视觉环境下的多模态化和多模态话语研究

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

……

Chapter 5 The Meaning of Composition

Chapter 6 The Meaning of Color

Chapter 7 The Meaning of Typography

Chapter 8 Case Study: A Multimodal Discourse Analysis of a Multimodal Text on Global Warming

Chapter 9 Multimodality and Multiliteracies

Chapter 10 Conclusion

Bibliography

Appendix

后记

《视觉环境下的多模态化和多模态话语研究》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。