| 序自序Chapter 1 Introduction1.1 What Is Multimodality?1.1.1 Globalization and Multimodality1.1.2 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 Research1.5 The Scope and Design of This BookChapter 2 Theoretical Background and Framework of Multimodality and Multimodal Discourse in Visual Communication2.1 Introduction2.2 Multiliteracies——the Start of a New Theory 2.2.1 Reasons for the New Theory2.2.2 Arguments of the New Theory2.2.3 Content of the New Theory2.3 Theoretical Framework of Visual Communication2.3.1 Three Semiotic Schools' Influence on Visual Communication2.3.2 Differences Between Earlier Semiotic Tradition and Social Semiotic Approach2.3.3 Kress and Van Leeuwen's Social Semiotic Framework of Visual Communication2.4 SummaryChapter 3 The Meaning of Image3.1 Introduction3.2 The Metafunctions of Image3.2.1 The Representational Meaning of Image3.2.2 The Interactive Meaning of Image3.2.3 The Compositional Meaning of Image3.3 An Image Analysis of the Visual Representation of Project Hope3.3.1 The Representational Meaning3.3.2 The Interactive Meaning3.3.3 The Compositional Meaning3.4 SummaryChapter 4 The Modality Meaning of Image4.1 Introduction 4.2 Modality in Linguistics4.3 Modality in Visual Communication4.3.1 Modality Markers4.3.2 Coding Orientation——Types of Visual Modality4.4 A Contrastive Modality Analysis Between Two Cars Under the Same Brand4.4.1 A Modality Analysis of the Car in Its Technical Manual4.4.2 A Modality Analysis of the Car in Its Advertisement4.4.3 Comparison and Analysis4.5 SummaryChapter 5 The Meaning of Composition5.1 Introduction5.2 Three Principles of Composition5.2.1 Information Value5.2.2 Salience5.2.3 Framing5.3 The Compositional Meaning of Electrolux Webpage5.3.1 Information Value Represented by Electrolux Text5.3.2 Analysis of Salience5.3.3 Framing Meaning5.4 SummaryChapter 6 The Meaning of Color6.1 Introduction6.2 The Communicative Functions of Color6.2.1 The Ideational Function of Color6.2.2 The Interpersonal Function of Color6.2.3 The Textual Function of Color6.3 The Meaning of Color6.3.1 Value6.3.2 Saturation6.3.3 Purity6.3.4 Modulation6.3.5 Differentiation6.3.6 Hue6.4 Color Harmony6.5 A Contrastive Color Analysis Between the Homepage of Yahoo and the Homepage of Disney6.5.1 A Color Analysis of the Homepage of Yahoo6.5.2 A Color Analysis of the Homepage of Disney6.5.3 Comparison and Result6.6 SummaryChapter 7 The Meaning of Typography7.1 Introduction7.2 Semiotic Potentials of Typography7.2.1 Stocle's Attempt at Typography Grammar7.2.2 Van Leeuwen's Sodal Semiotic Approach to Typography Grammar7.2.3 The Meaning Potentials of Lining and Spacing7.3 A Multimodal Discourse Analysis of the Topic Logo of Google7.3.1 Introduction7.3.2 A Specific Analysis of the Topic Logo of Google7.3.3 Conclusion7.4 SummaryChapter 8 Case Study: A Multimodal Discourse Analysis of a Multimodal Text on Global Warming8.1 Introduction8.2 A Multimodal Discourse Analysis of a Multimodal Text on Global Warming8.2.1 The Metafunctions Presented by the Multimodal Text8.2.2 The Multimodal Communicative Acts of the Multimodal Text on Global Warming8.3 SummaryChapter 9 Multimodality and Multiliteracies9.1 Introduction9.2 The Understanding of Multiliteracies9.3 College Students' Current Awareness and Level of Multiliteracies9.3.1 Basic Information About Students' PPT Presentation9.3.2 An Analysis of the Genres Used in the PPT Presentation9.3.3 An Analysis of the Modes Used in the PPT Presentation9.3.4 Tentative Conclusion9.4 Suggested Methods to Improve College Students' Multiliteracies9.5 Multiliteracies and Its Instructions to College English Teachers and Students9.5.1 Hypertextualized Teaching——New Thought in College English Curriculum Requirements9.5.2 Inner Relationship Between Multiliteracies and Hypertextualized Teaching Thought in College English Curriculum Requirements9.5.3 Instructions to College English Teachers and Students...9.6 SummaryChapter 10 Conclusion10.1 A Summary of the Book10.2 Direction for Further ResearchBibliographyAppendix后记 |
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