William FENG 馮德正 (Early Career Fellow)
Fields of Study:
Multimodal discourse analysis , Systemic functional theory , Media and communication , Multiliteracies and language teaching
Profile:
William Feng Dezheng is Associate Professor at the Department of English, the Hong Kong Polytechnic University. His main research interest include multimodal discourse analysis, media and communication research, semiotics, metaphor, etc. He has published over 40 articles in Journal of Pragmatics, Discourse and Communication, Pragmatics and Society, Visual Communication, Semiotica, Review of Cognitive Linguistics, Linguistics and Education, and Narrative Inquiry, and over a dozen Chinese journals. He is currently Principle Investigator or Co-Investigator of more than 10 research projects, ranging from national to university levels. He was the recipient of Dean’s Award for Research Excellence in 2015-1016 and Faculty Award for Research Excellence in 2016-2017 of Faculty of Humanities, The Hong Kong Polytechnic University.
Feng's research interests in his own words:
"My research focuses on the analysis of various types of multimodal discourse, such as advertising, film, newspaper, social media, classroom teaching, and textbooks. The main theoretical approaches I adopt fall within the areas of systemic functional linguistics (SFL), critical discourse analysis, conceptual metaphor theory (CMT), and pragmatics. A main theoretical focus of my research has been to integrate SFL and CMT in describing visual metaphors and metonymies. My analysis of multimodal discourse is essentially social and critical. I consider multimodal discourses as social semiotic constructs which realize specific communicative purposes and social functions on the one hand, and reflect social values, culture, and ideology on the other. My recent research has two focuses. One is on social values, attitudes, culture and ideology in political, news, public service and textbook discourses. The other is on corporate communication and advertising in new media (social media and e-commerce). I am currently working on ‘multimodal Chinese discourse’, which analyses various forms of media discourse with the aim of understanding communication and society in contemporary China."
Links:
Is this you? If you want to update your profile, click here to let us know.