs 3 Aug. 2015. 28 Apr. 2017 <http://www.niemanlab.org/2015/08/how-aj-embraces-facebook-autoplay-and-comments-to-make-its-videos-stand-out/>.Facebook. “President Trump Says…” Facebook, 2017. <https://www.facebook.com/ajplusenglish/videos/954884227986418/>.Facebook. “Black Panther.” Facebook, 2017. <https://www.facebook.com/ajplusenglish/videos/820822028059306/>.Goldhaber, Michael. “The Attention Economy and the Net.” First Monday 2.4 (1997). 9 June 2013 <http://firstmonday.org/article/view/519/440>.Herrera, Linda. “Youth and Citizenship in the Digital Age: A View from Egypt.” Harvard Educational Review 82.3 (2012): 333–352.Jewitt, Carey.”Introduction.” Routledge Handbook of Multimodal Analysis. Ed. Carey Jewitt. New York: Routledge, 2009. 1–8.Jones, Rodney. “Technology and Sites of Display.” Routledge Handbook of Multimodal Analysis. Ed. Carey Jewitt. New York: Routledge, 2009. 114–126.Lee, Carmen. “Micro-Blogging and Status Updates on Facebook: Texts and Practices.” Digital Discourse: Language in the New Media. Eds. Crispin Thurlow and Kristine Mroczek. Oxford Scholarship Online, 2011. DOI: 10.1093/acprof:oso/9780199795437.001.0001.Lemke, Jay. “Multimodality, Identity, and Time.” Routledge Handbook of Multimodal Analysis. Ed. Carey Jewitt. New York: Routledge, 2009. 140–150.Luke, Allan. “Critical Literacy in Australia: A Matter of Context and Standpoint.” Journal of Adolescent and Adult Literacy 43.5 (200): 448–461.Oremus, Will. “Facebook Is Eating the Media.” National Post 14 Jan. 2015. 15 June 2017 <http://news.nationalpost.com/news/facebook-is-eating-the-media-how-auto-play-videos-could-put-news-websites-out-of-business>.———. “In Defense of Autoplay.” Slate 16 June 2015. 14 June 2017 <http://www.slate.com/articles/technology/future_tense/2015/06/autoplay_videos_facebook_twitter_are_making_them_less_annoying.html>.Paik, Nam June. “The Video Synthesizer and Beyond.” The New Television: A Public/Private Art. Eds. Douglas Davis and Allison Simmons. Cambridge, MA: MIT Press, 1977. 45.Reid, Alistair. “Beyond Websites: How AJ+ Is Innovating in Digital Storytelling.” Journalism.co 17 Apr. 2015. 13 Feb. 2017 <https://www.journalism.co.uk/news/beyond-websites-how-aj-is-innovating-in-digital-storytelling/s2/a564811/>.———. “How AJ+ Reaches 600% of Its Audience on Facebook.” Journalism.co. 5 Aug. 2015. 13 Feb. 2017 <https://www.journalism.co.uk/news/how-aj-reaches-600-of-its-audience-on-facebook/s2/a566014/>.Roettgers, Jank. “How Al Jazeera’s AJ+ Became One of the Biggest Video Publishers on Facebook.” Variety 30 July 2015. 1 May 2017 <http://variety.com/2015/digital/news/how-al-jazeeras-aj-became-one-of-the-biggest-video-publishers-on-facebook-1201553333/>.Shifman, Limor. Memes in Digital Culture. 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Chicago: University of Chicago Press, 2015.Zou, Yanni. “How AJ+ Applies User-Centered Design to Win Millennials.” Medium 16 Apr. 2016. 7 May 2017 <https://medium.com/aj-platforms/how-aj-applies-user-centered-design-to-win-millennials-3be803a4192c>.

The feast day of Saints Cyril and Methodius in the Liturgical Calendar of the Metropolis of Thessaloniki was first introduced in 1957. Until then a large number of Greek people had been unaware of the important role of the two saints and their accomplishments. Through initiatives (educational programs, workshops, summer schools, seminars and public lectures, broadcasts on radio and television, in newspapers and magazines) a larger part of the Greek population must be informed and made aware of the two Saints. In recent years there has been a tendency to dedicate monuments in memory of the Saints’ work in the city of Thessaloniki (the mosaic monument in the shape of a book on the grounds of the church of Saints Cyril and Methodius in Thessaloniki, the cross of Cyril and Methodius on the New Promenade of the town and the statue of Saints Cyril and Methodius in the Park of Slovakia, etc.). The establishment of the Centre for the Study of the Cultural Heritage of Cyril and Methodius in Thessaloniki (www.kyrillos-methodios.gr) served the need to promote research into the life and work of Saints Cyril and Methodius both in Greece and abroad. Among other publications of the Centre is the publication of the journal Cyrillomethodianum (www.kyrillos-methodios.gr/cyrillomethodianum/).