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Structure of Multimodal Documents : an Empirical Approach.

Author: Tuomo Hiippala
Publisher: Florence : Taylor and Francis, 2015.
Series: Routledge studies in multimodality.
Edition/Format:   eBook : Document : EnglishView all editions and formats
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Hiippala, Tuomo.
Structure of Multimodal Documents : An Empirical Approach.
Florence : Taylor and Francis, ©2015
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Tuomo Hiippala
ISBN: 9781315740454 1315740451
OCLC Number: 929508786
Description: 1 online resource (251 pages).
Contents: Cover; Title; Copyright; Contents; Acknowledgments; 1 Introduction; 1.1 Why use linguistic methods for multimodal research?; 1.2 Why do empirical research on multimodality?; 1.3 Why focus on multimodal structure?; 1.4 Why study the tourist brochures?; 1.5 Organisation of the book; 2 Understanding page-based media; 2.1 The state of the art; 2.2 Turning back the page; 2.3 Defining a mode; 2.4 Production and consumption; 3 An empirical approach to multimodality; 3.1 The Genre and Multimodality (GeM) model; 3.2 The analytical layers of the GeM model; 3.3 The concept of a semiotic mode. 3.4 Semiotic modes in the tourist brochures3.5 Page-flow in the tourist brochures; 4 Genre: perspectives and patterns; 4.1 An outlook on deploying genre; 4.2 The study of rhetoric: genre as social action; 4.3 Linguistic studies of genre structure; 4.4 Genre dynamics; 4.5 Genre in document theory and information design; 4.6 Describing the structure of a multimodal artefact; 5 Working with multimodal corpora; 5.1 Selecting the data; 5.2 Applying the GeM model; 5.3 Building the corpus; 5.4 Verifying the corpus; 5.5 Exploring the corpus; 6 The medium and its characteristics. 6.1 Why the notion of medium matters6.2 The relationship between medium and advertising; 6.3 Aspects of the brochure medium and its production; 6.4 From medium to content; 7 The content and its structure; 7.1 Representing the destination using text-flow; 7.2 Graphic elements in the tourist brochures; 7.3 Illustrations and maps; 7.4 From content to its interpretation on the page; 8 The page and its interpretation; 8.1 The step from text-flow to page-flow; 8.2 Investigating page-flow; 8.3 Formalising the discourse semantics; 8.4 Text-flow and page-flow in the annotated corpus. 8.5 Semiotic modes and semogenic processes8.6 Concluding remarks; 9 Multimodal artefacts in digital media; 9.1 Technology, production, and consumption; 9.2 Semiotic modes in digital longform journalism; 9.3 Filmic transitions in the website medium; 9.4 Emerging genres and media convergence; 10 Conclusions and outlook; 10.1 Implications for multimodal research and artefacts; 10.2 Towards multimodal corpus linguistics; 10.3 Practical advice for tourist brochure design; 10.4 Avenues of further research; A The entire data set; B The rhetorical relations used in GeM RST; Bibliography; Index.
Series Title: Routledge studies in multimodality.

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