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Chapter 1 Introduction 1

1.1 What Is Multimodality? 2

1.1.1 Globalization and Multimodality 4

1.1.2 Multimodality and"New Writing" 5

1.2 What Is Multimodal Discourse and Multimodal Discourse Analysis? 7

1.3 Why Study Multimodality and Do Multimodal Discourse Analysis? 8

1.4 Development of Multimodality Research 8

1.5 The Scope and Design of This Book 11

Chapter 2 Theoretical Background and Framework of Multimo-dalityandMultimodalDiscourse inVisual Communi-cation 14

2.1 Introduction 14

2.2 Multiliteracies—the Start of a New Theory 15

2.2.1 Reasons for the New Theory 15

2.2.2 Arguments of the New Theory 17

2.2.3 Content of the New Theory 17

2.3 Theoretical Framework of Visual Communication 20

2.3.1 Three Semiotic Schools'Influence on Visual Communication 20

2.3.2 Differences Between Earlier Semiotic Tradition and Social Semiotic Approach 22

2.3.3 Kress and Van Leeuwen's Social Semiotic Framework of Visual Communication 23

2.4 Summary 25

Chapter 3 The Meaning of Image 27

3.1 Introduction 27

3.2 The Metafunctions of Image 27

3.2.1 The Representational Meaning of Image 28

3.2.2 The Interactive Meaning of Image 39

3.2.3 The Compositional Meaning of Image 42

3.3 An Image Analysis of the Visual Representation of Project Hope 43

3.3.1 The Representational Meaning 44

3.3.2 The Interactive Meaning 45

3.3.3 The Compositional Meaning 47

3.4 Summary 48

Chapter 4 The Modality Meaning of Image 49

4.1 Introduction 49

4.2 Modality in Linguistics 49

4.3 Modality in Visual Communication 51

4.3.1 Modality Markers 52

4.3.2 Coding Orientation—Types of Visual Modality 58

4.4 A Contrastive Modality Analysis Between Two Cars Under the Same Brand 61

4.4.1 A Modality Analysis of the Car in Its Technical Manual 61

4.4.2 A Modality Analysis of the Car in Its Advertisement 63

4.4.3 Comparison and Analysis 64

4.5 Summary 65

Chapter 5 The Meaning of Composition 67

5.1 Introduction 67

5.2 Three Principles of Composition 67

5.2.1 Information Value 67

5.2.2 Salience 71

5.2.3 Framing 73

5.3 The Compositional Meaning of Electrolux Webpage 76

5.3.1 Information Value Represented by Electrolux Text 77

5.3.2 Analysis of Salience 78

5.3.3 Framing Meaning 78

5.4 Summary 79

Chapter 6 The Meaning of Color 80

6.1 Introduction 80

6.2 The Communicative Functions of Color 80

6.2.1 The Ideational Function of Color 82

6.2.2 The Interpersonal Function of Color 82

6.2.3 The Textual Function of Color 83

6.3 The Meaning of Color 85

6.3.1 Value 86

6.3.2 Saturation 86

6.3.3 Purity 88

6.3.4 Modulation 89

6.3.5 Differentiation 90

6.3.6 Hue 90

6.4 Color Harmony 92

6.5 A Contrastive Color Analysis Between the Homepage of Yahoo and the Homepage of Disney 93

6.5.1 A Color Analysis of the Homepage of Yahoo 93

6.5.2 A Color Analysis of the Homepage of Disney 95

6.5.3 Comparison and Result 96

6.6 Summary 97

Chapter 7 The Meaning of Typography 99

7.1 Introduction 99

7.2 Semiotic Potentials of Typography 100

7.2.1 St？cle's Attempt at Typography Grammar 100

7.2.2 Van Leeuwen's Social Semiotic Approach to Typography Grammar 102

7.2.3 The Meaning Potentials of Lining and Spacing 110

7.3 A Multimodal Discourse Analysis of the Topic Logo of Google 111

7.3.1 Introduction 112

7.3.2 A Specific Analysis of the Topic Logo of Google 112

7.3.3 Conclusion 115

7.4 Summary 117

Chapter 8 Case Study:A Multimodal Discourse Analysis of a Multimodal Text on Global Warming 118

