Multimodal Semiotics


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Multimodal Semiotics

  1. 1. Multimodal Semiotics. The Importance of Visual Communication and Interaction. Dienstag, 10. August 2010
  2. 2. Outline 1. Context 2. Thesis 3. Reading Multimodal Texts 1. Modalities 2. Approaches of Analysis 4. Case studies 1. BooneOakley 2. The Guardian: War Logs 3. Driving Game (NYT) 4. Alice in wonderland 5. Sources Dienstag, 10. August 2010
  3. 3. Current tendencies influencing digital content production Rethinking Browser and Data Storage Desktop-Application-Flow of Web Services (AJAX, Application Web, HTML5) Multimodal Content Supply, Policies and and Interactions, APIs Control (App-Store) Advertising (iAds) and monetarizing (Flattr) Dienstag, 10. August 2010
  4. 4. Thesis The production of content and information architecture is not exhausted in structuring information. The meaning of texts is determined by more than verbal, visual and interactive elements. Visuality ≠ Decoration Digital Content > Visuality + Verbality Dienstag, 10. August 2010
  5. 5. Modalities of (current) Online and Mobile Media VISION: Fonts, Images, Colors, Layout, Brightness... AUDITION: Sound, Speech, Music ... TACTITION: Vibrating, Pressure, Gestures EQUILIBRIOCEPTION: Balance Dienstag, 10. August 2010
  6. 6. Meaning of visual texts tied to the context of the recipient production of knowledge grammar is defined by culture and social life heavily uncodified and often subtile analyzed in a bunch disciplines Dienstag, 10. August 2010
  7. 7. Concepts Discouse “a set of statements that articulate a particular way of thinking, feeling and being in the world” (Cranny-Francis, 2005, P. 41) Genre “it enables us to understand the kinds of meanings users do generate from them [the texts]” (Cranny-Francis, 2005, P. 41) Intertexuality “enables us to understand how the web site relates to other visual genres - not simply formal, but also in terms of (potential) meanings.” (Cranny-Francis, 2005, P. 43) Dienstag, 10. August 2010
  8. 8. CASE STUDIES Dienstag, 10. August 2010
  9. 9. BooneOakley Dienstag, 10. August 2010
  10. 10. BooneOakley multiple drawing style + childish storytelling message: min. efforts, max. effect navigating through timeline embedding and other youtube-features Dienstag, 10. August 2010
  11. 11. Afganistan War Logs Dienstag, 10. August 2010
  12. 12. War Logs Access to Source-Data / Documentation Interactive Mapping Timeline Datajournalism: Presentation of Statistics Meaning of Statistics: Non-emotional, rational approach to war events. Subtile Opinionmakings. Dienstag, 10. August 2010
  13. 13. Ludic Journalism/Storytelling (1) Driven to Distruction (NJT) (2) Alice in Wonderland (iPad-App) Dienstag, 10. August 2010
  14. 14. Sources Cranny-Francis, A. (2005): Multimedia: texts and contexts. London: SAGE. Foucault, M. (1969) The Archaeology of Knowledge. London: Routledge. Halliday, M. A. K. (1978) Language as social semiotics: The social interpretation of language and meaning. Maryland: University Park Press. Kress, G., and T. van Leeuwen (1996) Reading Images: The Grammar of Visual Design, London: Routledge. Kress, G., and T. van Leeuwen (2001) Mulitmodal Discourse: The Modes and Media of Contemporary Communication. London: Arnold. Mitchell, W. J. T. (2005) What do Pictures Want? The Lives and Loves of Images. Chicago: University of Chicago Press. Morville, P. / Rosenfeld, L. (2006) Information Architechture for the World Wide Web 3rd Ed., Sebastopol: O’Reilly. Dienstag, 10. August 2010