Introduction to Multimodal Analysis

257 Pages·2020·7.448 MB·English

by  David Machin, Per Ledin

i
Introduction
to Multimodal
Analysis
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Introduction
to Multimodal
Analysis
Second Edition
Per   Ledin and David   Machin
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BLOOMSBURY ACADEMIC
Bloomsbury Publishing Plc
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BLOOMSBURY, BLOOMSBURY ACADEMIC and the Diana logo are trademarks
of Bloomsbury Publishing Plc

First published in Great Britain 2007
This edition published 2020

Copyright © Per Ledin and David Machin, 2020

David Machin and Per Ledin have asserted their right under the Copyright,
Designs and Patents Act, 1988, to be identifi ed as Authors of this work.

Cover design: Olivia D’Cruz

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accept no responsibility for any such changes.

A catalogue record for this book is available from the British Library.

A catalog record for this book is available from the Library of Congress.

ISBN: HB: 978-1-3500-6914-5
PB: 978-1-3500-6913-8
ePDF: 978-1-3500-6916-9
eBook: 978-1-3500-6915-2

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Contents

List of Images viii
Preface to the Second Edition xi
Introduction
1
What is the specific approach taken in this book? 5
The social uses of design features 7
Outline of the chapters 10
1 What is multimodal analysis?
13
The idea of choice in communication 13
Semiotic choice 15
Materials and affordances 16
Discourse 18
Discourses and social practices 20
The shift to multimodal communication 21
Technologization 21
Integrated design 22
A new commodified communication setting moral
standards 24
Coding of semiotic resources 31
Identifying codes 33
2 Pictures and images
37
A semiotic approach: Denotation and connotation 38
Carriers of connotation 42
Representing participants 48
Actions in images 55
vi
vi Contents
3 Modality: Experiencing the world through
images
61
The origins of modality as a linguistic concept 63
Modality markers and scales 66
Kinds of visual modality 74
Perspective in images 80
Engagement and frontal perspective 81
Non-frontal perspective 82
Angles 83
Distance 84
4 The meaning of colour in visual design
87
Patterns in colour as a semiotic resource 88
Colour as a semiotic system 89
The value of colours 96
Semiotics of colour 98
The dimensions of colour 98
5 The meaning of typography
111
Typeface and design 114
Typography as a semiotic system 117
Inventory of typographic meaning potential 124
6 Textures and materiality
139
Texture as a semiotic system 140
The dimensions of texture 149
Materials 157
7 Composition and page layout
167
Some basic principles of salience 170
Framing 178
Images and composition: Coordination and
hierarchies 186
vii
Contents vii
8 Diagrams and flow charts
193
Classification 197
Composition and orientation 205
Composition and grouping 208
Causality 210
Temporality 212
Bibliography 219
Image Index 225
Index 235
viii
Images
0.1 Fairtrade coffee packaging
2
1.1 Plastic surgery website
14
1.2 Interior of Heritage Bicycles Café
17
1.3 Bounce healthy snack package and product
23
1.4 Diagrams used by Swedish School Inspectorate
to compare good and bad preschools
27
2.1 Unikum Quality Development in preschool
40
2.2 Gears flow chart template
45
2.3 Jurnalul National (Romanian Newspaper)
53
2.4 Pyramid to show strategic plan for university
54
3.1 Viva La Papa chips
64
3.2 Modality scale for articulation of detail
66
3.3 IKEA catalogue
67
3.4 Toothpaste tube. Riddells Creek Organic
68
3.5 (a, b and c) Modalities of representations of
heart
76
3.6 Closer magazine, Issue 699, 2016
79
4.1 Sustainability Scorecard 2011/12
94
4.2 Starbucks café 96
4.3 Starbucks colour palette
102
ix
Images ix
5.1 The line in Figure 5.1 seems passive and
timeless compared with that in Figure 5.2
112
5.2 Whereas the one in Figure 5.2 seems proud and
strong
113
5.3 The thicker line in Figure 5.3 might seem proud
but also more solid and immovable
113
5.4 The one in Figure 5.4 in comparison seems
dynamic and changing
113
5.5 The line in Figure 5.5 seems severe and
unwelcoming
114
5.6 The line in Figure 5.6, in comparison, seems
softer, warm or gentle
114
5.7 Rambo film poster
118
5.8 Cinderella film poster
119
5.9 Children’s sports camp website
123
5.10 Bargain Booze storefront
128
5.11 Sandro storefront
128
5.12 Fit Kitchen food package
133
6.1 High street gym, Nordic Wellness
141
6.2 CrossFit ‘box’
141
6.3 Natural and industrial textures in the interior of
the café 146
6.4 Textures used in integrated design with ‘lived’
surfaces to evoke a past
147
6.5 Interior of Atrium building with clean industrial
‘core’ look
148
6.6 (a) and (b) Baby rattles
150