David Machin

  • Distinguished Professor

  • Research: multimodal discourse analysis; social semiotics

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David Machin is an internationally established scholar working in the fields of Critical Discourse Analysis and Multimodality. He began working in the Institute early in 2022. His books are widely referenced and standard on reading lists in teaching around the world. These include Visual Journalism (2015)  Doing Visual Analysis (2018) Introduction To Multimodal Analysis (2020) and How to do Critical Discourse Analysis (2023).  

He has also published many papers in peer review journals over the past decades. The most recent of these have involved studying the nature of chains of administrative and performance management documents in institutions showing how these involve a reshaping and distortion of former priorities. He has been working on a project to look at how food marketing represents the idea of healthiness and a healthy diet, shaping these for the purposes of selling products to different target groups. This has included critical work on the concept and application of sustainability. He has also published extensively on the representation of the Roma in news and on social media, with a particular interest in concealed racism and multimodal communication. More recently he has been interested in identity politics and its use in branding and clean washing. 

David is co-editor of the peer reviewed Taylor & Francis journal Social Semiotics, which publishes papers in the wider field of discourse and critical multimodal studies, and the Bloomsbury books series Advances in Critical Discourse Studies. He sits on the editorial boards of the leading international discourse and communication journals.


  • Machin, D. and Mayr, A. (2023) How to do Critical Discourse Analysis: A Multimodal introduction, London, Sage

  • Ledin, P. and Machin, D. (2020) Introduction to Multimodal Analysis (2nd ed) London, Bloomsbury

  • Ledin, P. and Machin, D. (2018) Doing Visual Analysis, London, Sage

  • Hansen, A. and Machin, D. (2018) Media and Communication Research Methods, London, Palgrave.

  • Machin, D. and Polzer, L. (2015) Visual Journalism, London, Palgrave

  • Hansen, A. and Machin,D. (2014) eds. Visual Environmental Communication, London, Routledge

  • Machin, D. (2014) ed. Visual Communication, Berlin, De Gruyter

  • Abousnnouga, G. and Machin, D. (2013) The Language of War Monuments, London, Bloomsbury.

  • Richardson, J. Krzyzanowski, M. Machin, D. and Wodak, R. (2013) (eds.)  Advances in Critical Discourse Studies, London, Routledge

  • Mayr, A. and Machin, D. (2012) Language of Crime and Deviance, London, Continuum

  • Machin, D. (2010) Analysing popular Music, London, Sage

  • Machin,D. and Van Leeuwen, D. (2007) Global Media Discourse, London, Routledge.

  • Machin, D. and Niblick, S. (2006) News Production: theory and practice

  • Machin, D. (2002) Ethnographic Research for Media Studies. London: Arnold.

  • Tunstall, J. and Machin, D. (1999) The Anglo-American Media Connection, Oxford, Oxford University Press

Journals and book chapters by year

Journal Articles


  • Elmadagli, C. and Machin, D. (2022) The gains and losses of identity politics: the case of a social media social justice movement called stylelikeU, Critical Discourse Studies

  • Breazu,.P and Machin, D. (2022) Using Humor to Disguise Racism in Television News: The Case of the Roma, Journal of Humour Research, forthcoming.

  • Breazu,.P and Machin, D. (2022) Racism is not just hate-speech: Ethno-nationalist victimhood in YouTube comments about the Roma during Covid-19, Language in Society,

  • Machin, D. and Chen, A. (2022). Designing food packaging to present healthy and ethical diets to the new Chinese middle class.  Food, Culture and Society.  Forthcoming


  • Petre Breazu and David Machin (2021) ‘It’s still them’: concealed racism against Roma in Romanian television news, Social Identities,DOI: 10.1080/13504630.2021.1976134

  • Ledin, P. and Machin, D. (2021). Why digital administrative systems create extra work and demoralize us: A study of performativity and decontextualization caused by Unikum in Swedish preschools. Discourse, Context & Media, 40, Article ID 100469.

  • Bouvier G. and Machin D. (2021) What gets lost in Twitter ‘cancel culture’ hashtags? Calling out racists reveals some limitations of social justice campaigns. Discourse & Society. 32(3):307-327

  • Machin, D. and Chen, A. (2021). The multimodal dimension of translation: marketing healthy food in China. In Mialet, E. (ed). Handbook of Translation and Media. London: Routledge. Chapter 10.

  • Chen, A. and Machin, D. (2021). Semiotics in sociology and politics: construction of gender and health on food packaging. In Pelkey, J. (ed). Semiotic Movements: Vol. 3 Semiotic movements in human and social science. Toronto: Bloomsbury. Chapter 5.


