Multimodality: A Social Semiotic Approach to Contemporary Communication represents a long-awaited and much anticipated addition to the study of multimodality from the scholar who pioneered and continues to play a decisive role in shaping the field. Written in an accessible manner and illustrated with a wealth of photos and illustrations to clearly demonstrate the points made, Multimodality: A Social Semiotic Approach to Contemporary Communication deliberately sets out to locate communication in the everyday, covering topics and issues not usually discussed in books of this kind, from traffic signs to mobile phones.
In this book, Gunther Kress presents a contemporary, distinctive and widely applicable approach to communication. He provides the framework necessary for understanding the attempt to bring all modes of meaning-making together under one unified theoretical roof.
This exploration of an increasingly vital area of language and communication studies will be of interest to advanced undergraduate and postgraduate students in the fields of English language and applied linguistics, media and communication studies and education.
Through this detailed scrutiny the following questions emerge:How do the new technologies reshape knowledge as curriculum? How does the use of new technologies in the classroom reshape learning pedagogy? As writing moves from page to screen, what is the impact on students' situated literacy practices and how does it effect learning?
Through these questions, this book demonstrates that mode, technology and curriculum knowledge are fundamentally connected and describes how teacher and student roles in the classroom could be altered in the face of new technologies.
In this groundbreaking book, Gunther Kress considers the effects of a revolution that has radically altered the relationship between writing and the book. Taking into account social, economic, communication and technological factors, Kress explores how these changes will affect the future of literacy.
Kress considers the likely larger-level social and cultural effects of that future, arguing that the effects of the move to the screen as the dominant medium of communication will produce far-reaching shifts in terms of power - and not just in the sphere of communication. The democratic potentials and effects of the new information and communication technologies will, Kress contends, have the widest imaginable consequences.
Literacy in the New Media Age is suitable for anyone fascinated by literacy and its wider political and cultural implications. It will be of particular interest to those studying education, communication studies, media studies or linguistics.
· Offers a wide-range of methods for visual analysis: content analysis, historical analysis, structuralist analysis, iconography, psychoanalysis, social semiotic analysis, film analysis and ethnomethodology
· Shows how each method can be applied for the purposes of specific research projects.
· Exemplifies each approach through detailed analyses of a variety of data, including, newspaper images, family photos, drawings, art works and cartoons.
· Includes examples from the authors' own research and professional practice.
The Handbook of Visual Analysis which demonstrates the importance of visual data within the social sciences offers an essential guide to those working in a range of disciplines including: media and communication studies, sociology, anthropology, education, psychoanalysis, and health studies.