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Multimodal Texts from Around the World
 
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Multimodal Texts from Around the World
Cultural and Linguistic Insights
Edited by Wendy L. Bowcher
 
 
Palgrave Macmillan
 
 
 
 
 
24 Jul 2012
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£63.00
|Hardback In Stock
  
9780230251632
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DescriptionContentsAuthors

Through an African folktale, Russian in-flight magazines, Croatian neckties, Spanish billboards in California, an ancient Chinese scroll painting, and more, this collection of twelve original articles by scholars from around the world presents absorbing and fascinating insights into a wide variety of ethical, political, economic, historical, and social concerns construed through multimodal texts across different languages and cultures.

This volume is a first in multimodal/multisemiotic discourse studies to focus primarily on texts from non-English speaking contexts. While most of the contributions make use of analytical tools from Systemic Functional Linguistic theory, including intersemiotic complementarity, the GeM model, the system of appraisal, and bonding, some make use of the concepts of intertextuality, schemata and Bakhtin's notion of genre.

The analyses and insights contained in Multimodal Texts from around the World: Cultural and Linguistic Insights will be of value to established scholars and to students in the fields of applied linguistics, discourse analysis, semiotics, communication studies, cultural studies, and sociology.


Description

Through an African folktale, Russian in-flight magazines, Croatian neckties, Spanish billboards in California, an ancient Chinese scroll painting, and more, this collection of twelve original articles by scholars from around the world presents absorbing and fascinating insights into a wide variety of ethical, political, economic, historical, and social concerns construed through multimodal texts across different languages and cultures.

This volume is a first in multimodal/multisemiotic discourse studies to focus primarily on texts from non-English speaking contexts. While most of the contributions make use of analytical tools from Systemic Functional Linguistic theory, including intersemiotic complementarity, the GeM model, the system of appraisal, and bonding, some make use of the concepts of intertextuality, schemata and Bakhtin's notion of genre.

The analyses and insights contained in Multimodal Texts from around the World: Cultural and Linguistic Insights will be of value to established scholars and to students in the fields of applied linguistics, discourse analysis, semiotics, communication studies, cultural studies, and sociology.


Contents

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


Authors

WENDY L. BOWCHER 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.