This book seeks to extend research on framing beyond linguistic and cognitive perspectives by examining framing in visual and multimodal texts and their impact on moral cognition and attitudes. Drawing on perspectives from frame semantics, blending theory, relevance theory, and pragmatics, the volume establishes a model of "pictorial framing", arguing that subtle alterations in the visual presentation of issues around judgment and choice in such texts impact perception, and applies this framework to a range of case studies from Egyptian, British, and American cartoons and illustrations. The book demonstrates the affordances of applying this framework in enhancing our understanding of both the nature of word-image relations and issues of representation in the op-ed genre, but also in other forms of media more generally. The volume will be of particular interest to students and scholars in multimodality, critical discourse analysis, cognitive linguistics, social psychology, and communication studies.
Table of Contents
2. Toward a theory of pictorial framing
3. Editorial imagery
4. Cartooning the West: Moral framings in Egyptian cartoons (mis)representing America
5. Illustrating the Euro (I): JOURNEY/TIME blended frames and cultural-moral cognition
6. Illustrating the Euro (II): Modelling Opinion Editorial text-image relations on moral framing
7. Pictorial framing, morality, and experimentation
8. Closing remarks
Ahmed Abdel-Raheem is Assistant Professor at the Department of English Studies at Maria Curie-Skłodowska University in Lublin, Poland. He is founder and co-editor of the John Benjamins journal Moral Cognition and Communication. He has published internationally in a number of journals, such as Discourse and Society, Multimodal Communication, Information Design Journal, Metaphor and the Social World, Visual Communication Quarterly, Pragmatics and Cognition, Cognitive Linguistic Studies, and Sciences de la Société.
"[Abdel-Raheem's] monograph thus exemplifies the kind of problem-oriented (rather than model-oriented) approach that will enormously benefit visual and multimodality studies, and indeed humanities studies more generally." —Charles Forceville in Journal of Language and Education