Global Journal of Human Social Science, G: Linguistics and Education, Volume 23 Issue 3

III. M ethodology a) Theoretical Framework Systematic Functional Linguistic (SFL) is one of the most prevalent linguistic schools around the world. It was first proposed by British linguistic J.R. Firth and the further developed by Halliday, M.A.K (1985). In this study, the content level which includes the meaning level and form level will be applied. In the discourse meaning, the interpersonal meaning in the product launch conference will primarily be dug out, and as for the form level, the paper will try to figure out all the forms existing in the conference as wellas their relationships. Figure 3.1: Synthetic Theoretical Framework of Multimodal Discourse Analysis (Zhang, 2009a: 28) In 2009, Zhang Delu proposed the intermodal relationship in his article An Exploration of the Synthetic Theoretical Framework of Multimodal Discourse Analysis which expounds the concepts and detailed examples of intermodal relationship. The multimodal discourse mode is that when one modal discourse cannot fully express its meaning, its meaning needs to be added by another one. The relationship between such modes is called "complementary relationship", while the others are called "non-complementary relationship". Figure 3.2: Zhang Delu’s Inter-Modal Modes and Relationship (Zhang Delu, 2009) b) Research Question According to the systematic functional framework and Zhang Delu’s intermodal relationship combing with concept of Halliday’s interpersonal meaning, this paper aims to design a dynamic multimodal discourse analysis framework for Apple Product Launch Conference to figure out the following specific questions: (1) What are the characteristics of the modal forms and combinations of different modes in Apple's product launch? (2) What is the specific relationship between different modal forms? (3) How do different modes realize interpersonal meaning in multimodal discourse? © 2023 Global Journals Volume XXIII Issue III Version I 83 ( ) Global Journal of Human Social Science - Year 2023 G A Study of Different Modes’ Synergy from the Perspective of Multimodal Discourse: Taking Apple Product Launch Conferences as an Example