Visual And Multimodal Communication

Author : Charles Forceville
Publisher : Oxford University Press, USA
ISBN 13 : 0190845236
Total Pages : 313 pages
Book Rating : 4.30/5 ( download)

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Download or read book Visual and Multimodal Communication written by Charles Forceville and published by Oxford University Press, USA. This book was released on 2020 with total page 313 pages. Available in PDF, EPUB and Kindle. Book excerpt: "It is a truth universally acknowledged that visual information plays an ever greater role in modern communication. Undoubtedly, language remains our species' most sophisticated channel for exchanging information, but the verbal mode is increasingly complemented, sometimes even replaced, by other modes, among which the visual mode takes pride of place. Despite the fact that conveying information visually dates back to pre-historic times, accounting for visual communication in a scholarly viable manner remains difficult. One important reason for this is that while visuals (a broad term which in this book will be used to refer to all sorts of non-verbal information in static images, including not just pictures, but also for instance lay-out features, colors, typography, and motion/emotion lines in comics) usually have a structure, they do not have a grammar and vocabulary in the sense that language has. What complicates matters is that visuals are often accompanied by written language, for instance in the form of names, labels, captions, or tag lines, and it is this combination that is by far the most frequently studied variety of multimodal discourse. Insightful and programmatic work on visual and multimodal discourse has since the 1960s been done under the banner of semiotics, many of its more recent manifestations inspired by Hallidayan Systemic Functional Linguistics (SFL)."--

Author : Charles Forceville
Publisher : Oxford University Press
ISBN 13 : 0190845252
Total Pages : 313 pages
Book Rating : 4.54/5 ( download)

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Download or read book Visual and Multimodal Communication written by Charles Forceville and published by Oxford University Press. This book was released on 2020-07-09 with total page 313 pages. Available in PDF, EPUB and Kindle. Book excerpt: Successful communication requires optimal relevance to a target audience. Relevance theory (RT) provides an excellent model based on this insight, but the impact of the theory has until now been restricted due to an almost exclusive focus on spoken face-to-face communication. Visual and Multimodal Communication: Applying the Relevance Principle is the first book to systematically demonstrate how RT can fulfill its promise to develop into an inclusive theory of communication. In this book, Charles Forceville refines and adapts RT's original claims to show its applicability to static visuals and multimodal discourses in popular culture genres. Using colorful examples, he explains how RT can be expanded and adapted to accommodate mass-communicative visual and visual-plus-verbal messages. Forceville addresses issues such as the difference between drawing prospective addressees' attention to a message and persuading them to accept it; the thorny continuum from implicit to explicit information; and the role of genre. Case studies of pictograms, advertisements, cartoons, and comics provide contemporary and accessible examples of the importance of genre and of how the RT model can be connected to other approaches. By expanding the application of relevance theory to include mass-communicative messages, Visual and Multimodal Communication reintroduces a central framework of cognitive linguistics and pragmatics to a new audience and paves the way for an inclusive theory of communication.

Author : May Wong
Publisher : Springer
ISBN 13 : 3030154289
Total Pages : 192 pages
Book Rating : 4.88/5 ( download)

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Download or read book Multimodal Communication written by May Wong and published by Springer. This book was released on 2019-04-29 with total page 192 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book draws on visual data, ranging from advertisements to postage stamps to digital personal photography, to offer a complex interpretation of the different social functions realised by these texts as semiotic artefacts. Framed within the media environment of the city of Hong Kong, the study demonstrates the importance of social context to meaning making and social semiotic multimodal analysis. This book will be of interest to readers in the arts, humanities and social sciences, particularly within the fields of semiotics, visual studies, design studies, media and cultural studies, anthropology and sociology.

Author : FORCEVILLE.
Publisher :
ISBN 13 : 9780190845261
Total Pages : pages
Book Rating : 4.60/5 ( download)

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Download or read book VISUAL AND MULTIMODAL COMMUNICATION written by FORCEVILLE. and published by . This book was released on with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:

Author : Markus A. Höllerer
Publisher : Routledge
ISBN 13 : 9780367786847
Total Pages : 228 pages
Book Rating : 4.42/5 ( download)

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Download or read book Visual and Multimodal Research in Organization and Management Studies written by Markus A. Höllerer and published by Routledge. This book was released on 2021-03-31 with total page 228 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume brings together two domains of scholarly inquiry: organization and management studies, and the study of visual and multimodal communication, and integrates these two domains of research in a way that will benefit both.

