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Titel och upphov Multimodality : a social semiotic approach to contemporary communication
Utgivning, distribution etc. Routledge , London : 2010 [dvs 2009]
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ISBN 0-415-32060-7 0-415-32061-5 (pbk) 0-415-32061-5 978-0-415-32060-3 (hbk) 978-0-415-32060-3 978-0-415-32061-0 (pbk) 978-0-415-32061-0 0-415-32060-7 (hbk)
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The 21st century is awash with ever more mixed and remixed images, writing, layout, sound, gesture, speech, and 3D objects. Multimodality looks beyond language and examines these multiple modes of communication and meaning making.
Multimodality: A Social Semiotic Approach to Contemporary Communication represents a long-awaited and much anticipated addition to the study of multimodality from the scholar who pioneered and continues to play a decisive role in shaping the field. Written in an accessible manner and illustrated with a wealth of photos and illustrations to clearly demonstrate the points made, Multimodality: A Social Semiotic Approach to Contemporary Communication deliberately sets out to locate communication in the everyday, covering topics and issues not usually discussed in books of this kind, from traffic signs to mobile phones.
In this book, Gunther Kress presents a contemporary, distinctive and widely applicable approach to communication. He provides the framework necessary for understanding the attempt to bring all modes of meaning-making together under one unified theoretical roof.
This exploration of an increasingly vital area of language and communication studies will be of interest to advanced undergraduate and postgraduate students in the fields of English language and applied linguistics, media and communication studies and education.
List of illustrations p. xi Preface p. xiii Acknowledgements p. xvii Where meaning is the issue p. 1 Multimodality: simple, really p. 1 From semiotic system to semiotic resource p. 5 Cultural difference and communication: the 'reach' of the theory and the 'reach' of modes p. 8 The politics of naming p. 12 A satellite view of language p. 15 The social environment of contemporary communication p. 18 An ethical approach to communication p. 18 Assumptions p. 19 Environments for communication: social frames and communicational possibilities p. 19 Power, authority and authorship p. 21 Social and theoretical consequences: ruling metaphors of participation, design, and production p. 22 Personal choices: existential insecurity or agency through participation and connection p. 23 Communication and meaning: fluidity, provisionality, Instability p. 23 A prospective theory of communication: rhetoric, design, production p. 26 From language and grammar to semiotic resources p. 27 Mobility and portability p. 28 A word on 'pace' p. 29 The need for apt metaphors p. 30 Communication: shaping the domain of meaning p. 32 Communication as semiotic work: a sketch of a theory p. 32 'Reading' and the reader's design of meaning p. 37 Provisionality in communication: rhetoric and design, newly configured p. 43 Environments of communication: a historical view p. 46 Refashioning social and semiotic domains: rhetoric and design p. 49 A social-semiotic theory of multimodality p. 54 From a linguistic to a multimodal social-semiotic theory of meaning and communication p. 54 Linguistics, pragmatics and a social-semiotic approach to representation p. 56 Horses for courses: apt theories, useful framing p. 60 The motivated sign p. 62 The everyday, the banal and the motivated sign p. 65 Interest and the partiality of representation p. 70 Mimesis, signs and embodied experience p. 76 Mode p. 79 Materiality and affordance: the social making of mode p. 79 The 'reach' of modes p. 83 What is a mode? p. 84 Is layout a mode? p. 88 Mode, meaning, text: 'fixing' and 'framing' p. 93 Mode as technology of transcription p. 96 Meaning as resource: 'naming' in a multimodal social-semiotic theory p. 103 Naming aptly p. 103 New frames, new names p. 105 Making signs: resources, processes and agency p. 107 Processes and effects:-making and remaking meaning p. 120 Design and arrangements: making meaning material p. 132 Design in contemporary conditions of text-making p. 132 Design an essential (re)focusing p. 133 What is design? A homely example p. 135 Design in social-semiotic environments p. 137 Changes in design: a brief look at recent history p. 141 Arrangements: making meanings material p. 145 What else is framed? p. 153 Discourse: ontological and epistemological framing p. 157 Multimodal orchestrations and ensembles of meaning p. 159 The world arranged by me; the world arranged for me p. 159 The world arranged by me, the world arranged for me: orchestrating ensembles, staging of movement, motion, 'pace' p. 162 Aesthetics, style and ethics in multimodal ensembles p. 169 Applying the theory: learning and evaluation; identity and knowledge p. 174 Learning and identity in a communicational frame p. 174 Reading as design p. 175 Semiosis, meaning and learning p. 178 Recognition, metrics and principles of assessment p. 182 The social semiotics of convergent mobile devices: new forms of composition and the transformation of habitus p. 184 The social frame for the semiotic analysis p. 184 The affordances of Smartphones: a social-semiotic account p. 185 Affordances of the hardware p. 186 'Shape': designers' intentions and social implications p. 187 The representational affordances p. 187 The functionalities p. 189 Mobile Web access and usability: changes in social habitus p. 190 Implications p. 193 Gains and losses: some open questions p. 195 References p. 198 Index p. 205