Research Methods in Linguistics: Multimodal, Thematic, and Framing Perspectives
by Riaz Laghari, Lecturer in English, NUML, Islamabad
Table of Contents
- Introduction to Research in Linguistics
- Problem Statement and Research Design
- Thematic Analysis: Methods and Applications
- Framing Theory in Media Discourse
- Multimodal Discourse Analysis: Language and Visual Interaction
- Integrating Thematic, Framing, and Multimodal Approaches
- Case Study: Advertising Discourse
- Abstract and Research Communication
- Best Practices for Linguistics Research
- Conclusion and Future Directions
- References
1: Introduction to Advanced Research in Linguistics
1.1 Overview of Linguistic Research Methods
Linguistic research employs qualitative, quantitative, and mixed methods to investigate language use, structure, and meaning.
Qualitative Methods: Focus on in-depth understanding of textual or communicative data (e.g., interviews, discourse analysis).
Quantitative Methods: Employ numerical data to establish patterns, trends, or correlations (e.g., surveys, frequency analysis).
Mixed Methods: Integrate both approaches for robust insights.
Modern linguistic research increasingly examines media and advertisements, where language interacts with visual, auditory, and spatial elements, necessitating multimodal analysis.
1.2 Importance of Integrated Approaches
Traditional studies often isolate verbal or visual elements. However, advertisements employ intermodal strategies, combining:
Textual cues (slogans, descriptive language)
Visual cues (images, color, layout)
Auditory cues (sound, music, tone)
Ignoring these interactions risks an incomplete understanding of persuasion, ideology, and meaning construction.
1.3 Shift from Single-Mode to Multimodal Analysis
The field has evolved:
Early research focused on textual analysis only.
Multimodal approaches now account for visual, spatial, gestural, and auditory resources, reflecting real-world communication.
Example: A beauty advertisement conveys confidence not only through words (“Be bold”) but also via visual framing (bright colors, central gaze, aspirational characters).
1.4 Key Theories in Modern Linguistic Research
Framing Theory (Entman, 1993): Explains how specific aspects of reality are selected and emphasized to guide interpretation.
Thematic Analysis (Braun & Clarke, 2006): Systematic identification of patterns or themes in qualitative data.
Multimodal Discourse Analysis (Kress & van Leeuwen, 2020): Studies interaction of language, images, and other semiotic modes to construct meaning.
Importance: These frameworks enable researchers to study persuasive and ideological content in advertisements systematically.
2: Problem Statement and Research Design
2.1 Problem Statement
Contemporary advertisements rely on multimodal resources (language, visuals, gaze, color, layout) to construct persuasive messages. Traditional linguistic research often analyzes verbal and visual modes separately, ignoring intermodal interactions that shape audience perception. This gap necessitates an integrated investigation using Multimodal Discourse Analysis (MDA) and Framing Theory.
2.2 Research Objectives
To examine framing strategies that influence audience interpretation.
To explore audience interpretations and emotional responses.
2.3 Research Questions
What framing strategies are employed to shape interpretation?
How do viewers perceive and emotionally respond to advertisements?
2.4 Research Design
Methodology: Qualitative research using open-ended interviews.Sample: N=10 undergraduate linguistics students.
Rationale: Open-ended responses allow rich insights into perception, emotion, and interpretation.
Ethical Considerations:
Informed consent obtained from participants.
Anonymity ensured.
Data collected and stored securely.
Reliability Measures:
Triangulation: responses cross-verified across participants.
Member checking: participants reviewed interpretations for accuracy.
2.5 Summary Table: Problem, Objectives, Questions
| Problem | Objective | Research Question |
|---|---|---|
| Ads use multimodal strategies; research isolates modes | Analyze interaction of linguistic + visual modes | How do linguistic + visual elements construct meaning? |
| Framing strategies rarely studied in combination | Examine framing strategies | What framing strategies influence perception? |
| Audience interpretation underexplored | Explore audience interpretations & emotions | How do viewers perceive and emotionally respond? |
3: Thematic Analysis: Methods and Applications
3.1 Overview of Thematic Analysis
Braun & Clarke’s (2006) Six-Phase Model:
Initial coding
Theme development
Theme review
Defining and naming themes
Reporting
Purpose: Identify patterns and insights from qualitative data, connecting them to theoretical frameworks (Framing, MDA).
3.2 Coding Open-Ended Data
Example: Student responses to an ad:
“Promotes confidence and success.”
“Visuals suggest social approval.”
Coding: Tag key words/phrases: confidence → empowerment; social approval → aspiration.
Pitfalls:
Overgeneralization: avoid reducing nuanced responses.
Ignoring context: consider surrounding sentences for meaning.
