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The impact of the Internet on political communication has been
significant and multifaceted: it expanded the reach of political
messages; opened the floodgates of decontextualization and
intercultural misunderstanding; made room for new genres and forms;
and allowed for the incorporation of every previously existing
communication mode into complex multilayered documents. Political
Communication Online places these developments in their social and
media context, covers various disciplinary backgrounds and how they
can contribute to a common understanding of the evolving online
media landscape, and proposes a novel methodological tool for the
analysis of political communication online. Seizov offers an
approach that places context at the core of the theoretical and
methodological discussion by discussing the traits of online
communication that make it a unique communication environment. The
book then brings together different disciplines which have
important contributions for the study of political communication
online but have not been integrated for this purpose so far, such
as visual communication, multimodal research, and cognitive
psychology. Seizov introduces the book's main theoretical and
methodological contribution to multimodal document analysis, the
annotation scheme "Imagery and Communication in Online Narratives"
(ICON), and explores how the ICON approach works in practice.
Taking four distinct genres of online political communication -
news, election campaigns, NGOs, and social movements - the book
presents the analyses of convenience samples from each of them in
detail. This text features a comprehensive theoretical discussion
of vital current developments in online political communication,
places these developments in context, and couples that with a
practical demonstration of the novel methodology it proposes.
Multimodality's popularity as a semiotic approach has not resulted
in a common voice yet. Its conceptual anchoring as well as its
empirical applications often remain localized and disparate, and
ideas of a theory of multimodality are heterogeneous and
uncoordinated. For the field to move ahead, it must achieve a more
mature status of reflection, mutual support, and interaction with
regard to both past and future directions. The red thread across
the disciplines reflected in this book is a common goal of
capturing the mechanisms of synergetic knowledge construction and
transmission using diverse forms of expressions, i.e.,
multimodality. The collection of chapters brought together in the
book reflects both a diversity of disciplines and common interests
and challenges, thereby establishing an excellent roadmap for the
future. The contributions revisit and redefine theoretical concepts
or empirical analyses, which are crucial to the study of
multimodality from various perspectives, with a view towards
evolving issues of multimodal analysis. With this, the book aims at
repositioning the field as a well-grounded scientific discipline
with significant implications for future communication research in
many fields of study.
The impact of the Internet on political communication has been
significant and multifaceted: it expanded the reach of political
messages; opened the floodgates of decontextualization and
intercultural misunderstanding; made room for new genres and forms;
and allowed for the incorporation of every previously existing
communication mode into complex multilayered documents. Political
Communication Online places these developments in their social and
media context, covers various disciplinary backgrounds and how they
can contribute to a common understanding of the evolving online
media landscape, and proposes a novel methodological tool for the
analysis of political communication online. Seizov offers an
approach that places context at the core of the theoretical and
methodological discussion by discussing the traits of online
communication that make it a unique communication environment. The
book then brings together different disciplines which have
important contributions for the study of political communication
online but have not been integrated for this purpose so far, such
as visual communication, multimodal research, and cognitive
psychology. Seizov introduces the book's main theoretical and
methodological contribution to multimodal document analysis, the
annotation scheme "Imagery and Communication in Online Narratives"
(ICON), and explores how the ICON approach works in practice.
Taking four distinct genres of online political communication -
news, election campaigns, NGOs, and social movements - the book
presents the analyses of convenience samples from each of them in
detail. This text features a comprehensive theoretical discussion
of vital current developments in online political communication,
places these developments in context, and couples that with a
practical demonstration of the novel methodology it proposes.
Multimodality is one of the most popular and influential semiotic
theories for analysing media. However, the application and
conceptual anchoring of multimodality often remains geographically
and disciplinarily grounded within local systems of thought. New
Studies in Multimodality combines the expertise of multimodalists
from around the globe, offering novel readings and applications of
central concepts in multimodality and inviting innovative synergies
between previously disparate schools. Combining perspectives from
the most actively developing traditions of theory and research,
this book progresses from classic concepts to more empirically and
practice-motivated contributions. Contributors engage in mutual
dialogue to present new theoretical perspectives and compelling
applications to a variety of old and new media. Expanding the basis
and scope of multimodality, this volume shows awareness and
experience of this field in many disciplines and illustrates how
versatile, pervasive and relevant it is for studying today's
communication phenomena.
Multimodality is one of the most popular and influential semiotic
theories for analysing media. However, the application and
conceptual anchoring of multimodality often remains geographically
and disciplinarily grounded within local systems of thought. New
Studies in Multimodality combines the expertise of multimodalists
from around the globe, offering novel readings and applications of
central concepts in multimodality and inviting innovative synergies
between previously disparate schools. Combining perspectives from
the most actively developing traditions of theory and research,
this book progresses from classic concepts to more empirically and
practice-motivated contributions. Contributors engage in mutual
dialogue to present new theoretical perspectives and compelling
applications to a variety of old and new media. Expanding the basis
and scope of multimodality, this volume shows awareness and
experience of this field in many disciplines and illustrates how
versatile, pervasive and relevant it is for studying today's
communication phenomena.
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