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Multimodality: A Social Semiotic Approach to Contemporary Communication Gunther Kress
Publisher: Routledge

Multimodality: A social semiotic approach to contemporary communication. Kress, Gunther (2010) Multimodality: A social semiotic approach to contemporary communication (London and New York: Routledge). We apply the approach to three different institutions – a school, a museum and a hospital, illustrating key concepts and addressing issues around pedagogy and technology in contemporary society. The social environment of contemporary communication – 3. Animated documentary as a contemporary medium for communication conveys social messages, and it has, as its overall goal, some claims on reality representation. The Routledge handbook of multimodal analysis. Multimodality: a Social Semiotic Approach to Contemporary Communication. Title, A Social Semiotic Approach to the Multimodal Discourse Analysis of Advertisements. Semiotics deals with messages and tries to reveal the processes of meaning making. A social-semiotic theory of multimodality – 5. Communication : shaping the domain of meaning – 4. As an important discourse type, advertisements (ads) are the important recourses to study. For this, the article outlines a framework using a multimodal social semiotic approach. Visual Methodologies: an Introduction to the Interpretation of Visual Materials. Where meaning is the issue – 2. The aim of this paper is to show how a substantive area of social research –learning– can be investigated using a multimodal social semiotic approach. Book review: Gunther Kress, Multimodality: A Social Semiotic Approach to Contemporary Communication Xinzhang Yang Discourse Studies 2012;14 518-520 http://dis.sagepub.com/cgi/reprint/14/4/518.