3.3 Identified Themes
| Theme | Description | Supporting Examples |
|---|---|---|
| Empowerment & Success | Ads portray product as enabling confidence, achievement | “Helps achieve goals,” “Promotes ambition” |
| Emotional Appeal & Motivation | Affective language evokes positive emotion | “Motivated,” “Self-belief” |
| Trust & Credibility | Visual design enhances reliability | “Trustworthy,” “Professional design” |
| Social Approval & Aspiration | Idealized characters encourage aspiration | “Premium product,” “Improve social image” |
Integration: Themes reflect how ads construct identity and influence behavior, aligning with framing theory and MDA insights.
3.4 Practical Exercise
Identify 5–6 key phrases and visual features.
Code for emergent themes (e.g., confidence, social aspiration).
Map codes to framing functions and visual-linguistic interactions.
3.5 Linking Themes to Theory
Emotional Appeal → MDA: Language + visual cues evoke motivation and positivity.
Trust & Credibility → MDA: Layout, colors, and typography enhance brand reliability.
Social Approval & Aspiration → Framing + MDA: Characters, gaze, and lifestyle images frame aspirational identity.
4: Framing Theory in Media Discourse
4.1 Overview of Entman’s (1993) Framing Model
Framing involves selecting certain aspects of reality and emphasizing them to guide audience interpretation. According to Entman (1993), framing consists of four key functions:
| Function | Definition |
|---|---|
| Problem Definition | Identifying an issue or perceived problem that requires attention. |
| Causal Interpretation | Explaining what causes the problem. |
| Moral Evaluation | Assigning value judgments to the issue, suggesting what is desirable or undesirable. |
| Treatment Recommendation | Suggesting solutions or actions to address the problem. |
Importance: Frames shape not only what audiences see but also how they interpret it, influencing beliefs, attitudes, and behaviors.
4.2 Application of Framing to Advertising
Step-by-step Example: Beauty Product Advertisement
Problem Definition → Lack of confidence or social recognition.
Ad positions personal insecurity or social inadequacy as the problem.
Example: “Feel invisible in social settings?”
Causal Interpretation → Absence of the advertised product.
Suggests that using the product solves the issue.
Example: “Without our skincare solution, your glow is missing.”
Moral Evaluation → Societal value of confidence and beauty.
Reinforces the idea that looking good is socially desirable.
Example: “Confidence is key to being admired.”
Treatment Recommendation → Consumption/purchase of product.
The ad positions the product as the solution to the problem.
Example: “Try GlowMax cream today to shine with confidence.”
Diagram: Framing in Advertising
Problem (Lack of Confidence)
↓
Cause (Absence of Product)
↓
Moral Evaluation (Confidence = Social Value)
↓
Treatment (Use Product)
5: Multimodal Discourse Analysis: Language and Visual Interaction
5.1 Introduction to Social Semiotics
Kress & van Leeuwen (2020): Introduced the grammar of visual design, analyzing compositional, representational, and interactive meaning in images.
5.2 Linguistic Mode
Key features in advertising:
Imperatives → Call to action (e.g., “Discover your power”)
Positive evaluative adjectives → Promote desirability (e.g., “strong, perfect, beautiful”)
Minimal factual content → Focus on affective appeal rather than information
Table 5.1: Linguistic Features in Ads
| Feature | Example | Function |
|---|---|---|
| Imperative | “Try now!” | Engage viewer directly |
| Adjective | “Powerful, radiant” | Elicit positive emotion |
| Minimal info | Short slogans | Emphasize affect over facts |
5.3 Visual Mode
Color: Bright and attractive colors evoke emotional responses
Gaze: Direct gaze establishes interpersonal engagement (Demand images)
Layout: Guides viewer attention to key elements
Example: A perfume ad places the bottle at the center, uses gold and black for luxury, and features a model making eye contact.
5.4 Intermodal Interaction
Emotional + identity appeals emerge through synchronized modes.
5.5 Audience Engagement and Persuasion
Ads position viewers as active participants via gaze, direct language, and aspirational imagery.
Persuasion achieved through identity construction, linking product to desired traits.
Case Exercise:
Analyze a beverage ad: Identify imperatives, adjectives, product placement, colors, and gaze. Map them to themes and framing functions.
