Introduction to Multimodal Analysis (A Hodder Arnold Publication)

David Machin

ISBN 10: 0340929383 / ISBN 13: 9780340929384

Published by Bloomsbury USA, 2007

About this Item

Bookseller Inventory # SONG0340929383

Bibliographic Details

Title: Introduction to Multimodal Analysis (A ...

Publisher: Bloomsbury USA

Publication Date: 2007

Binding: Paperback

Book Condition:Used: Good

About this title

Synopsis:

This groundbreaking approach to visual media analysis explains the tools to assess media and provides examples for an analytical model which can be followed.

All visual media compositions, such as photographs, advertisements, newspapers, TV programs and websites, are carefully designed to create the appropriate effect on the audience. Designers use semiotic tools such as color, framing, focus, positioning of elements and font style to communicate with the viewer. These choices make up a visual language that we can analyze.

Multimodal Analysis looks at the separate components of this language to build up a toolkit for analyzing the "grammar" of visual design and describes important differences between images and language and the way they create meaning.

Includes images throughout and a color plate section, this is an essential resource for students studying multimodality within visual communication in media and cultural studies, critical discourse analysis, journalism studies or linguistics.

About the Author:

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