1st Edition

Multimodality in Practice Investigating Theory-in-Practice-through-Methodology

Edited By Sigrid Norris Copyright 2012
    256 Pages
    by Routledge

    270 Pages 41 B/W Illustrations
    by Routledge

    In this wide-ranging collection, leading scholars, researchers, and emergent researchers from around the world come together and present examples of multimodal discourse analysis in practice. The book illustrates new theoretical, methodological and empirical research into new technologies such as the internet, software, CD-ROM, video, and older technologies such as film, newspapers, brands or billboards. Each chapter demonstrates how aspects of multimodal theory and method can be used to conduct research into these and other multimodal texts. Taken together, the book advances the field of multimodal discourse analysis and offers a range of current studies that address some of the most important questions facing researchers and students when investigating new or old technologies multimodally in linguistics, education, communication studies, sociology, anthropology and other fields.

    Preface Sigrid Norris  1. Introduction to Part I: Primary Focus: Social Actors and Their Actions Sigrid Norris  2. Teaching Touch/Response-feel: A First Step to an Analysis of Touch from an (Inter)active Perspective Sigrid Norris  3. Interactive Technologies and the Function of the Senses Jens Loenhoff  4. Multi-modal Exchanges and Power Relations in a Public Relations Department Helen Sissons  5. Scientific Visualizations as Discourse Nexus: Transmission of Content or Context for Making Meaning? Shawn Rowe  6. Sacred Time: Temporal Rhythms in Aipan Practice Gudrun Frommherz  7. Display in Online Environments Rodney H. Jones  8. Technology and Reception as Multimodal Re-making Carey Jewitt  9. Introduction to Part II: Primary Focus Cultural Tools Sigrid Norris  10. Normativity and Software: A Multimodal Social Semiotic Approach Emilia Djonov and Theo Van Leeuwen  11. Reception as Social Action: The Case of Marketing Paul White  12. Combining Computational Tools with Systemic Functional Theory for Discourse Analysis Marissa K. L. E, Kay O’Halloran and Kevin Judd  13. Storm over the Starship: A Geosemiotic Analysis of Brand Co-Creation Denise M. Conroy and Richard W. Brookes  14. Multimodal Texts as Mediated Actions: Voice, Synchronization and Layered Simultaneity in Images of Disability Najma Al Zidjali  15. Mediating Multimodal Environmental Knowledge Across Animation Techniques Carmen Daniella Maier 16. Multimodality in Practice: Investigating Theory-in-practice-through-methodology Sigrid Norris


    Sigrid Norris is Associate Professor of Communication and Director of the Multimodal Research Center at Auckland University of Technology in New Zealand. She is the author of Analyzing Multimodal Interactions: A Methodological Framework (Routledge, 2004), rosarot und schwarz (Deutscher Lyrik Verlag, 2008) and Identity in (inter)action: Introducing Multimodal Interaction Analysis (deGruyter, 2011).