Konstfacks bibliotek

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*084  $aBs$2kssb/8 (machine generated)
*100  $aLedin, Per$4aut
*24510$aIntroduction to multimodal analysis /$cPer Ledin and David Machin.
*250  $aSecond edition
*264 1$aLondon :$bBloomsbury Academic,$c2020
*300  $a244 pages$billustrations$c23 cm
*336  $atext$btxt$2rdacontent
*337  $aunmediated$bn$2rdamedia
*338  $avolume$bnc$2rdacarrier
*504  $aIncludes bibliographical references and index.
*650 7$aVisuell kommunikation$0https://id.kb.se/term/sao/Visuell%20kommunikation$2sao
*650 7$aIcke-verbal kommunikation$0https://id.kb.se/term/sao/Icke-verbal%20kommunikation$2sao
*650 7$aMultimedia$0https://id.kb.se/term/sao/Multimedia$2sao
*650 0$aVisual communication.
*650 0$aMass media and language.
*650 0$aModality (Linguistics)
*650 7$aMass media and language.$2fast
*650 7$aModality (Linguistics)$2fast
*650 7$aVisual communication.$2fast
*650 0$aNonverbal communication
*650 0$aVisual communication
*650 0$aMultimedia systems
*700  $aMachin, David$4aut
*852  $5Ko$bKo$cKURS$iEj fjärrlån
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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.

• List of Imagesp. viii
• Preface to the Second Editionp. xi
• Introductionp. 1
• What is the specific approach taken in this book?p. 5
• The social uses of design featuresp. 7
• Outline of the chaptersp. 10
• What is multimodal analysis?p. 13
• The idea of choice in communicationp. 13
• Semiotic choicep. 15
• Materials and affordancesp. 16
• Discoursep. 18
• Discourses and social practicesp. 20
• The shift to multimodal communicationp. 21
• Technologizationp. 21
• Integrated designp. 22
• A new commodified communication setting moral standardsp. 24
• Coding of semiotic resourcesp. 31
• Identifying codesp. 33
• Pictures and imagesp. 37
• A semiotic approach: Denotation and connotationp. 38
• Carriers of connotationp. 42
• Representing participantsp. 48
• Actions in imagesp. 55
• Modality: Experiencing the world through imagesp. 61
• The origins of modality as a linguistic conceptp. 63
• Modality markers and scalesp. 66
• Kinds of visual modalityp. 74
• Perspective in imagesp. 80
• Engagement and frontal perspectivep. 81
• Non-frontal perspectivep. 82
• Anglesp. 83
• Distancep. 84
• The meaning of colour in visual designp. 87
• Patterns in colour as a semiotic resourcep. 88
• Colour as a semiotic systemp. 89
• The value of coloursp. 96
• Semiotics of colourp. 98
• The dimensions of colourp. 98
• The meaning of typographyp. 111
• Typeface and designp. 114
• Typography as a semiotic systemp. 117
• Inventory of typographic meaning potentialp. 124
• Textures and materialityp. 139
• Texture as a semiotic systemp. 140
• The dimensions of texturep. 149
• Materialsp. 157
• Composition and page layoutp. 167
• Some basic principles of saliencep. 170
• Framingp. 178
• Images and composition: Coordination and hierarchiesp. 186
• Diagrams and flow chartsp. 193
• Classificationp. 197
• Composition and orientationp. 205
• Composition and groupingp. 208
• Causalityp. 210
• Temporalityp. 212
• Bibliographyp. 219
• Image Indexp. 225
• Indexp. 235