Author : John Bateman
Publisher : Walter de Gruyter GmbH & Co KG
ISBN 13 : 3110480042
Total Pages : 424 pages
Book Rating : 4.47/5 ( download)

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Download or read book Multimodality written by John Bateman and published by Walter de Gruyter GmbH & Co KG. This book was released on 2017-04-10 with total page 424 pages. Available in PDF, EPUB and Kindle. Book excerpt: This textbook provides the first foundational introduction to the practice of analysing multimodality, covering the full breadth of media and situations in which multimodality needs to be a concern. Readers learn via use cases how to approach any multimodal situation and to derive their own specifically tailored sets of methods for conducting and evaluating analyses. Extensive references and critical discussion of existing approaches from many disciplines and in each of the multimodal domains addressed are provided. The authors adopt a problem-oriented perspective throughout, showing how an appropriate foundation for understanding multimodality as a phenomenon can be used to derive strong methodological guidance for analysis as well as supporting the adoption and combination of appropriate theoretical tools. Theoretical positions found in the literature are consequently always related back to the purposes of analysis rather than being promoted as valuable in their own right. By these means the book establishes the necessary theoretical foundations to engage productively with today’s increasingly complex combinations of multimodal artefacts and performances of all kinds.

Author : Richard Kern
Publisher : Routledge
ISBN 13 : 131544710X
Total Pages : 305 pages
Book Rating : 4.00/5 ( download)

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Download or read book Screens and Scenes written by Richard Kern and published by Routledge. This book was released on 2018-06-14 with total page 305 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines the relationships between online visual interfaces and language use in educational contexts and the features that underpin them to explore the complex nature of online communication and its implications for educational practice. Adopting a case study approach featuring a global range of examples, the volume uniquely focuses on multimodal intercultural interactions, with a particular interest in videoconferencing, to look at how they project and reflect particular cultural values and tendencies concerning language use and how they elucidate the complex cultural identifications and affiliations inherent in intercultural encounters. The book employs a diverse range of theoretical and research frameworks to highlight the dynamic connections between digital technology, social life, and language use, and the ways in which they can inform language education, making this an ideal resource for students and scholars in applied linguistics, communication studies, media studies, information studies, and education.

Author : Rachel Weissbrod
Publisher : Routledge
ISBN 13 : 1351694871
Total Pages : 323 pages
Book Rating : 4.72/5 ( download)

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Download or read book Translating the Visual written by Rachel Weissbrod and published by Routledge. This book was released on 2019-04-25 with total page 323 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book offers insights into the translation and adaptation of illustrated texts in an era in which visual texts are perceived as a dominant perceptual frame for interpreting social and cultural phenomena. Using source texts including illustrated books, comics, graphic novels and animated films, the authors analyze their translations and adaptations to address the works as multimodal entities, in which even the replacement of one component affects the entire whole. Interviews with the artists - writers, illustrators and animators - will shed more light on the observations. This volume’s unique focus on the visual mode and the impact of its replacement on the multimodal whole is a topic that has not attracted as much attention as the translation of the verbal component, and will appeal to students and researchers of translation and adaptation, popular culture, media and communication, and children’s literature alike.

Author : Simon Collister
Publisher : Routledge
ISBN 13 : 1351662058
Total Pages : 313 pages
Book Rating : 4.55/5 ( download)

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Download or read book Visual Public Relations written by Simon Collister and published by Routledge. This book was released on 2018-03-28 with total page 313 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book brings together a broad and diverse range of new and radical approaches to public relations focussing on the increasingly vital role that visual, sensory and physical elements factors play in shaping communication. Engaging with recent developments in critical and cultural theories, it outlines how non-textual and non-representational forces play a central role in the efficacy and reception of public relations. Challenging the dominant accounts of public relations which center on the purely representational uses of text and imagery, the book critiques the suitability of accepted definitions of the field and highlights future directions for conceptualizing strategic communication within a multi-sensory environment. Drawing on the work of global researchers in public relations, visual culture and communication, design and cultural theory, it brings a welcome inter-disciplinary approach which pushes the boundaries of public relations scholarship in a global cultural context. This exciting analysis will be of great interest to public relations scholars, advanced students of strategic communication, as well as communication researchers from cultural, media and critical studies exploring PR as a socio-cultural phenomenon.

Author : Carey Jewitt
Publisher : New Literacies and Digital Epistemologies
ISBN 13 : 9780820452241
Total Pages : 0 pages
Book Rating : 4.46/5 ( download)

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Download or read book Multimodal Literacy written by Carey Jewitt and published by New Literacies and Digital Epistemologies. This book was released on 2003 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Multimodal Literacy challenges dominant ideas around language, learning, and representation. Using a rich variety of examples, it shows the range of representational and communicational modes involved in learning through image, animated movement, writing, speech, gesture, or gaze. The effect of these modes on learning is explored in different sites including formal learning across the curriculum in primary, secondary, and higher education classrooms, as well as learning in the home. The notion of literacy and learning as a primary linguistic accomplishment is questioned in favor of the multimodal character of learning and literacy. By illustrating how a range of modes contributes to the shaping of knowledge and what it means to be a learner, Multimodal Literacy provides a multimodal framework and conceptual tools for a fundamental rethinking of literacy and learning.