Multimodal Communication

A social semiotic approach to text and image in print and digital media

Authors: Wong, May

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  • Examines the social context of meaning-making as a crucial feature of social semiotic visual analysis
  • Analyses a broad range of print and digital media, including personal photography, TV and magazine advertising, and postage stamps
  • Addresses key areas of communication as reflected in media discourse and offers insights into contemporary Hong Kong society
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eBook 41,64 €
price for Spain (gross)
  • ISBN 978-3-030-15428-8
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 51,99 €
price for Spain (gross)
  • ISBN 978-3-030-15427-1
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
About this book

This book draws on visual data, ranging from advertisements to postage stamps to digital personal photography, to offer a complex interpretation of the different social functions realised by these texts as semiotic artefacts. Framed within the media environment of the city of Hong Kong, the study demonstrates the importance of social context to meaning making and social semiotic multimodal analysis. This book will be of interest to readers in the arts, humanities and social sciences, particularly within the fields of semiotics, visual studies, design studies, media and cultural studies, anthropology and sociology.


About the authors

May L-Y Wong is Adjunct Associate Professor in the School of English at The University of Hong Kong. Her research focusses on social-semiotic approaches to visual texts. In particular, she is interested in the relation between multimodality and culture, drawing on research in social semiotics to explain the utility of multimodal resources in various discursive contexts which are of significance to local cultural values and heritage.

Table of contents (7 chapters)

Table of contents (7 chapters)
  • Social Semiotics: Setting the Scene

    Pages 1-9

    Wong, May

  • Slim Arms, Waist, Thighs and Hips, but Not the Breasts: Portrayal of Female Body Image in Hong Kong’s Magazine Advertisements

    Pages 13-53

    Wong, May

  • Postage Stamps as Windows on Social Changes and Identity in Postcolonial Hong Kong

    Pages 55-80

    Wong, May

  • Emotional Branding in Multimodal Personal Loan TV Advertisements: Analysing Voices and Engagement

    Pages 83-106

    Wong, May

  • The Discourse of Advertising for Luxury Residences in Hong Kong: A Multimodal Critical Discourse Analysis

    Pages 107-130

    Wong, May

Buy this book

eBook 41,64 €
price for Spain (gross)
  • ISBN 978-3-030-15428-8
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 51,99 €
price for Spain (gross)
  • ISBN 978-3-030-15427-1
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules

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Bibliographic Information

Bibliographic Information
Book Title
Multimodal Communication
Book Subtitle
A social semiotic approach to text and image in print and digital media
Authors
Copyright
2019
Publisher
Palgrave Pivot
Copyright Holder
The Editor(s) (if applicable) and The Author(s)
eBook ISBN
978-3-030-15428-8
DOI
10.1007/978-3-030-15428-8
Hardcover ISBN
978-3-030-15427-1
Edition Number
1
Number of Pages
XVII, 192
Number of Illustrations
60 b/w illustrations
Topics