Introduction to Multimodal Analysis

This groundbreaking approach to visual media analysis explains the tools to assess media and provides examples for an analytical model which can be followed. All visual media compositions, such as photographs, advertisements, newspapers, TV programs and websites, are carefully designed to create the appropriate effect on the audience. Designers use semiotic tools such as color, framing, focus, positioning of elements and font style to communicate with the viewer. These choices make up a visual language that we can analyze. Multimodal Analysislooks at the separate components of this language to build up a toolkit for analyzing the "grammar" of visual design and describes important differences between images and language and the way they create meaning. Includes images throughout and a color plate section, this is an essential resource for students studying multimodality within visual communication in media and cultural studies, critical discourse analysis, journalism studies or linguistics. David Machin is Lecturer in the Department of Media and Communication at the University of Leicester, and has previously taught multimodality for four years at the Centre of Language and Communication at Cardiff University This groundbreaking approach to visual media analysis explains the tools to assess media and provides examples for an analytical model which can be followed. All visual media compositions, such as photographs, advertisements, newspapers, TV programs and websites, are carefully designed to create the appropriate effect on the audience. Designers use semiotic tools such as color, framing, focus, positioning of elements and font style to communicate with the viewer. These choices make up a visual language that we can analyze. Multimodal Analysislooks at the separate components of this language to build up a toolkit for analyzing the "grammar" of visual design and describes important differences between images and language and the way they create meaning. Includes images throughout and a color plate section, this is an essential resource for students studying multimodality within visual communication in media and cultural studies, critical discourse analysis, journalism studies or linguistics. This groundbreaking approach to visual media analysis explains the tools to assess media and provides examples for an analytical model which can be followed.

David Machin is Lecturer in the Department of Media and Communication at the University of Leicester, and has previously taught multimodality for four years at the Centre of Language and Communication at Cardiff University