Multimodal Epistemologies Towards an Integrated Framework 1st Edition by Arianna Maiorani, Christine Christie ISBN 0415825237 9780415825238

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ISBN 10: 0415825237 
ISBN 13: 9780415825238
Author: Arianna Maiorani, Christine Christie

Multimodal Epistemologies Towards an Integrated Framework 1st Table of contents:

Section 1 Multimodality as a Semiotic Perspective
1 An Eye-Tracking Account of Reference Points, Cognitive Affordance and Multimodal Metaphors
1.1 Introduction
1.2 Conceptual-Theoretical Framework
 1.2.1 Active Vision
 1.2.2 Cognitive Linguistics
 1.2.3 Cognitive Affordance
 1.2.4 Eye-Tracking
1.3 Research Strategy and Design
 1.3.1 Session Protocol
 1.3.2 Method
 1.3.3 Results and Analysis
1.4 Discussion of the Findings
1.5 Conclusion
References

2 Demotivators as Deprecating and Phatic Multimodal Communicative Acts
2.1 Introduction
2.2 Theoretical Frameworks
2.3 Demotivators
 2.3.1 Origin and Definition of Demotivators
 2.3.2 Functional Evolution of Demotivators from a Socio-Communicative Perspective
2.4 Socio-Communicative Functions of Demotivators
2.5 Categorisation of Demotivators by Area of Focus
2.6 Relation between the Linguistic and the Visual
2.7 Conclusion
Index of Symbols
Notes
References

3 Legitimation in Multimodal Material Ensembles
3.1 Introduction
3.2 Theoretical Discussion
 3.2.1 Background—a Dual Focus on ‘The State’ and Semiosis
 3.2.2 Systemic-Functional Approaches—Beginning with Language
 3.2.3 Legitimation
 3.2.4 Genre Sequences—Chains
 3.2.5 Other Semiotic Systems—Theories and Methods of Analysis
3.3 Methodology and Analytical Framework
 3.3.1 Background and Description of the Data
 3.3.2 Linguistic and Visual Analysis Framework
 3.3.3 Material Analysis Framework
3.4 Analysis of the Case Study: Norwich Bus Station
3.5 Discussion
3.6 Development of Theory in ‘Multimodal Legitimation’
References

4 A Pragma-Semiotic Analysis of Advertisements as Multimodal Texts A Case Study
4.1 Introduction
4.2 Overview on Congruity Theory
 4.2.1 Lexical Predicates
 4.2.2 Connective Predicates
 4.2.3 Congruity Theory and Advertisements: The Advertising Connective Predicate
4.3 Analysis of Nike Air Print Ad
 4.3.1 The Dispositio of the Text: Base and Layout Units
 4.3.2 The Superordinate Connective Predicate
 4.3.3 Reconstruction of the Hierarchy of Communicative Actions
 4.3.4 The Nike Air Ad Rhetorical Strategy
4.4 A More Fine-Grained Analysis
4.5 Conclusions
Notes
References

5 Analysing Pictures A Systemic-Functional Semiotic Model for Drawing
5.1 Introduction
5.2 Analysing Pictures
5.3 Analysing History: Modernism Re-Viewed
5.4 From Depiction to Abstraction?
Note
References

6 Multimodal Advertisement as a Genre within a Historical Context
6.1 Introduction
6.2 Theoretical Framework and Methodology
 6.2.1 Advertisements
 6.2.2 Text Patterns
 6.2.3 Visual Grammar
 6.2.4 Judgement—Social Esteem in Appraisal
 6.2.5 Genre
6.3 Tracing Information on the Past Context of Culture
 6.3.1 History
 6.3.2 Texts on Emigration—Analysis
6.4 The Analysis and the Interpretation of a Multimodal Advert’S Text Structure
6.5 Conclusions
Acknowledgement
Notes
References

Section 2 Multimodality as a Tool for Cultural Research
7 A Multimodal Analysis of the Metonymic Indexing of Power Relations in Novel and Film
7.1 Introduction
7.2 Theoretical Framework
7.3 Data Analysis
 7.3.1 Indexing Power Relations in the Prologue to The Remains of the Day
 7.3.2 Indexing Power Relations in the Film Adaption of The Remains of the Day
7.4 Conclusion
References

8 Re-Bombing in Memento Traumata of Coventry, Belgrade and Dresden in Multimodal Collective Memory
8.1 Introduction
8.2.1 Memory of Attention, Identity and Internet
8.2.2 Key Visuals and the Collective Memory
8.2.3 Social Semiotic Approach
8.3 Analysis
 8.3.1 Common Knowledge about the Bombings
 8.3.2 BBC: Beyond the Blitz
 8.3.3 Re-Bombings of Belgrade
 8.3.4 Apocalypse of Dresden in the Mirror
8.4 Findings and Interpretations
Notes
References
Online Resources

9 Argumentation, Persuasion and Manipulation on Revisionist Websites A Multimodal Rhetorical Analysis
9.1 Introduction
9.2 Internet Communication: A New Model of Rhetorical Analysis
9.3 Argumentative Manipulation
9.4 Polyphonic Communication
9.5 Effective Infotainment
9.6 Multimodal Rhetorical Analysis and the Revisionist Weltbild
9.7 Conclusion
Notes
References

10 A Corpus Approach to Semantic Transformations in Multisemiotic Texts
10.1 Introduction
10.2 Theoretical Issues
 10.2.1 Corpus Linguistics Applied to the Study of Multisemiotic Texts
 10.2.2 Semantic Changes
 10.2.3 The Functional Grammars of Three Types of Meaning
10.3 Uncle Sam Wants You
 10.3.1 Corpus
 10.3.2 A Historical Background of the Original Poster
 10.3.3 Flagg’s Poster as a Multimseiotic Text
10.4 Meaning Transformations
 10.4.1 Modifications of the Linguistic Elements
 10.4.2 Modifications of the Figure
 10.4.3 Modifications of the Frame
10.5 Interpretation of Results
10.6 Conclusion
References
Online Dictionaries

11 Multimodality and Illustrations A Comparative Study of the English and Italian Illustrated First Editions of The Jungle Book by Rudyard Kipling
11.1 Introduction
11.2 Rudyard Kipling: A Visual Writer
11.3 Methodology: Integrating Multimodality and Translation Studies
11.4 The Analysis
 11.4.1 Similarities
 11.4.2 Differences
11.5 Illustrations as Translations: The Jungle and Mowgli
11.6 Domestication and Ideology
11.7 Conclusion

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Tags: Arianna Maiorani, Christine Christie, Multimodal Epistemologies