@article{Moschini_2018, title={Storytelling for Geeks. A Multimodal Analysis of Disney’s Stickers}, url={https://riviste.unimi.it/index.php/AMonline/article/view/10755}, DOI={10.13130/2035-7680/10755}, abstractNote={<p>In September 2016, the Walt Disney Company launched a series of packs of stickers featuring characters and art from Disney stories. Stickers are – along with emoji, GIFs, videos and images – graphical devices or “graphicons” (Herring and Dainas 2017, 2185) used to communicate on social media platforms. In details, stickers are elaborate character-driven emoticons, that feature the illustration of one or more characters and are visually realized as a mix of cartoons and comics-like representation of emotions and/or of actions. <br />Since their first appearance in Asian countries in the early 2010s, stickers have become a new tool that can be used, like emoji, to make communication easier and faster on mobiles; but they have become also a lucrative business as they may be customized for brands or products and thus turned into a sort of collectibles. <br />Disney stickers were launched by a virtual campaign named As Told by Emoji, that retells Disney stories through custom designed emoji. Indeed, the campaign is composed of a series of short, animated videos that “reimagine both classic and contemporary Disney films through the language of the contemporary digital age, with all the associated playfulness and humor” (Grobar 2017). <br />The present essay will analyze the features of Disney stickers as a resource to make meaning in digital language adopting a socio-semiotic multimodal approach integrated with mediated discourse analysis. More in details, it will focus both on the examination of the “modal affordances” (Kress 1993) of Disney digital stickers – that is on “what it is possible to express and represent readily, easily with a mode, given its materiality and given the cultural and social history of that mode” (Jewitt and Kress 2003, 14) – and on the semantic components added to stickers by the ‘translation’ of Disney stories into digital language in the As Told by Emoji campaign. </p>}, journal={Altre Modernità}, author={Moschini, Ilaria}, year={2018}, month={ott.}, pages={124–144} }