multisemiotics semiotic landscape
DESCRIPTION
Qué aspectos considerar al ver un mensaje multisemióticoTRANSCRIPT
7/21/2019 Multisemiotics Semiotic Landscape
http://slidepdf.com/reader/full/multisemiotics-semiotic-landscape 1/21
Course: Visual and Multimodal
Communication
or Towards Multisemiotics:
Multimodality & Multimediality
Prof. Eija Ventola
Aalto University
7/21/2019 Multisemiotics Semiotic Landscape
http://slidepdf.com/reader/full/multisemiotics-semiotic-landscape 2/21
Unit 2
Ventola/2 2
7/21/2019 Multisemiotics Semiotic Landscape
http://slidepdf.com/reader/full/multisemiotics-semiotic-landscape 3/21
Ventola/2 3
I. Introduction - Semiotic orientation – using
Language to move to Multisemiotics
• development of the systemic-functional (SF) model of language associal semiotic
• Lg only one way of construing meaning
•
there are also other semiotic means ofmeaning-making (cf. de Saussure,Morris, Pierce)
• starting point: we assign 'grammars'
to language, but we can also assign toother semiotic systems (cf. Kress & van
Leeuwen)
7/21/2019 Multisemiotics Semiotic Landscape
http://slidepdf.com/reader/full/multisemiotics-semiotic-landscape 4/21
Ventola/2 4
2. What kind of views on language &
context & social action in SFL -
! Different charts showing thedevelopment of the theory – examples
! 1990’s prominent : Genre (social action)
-Register (Field/Tenor/Mode) -Language
! Language (discourse/lex.gr/phonology &orthography)
! Metafunctional hook-up to context:
ideational, interpersonal and textual
7/21/2019 Multisemiotics Semiotic Landscape
http://slidepdf.com/reader/full/multisemiotics-semiotic-landscape 5/21
Ventola/2 5
Halliday, Language as Social Semiotic 1978:11, Fig.
1. vs other modes as social semiotic?
7/21/2019 Multisemiotics Semiotic Landscape
http://slidepdf.com/reader/full/multisemiotics-semiotic-landscape 6/21
Ventola/2 6
Halliday, Language as Social Semiotic
1978, Fig.19.
7/21/2019 Multisemiotics Semiotic Landscape
http://slidepdf.com/reader/full/multisemiotics-semiotic-landscape 7/21
Ventola/2 7
Butt et al., Using Functional Grammar,
2000 p.7
7/21/2019 Multisemiotics Semiotic Landscape
http://slidepdf.com/reader/full/multisemiotics-semiotic-landscape 8/21
Ventola/2 8
Ventola, The Structure of Social
Interaction, 1987: 58
7/21/2019 Multisemiotics Semiotic Landscape
http://slidepdf.com/reader/full/multisemiotics-semiotic-landscape 9/21
Ventola/2 9
Connotative Semiotics: Genre, Register,
Language (see Martin 1997: Eggins andMartin 1997).
7/21/2019 Multisemiotics Semiotic Landscape
http://slidepdf.com/reader/full/multisemiotics-semiotic-landscape 10/21
Ventola/2 10
LANGUAGE: Discourse semantics, lexicogrammar,phonology/graphology & the metafunctions of
language (Martin 1997: Eggins and Martin 1997).
7/21/2019 Multisemiotics Semiotic Landscape
http://slidepdf.com/reader/full/multisemiotics-semiotic-landscape 11/21
Ventola/2 11
3. Proceeding to provide a semioticframework for analyses of semiosis
In the 1990’s, analyses of
!
pictures (O'Toole; Kress & van Leeuwen,Iedema, Eggins)
! sculpture and architecture (O'Toole)
! music & film (van Leeuwen)
! museums (Ravelli, Purser, Ventola)
! etc. – a lot of work exists (sometimesframeworks differ, so be aware …)
> As discourse, grammar, various realisations +
developing systematic discriptions of systems and structures involved (cf. grammar – rank ofunits: clause complex (cf, sentence), clause,group, word …)
7/21/2019 Multisemiotics Semiotic Landscape
http://slidepdf.com/reader/full/multisemiotics-semiotic-landscape 12/21
Ventola/2 12
4. From monomodality > multimodalityFrom monomediality > multimediality- to multisemiotics
!
traditionally the representational and theinterpersonal seen to be organised through thetraditional modes of speaking and writing, ofwhich writing most valued in our society
! but today our world is more visual & the visualrepresentation is getting in some genres (eg. inadvertising) an upper-hand of the writing.
