視覺環(huán)境下的多模態(tài)化與多模態(tài)話語研究

前言

　　我是2007年獲得了國家留學(xué)基金委的資助，于2008年10月到系統(tǒng)功能語言學(xué)的研究重地卡迪夫大學(xué)（Cardiff UniversitV）做三個月的高級訪問學(xué)者的。因我主持了國家項目“外語課堂多模態(tài)話語分析研究”的課題，所以，需要到國外進行交流和收集一些資料。在此期間，我受到系統(tǒng)功能語言學(xué)主要研究者之一福塞特（Robin Fawcett）教授的熱情款待和悉心照顧，借此表示衷心感謝?！　≡谟L問期間就曾想，多模態(tài)話語在國外的研究如火如荼，但在國內(nèi)卻沒有一部專著，自己應(yīng)該努力去寫一部這樣的書，以引起國內(nèi)學(xué)者的興趣。但寫書可不是一蹴而就的事，需要幾年的努力才有可能達到出版的水平。　　想不到在我回國后卻有這樣的一部書稿發(fā)給我，并請我給出版社寫推薦信。我感到十分高興。這本專著來得及時，是我剛想做就已經(jīng)被人做出來的成果。因我是杭州電子科技大學(xué)的兼職教授，所以有責(zé)任和該校外語學(xué)院的老師進行交流，并相互幫助，共同發(fā)展。這實際上是我學(xué)習(xí)的好機會。我很快看完了書稿，在一些微觀層面上談了自己的看法，并應(yīng)韋琴紅老師的要求寫了推薦信。

內(nèi)容概要

　　《視覺環(huán)境下的多模態(tài)化與多模態(tài)話語研究》主要以Kress和VanLeeuwen社會符號學(xué)框架下的視覺交流理論為基礎(chǔ)，從圖像、情態(tài)、構(gòu)圖、顏色、印刷版式等視覺交流的各主要方面研究多模態(tài)話語。全書共分4部分，10個章節(jié)。首先探討了多模態(tài)化和多模態(tài)話語產(chǎn)生的社會文化背景；然后以“多元識讀”（Multiliteracies）概念為出發(fā)點，導(dǎo)出視覺環(huán)境下多模態(tài)化和多模態(tài)話語研究的理論框架，并在這個理論框架下結(jié)合新聞圖片、海報、廣告、網(wǎng)頁、學(xué)生制作的PPT等多種多模態(tài)語篇，探討了圖像的“元功能”、圖像的情態(tài)意義以及視覺交流中構(gòu)圖、顏色及印刷版式的意義；最后還研究了大學(xué)生的多元識讀意識和能力以及多元識讀對大學(xué)英語“教”與“學(xué)”帶來的啟示?！　　兑曈X環(huán)境下的多模態(tài)化與多模態(tài)話語研究》可供各大專院校作為教材使用，也可供從事相關(guān)工作的人員作為參考用書使用。

