The rhetoric of multimodal communication

Pflaeging, Jana; Stöckl, Hartmut

doi:10.1177/14703572211010200

Cited by 7 publications

(3 citation statements)

References 12 publications

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“…Globalization is another condition that favours the image, which does not need cultural linguistic codes to be read -hence the success of image advertising and the niche of text-based advertising (Pflaeging & Stöckl, 2021). Considering the relation between the two main formats of information we are analysing (text and image), research published in 2022 shows how the typeface anatomy of a logo can define the consistency of brands (and the research covers the case of flexible multimodal brands), in which the visual diversity and structural entertainment are essential for their visual profiling (Lelis et al, 2022).…”

Section: Digital Media Stats: the Reign Of The Image Content Formatmentioning

confidence: 99%

Culture and Arts in the Context of Cultural Heritage

2022

Klironomy Journal

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This article offers the premises for an analytical reflection on how we look at images today, while questioning the role they have in our understanding of contemporary culture. We will discuss different visual culture aspects based on relevant case studies from advertising, branding, journalism, and art, arguing that the image is prevalent in today's media culture, with our perception shaped by its structural lecturing rules (in the detriment of other content formats). Since contemporary culture is constantly and arbitrarily build on a subjective and consciousness perspective, we are witnessing on the cultural identity definition of our existence through image-reading patterns, text-looking solutions, and video-lecturing directions, as a multimodal subjective information-processing reaction to the spectacle of this intense digitalization of the society.

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Section: Digital Media Stats: the Reign Of The Image Content Formatmentioning

confidence: 99%

Culture and Arts in the Context of Cultural Heritage

2022

Klironomy Journal

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“…But what MIA may consider frozen, RGS considers anything but-written genres are not static artifacts; rather, following Miller ( , 2015, they are forms of social action, 7 which might be interpreted as higher level actions in MIA terminology. Furthermore, Pflaeging and Stöckl (2021) observe that "combining different modes in a variety of . .…”

Section: Multimodal Interaction Analysismentioning

confidence: 99%

“Everything Is in the Lab Book”: Multimodal Writing, Activity, and Genre Analysis of Symbolic Mediation in Medical Physics

Doody

Artemeva

2021

Written Communication

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Writing and genre scholarship has become increasingly attuned to how various nontextual features of written genres contribute to the kinds of social actions that the genres perform and to the activities that they mediate. Even though scholars have proposed different ways to account for nontextual features of genres, such attempts often remain undertheorized. By bringing together Writing, Activity, and Genre Research, and Multimodal Interaction Analysis, the authors propose a conceptual framework for multimodal activity-based analysis of genres, or Multimodal Writing, Activity, and Genre (MWAG) analysis. Furthermore, by drawing on previous studies of the laboratory notebook (lab book) genre, the article discusses the rhetorical action the genre performs and its role in mediating knowledge construction activities in science. The authors provide an illustrative example of the MWAG analysis of an emergent scientist’s lab book and discuss its contributions to his increasing participation in medical physics. The study contributes to the development of a theoretically informed analytical framework for integrative multimodal and rhetorical genre analysis, while illustrating how the proposed framework can lead to the insights into the sociorhetorical roles multimodal genres play in mediating such activities as knowledge construction and disciplinary enculturation.

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“…Основной теоретической базой исследования послужили работы Х. Штекла [1; 3; 6; 9; 10-13], посвященные изучению мультимодальности и особенностям визуальной лингвистики, а также работы следующих зарубежных лингвистов: H. Diekmannshenke [1], L. Jäger [2], M. Klemm [1; 3], G. Kress [4], R. Opilowski [5], J. Pfleaging [6], K. Sachs-Hombach [7], U. Schmitz [8].…”

Section: Introductionunclassified

The Terms “Multimodality” and “Visual Linguistics” in H. Stöckl‘s Works

Kunitsyna¹

2021

Philology. Theory & Practice

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Цель исследования -определить особенности понимания термина «мультимодальность» и «мультимодальная компетенция» в публикациях немецкого лингвиста Х. Штекла, а также популяризировать научное направления «визуальная лингвистика». Научная новизна исследования заключается в комплексном анализе различных интерпретаций понятия «мультимодальность», а также в уточнении предмета и задач визуальной лингвистики на основе работ Х. Штекла и определении ее места в ряде лингвистических направлений изучения мультимодального текста. Полученные результаты показали, что мультимодальность присуща любой коммуникации, изображение рассматривается как важный элемент комплексного моделирования и восприятия мультимодального текста. Визуальная лингвистика представляет собой относительно новую науку для изучения и анализа негомогенных текстов, состоящих из вербального и статичного визуального компонентов.

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The rhetoric of multimodal communication

Cited by 7 publications

References 12 publications

Culture and Arts in the Context of Cultural Heritage

Culture and Arts in the Context of Cultural Heritage

“Everything Is in the Lab Book”: Multimodal Writing, Activity, and Genre Analysis of Symbolic Mediation in Medical Physics

The Terms “Multimodality” and “Visual Linguistics” in H. Stöckl‘s Works

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