Visual and Multimodal Communication

Visual and Multimodal Communication

Author: Charles Forceville

Publisher: Oxford University Press, USA

Published: 2020

Total Pages: 313

ISBN-13: 0190845236

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"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)."--


Book Synopsis Visual and Multimodal Communication by : Charles Forceville

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)."--

Visual and Multimodal Communication

Visual and Multimodal Communication

Author: Charles Forceville

Publisher: Oxford University Press

Published: 2020-07-09

Total Pages: 313

ISBN-13: 0190845252

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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.


Book Synopsis Visual and Multimodal Communication by : Charles Forceville

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.

Multimodal Communication

Multimodal Communication

Author: May Wong

Publisher: Springer

Published: 2019-04-29

Total Pages: 192

ISBN-13: 3030154289

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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.


Book Synopsis Multimodal Communication by : May Wong

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.

VISUAL AND MULTIMODAL COMMUNICATION

VISUAL AND MULTIMODAL COMMUNICATION

Author: FORCEVILLE.

Publisher:

Published:

Total Pages:

ISBN-13: 9780190845261

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Book Synopsis VISUAL AND MULTIMODAL COMMUNICATION by : FORCEVILLE.

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:

The Handbook of Organizational Rhetoric and Communication

The Handbook of Organizational Rhetoric and Communication

Author: Oyvind Ihlen

Publisher: John Wiley & Sons

Published: 2018-08-14

Total Pages: 533

ISBN-13: 1119265738

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A one-stop source for scholars and advanced students who want to get the latest and best overview and discussion of how organizations use rhetoric While the disciplinary study of rhetoric is alive and well, there has been curiously little specific interest in the rhetoric of organizations. This book seeks to remedy that omission. It presents a research collection created by the insights of leading scholars on rhetoric and organizations while discussing state-of-the-art insights from disciplines that have and will continue to use rhetoric. Beginning with an introduction to the topic, The Handbook of Organizational Rhetoric and Communication offers coverage of the foundations and macro-contexts of rhetoric—as well as its use in organizational communication, public relations, marketing, management and organization theory. It then looks at intellectual and moral foundations without which rhetoric could not have occurred, discussing key concepts in rhetorical theory. The book then goes on to analyze the processes of rhetoric and the challenges and strategies involved. A section is also devoted to discussing rhetorical areas or genres—namely contextual application of rhetoric and the challenges that arise, such as strategic issues for management and corporate social responsibility. The final part seeks to answer questions about the book’s contribution to the understanding of organizational rhetoric. It also examines what perspectives are lacking, and what the future might hold for the study of organizational rhetoric. Examines the advantages and perils of organizations that seek to project their voices in order to shape society to their benefits Contains chapters working in the tradition of rhetorical criticism that ask whether organizations’ rhetorical strategies have fulfilled their organizational and societal value Discusses the importance of obvious, traditional, nuanced, and critically valued strategies such as rhetorical interaction in ways that benefit discourse Explores the potential, risks, paradoxes, and requirements of engagement Reflects the views of a team of scholars from across the globe Features contributions from organization-centered fields such as organizational communication, public relations, marketing, management, and organization theory The Handbook of Organizational Rhetoric and Communication will be an ideal resource for advanced undergraduate students, graduate students, and scholars studying organizational communications, public relations, management, and rhetoric.


Book Synopsis The Handbook of Organizational Rhetoric and Communication by : Oyvind Ihlen

Download or read book The Handbook of Organizational Rhetoric and Communication written by Oyvind Ihlen and published by John Wiley & Sons. This book was released on 2018-08-14 with total page 533 pages. Available in PDF, EPUB and Kindle. Book excerpt: A one-stop source for scholars and advanced students who want to get the latest and best overview and discussion of how organizations use rhetoric While the disciplinary study of rhetoric is alive and well, there has been curiously little specific interest in the rhetoric of organizations. This book seeks to remedy that omission. It presents a research collection created by the insights of leading scholars on rhetoric and organizations while discussing state-of-the-art insights from disciplines that have and will continue to use rhetoric. Beginning with an introduction to the topic, The Handbook of Organizational Rhetoric and Communication offers coverage of the foundations and macro-contexts of rhetoric—as well as its use in organizational communication, public relations, marketing, management and organization theory. It then looks at intellectual and moral foundations without which rhetoric could not have occurred, discussing key concepts in rhetorical theory. The book then goes on to analyze the processes of rhetoric and the challenges and strategies involved. A section is also devoted to discussing rhetorical areas or genres—namely contextual application of rhetoric and the challenges that arise, such as strategic issues for management and corporate social responsibility. The final part seeks to answer questions about the book’s contribution to the understanding of organizational rhetoric. It also examines what perspectives are lacking, and what the future might hold for the study of organizational rhetoric. Examines the advantages and perils of organizations that seek to project their voices in order to shape society to their benefits Contains chapters working in the tradition of rhetorical criticism that ask whether organizations’ rhetorical strategies have fulfilled their organizational and societal value Discusses the importance of obvious, traditional, nuanced, and critically valued strategies such as rhetorical interaction in ways that benefit discourse Explores the potential, risks, paradoxes, and requirements of engagement Reflects the views of a team of scholars from across the globe Features contributions from organization-centered fields such as organizational communication, public relations, marketing, management, and organization theory The Handbook of Organizational Rhetoric and Communication will be an ideal resource for advanced undergraduate students, graduate students, and scholars studying organizational communications, public relations, management, and rhetoric.