書籍目錄

序自序Chapter 1　Introduction1.1　What Is Multimodality?1.1.1　Globalization and Multimodality1.1.2　Multimodality and "New Writing".1.2　What Is Multimodal Discourse and Multimodal Discourse Analysis?1.3　Why Study Multimodality and Do Multimodal Discourse Analysis?1.4　Development of Multimodality Research1.5　The Scope and Design of This BookChapter 2　Theoretical Background and Framework of Multimodality and Multimodal Discourse in Visual Communication2.1　Introduction2.2　Multiliteracies——the Start of a New Theory2.2.1　Reasons for the New Theory2.2.2　Arguments of the New Theory2.2.3　Content of the New Theory2.3　Theoretical Framework of Visual Communication2.3.1　Three Semiotic Schools Influence on Visual Communication2.3.2 Differences Between Earlier Semiotic Tradition and Social Semiotic Approach2.3.3　Kress and Van Leeuwens Social Semiotic Framework of Visual Communication2.4　SummaryChapter 3　The Meaning of Image3.1　Introduction3.2　The Metafunctions of Image3.2.1　The Representational Meaning of Image3.2.2　The Interactive Meaning of Image3.2.3　The Compositional Meaning of Image3.3　An Image Analysis of the Visual Representation of Project Hope3.3.1　The Representational Meaning3.3.2　The Interactive Meaning3.3.3　The Compositional Meaning3.4　SummaryChapter 4　The Modality Meaning of Image4.1　Introduction4.2　Modality in Linguistics4.3　Modality in Visual Communication4.3.1　Modality Markers4.3.2　Coding Orientation——Types of Visual Modality4.4　A Contrastive Modality Analysis Between Two Cars Under the Same Brand4.4.1　A Modality Analysis of the Car in Its Technical Manual4.4.2　A Modality Analysis of the Car in Its Advertisement4.4.3　Comparison and Analysis4.5　SummaryChapter 5　The Meaning of Composition5.1　Introduction5.2　Three Principles of Composition5.2.1　Information Value5.2.2　Salience5.2.3　Framing5.3　The Compositional Meaning of Electrolux Webpage5.3.1　Information Value Represented by Electrolux Text5.3.2　Analysis of Salience5.3.3　Framing Meaning5.4　SummaryChapter 6　The Meaning of Color6.1　Introduction6.2　The Communicative Functions of Color6.2.1　The Ideational Function of Color6.2.2　The Interpersonal Function of Color6.2.3　The Textual Function of Color6.3　The Meaning of Color6.3.1　Value6.3.2　Saturation6.3.3　Purity6.3.4　Modulation6.3.5　Differentiation6.3.6　Hue6.4　Color Harmony6.5　A Contrastive Color Analysis Between the Homepage of Yahoo and the Homepage of Disney6.5.1　A Color Analysis of the Homepage of Yahoo6.5.2　A Color Analysis of the Homepage of Disney6.5.3　Comparison and Result6.6　SummaryChapter 7　The Meaning of Typography7.1　Introduction7.2　Semiotic Potentials of Typography7.2.1　Stocles Attempt at Typography Grammar7.2.2　Van Leeuwens Sodal Semiotic Approach to Typography Grammar7.2.3　The Meaning Potentials of Lining and Spacing7.3　A Multimodal Discourse Analysis of the Topic Logo of Google7.3.1　Introduction7.3.2　A Specific Analysis of the Topic Logo of Google7.3.3　Conclusion7.4　SummaryChapter 8　Case Study： A Multimodal Discourse Analysis of a Multimodal Text on Global Warming8.1　Introduction8.2　A Multimodal Discourse Analysis of a Multimodal Text on Global Warming8.2.1　The Metafunctions Presented by the Multimodal Text8.2.2　The Multimodal Communicative Acts of the Multimodal Text on Global Warming8.3　SummaryChapter 9　Multimodality and Multiliteracies9.1　Introduction9.2　The Understanding of Multiliteracies9.3　College Students Current Awareness and Level of Multiliteracies9.3.1　Basic Information About Students PPT Presentation9.3.2　An Analysis of the Genres Used in the PPT Presentation9.3.3　An Analysis of the Modes Used in the PPT Presentation9.3.4　Tentative Conclusion9.4　Suggested Methods to Improve College Students Multiliteracies9.5　Multiliteracies and Its Instructions to College English Teachers and Students9.5.1　Hypertextualized Teaching——New Thought in College English Curriculum Requirements9.5.2　Inner Relationship Between Multiliteracies and Hypertextualized Teaching Thought in College English Curriculum Requirements9.5.3　Instructions to College English Teachers and Students...9.6　SummaryChapter 10　Conclusion10.1　A Summary of the Book10.2　Direction for Further ResearchBibliographyAppendix后記

章節(jié)摘錄

　　5.3.2Analysis of Salience　　As we know that usually the "ideal" and "new" are salient. Onthis Electrolux Text， the upper part which shows the whole effect ofElectrolux products is the ideal and therefore the most salient. In thesame part， the top right part of the verbal words is the "ideal" and the"new"， and is also salient. And according to what we have discussedin 5.2.2 we know that the semiotic principles such as size， color， tone，focus， perspective， overlap can contribute to salience. In this Elec-trolux text we can see that it is the semiotic principle of size that playsa very important role in reaching the effect of salience， because thepart of the whole effect of Electrolux products has taken half of themain text. Besides， the color red in the verbal words has also helpedexpress salience. The color contrast between the white background ofthe products displayed in the lower right part and the blue back-ground of the whole page also make the displayed products the sali-ent part. So we can say that the salience of this Electrolux Text is real-ized through elements arrangement and through color.　　……

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