New Studies in Multimodality: Conceptual and Methdological Elaborations
London, New York: Bloomsbury

Multimodality is one of the most influential semiotic theories for analysing media artefacts nowadays, and it enjoys growing popularity globally. However, this popularity does not imply universality: the empirical application and even the conceptual anchoring of multimodality often remain geographically and disciplinarily grounded within local systems of thought. The proposed volume combines the expertise of multimodalists from around the globe and offers novel readings and operationalisations of central concepts in the context of multimodality which invite innovative synergies between previously disparate schools.

Perspectives from the most actively developing traditions of multimodal theory and research are combined here in a single volume. The contributions engage in mutual dialogue, bring in new theoretical perspectives, and present compelling empirical applications to a variety of old and new media. Collectively, these contributions expand the basis and scope of multimodality, show extensive awareness and experience of the field of multimodality in many disciplines, and illustrate how versatile, pervasive, and relevant this field is for studying today’s communication phenomena.

The volume is organised in a progression from revisiting classical concepts and theories (such as stratification, transduction, and a perception-based approach to multimodality) to increasingly more empirically or practice-motivated contributions, with multimodal reinvention as the constant leitmotif.

The papers have been presented at the Second Bremen Conference on Multimodality at Bremen University in September 2015.

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Table of Contents


Introduction: Rethinking Multimodality in the Twenty-first Century
Ognyan Seizov, Janina Wildfeuer

Morten Boeriis and Theo van Leeuwen

The ‘Same’ Meaning across Modes? Some Reflections on Transduction as Translation
Søren Vigild Poulsen

Modelling Multimodal Stratification
Morten Boeriis

Understanding Multimodal Meaning Making: Theories of Multimodality in the Light of Reception Studies
Hans-Jürgen Bucher

Approaching Multimodality from the Functional-Pragmatic Perspective
Arne Krause

Audio Description: A Practical Application of Multimodal Studies
Chris Taylor

Multimodal Translational Research: Teaching Visual Texts
Victor Lim Fei

“Wikiganda”: Detecting Bias in Multimodal Wikipedia Entries
Hartmut Wessler, Christoph Kilian Theil, Heiner Stuckenschmidt, Angelika Storrer, Marc Debus

Linking corporate past, present and future: The multimodal communication of Coram’s heritage identity
Carmen Maier

The Bologna Process as a Territory of Knowledge: A Contextualisation Analysis
Yannik Porsché

Aft erword: Toward a New Discipline of Multimodality
Janina Wildfeuer, Ognyan Seizov

List of Contributors