Andrew Burn and David Parker outline how multi-modality theory can be used to analyze texts whicj employ multiple semiotic modes and media, in such a way that a balanced consideration is given to the characteristics of each mode, how they integrate, and how they distribute textual functions between them. The medthods are rooted in a view of significance as dependent on social context, and fulfilling the social and communicative interests of both producers of textual production and use contingent upon digital formats will also be a determining content of the analytical method.
Dr Burn is a lecturer in Media Education at the London Institute of Education. David Parker is Director of Research, Impact and Learning at Creativity, Culture and Education (CCE).
Introduction - What is multimodality theory?: A funtional theory; Why is modality of interest in research?. The skater and the old man - Multimodal design and moving image production: Skateboarding documentary video - discourse; Design and production; Leo and the Old Man - the kineikonic and its subsidiary modes. Chocolate politics- analysing websites: The websites; Organisation - the design of learning; Orientation - teaching and selling. Returning to Hogwarts - the modality of computer games: From cut scene to gameplay - the player-avatar link; Sensory modality; Technological modality - the modality of children's games. Transforming Hannibal - interview data and textual analysis: How can multimodal analysis be employed in the study of audiences?; Chris and Hannibal. Conclusion.
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