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008			240409b |||||||| |||| 00| 0 eng d
020			_a3030154289
020			_a9783030154301
040			_c0
082			_a302.2 WON
092			_20
100			_aWong, May
245			_aMultimodal Communication A social semiotic approach to text and image in print and digital media _cMay Wong
260			_bSpringer International Publishing : Imprint: Palgrave Pivot, Cham, 2019 _c2019
300			_aXVII, 192 p. 60 _billus. _c22 cm
505			_aChapter 1: Social semiotics: setting the scene PART I: PRINT MEDIA Chapter 2: Slim arms, waist, thighs and hips, but not the breasts: portrayal of female body image in Hong Kong's magazine advertisements Chapter 3: Postage stamps as windows on social changes and identity in postcolonial Hong Kong PART II: DIGITAL MEDIA Chapter 4: Emotional branding in multimodal personal loan TV advertisements: analysing voices and engagement Chapter 5: The discourse of advertising for luxury residences in Hong Kong: a multimodal critical discourse analysis Chapter 6: Digital photography and identity of Hong Kong females: a case study of Facebook images Chapter 7: Significance of social semiotic research
520			_a"This book makes a striking contribution combining Kress and van Leeuwen's social semiotic analysis with extensive and fascinating in-depth historical research to bring insights into a range of print and digital media showing how multimodality can be fruitfully adapted with the sensitivity to non Western media." - Professor David Machin, Department of Media and Communication, Örebro University, Sweden 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. 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.
650			_aMedia and Communication
887			_2CamTech Library
942			_2ddc _cBK _n0
999			_c1596 _d1596