Multimodality

Multimodality

Author: John Bateman

Publisher: Walter de Gruyter GmbH & Co KG

Published: 2017-04-10

Total Pages: 424

ISBN-13: 3110480042

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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.


Book Synopsis Multimodality by : John Bateman

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.

Visual and Multimodal Research in Organization and Management Studies

Visual and Multimodal Research in Organization and Management Studies

Author: Markus A. Höllerer

Publisher: Routledge

Published: 2021-03-31

Total Pages: 228

ISBN-13: 9780367786847

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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.


Book Synopsis Visual and Multimodal Research in Organization and Management Studies by : Markus A. Höllerer

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.

Translating the Visual

Translating the Visual

Author: Rachel Weissbrod

Publisher: Routledge

Published: 2019-04-25

Total Pages: 323

ISBN-13: 1351694871

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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.


Book Synopsis Translating the Visual by : Rachel Weissbrod

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.

Screens and Scenes

Screens and Scenes

Author: Richard Kern

Publisher: Routledge

Published: 2018-06-14

Total Pages: 305

ISBN-13: 131544710X

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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.


Book Synopsis Screens and Scenes by : Richard Kern

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.

Learning Cultural Literacy Through Creative Practices in Schools

Learning Cultural Literacy Through Creative Practices in Schools

Author: Tuuli Lähdesmäki

Publisher: Springer Nature

Published: 2022

Total Pages: 163

ISBN-13: 3030892360

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This open access book discusses how cultural literacy can be taught and learned through creative practices. It approaches cultural literacy as a dialogic social process based on learning and gaining knowledge through emphatic, tolerant, and inclusive interaction. The book focuses on meaning-making in children and young people's visual and multimodal artefacts created by students aged 5-15 as an outcome of the Cultural Literacy Learning Programme implemented in schools in Cyprus, Germany, Israel, Lithuania, Spain, Portugal, and the UK. The lessons in the program address different social and cultural themes, ranging from one's cultural attachments to being part of a community and engaging more broadly in society. The artefacts are explored through data-driven content analysis and self-reflexive and collaborative interpretation and discussed through multimodality and a sociocultural approach to children's visual expression. This interdisciplinary volume draws on cultural studies, communication studies, art education, and educational sciences. Tuuli Lähdesmäki is an associate professor at the Department of Music, Art and Culture Studies, University of Jyväskylä, Finland. Jūratė Baranova was a professor at the Department of Continental Philosophy and Religious Studies, Vilnius University, Lithuania. Susanne C. Ylönen is a postdoctoral researcher at the Department of Music, Art and Culture Studies, University of Jyväskylä, Finland. Aino-Kaisa Koistinen is a postdoctoral researcher at the Department of Music, Art and Culture Studies, University of Jyväskylä, Finland. Katja Mäkinen is a senior researcher at the Department of Music, Art and Culture Studies, University of Jyväskylä, Finland. Vaiva Juškiene is a junior researcher at the Institute of Educational Sciences, Vilnius University, Lithuania. Irena Zaleskienė is a senior researcher at the Institute of Educational Sciences, Vilnius University, Lithuania.


Book Synopsis Learning Cultural Literacy Through Creative Practices in Schools by : Tuuli Lähdesmäki

Download or read book Learning Cultural Literacy Through Creative Practices in Schools written by Tuuli Lähdesmäki and published by Springer Nature. This book was released on 2022 with total page 163 pages. Available in PDF, EPUB and Kindle. Book excerpt: This open access book discusses how cultural literacy can be taught and learned through creative practices. It approaches cultural literacy as a dialogic social process based on learning and gaining knowledge through emphatic, tolerant, and inclusive interaction. The book focuses on meaning-making in children and young people's visual and multimodal artefacts created by students aged 5-15 as an outcome of the Cultural Literacy Learning Programme implemented in schools in Cyprus, Germany, Israel, Lithuania, Spain, Portugal, and the UK. The lessons in the program address different social and cultural themes, ranging from one's cultural attachments to being part of a community and engaging more broadly in society. The artefacts are explored through data-driven content analysis and self-reflexive and collaborative interpretation and discussed through multimodality and a sociocultural approach to children's visual expression. This interdisciplinary volume draws on cultural studies, communication studies, art education, and educational sciences. Tuuli Lähdesmäki is an associate professor at the Department of Music, Art and Culture Studies, University of Jyväskylä, Finland. Jūratė Baranova was a professor at the Department of Continental Philosophy and Religious Studies, Vilnius University, Lithuania. Susanne C. Ylönen is a postdoctoral researcher at the Department of Music, Art and Culture Studies, University of Jyväskylä, Finland. Aino-Kaisa Koistinen is a postdoctoral researcher at the Department of Music, Art and Culture Studies, University of Jyväskylä, Finland. Katja Mäkinen is a senior researcher at the Department of Music, Art and Culture Studies, University of Jyväskylä, Finland. Vaiva Juškiene is a junior researcher at the Institute of Educational Sciences, Vilnius University, Lithuania. Irena Zaleskienė is a senior researcher at the Institute of Educational Sciences, Vilnius University, Lithuania.