Visual and Multimodal Communication: Applying the Relevance Principle

ISBN-13: 9780190845230 / Angielski / Twarda / 2020 / 312 str.

Charles Forceville

Recenzje

Lucidly and with copious erudition, the book accomplishes a fascinating objective: astutely extending Relevance Theory to account for visual and multimodal meaning-making. Charles Forceville formulates his argumentation for an "overarching model of communication" with conviction and elegance. He sensibly relates static visuals-text combinations to the central notions of media, context, and genre. Offering both broad theoretical footing and invaluable case studies on public graphic signage, advertising, cartoons, and comics, the book will be a must-read in multimodality research and beyond.

O autorze

Charles Forceville is Associate Professor of Media Studies at the University of Amsterdam. Committed to cognitivist, socio-biological, and relevance-theoretical approaches, he works on multimodality in metaphor, argumentation, and narrative discourse. He is author of Pictorial Metaphor in Advertising (1996) and co-editor of Multimodal Metaphor (2009), Creativity and the Agile Mind (2013), and Multimodal Argumentation and Rhetoric in Media Genres (2017).