  • Machin, D. and Cobley, P. (2020). Ethical food packaging and designed encounters with distant and exotic others. Semiotica 232. 251-271

  • Ledin, P. and Machin, D. (2020) The misleading nature of flow charts and diagrams in organizational communication: The case of performance management of preschools in Sweden, Semiotica (236-237):405-425

  • Eriksson, G. and Machin, D.. (2020). Discourses of ‘Good Food’: the commercialization of Healthy and ethical eating. Discourse, Context & Media 33,

  • De Cotal Martin, V and Machin, D. (2020) The legitimization of the use of sweat shops by H&M in the Swedish press, Journal of Language and Politics, 20 (2),254 - 276

  • Breazu P, Machin D. (2020) How television news disguises its racist representations: The case of Romanian Antena 1 reporting on the Roma. Ethnicities. 2020;20(5):823-843.

  • Chen, A. and Machin, D. (2020). How Magazines Carry Western Consumer Values around the World: The Case of Chinese Women’s Lifestyle Magazine Rayli and Its Representation of Healthy Diets. Sternadori, M and Holmes, T. (Eds) The Handbook of Magazine Studies. Hoboken, NJ: Wiley-Blackwell. Chapter 19.

  • Ledin, P. and Machin, D. (2020). Multimodal Critical Discourse Analysis: How to Reveal Discourses of Health and Ethics in Food Packaging, in Pauwels, L. and Mannay, D. The Sage Handbook of Visual Research Methods. London Sage pp, 500-513.


  • Ledin, P. and Machin, D. (2019). Replacing actual political activism with ethical shopping: The case of Oatly. Discourse, Context & Media, 34,

  • Ledin, P. & Machin, D. (2019). Att radda planeten genom konsumtionsval: Oatlys antagonistiska och lekfulla marknadskommunikation. Sprok och stil (29), 99-133

  • Breazu P, Machin D. (2019) Racism toward the Roma through the affordances of Facebook: bonding, laughter and spite. Discourse & Society. 30(4):376-394.


  • Bouvier, G & Machin, D. (2018) Critical Discourse Analysis and the challenges and opportunities of social media. Review of Communication 18(3):178-192

  • Breazu, P. and Machin, D. (2018). A critical multimodal analysis of the Romanian press coverage of camp evictions and deportations of the Roma migrants from France. Discourse & Communication, 12(4), 1-18

  • Ledin, P. and Machin, D. (2018) Doing critical discourse studies with multimodality: from metafunctions to materiality, Critical Discourse Studies.

  • Ledin, P. and Machin, D (2018) IKEA kitchens and the rise of a neoliberal control of domestic space. Visual Communication. Online First

  • Ledin, P. & Machin, D. (2018). The neoliberal definition of elite space in IKEA kitchens. In: Thurlow, C. and Jaworski, A. (Ed.), Elite Discourse: The rhetorics of status, privilege and power. London, Routledge.


  • Ledin, P. and Machin, D (2017) Multimodal Critical Discourse Analysis. In J. Flowerdew & J.E. Richardson (eds.), Routledge Handbook of Critical Discourse Studies. London: Routledge.

  • Machin. D. (2017) Music and sound as discourse and ideology: the case of the national anthem, in Wodak, R, and  Forchtner, B. The Routledge Handbook of Language and Politics, London Routledge.

  • Kryzyzanowski, M and Machin, D. (2017) Critical Approaches, in Cotter, C. and Perrin, D. (2017) The Routledge Handbook of Language and Media,

  • Ledin, P. and Machin, D (2017) New codifications, new practices: the multimodal communication of CrossFit. In A. Björkvall, M. Boeris, E. Djonov & S. Zhao (eds.), Advancing Multimodal and Critical Discourse Studies. New York: Taylor & Francis.

  • Ledin, P. and Machin, D (2017) Ett statuskök I en nyliberal tid: köket i IKEA-kataloger 1975–2016. Text- och samtalsstudier från Södertörns högskola, 5.  


  • Machin, D. and Van Leeuwen, T. (2016) Sound, music and gender in mobile games, Journal of Language and Gender. 10(3), 412-432

  • Ledin, P. and Machin, D (2016) The neoliberal definition of ’elite space’ in IKEA kitchens. Social Semiotics, 27(3), 323-334

  • Machin, D. and Van Leeuwen, T. (2016) Multimodality, Politics and Ideology,  Journal of Language and Politics,  15(3), 243–258

  • Ledin, P. and Machin, D (2016) A discourse-design approach to multimodality: The visual communication of neoliberal management discourse. Social Semiotics, 26(1), 1–18.