6: Integrating Thematic, Framing, and Multimodal Approaches
6.1 Mapping Themes to Framing Strategies
Empowerment & Success → Problem definition + treatment recommendation
Emotional Appeal → Moral evaluation (confidence, self-belief)
Trust & Credibility → Visual layout and design (MDA)
Table 6.1: Integration of Themes, Framing, and MDA
| Theme | Framing Function | MDA Feature |
|---|---|---|
| Empowerment & Success | Problem, Treatment | Imperative language, central product |
| Emotional Appeal | Moral evaluation | Bright colors, positive adjectives |
| Trust & Credibility | Moral evaluation | Layout, professional design |
| Social Aspiration | Moral evaluation | Aspirational imagery, gaze |
6.2 Diagrammatic Model
Strengths:
Holistic understanding of meaning construction
Combines emotion, cognition, and social semiotics
Links theory to audience response
Limitations:
Small sample size limits generalizability
Subjectivity in coding and theme identification
7: Case Study – Advertising Discourse
7.1 Step-by-Step Analysis
Selected Advertisement: Luxury skincare brand
1. Thematic Analysis
Audience responses: “Makes me feel confident,” “Visuals suggest success”
Emergent themes: Empowerment, Emotional Appeal, Trust, Social Aspiration
2. Framing Analysis
Problem: Lack of glow/confidence
Cause: Absence of product
Moral Evaluation: Beauty = confidence
Treatment: Purchase product
3. Multimodal Analysis
Linguistic: “Reveal your inner glow” (imperative + evaluative)
Visual: Central product, bright colors, direct gaze
Intermodal: Language + visual reinforce identity, confidence, aspiration
7.2 Discussion of Results
Emotional engagement dominates factual content.
Framework integration shows cohesive persuasive strategy.
7.3 Implications for Linguistic Research
Demonstrates utility of integrated thematic, framing, and MDA approach.
8.1 Writing Concise, Effective Abstracts
An abstract is a brief summary of the research that highlights:
Purpose/Problem Statement
Methods
Key Findings
Theoretical and Practical Contributions
Tips for Effective Abstracts:
Use clear, concise language (avoid jargon unless necessary).
Include specific details: sample size, method, theoretical frameworks.
Limit to 150–250 words for journal or dissertation abstracts.
8.2 Integrating Research Questions, Methods, and Findings
Summarize methodology (qualitative, open-ended interviews, thematic analysis, MDA, framing theory).
Highlight major findings: emotional appeal, identity construction, aspirational themes.
Mention theoretical contribution: demonstrates integrated framework for multimodal persuasive discourse.
8.3 Example Abstract
This study investigates how advertisements construct meaning through the interaction of linguistic and visual modes. Using a qualitative research design, open-ended responses were collected from 10 undergraduate linguistics students exposed to a luxury skincare advertisement. Data were analyzed using Braun & Clarke’s thematic analysis framework, and further interpreted through Entman’s framing theory and Kress & van Leeuwen’s multimodal discourse analysis model. Findings reveal that contemporary advertising emphasizes emotional engagement, identity construction, and social aspiration rather than factual information. Empowerment, motivation, trust, and social approval emerged as central themes. The study underscores the importance of integrated multimodal approaches in linguistic research on persuasive discourse and offers practical insights for scholars, marketers, and media analysts.
8.4 Importance of Clarity and Academic Style
Avoid redundancy: every sentence should convey new information.
Maintain a logical flow: problem → method → findings → contribution.
Ensure consistency in terminology (themes, theoretical frameworks).
9: Best Practices for Linguistics Research
9.1 Citation Practices (APA 7th Edition)
Include DOI or URL for journal articles when available.
Examples:
Book: Kress, G., & van Leeuwen, T. (2020). Reading images: The grammar of visual design (3rd ed.). Routledge.
9.2 Linking Data, Analysis, and Theory
Ensure that examples from data clearly support interpretation.
Use tables, diagrams, and flowcharts for clarity and transparency.
9.3 Ensuring Validity and Reliability
Member checking: verify interpretations with participants.
Reflexivity: researchers acknowledge their influence on data interpretation.
Clear coding procedures: document steps to maintain reproducibility.
9.4 Practical Tips for PhD-Level Research Reporting
Justify methodological choices rigorously.
Include tables and figures to summarize complex analysis.
Discuss limitations and potential for future research.
Maintain professional formatting and academic language throughout.
10: Conclusion and Future Directions
10.1 Summary of Findings
Emotional engagement and identity framing are more influential than factual product information.
Multimodal interaction (text + visual cues) enhances persuasive power.
10.2 Implications for Linguistic Theory and Media Analysis
Insights can guide future research on digital media, social advertising, and political communication.
Demonstrates importance of interdisciplinary approaches, linking linguistics, semiotics, psychology, and marketing.
10.3 Future Research Directions
Explore social media advertisements and interactive digital campaigns.
Compare different product categories (tech, beauty, education) to examine persuasion strategies.
Longitudinal studies to analyze shifts in audience perception over time.
11: References (APA 7th Edition)
Entman, R. M. (1993). Framing: Towards clarification of a fractured paradigm. Journal of Communication, 43(4), 51–58. https://doi.org/10.1111/j.1460-2466.1993.tb01304.x
Fairclough, N. (2023). Critical discourse analysis. In The Routledge Handbook of Discourse Analysis (pp. 11–22). Routledge.
Halliday, M. A. K., & Matthiessen, C. M. I. M. (2014). Halliday's introduction to functional grammar (4th ed.). Routledge.
Kress, G., & van Leeuwen, T. (2020). Reading images: The grammar of visual design (3rd ed.). Routledge.
