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Multimodal Communication: A Social Semiotic Approach to Text and Image in Print and Digital Media (Hardcover) (ISBN-13: 9783030154271)
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May Wong
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Books
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Description
xThis book draws on visual data, ranging from advertisements to postage stamps to digital personal photography, to offer a complex interpretation of the different social functions realised by these texts as semiotic artefacts. Framed within the media environment of the city of Hong Kong, the study demonstrates the importance of social context to meaning making and social semiotic multimodal analysis. This book will be of interest to readers in the arts, humanities and social sciences, particularly within the fields of semiotics, visual studies, design studies, media and cultural studies, anthropology and sociology.
Author: May Wong
ISBN-10: 3030154270
ISBN-13: 9783030154271
Publisher: Palgrave Pivot
Language: English
Published: 05/08/2019
Pages: 192
Format: Hardcover
Weight: 0.89lbs
Size: 8.27h x 5.83w x 0.50d
By May Wong
xMay L-Y Wong is Adjunct Associate Professor in the School of English at The University of Hong Kong. Her research focusses on social-semiotic approaches to visual texts. In particular, she is interested in the relation between multimodality and culture, drawing on research in social semiotics to explain the utility of multimodal resources in various discursive contexts which are of significance to local cultural values and heritage.
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