Semio-pragmatics, an approach to the study of film and audiovisual media first proposed by Roger Odin in the early 1980s, shifted the focus from textual analysis to the interaction of text and context and to the institutional modes of framing and reading which shape the viewer's engagement with the film. A response to an impasse in post-1968 film semiotics and psychoanalytical approaches to film spectatorship, semio-pragmatics contributed significantly to the further development of film studies alongside Cultural Studies, neo-formalism, historical reception studies and the phenomenology of...