Multimodal Communication: A social semiotic approach to text and image in print and digital media

✍ Scribed by May Wong

• Publisher: Springer International Publishing; Palgrave Pivot
• Year: 2019
• Tongue: English
• Leaves: 200
• Edition: 1st ed.
• Category: Library

✦ Synopsis

This book draws on visual data, ranging from advertisements to postage stamps to digital personal photography, to offer a complex interpretation of the different social functions realised by these texts as semiotic artefacts. Framed within the media environment of the city of Hong Kong, the study demonstrates the importance of social context to meaning making and social semiotic multimodal analysis. This book will be of interest to readers in the arts, humanities and social sciences, particularly within the fields of semiotics, visual studies, design studies, media and cultural studies, anthropology and sociology.

✦ Table of Contents

Front Matter ....Pages i-xvii
Social Semiotics: Setting the Scene (May Wong)....Pages 1-9
Front Matter ....Pages 11-11
Slim Arms, Waist, Thighs and Hips, but Not the Breasts: Portrayal of Female Body Image in Hong Kong’s Magazine Advertisements (May Wong)....Pages 13-53
Postage Stamps as Windows on Social Changes and Identity in Postcolonial Hong Kong (May Wong)....Pages 55-80
Front Matter ....Pages 81-81
Emotional Branding in Multimodal Personal Loan TV Advertisements: Analysing Voices and Engagement (May Wong)....Pages 83-106
The Discourse of Advertising for Luxury Residences in Hong Kong: A Multimodal Critical Discourse Analysis (May Wong)....Pages 107-130
Digital Photography and Identity of Hong Kong Females: A Case Study of Facebook Images (May Wong)....Pages 131-155
Significance of Social Semiotic Research (May Wong)....Pages 157-162
Back Matter ....Pages 163-192

✦ Subjects

Linguistics; Semiotics; Discourse Analysis; Language and Gender; Sociolinguistics; Media and Communication; Asian Culture