1. Multimodal transcription
Wednesday 13 June 2012
Diane Mavers

2. What is multimodality?
What is multimodal data?
What does doing multimodal research involve?
How is this relevant to researchers from different perspectives?
How is this relevant to me?

3. ‘In contrast to words, nonverbal signs have often been excluded from study on the grounds that they are problematic for data collection and analysis, ancillary to learning through spoken or written modes and are idiosyncratic or arbitrary, characterized by personal and cultural variations with limited functional potential that render them unsuitable for systematic forms of analysis’ (Flewitt, 2006: 27).
‘Rather than focusing on a single mode, such as spoken or written language, using video to collect data reveals the multimodal dynamism of classroom interaction, giving new insights into how children and adults coordinate different modes as they negotiate and jointly construct meanings in different social contexts’ (Flewitt, 2006: 29).
Flewitt, R. (2006) ‘Using video to investigate pre-school classroom interaction: education research assumptions and methodological practices’, Visual Communication, 5(1):

4. Recording observations What is done with video recordings
What to record
Who to record
How to record
Recording observations
What is done with video recordings
What: (research question, when to begin and end)
Who: (sampling, stick or roving)
How: (quality, quiet voices, distance / close, fixed / roving?)

5. Increasing availability and use of video recording in contemporary data collection in a range of disciplines
Despite fast-moving technological developments, print remains prevalent for publication
Conventions in the transcription of speech (e.g. Gail Jefferson, Harvey Sacks, Emanuel Schegloff): equivalence, losses and gains
Multimodal transcription is not new (Ochs, 1979; Erikson, 1986)

6. ‘Transduction’ (Kress, 1997): shifts across modes
‘Transmodal processes’ as meanings ‘travel across modes’ with ‘affective, cognitive and semiosic consequences’ (Newfield, 1999)
‘Transmodal redesign’ (Mavers, 2011)

7. This entails shifts between modes in a process of ‘transduction
Multimodal transcription is a process of making meaning of the video extract and remaking those meanings on the page (or page-like) screen
How can the different modes of social interaction (e.g. speech, gaze, gesture and body position) be re-presented on the page (or page-like) as writing or as image?
This entails shifts between modes in a process of ‘transduction

8. A transcript is always a distillation of the original video footage, and therefore a reduction. Is more necessarily better?
What is and what is not re-presented? Which modes of communication and which participants are included and excluded?
What is foregrounded in the transcript? Which participants, features and modes are made salient and which ones are backgrounded?

9. ‘Even the most richly detailed vignette is a reduced account, clearer than life. Some features are selected in from the tremendous complexity of the original event […] and other features are selected out of the narrative report. Thus the vignette does not represent the original event itself, for this is impossible. The vignette is an abstraction; an analytic caricature (of a friendly sort) in which some details are sketched in and others left out; some features are sharpened and heightened in their portrayal […] and other features are softened or left to merge with the background’ (Erickson, 1986:150).

10. A transcript is always a distillation of the original video footage, and therefore a reduction
There are always processes of selection:
Which video extract or extracts to transcribe, where to begin and end
Which participants to foreground
Which modes of the social interaction to include or exclude, to foreground and background
Which mode or modes of transcription, with implications for affordance
Which resources are available
It is not that image-based or and writing-only transcripts are more or less ‘accurate’, but rather that all transcripts are partial
You may not restrict yourself to just one kind of transcript

11. What is the purpose of the transcript? What is the point I wish to make? What do I need to transcribe, and how, to make this point? What is the unit of analysis?
Transcription is shaped by transcriber’s analytical and rhetorical interests (see Erickson, 1986). It does not precede analysis – it is part of it
The graphic re-presentation is not a ‘replica’ of reality, ‘mirroring’ reality, as if its meaning is independent of researcher or ‘reader’, nor is it merely ‘description’. Rather, it is a deliberately reshaped representation (see Ochs 1979; Roberts 1997). Through a re-configuration of modes the researcher gives meaning to the world, drawing attention to some elements and backgrounding others
Rhetorically, there is a thesis to be developed and an audience to be convinced. This is not distortion, but the process of making material into data
Implications for methodological and analytical reflexivity

12. Baldry, A. and Thibault, P. J
Baldry, A. and Thibault, P.J. (2006) Multimodal Transcription and Text Analysis: A Multimodal Toolkit and Coursebook with Associated On-line Course. Sheffield: Equinox.
Bezemer, J. (forthcoming) How to transcribe multimodal interaction? In C.D. Maier and S. Norris (eds). Texts, Images and Interaction: A Reader in Multimodality. Berlin: Mouton de Gruyter.
Bezemer, J. and Mavers, D. (2011) ‘Multimodal transcription as academic practice: a social semiotic perspective’, International Journal of Social Research Methodology, 14(3):
Davidson, C.R. (2009) ‘Transcription: imperatives for qualitative research’, International Journal of Qualitative Methods, 8(2): 1-52.
Flewitt, R., Hampel, R., Hauck, M. and Lancaster, L. (2009) ‘What are multimodal data and transcription?’ In C. Jewitt (ed) The Routledge Handbook of Multimodal Analysis (pp.40-53). London: Routledge.
Heath, C., Hindmarsh, J.and Luff, P. (2010) Video in Qualitative Research: Analysing Social Interaction in Everyday Life. Los Angeles: Sage.
Irene Mittelberg, I. (2007) ‘Methodology for multimodality: one way of working with speech and gesture data’. In M. Gonzalez-Marquez, I. Mittelberg, S. Coulson and M.J. Spivey (eds) Methods in Cognitive Linguistics (pp ). Amsterdam: John Benjamins.
Norris, S. (2002) ‘The implication of visual research for discourse analysis: transcription beyond language’, Visual Communication, 1(1):
Norris, S. (2004) Analyzing Multimodal Interaction. London: RoutledgeFalmer.