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视觉环境下的多模态化和多模态话语研究

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版次：31
页数：
字数：
印刷时间：2015年07月01日
开本：A5
纸张：胶版纸
包装：平脊精装
是否套装：否
国际标准书号ISBN：9787030246257

作者:韦琴红出版社:科学出版社出版时间:2016年01月

内容简介

　　本书主要以Kress和VanLeeuwen社会符号学框架下的视觉交流理论为基础，从图像、情态、构图、颜色、印刷版式等视觉交流的各主要方面研究多模态话语。全书共分4部分，10个章节。首先探讨了多模态化和多模态话语产生的社会文化背景；然后以“多元识读”(Multiliteracies)概念为出发点，导出视觉环境下多模态化和多模态话语研究的理论框架，并在这个理论框架下结合新闻图片、海报、广告、网页、学生制作的PPT等多种多模态语篇，探讨了图像的“元功能”、图像的情态意义以及视觉交流中构图、颜色及印刷版式的意义；最后还研究了大学生的多元识读意识和能力以及多元识读对大学英语“教”与“学”带来的启示。该书可供各大专院校作为教材使用，也可供从事相关工作的人员作为参考用书使用。

目　　录

序
自序
Chapter 1 Introduction
1.1 What Is Multimodality?
1.1.1 Globalization and Multimodality
1.1.2 Multimodality and "New Writing".
1.2 What Is Multimodal Discourse and Multimodal Discourse Analysis?
1.3 Why Study Multimodality and Do Multimodal Discourse Analysis?
1.4 Development of Multimodality Research
1.5 The Scope and Design of This Book
Chapter 2 Theoretical Background and Framework of Multimodality and Multimodal Discourse in Visual Communication
2.1 Introduction
2.2 Multiliteracies--the Start of a New Theory
2.2.1 Reasons for the New Theory

序 
自序 
Chapter 1  Introduction 
  1.1  What Is Multimodality? 
    1.1.1  Globalization and Multimodality 
    1.1.2  Multimodality and "New Writing". 
  1.2  What Is Multimodal Discourse and Multimodal Discourse Analysis? 
  1.3  Why Study Multimodality and Do Multimodal Discourse Analysis? 
  1.4  Development of Multimodality Research 
  1.5  The Scope and Design of This Book 
Chapter 2  Theoretical Background and Framework of Multimodality and Multimodal Discourse in Visual Communication 
  2.1  Introduction 
  2.2  Multiliteracies--the Start of a New Theory 
    2.2.1  Reasons for the New Theory 
    2.2.2  Arguments of the New Theory 
    2.2.3  Content of the New Theory 
  2.3  Theoretical Framework of Visual Communication 
    2.3.1  Three Semiotic Schools' Influence on Visual Communication 
    2.3.2 Differences Between Earlier Semiotic Tradition and Social Semiotic Approach 
    2.3.3  Kress and Van Leeuwen's Social Semiotic Framework of Visual Communication 
  2.4  Summary 
Chapter 3  The Meaning of Image 
  3.1  Introduction 
  3.2  The Metafunctions of Image 
    3.2.1  The Representational Meaning of Image 
    3.2.2  The Interactive Meaning of Image 
    3.2.3  The Compositional Meaning of Image 
  3.3  An Image Analysis of the Visual Representation of Project Hope 
    3.3.1  The Representational Meaning 
    3.3.2  The Interactive Meaning 
    3.3.3  The Compositional Meaning 
  3.4  Summary 
Chapter 4  The Modality Meaning of Image 
  4.1  Introduction 
  4.2  Modality in Linguistics 
  4.3  Modality in Visual Communication 
    4.3.1  Modality Markers 
    4.3.2  Coding Orientation--Types of Visual Modality 
  4.4  A Contrastive Modality Analysis Between Two Cars Under the Same Brand 
    4.4.1  A Modality Analysis of the Car in Its Technical Manual 
    4.4.2  A Modality Analysis of the Car in Its Advertisement 
    4.4.3  Comparison and Analysis 
  4.5  Summary 
Chapter 5  The Meaning of Composition 
  5.1  Introduction 
  5.2  Three Principles of Composition 
    5.2.1  Information Value 
    5.2.2  Salience 
    5.2.3  Framing 
  5.3  The Compositional Meaning of Electrolux Webpage 
    5.3.1  Information Value Represented by Electrolux Text 
    5.3.2  Analysis of Salience 
    5.3.3  Framing Meaning 
  5.4  Summary 
Chapter 6  The Meaning of Color 
  6.1  Introduction 
  6.2  The Communicative Functions of Color 
    6.2.1  The Ideational Function of Color 
    6.2.2  The Interpersonal Function of Color 
    6.2.3  The Textual Function of Color 
  6.3  The Meaning of Color 
    6.3.1  Value 
    6.3.2  Saturation 
    6.3.3  Purity 
    6.3.4  Modulation 
    6.3.5  Differentiation 
    6.3.6  Hue 
  6.4  Color Harmony 
  6.5  A Contrastive Color Analysis Between the Homepage of Yahoo and the Homepage of Disney 
    6.5.1  A Color Analysis of the Homepage of Yahoo 
    6.5.2  A Color Analysis of the Homepage of Disney 
    6.5.3  Comparison and Result 
  6.6  Summary 
Chapter 7  The Meaning of Typography 
  7.1  Introduction 
  7.2  Semiotic Potentials of Typography 
    7.2.1  Stocle's Attempt at Typography Grammar 
    7.2.2  Van Leeuwen's Sodal Semiotic Approach to Typography Grammar 
    7.2.3  The Meaning Potentials of Lining and Spacing 
  7.3  A Multimodal Discourse Analysis of the Topic Logo of Google 
    7.3.1  Introduction 
    7.3.2  A Specific Analysis of the Topic Logo of Google 
    7.3.3  Conclusion 
  7.4  Summary 
Chapter 8  Case Study: A Multimodal Discourse Analysis of a Multimodal Text on Global Warming 
  8.1  Introduction 
  8.2  A Multimodal Discourse Analysis of a Multimodal Text on Global Warming 
    8.2.1  The Metafunctions Presented by the Multimodal Text 
    8.2.2  The Multimodal Communicative Acts of the Multimodal Text on Global Warming 
  8.3  Summary 
Chapter 9  Multimodality and Multiliteracies 
  9.1  Introduction 
  9.2  The Understanding of Multiliteracies 
  9.3  College Students' Current Awareness and Level of Multiliteracies 
    9.3.1  Basic Information About Students' PPT Presentation 
    9.3.2  An Analysis of the Genres Used in the PPT Presentation 
    9.3.3  An Analysis of the Modes Used in the PPT Presentation 
    9.3.4  Tentative Conclusion 
  9.4  Suggested Methods to Improve College Students' Multiliteracies 
  9.5  Multiliteracies and Its Instructions to College English Teachers and Students 
    9.5.1  Hypertextualized Teaching--New Thought in College English Curriculum Requirements 
    9.5.2  Inner Relationship Between Multiliteracies and Hypertextualized Teaching Thought in College English Curriculum Requirements 
    9.5.3  Instructions to College English Teachers and Students... 
  9.6  Summary 
Chapter 10  Conclusion 
  10.1  A Summary of the Book 
  10.2  Direction for Further Research 
Bibliography 
Appendix 
后记

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