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In 1999, just at the turn of the third millenium,
the first episode of The Matrix movie trilogy was
released, marking the beginning of a new trend in
science fiction movies and also in the perception of
motion pictures as interactive social and commercial
events. What made the Matrix movie trilogy a cutting
edge phenomenon was not only the use of incredibly
innovative special effects and shooting techniques
but also, and maybe primarily, the fact that the
whole plot is based on the idea that an Internet
connection gives access not to a virtual world but
to a virtual reality which is believed to be real.
The Matrix promotional campaign developed over the
years according to the audience s response to each
movie and the various products put on the market.
This book analyses the communicative aspects of this
multi-media phenomenon through a multimodal
discourse analysis, in order to understand how the
Matrix market was advertised and managed to be still
thriving by relying on different aspects of the
Matrix social and cultural impact.
Über den Autor / die Autorin
Arianna Maiorani is Lecturer in Linguistics at Loughborough University, UK. Her main fields of research are Systemic Functional Linguistics and Multimodality. She studies multi-media cultural phenomena from a multi-semiotic perspective, in order to investigate how the concept of 'language' evolves through multimodal communication.
