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 Leeuwens 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 Stocles Attempt at Typography Grammar
7.2.2 Van Leeuwens 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
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