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Introduction to Multimodal Analysis

  • E-Book (epub)
  • 224 Seiten
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Introduction to Multimodal Analysis is a unique and accessible textbook that clearly and critically explains this groundbreaking ... Weiterlesen
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Beschreibung

Introduction to Multimodal Analysis is a unique and accessible textbook that clearly and critically explains this groundbreaking approach to visual analysis. Each chapter outlines the tools for analysis and takes the reader through examples of analysis, providing a model that can then be followed. All visual media compositions, such as photographs, advertisements, newspapers and websites, are carefully designed. A photograph of a soldier, an advertisement for a car, a magazine cover or the opening titles to a news programme are thought out to create the appropriate effect. Designers use semiotic tools such as colour, framing, focus, positioning of elements and font style to communicate with the viewer. These choices make up a visual language that we can analyse. Multimodal analysis looks at the separate components of this language to build up a toolkit for analysing the grammar of visual design. The book includes an assessment of the claim that there is a visual grammar and important differences between images and language and the way they create meaning are identified. Including images throughout and a colour plate section, Introduction to Multimodal Analysis is an
essential resource for students studying multimodality within visual communication in media and cultural studies, critical discourse analysis, journalism studies or linguistics.



Autorentext

David Machin, Department of Media and Communication Studies, Örebro Unversity, Sweden. His books include Global Media Discourse (2007), Introduction to Multimodal Analysis (2007), Analysing Popular Music (2010) and The Language of Crime and Deviance (2012). He is co-editor of the journal Social Semiotics.



Inhalt

Acknowledgements
Introduction
1. Visual Grammar and the Meaning of Metaphorial Associations
2. Iconography: the 'hidden meaning' of images
3. Modality: concealing and exaggeration in images
4. The Meaning of Colour in Visual Design
5. The Meaning of Typography
6. Representation of Social Actors in the Image
7. Composition and Page Layout
8. Is There A Visual Grammar: Some Differences Between Language and Pictures
Bibliography
Index

Produktinformationen

Titel: Introduction to Multimodal Analysis
Autor:
EAN: 9781350019362
ISBN: 978-1-350-01936-2
Digitaler Kopierschutz: Adobe-DRM
Format: E-Book (epub)
Herausgeber: Bloomsbury Usa
Genre: Medien, Kommunikation
Anzahl Seiten: 224
Veröffentlichung: 22.09.2016
Jahr: 2016
Untertitel: Englisch
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