Introduction to Multimodal Analysis (A Hodder Arnold Publication) - Tapa blanda

Introduction to Multimodal Analysis overall provides a superbly structured, highly readable survey of multimodal analysis, which balances structuralist interests with a broader critical view, enriching discourse studies with valuable insights from art history, cultural theory and psychology. * Journal of Sociolinguistics * David Machin has written a highly accessible textbook for a wide array of readers, showing how visual communication can be systematically analysed in order to discuss uses of semiotic resources and their meaning potential. The critical discussion of the theoretical assumptions behind a visual grammar of images is also highly relevant. The clear style in which the book is written also gives the book the potential to be used as a course book for university students with other mother tongues than English. The value of this should of course not be underestimated. * Visual Communication *

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.