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Multimodal texts from around the world = cultural and linguistic insights /

紀錄類型:	書目-電子資源 : 單行本
正題名/作者:	Multimodal texts from around the world/ edited by Wendy L. Bowcher.
其他題名:	cultural and linguistic insights /
其他作者:	Bowcher, Wendy L.
出版者:	Houndmills, Basingstoke, Hampshire ;Palgrave Macmillan, : 2012.,
面頁冊數:	1 online resource.
附註:	Includes index.
標題:	Semiotics. -
電子資源:	An electronic book accessible through the World Wide Web; click for information
ISBN:	9780230355347 (electronic bk.)

Multimodal texts from around the world = cultural and linguistic insights /
Multimodal texts from around the worldcultural and linguistic insights /[electronic resource] :edited by Wendy L. Bowcher. - Houndmills, Basingstoke, Hampshire ;Palgrave Macmillan,2012. - 1 online resource.

Includes index.

List of Photographs -- List of Figures -- List of Tables -- Acknowledgements -- Notes on Contributors -- Introduction: Multimodal Texts from Around the World: Cultural and Linguistic Insights; W.L.Bowcher -- PART I: AFRICA AND THE MIDDLE EAST -- Nigeria: Multimodality in Ok Folktale Discourse and its Sociosemiotic Purposes; E. Akerejola -- Jordan: Schematic Representations in Election Advertisements in Jordan; K.Momani -- PARY II: EUROPE -- Greece: Multimodal Text Analysis of Three Modern Greek Printed Advertisements Employing the Persuasive Modes of Ethos, Logos and Pathos; M.Karagevrekis -- Finland: The Localisation of Advertising Print Media as a Multimodal Process; T.Hiippala -- Croatia: 'Glocalisation': Exploring the Dialectic between the Local and the Global; M.Stenglin -- Russia: Alcohol Advertising in Aeroflot; I.Berazhny -- PART III: ASIA AND OCEANIA -- India: 'In India, nobody wants to be dark': Interpreting the Fairness Ideology Through Intersemiotic Complementarity; S.Ramakrishnan -- China: A Multisemiotic Analysis of a Chinese Long Scroll Painting; Y.Fang -- Japan: Multimodality in Japanese Anti-war Placards; W.L.Bowcher -- Australia: Standing out on Critical Issues: Evaluation in Large Verbal-visual Displays in Australian Broadsheets; D.Economou -- PART IV: NORTH AND SOUTH AMERICA -- USA: Multilingual California: Spanish in the Market; C.Colombi -- Brazil: A Comparative Study of Brazilian and British Images of the Black Body; C.Magalhes & P.H.Caetano.

Through an African folktale, Russian in-flight magazines, Croatian neckties, Spanish billboards in California, an ancient Chinese scroll painting, and more, this collection of twelve original articles by scholars from around the world presents absorbing and fascinating insights into a wide variety of ethical, political, economic, historical, and social concerns construed through multimodal texts across different languages and cultures. This volume is a first in multimodal/multisemiotic discourse studies to focus primarily on texts from non-English speaking contexts. While most of the contributions make use of analytical tools from Systemic Functional Linguistic theory, including intersemiotic complementarity, the GeM model, the system of appraisal, and bonding, some make use of the concepts of intertextuality, schemata and Bakhtin's notion of genre. The analyses and insights contained in Multimodal Texts from around the World: Cultural and Linguistic Insights will be of value to established scholars and to students in the fields of applied linguistics, discourse analysis, semiotics, communication studies, cultural studies, and sociology.

ISBN: 9780230355347 (electronic bk.)

Standard No.: 9786613901040

Source: 406359Palgrave Macmillanhttp://www.palgraveconnect.comSubjects--Topical Terms:

95646
Semiotics.
Index Terms--Genre/Form:

96803
Electronic books.

LC Class. No.: P40 / .M85 2012

Dewey Class. No.: 401/.43

Multimodal texts from around the world = cultural and linguistic insights /
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