Multimodal Communication A social semiotic approach to text and image in print and digital media /

• Main Author: Wong, May (Author, http://id.loc.gov/vocabulary/relators/aut)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Cham : Springer International Publishing : Imprint: Palgrave Pivot, 2019.
• Edition: 1st ed. 2019.
• Subjects: Semiotics.; Discourse analysis.; Sociolinguistics.; Communication.; Ethnology-Asia.; Discourse Analysis.; Language and Gender.; Media and Communication.; Asian Culture.

"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...

Table of Contents:

• Chapter 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.