What is it about?
This article provides a detailed analysis of a well-known video used to recruit teachers in Singapore. The analysis examines not just the dialogue and the moving images, but also the use of music, lighting and framing to communicate meaning in this award-winning video.
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Why is it important?
This article emphasises the importance of understanding how meaning is expressed through different modes of communication. More importantly, it uncovers a number of ideologies related to the construction of the ideal teacher in Singapore's context.
Perspectives
Working on this article with my co-author has deepened my understanding of how ideologies are conveyed through popular media, as they are increasingly being used not only by the private sector to purvey goods and services but also by the public service sector to propagate particular ideologies.
Dr Peter Teo
Nanyang Technological University
Read the Original
This page is a summary of: “Every Teacher, a Caring Educator”: A Multimodal Discourse Analysis of a Teacher Recruitment Video in Singapore, Multimodal Communication, January 2015, De Gruyter,
DOI: 10.1515/mc-2015-0003.
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