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Introduction to Multimodal Analysis is a unique and accessible
textbook that critically explains this ground-breaking approach to
visual analysis. Now thoroughly revised and updated, the second
edition reflects the most recent developments in theory and shifts
in communication, outlining the tools for analysis and providing a
clear model that students can follow. Chapters on colour,
typography, framing and composition contain fresh, contemporary
examples, ranging from product packaging and website layouts to
film adverts and public spaces, showing how design elements make up
a visual language that is used to communicate with the viewer. The
book also includes two new chapters on texture and diagrams, as
well as a helpful image index so students can clearly understand
how images and multimodal texts can be analysed from different
perspectives. Featuring chapter summaries, student activities and a
companion website hosting all images in full colour, this new
edition remains an essential guide for students studying
multimodality within visual communication in linguistics, media and
cultural studies, critical discourse analysis or journalism
studies.
Visual communication shapes our perceptions and experiences of the
world. This is not only a question of photographs or video, but
also the design of websites, the use of data visualization
software, the branding of packaging, and even the design of
buildings and furniture. Doing Visual Analysis: From Theory to
Practice provides a concrete set of tools to research and analyse
this wide range of visual data. Showing students how to apply the
right mix of methods to their own research projects, it equips them
with the skills to break down and analyse the range of contemporary
visual communication. The book: Provides examples of how and where
certain tools can be used in a project or dissertation Discusses
the type of research questions best suited to different tools and
methods Shows students how to mix approaches and use tools
alongside other methods, such as content analysis or interviews
Doing Visual Analysis is an essential companion for students and
researchers of visual data across the social sciences.
Introduction to Multimodal Analysis is a unique and accessible
textbook that critically explains this ground-breaking approach to
visual analysis. Now thoroughly revised and updated, the second
edition reflects the most recent developments in theory and shifts
in communication, outlining the tools for analysis and providing a
clear model that students can follow. Chapters on colour,
typography, framing and composition contain fresh, contemporary
examples, ranging from product packaging and website layouts to
film adverts and public spaces, showing how design elements make up
a visual language that is used to communicate with the viewer. The
book also includes two new chapters on texture and diagrams, as
well as a helpful image index so students can clearly understand
how images and multimodal texts can be analysed from different
perspectives. Featuring chapter summaries, student activities and a
companion website hosting all images in full colour, this new
edition remains an essential guide for students studying
multimodality within visual communication in linguistics, media and
cultural studies, critical discourse analysis or journalism
studies.
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