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The structure of multimodal documents : an empirical approach / Tuomo Hiippala

Author
Hiippala, Tuomo, 1982-
Published
New York ; London : Routledge, Taylor & Francis Group, 2016.
Physical Description
x, 240 pages : illustrations, maps ; 24 cm.

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Contents
Machine generated contents note: 1.Introduction -- 1.1.Why use linguistic methods for multimodal research? -- 1.2.Why do empirical research on multimodality? -- 1.3.Why focus on multimodal structure? -- 1.4.Why study the tourist brochures? -- 1.5.Organisation of the book -- 2.Understanding page-based media -- 2.1.The state of the art -- 2.2.Turning back the page -- 2.3.Defining a mode -- 2.4.Production and consumption -- 3.An empirical approach to multimodality -- 3.1.The Genre and Multimodality (GeM) model -- 3.2.The analytical layers of the GeM model -- 3.3.The concept of a semiotic mode -- 3.4.Semiotic modes in the tourist brochures -- 3.5.Page-flow in the tourist brochures -- 4.Genre: perspectives and patterns -- 4.1.An outlook on deploying genre -- 4.2.The study of rhetoric: genre as social action -- 4.3.Linguistic studies of genre structure -- 4.4.Genre dynamics -- 4.5.Genre in document theory and information design -- 4.6.Describing the structure of a multimodal artefact -- 5.Working with multimodal corpora -- 5.1.Selecting the data -- 5.2.Applying the GeM model -- 5.3.Building the corpus -- 5.4.Verifying the corpus -- 5.5.Exploring the corpus -- 6.The medium and its characteristics -- 6.1.Why the notion of medium matters -- 6.2.The relationship between medium and advertising -- 6.3.Aspects of the brochure medium and its production -- 6.4.From medium to content -- 7.The content and its structure -- 7.1.Representing the destination using text-flow -- 7.2.Graphic elements in the tourist brochures -- 7.3.Illustrations and maps -- 7.4.From content to its interpretation on the page -- 8.The page and its interpretation -- 8.1.The step from text-flow to page-flow -- 8.2.Investigating page-flow -- 8.3.Formalising the discourse semantics -- 8.4.Text-flow and page-flow in the annotated corpus -- 8.5.Semiotic modes and semogenic processes -- 8.6.Concluding remarks -- 9.Multimodal artefacts in digital media -- 9.1.Technology, production, and consumption -- 9.2.Semiotic modes in digital longform journalism -- 9.3.Filmic transitions in the website medium -- 9.4.Emerging genres and media convergence -- 10.Conclusions and outlook -- 10.1.Implications for multimodal research and artefacts -- 10.2.Towards multimodal corpus linguistics -- 10.3.Practical advice for tourist brochure design -- 10.4.Avenues of further research.
Subject(s)
ISBN
9781138824744 (hbk)
1138824747 (hbk)
Bibliography Note
Includes bibliographical references (pages 224-236) and index.
View MARC record | catkey: 15988320