Multimodal Communication A social semiotic approach to text and imag
"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
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A social semiotic approach to text and image in print and digital media May Wong
Multimodal Communication “Professor May L-Y Wong’s book on multimodal communication is a valuable contribution to the growing literature on multimodal discourse studies. Based on the work of such classical authors as Theo van Leeuwen and Gunther Kress, her studies take an independent and innovative character by focusing on text and image in the Chinese context of Hong Kong. It is especially the variety of her studies that deserve attention, as is the case for magazine ads for women’s body enhancement, postage stamps, personal loan ads on TV, luxury residences, and digital photos of Hong Kong women on Facebook. Besides sophisticated analyses of the social semiotics of discourse, these multimodal studies also offer a unique view of the complex contemporary life styles in Hong Kong, often combining Western and Eastern normas and values.” —Professor Teun A. van Dijk, Department of Translation and Language Sciences, Pompeu Fabra University, Spain, and Editor of Discourse & Society, Discourse & Communication and Discourse Studies “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 “Multimodal Communication, a semiotic analysis of Hong Kong’s everyday life, includes body images, digital photos, social and cultural phenomena evident on social media, and the branding and advertising of luxurious products. This multilayered view introduces new perspectives to advance understanding of how the personal and cultural identities of the people of Hong Kong are being constructed and mediatised in the postcolonial period.” —Professor Anthony Fung, School of Journalism and Communication, The Chinese University of Hong Kong, and School of Arts and Communication, Beijing Normal University
May Wong
Multimodal Communication A social semiotic approach to text and image in print and digital media
May Wong School of English University of Hong Kong Pok Fu Lam, Hong Kong
ISBN 978-3-030-15427-1 ISBN 978-3-030-15428-8 (eBook) https://doi.org/10.1007/978-3-030-15428-8 © The Editor(s) (if applicable) and The Author(s) 2019 This work is subject to copyright. All rights are solely and exclusively licensed by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does
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