! thus, representation of what the discourse isabout and who the interactants involved are is
more and more expressed multisemiotically –ie. through a range of modes and media
7/21/2019 Multisemiotics Semiotic Landscape
http://slidepdf.com/reader/full/multisemiotics-semiotic-landscape 13/21
Ventola/2 13
Towards functionally oriented
‘grammar’ of visual design
! ideational (representational) –representing the world inside andaround us
! interpersonal (modal) – enactingsocial relations
! textual (compositional) – howideational and interpersonalcombine into meaningfulcommunicative wholes
7/21/2019 Multisemiotics Semiotic Landscape
http://slidepdf.com/reader/full/multisemiotics-semiotic-landscape 14/21
Ventola/2 14
O’Toole, M. 1994/2011. The Language ofDisplayed Art + CD – rank, units – cf. lg
7/21/2019 Multisemiotics Semiotic Landscape
http://slidepdf.com/reader/full/multisemiotics-semiotic-landscape 15/21
Ventola/2 15
5. The semiotic landscape
= the place of visual communicationthat the range of various semioticmodes have achieved and are
available in a given community‘(Kress & van Leeuwen 1996: 33-40
7/21/2019 Multisemiotics Semiotic Landscape
http://slidepdf.com/reader/full/multisemiotics-semiotic-landscape 16/21
Ventola/2 16
6. Developing literacies:
image-based or text-based?
Receptive literacies: begins with
! Simple images to look at, images +words, image + text, realistic
images
Productive literacies:
!
Images, letters, text (text withoutpictures)
7/21/2019 Multisemiotics Semiotic Landscape
http://slidepdf.com/reader/full/multisemiotics-semiotic-landscape 17/21
Ventola/2 17
7.Changes in the semiotic landscape –
visualisation of discourses and literacies
Changes in the visualisation of:
! Science textbooks (Kress & v.Leeuwen)
! Foreign language textbooks
education + entertainment= ‘edutainment’
! The press: Frankfurter Allgemeiner, theTimes, the HS
! The Internet Press (see e.g. Ventola, E. (2005. Multimodality,
multimediality and multiliteracies - A new era for the press and using the press. In Lenk,
Hartmut and Andrew Chesterman (eds). Pressesorten im Vergleich – Contrasting Text Types inthe Press. Hildesheim/New York: Georg-Olms-Verlag, 351-387.)
7/21/2019 Multisemiotics Semiotic Landscape
http://slidepdf.com/reader/full/multisemiotics-semiotic-landscape 18/21
Ventola/2 18
8. Summary and Conclusion
! Linguists - a traditional interest in lg andconsequently the descriptive models havecentered around lg
! K & vL (1966: 40) say: “As modes of
representation are made and remade,they contribute to the making andremaking of human societies and of thesubjectivities of their members.”
! the new semiotic landscape offers a
descriptive challenge which we are aboutto explore
7/21/2019 Multisemiotics Semiotic Landscape
http://slidepdf.com/reader/full/multisemiotics-semiotic-landscape 19/21
Sindoni article & questions
! Discussion on S’s questions
! Possible topics – group formation –mind-mapping/idea generation
Ventola/2 19
7/21/2019 Multisemiotics Semiotic Landscape
http://slidepdf.com/reader/full/multisemiotics-semiotic-landscape 20/21
Next time …
! Reading: Kress article; Kress & vanLeeuwen on representation
! Representational function
! Students’ part: bring some initialdata examples – each groupmember brings 2 images that canbe used for initial analysis of
representation - narrative
Ventola/2 20
7/21/2019 Multisemiotics Semiotic Landscape
http://slidepdf.com/reader/full/multisemiotics-semiotic-landscape 21/21
Thank you!
Ventola/2 21