  • Ledin, P. and Machin, D (2016) The evolution of performance management discourse in corporate strategy diagrams for public institutions. Discourse, Context & Media, 13(B), 122–131

  • Machin, D. (2016) The need for a social and affordance-driven multimodal critical discourse studies, Discourse & Society, 27 (3), 322-334

  • Ledin, P. and Machin, D (2016) Strategic diagrams and the technologization of culture. Journal of Language and Politics, 15(3), 321–335.

  • Ledin, P. and Machin, D (2016) Performance management discourse and the shift to an administrative logic of operation: A multimodal critical discourse analytical approach. Text & Talk, 36(4), 445–467.

  • Ledin, P. and Machin, D (2016) Management discourse in university administrative documents in Sweden: How it recontextualizes and fragments scholary practices. Pragmatics, 26(4).


  • Ledin, P. and Machin, D (2015) Universitetet som en multimodal marknadsplats: Designen av en nyliberal managementdiskurs. Språk och stil, 25, 5–37

  • Ledin, P and Machin, D. (2015)  How lists, bullet points and tables, re-contextualize social practice, Critical Discourse Studies, 12/4, 463-481

  • Ledin, P and Machin, D. (2015) A discourse–design approach to multimodality: the visual communication of neoliberal management discourse, Social Semiotics,

  • Ledin, P and Machin, D. (2015) The semiotics of modernist space in the branding of organizations, International Journal of Marketing Semiotics, 3, 19-38

  • Zhang, Y. and Machin, D.  (2015) Visual forms of address in social media discourse: the case of a science communication website, Journal of Multicultural Discourse, 10/2, 236-252


  • Chen, A. and Machin, D. (2014) 'The local and the global in the visual design of a Chinese women’s lifestyle magazine: a multimodal critical discourse approach', Visual Communication,  13/3, 287-302

  • Griffiths, F. and Machin, D.  (2014)  Communicating the ideas and attitudes of spying in film music: A social semiotic approach, Sign Systems Studies 42/1, 72–97


  • Chen, A. and Machin, D. (2013) Changing genres and language styles in contemporary Chinese lifestyle magazines, Media International Australia, Incorporating Culture & Policy, No. 147, 73-84.

  • Hansen, A., and Machin, D. (2013). 'Researching visual environmental communication'. Environmental Communication: A Journal of Nature and Culture, 7/2, 1-18.

  • Machin, D. (2013) 'What is multimodal critical discourse studies?'  Critical Discourse Studies 10/4, 347-355

  • Machin, D. and Mayr, A. (2013)  'Personalising crime and crime-fighting in factual television: an analysis of social actors and transitivity in language and images'. Critical Discourse Studies 10/4, 356-372

  • Bouvier, G. and Machin, D. (2013) ‘Sound and Discourse in Advertising’, in Pennock-Speck, B. and Mª Milagros del Saz Rubio (eds.) (2013) Multimodality and Television Adverts, University of Valencia Press.

  • Machin, D. (2013) ‘Towards a social semiotic approach to the analysis of rhythm in popular music’, Semiotica


  • Jaworski, A. and Machin, D. (2012) 'The Sociolinguistics of Space and Semiotic Landscape', SemiotiX, XN-10

  • Machin, D. and Richardson, J. E. (2012) Discourses of Unity and Purpose it the Sounds of Fascist Music: A Multimodal Approach, Critical Discourse Studies,   1-7

  • Machin, D. and Mayr (2012) Corporate Crime and the Discursive Deletion of Responsibility: A case study of Paddington Rail Crash, Crime, Media &Culture

  • Machin, D. (2012) ‘Towards a social semiotic approach of the analysis of emotion in sound and music’, Public Journal of Semiotics


  • Abousnnouga, G. and Machin, D. (2011) ‘Visual discourses of the role of women in war commemoration: a multimodal analysis of British war monuments’ Journal of Language and Politics, 10/3

  • Abousnnouga, G. and Machin, D.  (2011) ‘The changing spaces of war commemoration: a multimodal analysis of the discourses of British monuments’ Social Semiotics, 21/2, 175-196


  • Machin, D and Niblock, S. (2010) ‘The New Breed of Business Journalism for Niche Global News’ Journalism Studies 28

  • Abousnnouga, G. and Machin, D (2010) ‘Analysing the Language of War Monuments’, Visual Communication, 9/2

  • Machin, D. and Van Leeuwen, T. (2010) ‘Global Media and the Regime of Lifestyle’, in Coupland, N. Handbook of Language and Globalization, London Blackwell 625-643

  • Abousnnouga, G. and Machin, D. (2010) ‘War Monuments and the Changing Discourses of Nation and Soldiery’, in Jaworski, A. and Thurlow, C. Semiotic Landscapes, London, Continuum, 219-240

  • Machin, D. and Niblock, S. (2010) ‘Branding Newspapers’, in Richardson, J.E. Language and Journalism, London, Routledge, 93-108