Multimodal Texts from Around the World: Cultural and Linguistic Insights by W. Bowcher

Multimodal Texts from Around the World: Cultural and Linguistic Insights

EditorW. Bowcher

Hardcover | July 24, 2012

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A first in multimodal/multisemiotic discourse studies, this collection of original articles by international scholars focuses primarily on texts from non-English speaking contexts. The illuminating insights enhance our understanding of how language and other semiotic resources construe specific cultural and social concerns.

About The Author

WENDY L. BOWCHER is Professor at Sun Yat-sen University, China. Her research interests focus on context in Systemic Functional Linguistics theory, multimodal texts in Japanese and English, spoken English, and language education.
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Details & Specs

Title:Multimodal Texts from Around the World: Cultural and Linguistic InsightsFormat:HardcoverDimensions:352 pages, 9.02 × 5.98 × 0.05 inPublished:July 24, 2012Publisher:Palgrave Macmillan UKLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0230251633

ISBN - 13:9780230251632

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Table of Contents

List of Illustrations 
List of Figures
List of Tables
Acknowledgements
Notes on Contributors
Introduction; W.L.Bowcher
PART I: AFRICA AND THE MIDDLE EAST
Multimodality in Òkó Folktale Discourse and its Sociosemiotic Purposes; E. Akerejola
Schematic Representations in Election Advertisements in Jordan; K.Al-Momani
PART II: EUROPE
Multimodal Text Analysis of Three Modern Greek Printed Advertisements Employing the Persuasive Modes of Ethos, Logos and Pathos; M.Karagevrekis
The Localisation of Advertising Print Media as a Multimodal Process; T.Hiippala
'Glocalisation': Exploring the Dialectic between the Local and the Global; M.Stenglin
Russia: Alcohol Advertising in Aeroflot; I.Berazhny
PART III: ASIA AND OCEANIA
'In India, nobody wants to be dark': Interpreting the Fairness Ideology through Intersemiotic Complementarity; S.Ramakrishnan
A Multisemiotic Analysis of a Chinese Long Scroll Painting; Y.Fang
Multimodality in Japanese Anti-war Placards; W.L.Bowcher
Standing out on Critical Issues: Evaluation in Large Verbal-visual Displays in Australian Broadsheets; D.Economou
PART IV: NORTH AND SOUTH AMERICA
Multilingual California: Spanish in the Market; C.Colombi
A Comparative Study of Visual Racism in Brazilian and British Images of the Black Body; C.Magalhães& P.H.Caetano
Index