Multimodal Semiotics

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  • 1. Multimodal Semiotics. The Importance of Visual Communication and Interaction. Dienstag, 10. August 2010
  • 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. 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. 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. 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. 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. 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. CASE STUDIES Dienstag, 10. August 2010
  • 9. BooneOakley http://www.booneoakley.com Dienstag, 10. August 2010
  • 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. Afganistan War Logs http://www.guardian.co.uk/world/the-war-logs Dienstag, 10. August 2010
  • 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. Ludic Journalism/Storytelling (1) Driven to Distruction (NJT) http://www.nytimes.com/interactive/2009/07/19/technology/20090719-driving-game.html (2) Alice in Wonderland (iPad-App) http://www.youtube.com/watch?v=gew68Qj5kxw Dienstag, 10. August 2010
  • 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