The World Told and The World Shown: Multisemiotic Issues is concerned with the development of multisemiotic meaning-making theories and their applications, and the contributions draw the attention of linguists and students alike to the fact that language rarely stands alone in written and spoken discourses, i.e. mono-modally, in today's discourses. The principal aim of the volume is to point out the ways in which spoken and written discourses combine with other modes, simultaneously making use of the multiple resources of different semiotic systems as they are subsequently created and consumed. The chapters discuss the relationship between the discourses that 'tell' and visuals (either still or moving, like film) that 'show', sharing the point of view that all the various modes specialize in the transmission of particular meanings.
The innovative component of this book in comparison to those existing in the fields is the application of current multisemiotic theories to a great variety of genres: picture books, billboards, cartoons, advertising, web games, science documentaries, poetry, etc. The volume begins with chapters that take the theorizing of the text/discourse – visualization cline a step beyond current frameworks. The book, which is divided into five sections, also highlights the importance of cultural and social aspects in the configuration of language and visualizations as well as their multisemiotic use in the community.
List of Illustrations
List of Figures
List of Tables
List of Appendices
Notes on Contributors
Acknowledgements
Introduction; The World Told and The World Shown. Multisemiosis Issues; E.Ventola & A.J.M.Guijarro
PART I: MULTIMODAL THEORIES: CODING THE VISUAL
Multisemiosis and Context-Based Register Typology: Registerial Variation in The Complementarity of Semiotic Systems; C.M.I.M.Matthiessen
Developing Multimodal Texture; M.Thomas
Metonymy in Visual and Audiovisual Discourse; C.Forceville
What Makes us Laugh? Verbo-Visual Humour in Newspaper Cartoons; E.El Refaie
Citizenship and Semiotics: Towards A Multimodal Analysis of Representations of The Relationship between The State and The Citizen; G.Pagani
PART II: CHILDREN'S NARRATIVES AND MULTISEMIOTICS
On Interaction of Image and Verbal Text in A Picture Book. A Multimodal and Systemic Functional Study; A.J.M.Guijarro & M.J.P.Sanz
The Text-Iimage Matching: One Story, Two Textualizations; M.C.Astorga
PART III: TEXT AND VISUAL INTERACTION IN ADVERTISING AND MARKETING
Sequential Visual Discourse Frames; K.O'Halloran & V.Lim Fei
A Systemic Functional Framework for The Analysis of Corporate Television Advertisements; S.Tan
Multisemiotic Marketing and Advertising: Globalization versus Localization and the Media; A.Hopearuoho & E.Ventola
PART IV: MULTISEMIOTICS IN ENACTED ROLES AND VIRTUAL IDENTITIES
Taking The Viewer intoThe Field: Interaction between Visual and Verbal Representation in A Television Earth Sciences Documentary; A.Love
Developing The Metafunctional Framework for Analyzing Multimodal Hypertextual Identity Construction; A.Maiorani
PART V: INTEGRATING TEXT, VISUAL AND SPACE MULTIMODALLY
From Musing to A/musing: Semogenesis and Western Museums; M.Stenglin
Floods and Fidget Wheels: A Comparative Systemic Functional Analysis of Slessor's 'Five Bells' and Olsen's 'Salute to Five Bells'; K.Tuckwell
Index
EIJA VENTOLA is Professor at the Department of English, University of Helsinki, Finland. She studied English language and literature in Finland and linguistics in Australia and has held professorial posts in Germany and in Austria and visiting researcher and guest professorships in various countries. She has published and edited 14 books and written over 80 research articles.
ARSENIO JESÚS MOYA GUIJARRO is Professor of Language and Linguistics at the Fray Luis de León Teacher's College, University of Castilla-La Mancha, Spain, where he researches discourse and text analysis.
Description
The World Told and The World Shown: Multisemiotic Issues is concerned with the development of multisemiotic meaning-making theories and their applications, and the contributions draw the attention of linguists and students alike to the fact that language rarely stands alone in written and spoken discourses, i.e. mono-modally, in today's discourses. The principal aim of the volume is to point out the ways in which spoken and written discourses combine with other modes, simultaneously making use of the multiple resources of different semiotic systems as they are subsequently created and consumed. The chapters discuss the relationship between the discourses that 'tell' and visuals (either still or moving, like film) that 'show', sharing the point of view that all the various modes specialize in the transmission of particular meanings.
The innovative component of this book in comparison to those existing in the fields is the application of current multisemiotic theories to a great variety of genres: picture books, billboards, cartoons, advertising, web games, science documentaries, poetry, etc. The volume begins with chapters that take the theorizing of the text/discourse – visualization cline a step beyond current frameworks. The book, which is divided into five sections, also highlights the importance of cultural and social aspects in the configuration of language and visualizations as well as their multisemiotic use in the community.
Contents
List of Illustrations
List of Figures
List of Tables
List of Appendices
Notes on Contributors
Acknowledgements
Introduction; The World Told and The World Shown. Multisemiosis Issues; E.Ventola & A.J.M.Guijarro
PART I: MULTIMODAL THEORIES: CODING THE VISUAL
Multisemiosis and Context-Based Register Typology: Registerial Variation in The Complementarity of Semiotic Systems; C.M.I.M.Matthiessen
Developing Multimodal Texture; M.Thomas
Metonymy in Visual and Audiovisual Discourse; C.Forceville
What Makes us Laugh? Verbo-Visual Humour in Newspaper Cartoons; E.El Refaie
Citizenship and Semiotics: Towards A Multimodal Analysis of Representations of The Relationship between The State and The Citizen; G.Pagani
PART II: CHILDREN'S NARRATIVES AND MULTISEMIOTICS
On Interaction of Image and Verbal Text in A Picture Book. A Multimodal and Systemic Functional Study; A.J.M.Guijarro & M.J.P.Sanz
The Text-Iimage Matching: One Story, Two Textualizations; M.C.Astorga
PART III: TEXT AND VISUAL INTERACTION IN ADVERTISING AND MARKETING
Sequential Visual Discourse Frames; K.O'Halloran & V.Lim Fei
A Systemic Functional Framework for The Analysis of Corporate Television Advertisements; S.Tan
Multisemiotic Marketing and Advertising: Globalization versus Localization and the Media; A.Hopearuoho & E.Ventola
PART IV: MULTISEMIOTICS IN ENACTED ROLES AND VIRTUAL IDENTITIES
Taking The Viewer intoThe Field: Interaction between Visual and Verbal Representation in A Television Earth Sciences Documentary; A.Love
Developing The Metafunctional Framework for Analyzing Multimodal Hypertextual Identity Construction; A.Maiorani
PART V: INTEGRATING TEXT, VISUAL AND SPACE MULTIMODALLY
From Musing to A/musing: Semogenesis and Western Museums; M.Stenglin
Floods and Fidget Wheels: A Comparative Systemic Functional Analysis of Slessor's 'Five Bells' and Olsen's 'Salute to Five Bells'; K.Tuckwell
Index
Authors
EIJA VENTOLA is Professor at the Department of English, University of Helsinki, Finland. She studied English language and literature in Finland and linguistics in Australia and has held professorial posts in Germany and in Austria and visiting researcher and guest professorships in various countries. She has published and edited 14 books and written over 80 research articles.
ARSENIO JESÚS MOYA GUIJARRO is Professor of Language and Linguistics at the Fray Luis de León Teacher's College, University of Castilla-La Mancha, Spain, where he researches discourse and text analysis.
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