Verbal and visual appraisal in texts publishing public opinion research

ABSTRACT We aim to investigate evaluative positions in multimodal texts that bring together verbal and technical visual language. Based on Appraisal systems of verbal (Martin & White, 2005) and visual (Economou, 2009), we analyzed 14 texts that disseminate public opinion. The results reveal that survey structure is permeated by the dialogical closure and targeting of evaluative manifestation. Technical images present gradation (mainly of force) as an inherent evaluative signal. Engagement is repeatedly inscribed, through color selection, insertion of intertextual data, highlights, data comparisons and text arrangement. The evaluative positions evoked are conditioned to the context of reception (level of reading, perception of the subject, e.g.) and to the interpretative guidelines registered by the editorial team. Thus, from gathering to release, public opinion is subtly constructed, and Appraisal plays an essential role in this process.