Exploring modalities of rhetorical moves in Malaysian travel brochures through multimodal analysis
Rhetorical moves refer to text segments employed to communicate a specific purpose effectively. Despite the extensive body of research on the significance of rhetorical moves as a crucial strategy in various genres, the phenomenon of visual shapes such as texts, images, colors, logos, icons, and inf...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
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Universiti Putra Malaysia
2025
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| Online Access: | http://psasir.upm.edu.my/id/eprint/120915/ http://psasir.upm.edu.my/id/eprint/120915/1/120915.pdf |
| _version_ | 1848868245579235328 |
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| author | Al-Najhi, Ahlam Muhammed Mohd Kasim, Zalina Darmi, Ramiza Sharmini, Sharon Zaidan, Musaab Alaa |
| author_facet | Al-Najhi, Ahlam Muhammed Mohd Kasim, Zalina Darmi, Ramiza Sharmini, Sharon Zaidan, Musaab Alaa |
| author_sort | Al-Najhi, Ahlam Muhammed |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | Rhetorical moves refer to text segments employed to communicate a specific purpose effectively. Despite the extensive body of research on the significance of rhetorical moves as a crucial strategy in various genres, the phenomenon of visual shapes such as texts, images, colors, logos, icons, and infographics of moves that sometimes replace the text remains unexplained. The study's objective is to uncover the interplay of visual modalities in the formation of the rhetorical moves found in Malaysian travel brochures. The study employs a multimodal analysis method: Bhatia's (1993–2004) model of Structural Move Analysis was employed to identify the moves in textual modes, and Bateman's (2008) Genre and Multimodality model was employed to identify the moves’ visual and graphical modes. During the annual MATTA Fair event in Kuala Lumpur, a collection of 15 travel brochures was obtained, amounting to a total of 39 pages. The findings of the study demonstrate a complex interaction between textual and graphical components. Notably, the study revealed that both textual and graphical modes play a crucial role in shaping rhetorical moves, with a nearly equal proportion observed between the two. The findings presented in this study offer novel insights into the visual presence and modern textuality of rhetorical moves. |
| first_indexed | 2025-11-15T14:49:20Z |
| format | Article |
| id | upm-120915 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T14:49:20Z |
| publishDate | 2025 |
| publisher | Universiti Putra Malaysia |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-1209152025-10-16T02:11:56Z http://psasir.upm.edu.my/id/eprint/120915/ Exploring modalities of rhetorical moves in Malaysian travel brochures through multimodal analysis Al-Najhi, Ahlam Muhammed Mohd Kasim, Zalina Darmi, Ramiza Sharmini, Sharon Zaidan, Musaab Alaa Rhetorical moves refer to text segments employed to communicate a specific purpose effectively. Despite the extensive body of research on the significance of rhetorical moves as a crucial strategy in various genres, the phenomenon of visual shapes such as texts, images, colors, logos, icons, and infographics of moves that sometimes replace the text remains unexplained. The study's objective is to uncover the interplay of visual modalities in the formation of the rhetorical moves found in Malaysian travel brochures. The study employs a multimodal analysis method: Bhatia's (1993–2004) model of Structural Move Analysis was employed to identify the moves in textual modes, and Bateman's (2008) Genre and Multimodality model was employed to identify the moves’ visual and graphical modes. During the annual MATTA Fair event in Kuala Lumpur, a collection of 15 travel brochures was obtained, amounting to a total of 39 pages. The findings of the study demonstrate a complex interaction between textual and graphical components. Notably, the study revealed that both textual and graphical modes play a crucial role in shaping rhetorical moves, with a nearly equal proportion observed between the two. The findings presented in this study offer novel insights into the visual presence and modern textuality of rhetorical moves. Universiti Putra Malaysia 2025 Article PeerReviewed text en cc_by_nc_nd_4 http://psasir.upm.edu.my/id/eprint/120915/1/120915.pdf Al-Najhi, Ahlam Muhammed and Mohd Kasim, Zalina and Darmi, Ramiza and Sharmini, Sharon and Zaidan, Musaab Alaa (2025) Exploring modalities of rhetorical moves in Malaysian travel brochures through multimodal analysis. Pertanika Journal of Social Sciences and Humanities, 33 (2). pp. 897-912. ISSN 0128-7702; eISSN: 2231-8534 http://pertanika2.upm.edu.my/pjssh/browse/regular-issue?article=JSSH-9139-2024 10.47836/pjssh.33.2.18 |
| spellingShingle | Al-Najhi, Ahlam Muhammed Mohd Kasim, Zalina Darmi, Ramiza Sharmini, Sharon Zaidan, Musaab Alaa Exploring modalities of rhetorical moves in Malaysian travel brochures through multimodal analysis |
| title | Exploring modalities of rhetorical moves in Malaysian travel brochures through multimodal analysis |
| title_full | Exploring modalities of rhetorical moves in Malaysian travel brochures through multimodal analysis |
| title_fullStr | Exploring modalities of rhetorical moves in Malaysian travel brochures through multimodal analysis |
| title_full_unstemmed | Exploring modalities of rhetorical moves in Malaysian travel brochures through multimodal analysis |
| title_short | Exploring modalities of rhetorical moves in Malaysian travel brochures through multimodal analysis |
| title_sort | exploring modalities of rhetorical moves in malaysian travel brochures through multimodal analysis |
| url | http://psasir.upm.edu.my/id/eprint/120915/ http://psasir.upm.edu.my/id/eprint/120915/ http://psasir.upm.edu.my/id/eprint/120915/ http://psasir.upm.edu.my/id/eprint/120915/1/120915.pdf |