Authors:
Examines the social context of meaning-making as a crucial feature of social semiotic visual analysis
Analyses a broad range of print and digital media, including personal photography, TV and magazine advertising, and postage stamps
Addresses key areas of communication as reflected in media discourse and offers insights into contemporary Hong Kong society
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Table of contents (7 chapters)
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Front Matter
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Digital Media
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Front Matter
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Back Matter
About this book
This book draws on visual data, ranging from advertisements to postage stamps to digital personal photography, to offer a complex interpretation of the different social functions realised by these texts as semiotic artefacts. Framed within the media environment of the city of Hong Kong, the study demonstrates the importance of social context to meaning making and social semiotic multimodal analysis. This book will be of interest to readers in the arts, humanities and social sciences, particularly within the fields of semiotics, visual studies, design studies, media and cultural studies, anthropology and sociology.
Authors and Affiliations
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School of English, University of Hong Kong, Pok Fu Lam, Hong Kong
May Wong
About the author
May L-Y Wong is Adjunct Associate Professor in the School of English at The University of Hong Kong. Her research focusses on social-semiotic approaches to visual texts. In particular, she is interested in the relation between multimodality and culture, drawing on research in social semiotics to explain the utility of multimodal resources in various discursive contexts which are of significance to local cultural values and heritage.
Bibliographic Information
Book Title: Multimodal Communication
Book Subtitle: A social semiotic approach to text and image in print and digital media
Authors: May Wong
DOI: https://doi.org/10.1007/978-3-030-15428-8
Publisher: Palgrave Pivot Cham
eBook Packages: Social Sciences, Social Sciences (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s) 2019
Hardcover ISBN: 978-3-030-15427-1Published: 08 May 2019
eBook ISBN: 978-3-030-15428-8Published: 29 April 2019
Edition Number: 1
Number of Pages: XVII, 192
Number of Illustrations: 60 b/w illustrations
Topics: Semiotics, Discourse Analysis, Language and Gender, Sociolinguistics, Media and Communication, Asian Culture