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The book proposes a multi-perspective analytical model for the
understanding of corporate identity meanings embedded in historical
discourse for the web. The suggested theoretical framework
conflates methodological perspectives derived from Discourse
Analysis, Multimodality and Cognitive Linguistics. The contribution
of Cognitive Linguistics to the proposed analysis is based on two
main assumptions. First, the lack of principled distinction between
semantics and pragmatics, whereby meaning is a function of the
activation of conceptual knowledge structures in context. Second -
and this is crucial for hypertext analysis - language, as the
outcome of general properties of cognition, is closely related to
visual perception. The originality of this approach to web
discourse analysis resides in the deployment of tools considering
the cross-modal integration of different resource systems. It also
offers interpretive keys for the understanding of mechanisms
underlying the formatting of the message as a multimodal construct.
The empirical analyses presented in the book illustrate the
effectiveness of the proposed methodological approach.
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