Keyword – multimodal analysis

Kiss, Balázs:

Communication formulas

Since the early days of rhetoric, it has been known that the impact and effectiveness of a political speech is not only determined by its topical political messages or ideological content, but also by its structure and the way it is organised. This paper analyses a longer and a shorter text by the Hungarian prime minister, studying how they reflect the recipe for success in popular culture: the structure of the Hollywood formula and the energy curve of pop music songs.

Keywords: addiction formula, Hollywood formula, multimodal analysis, Viktor Orbán