Many publishers and news outlets around the world have started to leverage artificial intelligence (AI) in order to assist journalists in writing news reports. Not only are robots capable of writing texts on repetitive topics such as sports scores, financial data, or weather forecasts, but they can also deal with more sophisticated topics. This chapter explores algorithms as the driving force of digital communication and explains two additional key terms: artificial intelligence, and machine learning. Furthermore, it illustrates examples of where algorithms and AI are being applied in journalism and PR and shows their impact on communication practices. Finally, the chapter focuses again on the interplay between society and digital technologies, but this time from a material-semiotic perspective, and introduces the actor-network-theory (ANT). The textbook concludes by arguing for a media linguistics that is open to other disciplines to better comprehend the dynamics of a digital culture.

Yet to Recieve

This chapter focuses on the power of words and images. It introduces basic concepts that are pivotal in verbal, visual, and multimodal communication. First, it discusses writing in the digital age and explores the media linguistic mindset that is required in rapidly changing digital environments. Furthermore, a set of sixteen key practices of focused writing and writing-by-the way in the newsroom and beyond are presented. The second part of the chapter covers theoretical concepts of visual communication by addressing different approaches to reading images. One pivotal approach is social semiotics – a grand theory that can be applied to all kinds of semiotic material used for communication. This approach is complemented with concepts from other semiotic traditions as well as rhetorical and critical theories about images and their effects on the users. In addition, certain questions related to multimodal communication and related key concepts are discussed. The chapter concludes with the main message that all forms of human communication are multimodal.

In this chapter, we discuss how the various assumptions and principles that underlie the relevance-theoretic pragmatic framework can be applied to the pragmatic processes and inferential tasks. We begin by introducing relevance as an analytical framework that is based on key assumptions about human cognition and communication. These assumptions have consequences, and they allow us to explain and predict how utterances are interpreted. We see how these consequences play out in a range of examples that are discussed in the rest of the chapter. We start by looking at implicitly communicated meaning, before considering where we might draw the line between implicitly and explicitly communicated meaning. According to relevance theory, inference plays a role, not only in working out what a speaker is implicating, but also in working out what she is explicitly communicating. We then look in more detail at the various inferential processes that contribute to a speaker’s explicit meaning (reference assignment, disambiguation, and pragmatic enrichment), and we think about how a hearer reaches a hypothesis about the speaker’s overall intended meaning.

Yet to Recieve

The chapter discusses how quantitative and qualitative methods can be combined, outlines their strengths and limitations, and introduces four qualitative approaches of linguistic analysis: version analysis, progression analysis, variation analysis, and metadiscourse analysis. Together, the four approaches enable researchers to understand language use in digital media environments from multiple angles. Furthermore, the chapter provides an insight into visual content analysis, semiotics, and iconography/iconology. For multimodal analysis, a three-stage method is presented. Finally, the chapter discusses how the multimodal text relates to a certain text genre and to the social context of which it is a part.

Media and communication influence, shape, and change our societies. Therefore, this first chapter aims to explain the implications of digital communication for our societies and the relationship between media, technology, and society. The chapter introduces the concept of society from a sociological perspective and explains how societies change because of the effects technological developments have on them, and vice versa. It illustrates this interplay with the example of digital divides.

In order to explain the significance and changes of public communication in a digital society, the chapters zooms in on the media landscape and explicates the difference between new media and old (or traditional) media. It pays particular attention to the ideas of Marshall McLuhan, as his work remains a cornerstone when studying the relationship between media, technology, and society. The chapter then outlines the discipline of media linguistics and explains how media linguistics can help to make digital media and digital communication more tangible. It focuses on three key terms crucial for understanding public digital communication: multimodality, media convergence, and mediatization.

Yet to Recieve

In this chapter, we take a closer look at the components that make up a speaker’s intended meaning. The aim of this chapter is to give an overview of the breadth and depth of pragmatic work that is involved in everyday communication. Working out what a speaker intends to communicate on any given occasion involves more than just decoding the words that she has uttered. In this chapter, we introduce the pragmatic processes that are involved in deriving a speaker’s overall intended meaning. We start by considering the processes that are involved in working out what the speaker intends to explicitly communicate. This section will include discussion of reference assignment, disambiguation, and pragmatic enrichment. We then look at the contribution that speech acts and communication of speaker emotion play. Finally, we consider examples of implicitly communicated meaning. In short, this chapter lays out the gaps between what is said and what is communicated and demonstrates how these need to be filled to derive a speaker’s intended meaning.