Introduction to Multimodal Analysis by David MachinIntroduction to Multimodal Analysis by David Machin

Introduction to Multimodal Analysis

byDavid Machin

Paperback | March 30, 2007

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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.
David Machin is Lecturer in the Department of Media and Communication at the University of Leicester, and has previously taught multimodality for four years at the Centre of Language and Communication at Cardiff University.
Title:Introduction to Multimodal AnalysisFormat:PaperbackDimensions:224 pages, 9.25 × 6.25 × 0.5 inPublished:March 30, 2007Publisher:BloomsburyLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0340929383

ISBN - 13:9780340929384

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Table of Contents

1. Visual grammar and the meaning of metaphorical associations From lexis to grammar Metaphorical association Discourse Multimodality as a broader change in the way we communicate in society 2. Iconography: the 'hidden meanings' of images A semiotic approach: denotation and connotation Carriers of connotation Iconographic symbolism 3. Modality: concealing and exaggeration in images The origins of modality as a linguistic concept Modality markers Kinds of visual modality 4. The meaning of colour in visual design Patterns in colour as a semiotic resource The essential requirements of a semiotic mode Communicative functions of colour The value of colours Semiotics of colour The dimensions of colour Colour harmony 5. The meaning of typography Typeface and design Typography as a semiotic system Inventory of typographic meaning potential Line spacing and alignment 6. Representation of social actors in the image Positioning the viewer in relation to people inside the image The gaze Angle of interaction Kinds of participants Agency and action Carriers of meaning 7. Composition and page layout Salience Some basic principles of salience Four kinds of composition Given and new/left and right The given and new in visual compositions Top and bottom/ideal, real Triptych and centre/margin compositions Embedded structures Framing Compositional structures combined 8. Is there a visual grammar? Some differences between language and pictures What would we need to find in images to say there is a visual grammar? Components of visual grammar in Reading Images Vectors Are vectors visual grammar? Modality Do people use modality scales to judge the truth of images and are they grammar? Is there a visual grammar? Visual literacy