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Building Bridges for Multimodal Research

International Perspectives on Theories and Practices of Multimodal Analysis

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Edited By Janina Wildfeuer

While multimodality is one of the most influential semiotic theories for analysing media artefacts, the concepts of this theory are heterogeneous and widespread. The book takes the differences between approaches in Germany and those in international contexts as a starting point, offering new insights into the analysis of multimodal documents. It features contributions by researchers from more than 15 nations and various disciplines, including theoretical reflections on multimodality, thoughts about methodological, empirical, and experimental approaches as well as analyses of various multimodal artefacts.
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Visual Literacy in EAP: The Dialogue between Reader/Designer Features and Multimodal Text

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Dorra Moalla

Visual Literacy in EAP:The Dialogue between Reader/Designer Features and Multimodal Text

1 Introduction

Scientific genres nowadays witness the co-deployment of multiple semiotic resources. Verbal text is combined and interconnected with tabular and graphical or mathematical forms in order to produce genres that construct multiple meanings (cf. Lemke 1998). In these multimodal genres, thus, the various modes are combined to form a meaning which cannot be expressed relying solely on one mode. Kress (2010), for example, focused on the interactive relationship between mode affordance and communicative purpose suggesting that different modes have different potentials for their meaning construction, which are exploited by meaning-makers to advance communicative functions. The literature is rich of descriptive studies on multimodal genres. Kress and van Leeuwen (2006), for example, explain the regularities of visual design in connection with meaning. Other studies focus on how the modes are integrated to convey meaning (cf. O’Halloran 2011).

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