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This innovative collection builds on current multimodal research to
showcase image-centric practices in contemporary media, unpacking
the increasing extent to which the visual plays a principal role in
modern day communication. The volume begins by providing a concise
overview of the history and development of multimodal research with
respect to image-centricity, with successive chapters looking at
how image-centricity emerges over time, unfolds in relation to
language and other features in global design strategies. Bringing
together contributions from both established and emerging
researchers in multimodality and social semiotics, the book
presents case studies on a variety of image-centric genres and
domains, including magazines, advertising discourse, multimedia
storytelling, and social media platforms. The aims of the book are,
to interrogate the new multimodal genres, relations, forms of
analysis, and methods of production that emerge from a greater
reliance on visual components. Refining and broadening current
understandings of image-centricity in today's media sphere, this
collection will be of particular interest to scholars and students
in multimodality, social semiotics, applied linguistics, language
and media, and discourse analysis.
This innovative collection builds on current multimodal research to
showcase image-centric practices in contemporary media, unpacking
the increasing extent to which the visual plays a principal role in
modern day communication. The volume begins by providing a concise
overview of the history and development of multimodal research with
respect to image-centricity, with successive chapters looking at
how image-centricity emerges over time, unfolds in relation to
language and other features in global design strategies. Bringing
together contributions from both established and emerging
researchers in multimodality and social semiotics, the book
presents case studies on a variety of image-centric genres and
domains, including magazines, advertising discourse, multimedia
storytelling, and social media platforms. The aims of the book are,
to interrogate the new multimodal genres, relations, forms of
analysis, and methods of production that emerge from a greater
reliance on visual components. Refining and broadening current
understandings of image-centricity in today's media sphere, this
collection will be of particular interest to scholars and students
in multimodality, social semiotics, applied linguistics, language
and media, and discourse analysis.
Das Buch etabliert das materielle Bild als Untersuchungsobjekt der
Textlinguistik, indem es dessen hohen Stellenwert fur die
Bedeutungskonstitution in Sprache-Bild-Texten aufzeigt. Antworten
auf drei Fragen bestimmen die Konzeption der Studie: Wie
funktionieren Bilder als kommunikative Artefakte und als mit
Sprache untrennbar verbundene Zeichenmodalitat? Welche Arten von
Bezugen koennen zwischen Sprache und Bild im Text aufgebaut werden
- wie lassen sich diese theoretisch begrunden, systematisieren und
textanalytisch handhaben? In welchen Beziehungen zueinander stehen
sprachliche (d.h. anschauungsorientierte Formulierungen) und
materielle Bilder? Das Buch zeichnet sich neben einer engen
Verschrankung theoretischer und praktischer Aspekte v.a. durch die
interdisziplinare Zusammenfuhrung verschiedenster
einzelwissenschaftlicher Erkenntnisse zum Bild aus.
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