Introduction to Multimodal Analysis is a unique and accessible textbook that critically explains this ground-breaking approach to visual analysis. Now thoroughly revised and updated, the second edition reflects the most recent developments in theory and shifts in communication, outlining the tools for analysis and providing a clear model that students can follow. Chapters on colour, typography, framing and composition contain fresh, contemporary examples, ranging from product packaging and website layouts to film adverts and public spaces, showing how design elements make up a visual language that is used to communicate with the viewer. The book also includes two new chapters on texture and diagrams, as well as a helpful image index so students can clearly understand how images and multimodal texts can be analysed from different perspectives. Featuring chapter summaries, student activities and a companion website hosting all images in full colour, this new edition remains an essential guide for students studying multimodality within visual communication in linguistics, media and cultural studies, critical discourse analysis or journalism studies.
This second edition of Introduction to Multimodal Analysis constitutes once again a persuasive invitation to scrutinize 'the way things look' as powerful expressions and instruments of culture. Authors Machin and Ledin provide scholars from a variety of backgrounds with a thoroughly updated tool to systematically and critically interrogate the numerous choices and decisions that go into designing the visual and multimodal aspects of artefacts in society. * Luc Pauwels, Professor of Visual Research Methods, University of Antwerp, Belgium * With a fully updated table of contents, the second edition of Introduction of Multimodal Analysis offers a contemporary perspective on the multiple ways in which communication 'works' in everyday life. Drawing from classic and cutting-edge scholarship on multimodality, the book is an accessible and rigorous guide to analyzing colour, typography, images, texture, composition, and diagrams. A must-have for students and researchers of culture, media, communication, and design. * Giorgia Aiello, Associate Professor of Media and Communication, University of Leeds, United Kingdom * Retaining its strength as a comprehensive and accessible toolkit for multimodal analysis, this new edition of Machin's highly successful book engages with the latest developments in the field, updates the examples, and adds an excellent introduction to the theoretical foundations and the critical importance of multimodal analysis. * Theo van Leeuwen, Professor of Language and Communication, The University of Southern Denmark, Denmark *