Visual and Multimodal Communication: Applying the Relevance Principle

$15.99

Visual and Multimodal Communication: Applying the Relevance Principle
Authors: Charles Forceville
Year: 2020
Publisher: Oxford University Press
Language: English
ISBN 13: 9780190845261
ISBN 10: 190845260
Categories: Computers, Networking
Pages: 320 / 319
Edition:

Availability: 5000 in stock

SKU: 9780190845261 Categories: ,

Visual and Multimodal Communication: Applying the Relevance Principle Charles Forceville
Successful communication requires optimal relevance to a target audience. Relevance theory (RT) provides an excellent model based on this insight, but the impact of the theory has until now been restricted due to an almost exclusive focus on spoken face-to-face communication. Visual and Multimodal Communication: Applying the Relevance Principle is the first book to systematically demonstrate how RT can fulfill its promise to develop into an inclusive theory of communication.
In this book, Charles Forceville refines and adapts RT’s original claims to show its applicability to static visuals and multimodal discourses in popular culture genres. Using colorful examples, he explains how RT can be expanded and adapted to accommodate mass-communicative visual and visual-plus-verbal messages. Forceville addresses issues such as the difference between drawing prospective addressees’ attention to a message and persuading them to accept it; the thorny continuum from implicit to explicit information; and the role of genre. Case studies of pictograms, advertisements, cartoons, and comics provide contemporary and accessible examples of the importance of genre and of how the RT model can be connected to other approaches.
By expanding the application of relevance theory to include mass-communicative messages, Visual and Multimodal Communication reintroduces a central framework of cognitive linguistics and pragmatics to a new audience and paves the way for an inclusive theory of communication. Categories:
Computers – Networking
Year:
2020
Publisher:
Oxford University Press
Language:
english
Pages:
312 / 313
ISBN 10:
0190845260
ISBN 13:
9780190845261
ISBN:
2019054912
File:
307 MB

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Visual and Multimodal Communication: Applying the Relevance Principle
$15.99

Availability: 5000 in stock