Book•
The Routledge handbook of multimodal analysis
01 Jan 2009-
TL;DR: Theoretical and Methodological Tools for Multimodal Analysis as mentioned in this paper is a toolkit for multimodal analysis with a focus on the analysis of the transmodal moment.
Abstract: Introduction: Handbook Rationale, Scope and Structure Part 1 Theoretical And Methodological Tools For Multimodal Analysis 1.An Introduction to multimodalit 2. Different approaches to multimodality 3.What are multimodal data and transcription? 4.What is mode? 5.Parametric systems: the case of voice quality Theo van Leeuwen 6. Modal density and modal configurations: multimodal actions 7. Transformation, transduction and the transmodal moment Part 1 readings Par 2 Key themes for multimodality 8. Historical Changes in the Semiotic Landscape From Calculation to Computation 9. Technology and Sites of Display 10. Multimodality and Mobile Culture 11. Multimodality, Identity, and Time 12. Multimodality and reading: the construction of meaning through image-text interaction 13. Power, social justice and multimodal pedagogies Part 3 Multimodality across different theoretical perspectives 14. Multimodality and language: A retrospective and prospective view 15. Multimodality and theories of the visual 16. Multimodality and New Literacy Studies 17. Using Multimodal Corpora for Empirical Research 18. Critical Discourse Analysis and multimodality 19. Semiotic paradigms and multimodality 20. Reception of multimodality: Applying eye-tracking methodology in multimodal research 21. Representations in practices: A socio-cultural approach to multimodality in reasoning 22. Indefinite precision: artefacts and interaction in design 23. Anthropology and Multimodality: The Conjugation of the Senses Part 4 Multimoda Case Studies 24. Practical function and meaning: a case study of Ikea tables 2 The use of gesture in operations 26. Gesture and Movement in Tourist Spaces 2 The kineikonic mode: towards a multimodal aproach to moving image media 28. Multimodal Analytics: Software and Visualization Techniques for Analyzing and Interpreting Multimodal Data 29. Colour: code, mode, modality -- the case of.
Citations
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01 Jan 2012
TL;DR: In this article, a vielschichtige Arrangement aus verschiedenen SymbolSystemen erfordert vom Publikum eine integrierende Rezeption.
Abstract: Filme – als Fernsehbeitrage, Kinofilme oder Videos – sind multimodale Kommunikationsformen par excellence. Sie sind hochkomplexe Arrangements aus bewegten und stehenden Bildern, gesprochener Sprache im On oder im Off, Texten als Einblendungen, Inserts, Untertiteln, szenischer oder unterlegter Musik sowie Gerauschen. Dieses vielschichtige Arrangement aus verschiedenen Symbolsystemen erfordert vom Publikum eine integrierende Rezeption, bei der der Gesamtsinn aus Eindrucken der verschiedenen Sinnebenen zusammengesetzt ist.
4 citations
TL;DR: The results of the multimodal education project @Filosoclips, carried out during the 2017/2018 academic year in the Faculty of Education at Universidad de Malaga with students a... as mentioned in this paper.
Abstract: This paper outlines the results of the multimodal education project @Filosoclips, carried out during the 2017/2018 academic year in the Faculty of Education at Universidad de Malaga with students a...
4 citations
01 Apr 2014
TL;DR: In this paper, a theoretical and reflective discourse about visual methodologies used in research praxis with children is presented, arguing that while static and tracking cameras provide a useful contextual overview of the research environment, a more meaningful understanding of children's play worlds comes from observing from their own points of view captured by cameras worn on chest harnesses.
Abstract: This paper presents a theoretical and reflective discourse about visual methodologies used in research praxis with children. It argues that while static and tracking cameras provide a useful contextual overview of the research environment, a more meaningful understanding of children’s play worlds comes from observing from their own points of view captured by cameras worn on chest harnesses. Furthermore, it argues that the analytical experience of watching and coding films taken from close-quartered cameras positions the researcher to be located within the child’s world view, and to experience by proxy what the child experiences first hand. The paper proposes that by combining the visual method of ‘sites of production, image and audiencing’ with the narrative method of ‘restorying’, the positionality of researcher and participants can be readily encompassed within the visual research praxis.
4 citations
01 Jan 2020
TL;DR: In this paper, the authors demonstrate how the transfer of learning can be facilitated through a digital creativity multimodal analysis (DCMA) of several viral social media posts from Hong Kong, placing emphasis on instructional design, content relevance and transfer specificity.
Abstract: This chapter discusses the limited research in multimodal creativity, which subsequently hinders the effectiveness of existing pedagogies in digital literacy, multimodal literacy, and creativity literacy, particularly in the aspect of transfer. Using the Analytical Framework for Creativity in Multimodal Texts (AFCMT), this study demonstrates how the transfer of learning can be facilitated through a digital creativity multimodal analysis (DCMA) of several viral social media posts from Hong Kong, placing emphasis on instructional design, content relevance and transfer specificity. Key components of AFCMT, namely the IEEE matrix and the Cline of Creativity Complexity (CCC), are discussed in terms of their flexibility and potential incorporative power with theories, hypotheses, or frameworks of other research approaches from various disciplines.
4 citations
Dissertation•
01 Sep 2019
TL;DR: A set of empirically derived guidelines within a working framework has emerged on the effective use on multimodal metaphors in social media marketing presentation techniques in order to create product likeness, detailed user understanding and overall effectiveness which will lead to purchase decision.
Abstract: This empirical research programme investigated the way in which multimodality can be integrated on messages in social platforms and its impact on consumer purchase decision. This study investigated effects of specific combinations of multimodal metaphors, including textual descriptions, images, textual descriptions combined with Images and video as messages on social platform to communicate information, enhance product likeness, influence purchase intentions, and increase overall effectiveness of the online presentation. Furthermore, it investigated the effectiveness of specific metaphors in product advertising context as well as the positive influence on purchase decisions. This was achieved by conducting an empirical investigation with two main phases. The opportunistic sampling technique was used to select respondents. The first phase gathered empirical data on the impact of individual and combined multimodal metaphors on consumer decisions. Second phase validated the results extrapolated from the first phase. It involved specific designs to understand the impact of different multimodal metaphors and the way in which they contributed towards product understanding, product likeness and final purchase decision. Data was collected using questionnaires. The results were analyzed with the use of SPSS which enabled conducting statistical tests such as descriptive and chi-square tests. The outcomes of this research provided a better understanding of the role of multimodal metaphors on online presentation effectiveness, user’s understanding and decision-making. Video was found to be the most significant factor in affecting purchase decision. A set of empirically derived guidelines within a working framework has emerged. These guidelines can be used on the effective use on multimodal metaphors in social media marketing presentation techniques in order to create product likeness, detailed user understanding and overall effectiveness which will lead to purchase decision.
4 citations
Cites background from "The Routledge handbook of multimoda..."
...These resources create meanings that include spoken, visual, gestural and three-dimensional graphics along with many others, subject to the domain of the presentation (Jewitt, 2009)....
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