视觉环境下的多模态化与多模态话语研究

出版时间：1970-1  出版社：科学出版社  作者：韦琴红  页数：171  
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前言

　　我是2007年获得了国家留学基金委的资助，于2008年10月到系统功能语言学的研究重地卡迪夫大学（Cardiff UniversitV）做三个月的高级访问学者的。因我主持了国家项目“外语课堂多模态话语分析研究”的课题，所以，需要到国外进行交流和收集一些资料。在此期间，我受到系统功能语言学主要研究者之一福塞特（Robin Fawcett）教授的热情款待和悉心照顾，借此表示衷心感谢。　　在英国访问期间就曾想，多模态话语在国外的研究如火如荼，但在国内却没有一部专著，自己应该努力去写一部这样的书，以引起国内学者的兴趣。但写书可不是一蹴而就的事，需要几年的努力才有可能达到出版的水平。　　想不到在我回国后却有这样的一部书稿发给我，并请我给出版社写推荐信。我感到十分高兴。这本专著来得及时，是我刚想做就已经被人做出来的成果。因我是杭州电子科技大学的兼职教授，所以有责任和该校外语学院的老师进行交流，并相互帮助，共同发展。这实际上是我学习的好机会。我很快看完了书稿，在一些微观层面上谈了自己的看法，并应韦琴红老师的要求写了推荐信。

内容概要

　　《视觉环境下的多模态化与多模态话语研究》主要以Kress和VanLeeuwen社会符号学框架下的视觉交流理论为基础，从图像、情态、构图、颜色、印刷版式等视觉交流的各主要方面研究多模态话语。全书共分4部分，10个章节。首先探讨了多模态化和多模态话语产生的社会文化背景；然后以“多元识读”（Multiliteracies）概念为出发点，导出视觉环境下多模态化和多模态话语研究的理论框架，并在这个理论框架下结合新闻图片、海报、广告、网页、学生制作的PPT等多种多模态语篇，探讨了图像的“元功能”、图像的情态意义以及视觉交流中构图、颜色及印刷版式的意义；最后还研究了大学生的多元识读意识和能力以及多元识读对大学英语“教”与“学”带来的启示。　　《视觉环境下的多模态化与多模态话语研究》可供各大专院校作为教材使用，也可供从事相关工作的人员作为参考用书使用。

书籍目录

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 Theory2.2.1　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 Leeuwens 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　Introduction4.2　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　Stocles Attempt at Typography Grammar7.2.2　Van Leeuwens 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

章节摘录

　　5.3.2Analysis of Salience　　As we know that usually the "ideal" and "new" are salient. Onthis Electrolux Text， the upper part which shows the whole effect ofElectrolux products is the ideal and therefore the most salient. In thesame part， the top right part of the verbal words is the "ideal" and the"new"， and is also salient. And according to what we have discussedin 5.2.2 we know that the semiotic principles such as size， color， tone，focus， perspective， overlap can contribute to salience. In this Elec-trolux text we can see that it is the semiotic principle of size that playsa very important role in reaching the effect of salience， because thepart of the whole effect of Electrolux products has taken half of themain text. Besides， the color red in the verbal words has also helpedexpress salience. The color contrast between the white background ofthe products displayed in the lower right part and the blue back-ground of the whole page also make the displayed products the sali-ent part. So we can say that the salience of this Electrolux Text is real-ized through elements arrangement and through color.　　……

用户评论 (总计5条)

•   多媒态研究是当前功能语言学研究的热点之一。
•   对于语用学知识的介绍系统而简单，值得初学者使用。
•   值得我细细品读
•   要是中文的就好了
•   有点拼拼凑凑