Critical Multimodal Studies of Popular Discourse
Edited by Emilia Djonov, Sumin Zhao
Series Editor: Kay O'Halloran
To Be Published August 26th 2013 by Routledge
Studies of multimodality have significantly advanced our understanding of the potential of different semiotic resources—verbal, visual, aural, and kinetic—to make meaning and allow people to achieve various social purposes such as persuading, entertaining, and explaining. Yet little is known about the role that individual nonverbal resources and their interaction with language and with each other play in concealing and supporting, or drawing attention to and subverting, social boundaries and inequality, political or commercial agendas. This volume brings together contributions by rominent and emerging scholars that address this gap through the critical analysis of multimodality in popular culture texts and semiotic practices.
It connects multimodal analysis to critical discourse analysis, demonstrating the value of different approaches to multimodality for building a better understanding of critical issues of central interest to discourse analysis, semiotics, applied linguistics, education, cultural and media studies.
Introduction Emilia Djonov and Sumin Zhao Part 1: Methodological and theoretical challenges 1. Modeling active listening: A social semiotic approach Theo van Leeuwen 2. Revisiting cinematic authorship: A multimodal perspective on film stylistics Chiaoi Tseng and John A. Bateman 3. The television title sequence: A quantitative-qualitative visual analysis of "Flight of the Conchords" Monika Bednarek 4. Multimodal metaphors in advertising: The strategic use of modes Charles Forceville 5. Japanese street fashion for youngpeople: Amultimodal digital humanities approach for identifying socio-cultural patterns and trends Kay L. O’Halloran and Alexey Podlasov Part 2: Key issues in contemporary popular culture 6. The performance of national Identity: Music-entertainment television in China Lauren Gorfinkel 7. The environment beat in Michael Jackson’s music video "The Earth Song" Carmen Daniela Maier and Judith Leah Cross 8. Representations of the institutional ‘self’ in web-based business news discourse Sabine Tan 9. Selling the ‘Indie’ lifestyle: The recontextualisation of consumption in Frankie Sumin Zhao 10. From popularization tomarketization: A study of online science news Yiqiong Zhang and Kay L. O’Halloran Part 3: New readership and authorship in popular multimodal discourse 11. Telling a different story: Stance inverbalvisual displays in the news Dorothy Economou 12. Point of view in picture books and animated film adaptations: Informing critical multimodal comprehension and composition pedagogy Len Unsworth 13. Points of difference: Humour, pathos and irony in children’s multimodal texts Angela Thomas 14: Mediated Personae: Exploring the affordances of web-log themes in projecting identity Alexanne Don 15. Bullet points across genres: Acase studyof the marketization of public multimodal writing Emilia Djonov and Theo van Leeuwen. Conclusion Sumin Zhao and Emilia Djonov
Emilia Djonov is a Lecturer in multimodality and multiliteracies at the Institute of Early Childhood, Macquarie University, Australia
Sumin Zhao is Chancellor’s Postdoctoral Research Fellow at University of Technology, Sydney, Australia.