8.1 Introduction 118

8.2 A Multimodal Discourse Analysis of a Multimodal Text on Global Warming 119

8.2.1 The Metafunctions Presented by the Multimodal Text 120

8.2.2 The Multimodal Communicative Acts of the Multimodal Text on Global Warming 124

8.3 Summary 127

Chapter 9 Multimodality and Multiliteracies 128

9.1 Introducton 128

9.2 The Understanding of Multiliteracies 129

9.3 College Students'Current Awareness and Level of Multi-literacies 131

9.3.1 Basic Information About Students'PPT Presentation 132

9.3.2 An Analysis of the Genres Used in the PPT Presentation 133

9.3.3 AnAnalysisoftheModesUsedinthePPTPresentation 134

9.3.4 Tentative Conclusion 137

9.4 Suggested Methods to Improve College Students'Multi-literacies 138

9.5 Multiliteracies and Its Instructions to College English Teachers and Students 140

9.5.1 Hypertextualized Teaching—New Thought in College English Curriculum Requirements 140

9.5.2 Inner Relationship Between Multiliteracies and Hyper-textualized Teaching Thought in College English Curri-culum Requirements 141

9.5.3 Instructions to College English Teachers and Students 144

9.6 Summary 145

Chapter 10 Conclusion 147

10.1 A Summary of the Book 147

10.2 Direction for Further Research 150

Bibliography 152

Appendix 159

后记 172

List of Figures 19

2-1 Six design elements in the meaning making process 19

3-1 Action process 31

3-2 Reactional process 31

3-3 Speech and mental process 32

3-4 Conversion process 33

3-5 Narrative structures in visual communication 33

3-6 Covert classificational process 35

3-7 Overt classificational process 35

3-8 Analytical process 36

3-9 Bar graph:Deaths per ten billion passenger miles 37

3-10 Symobolic attributive 38

3-11 Recruitment poster 40

3-12 Interactive meaning in image 42

3-13 Visual representation of Project Hope 44

4-1 Modality scale for color saturation 53

4-2 Film poster 54

4-3 Modality scale for articulation of detail 55

4-4 Drink advertisement 59

4-5 A self-image sketch 60

4-6 Dongfengbiaozhi 207 in its technical manual 61

4-7 Dongfengbiaozhi 207 in its advertisement 63

5-1 The dimensions of visual space 70

5-2 Cosmetic product poster 72

5-3 The meaning of composition 75

5-4 English version of Electrolux webpage 76

6-1 Rescue Wenchuan 87

6-2 Homepage of Yahoo 94

6-3 Homepage of Disney 95

7-1 Circuit typeface 104

7-2 System network of the distinctive features of letter forms 108

7-3 The ideational meaning of typography 109

7-4 Topic logo of Google in memory of Father's Day 113

7-5 Various topic logos of Google 116

8-1 A multimodal text on global warming 119

8-2 The multimodal communicative acts of the multimodal text on global warming 125

9-1 Promting genre 133

9-2 Visualizing genre 133

9-3 Analyzing genre 134

9-4 Verbal mode 135

9-5 A combination of language and image modes 135

9-6 Image mode 136

List of Tables 50

4-1 Four types of modality 50

4-2 Modality analysis of Dongfengbiaozhi 207 in its technical manual 62

4-3 Modality analysis of Dongfengbiaozhi 207 in its advertisement 63

6-1 Features of color and their meaning potentials 91

6-2 Color analysis of the homepage of Yahoo 93

6-3 Color analysis of the homepage of Disney 95

7-1 Typographic"grammar"—a toolkit for analysis 101

7-2 Meaning potentials of text alignment 111