Construction of Political "Others" Through Multimodal Texts (Cartoons) in British Press

Abstract

Cartoons as types of multimodal texts are actively exploited in a media determined political discourse\nfor construction of “others” which is especially characteristic of the British press. In politics “others”\ncan be viewed in two perspectives: intra-cultural and inter-cultural. Intra-cultural perspective presents\nthe relationships between political parties within one culture, e.g. Conservative Party, Labour Party\nand Liberal Democrat Party within British culture. In the inter-cultural perspective, the attitudes of\nthe particular culture’s politicians towards their counterparts or political groups outside this culture\nare shown, e.g. Britain’s relationships with Russia, the United States of America, France, etc. The\ngeneral principles of multimodal analysis being the basic methods for the cartoons interpretation, the\nidea is that in each of the two perspectives the mechanism of representing the “others” is different.\nThe specific features reveal themselves through the level of interdiscursiveness, emotionality,\ngeneralization, detail, use of metaphors, the strategy in frames of which this or that multimodal text\ncontributes to the construction of the image of the “others”

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