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Successful communication requires optimal relevance to the target audience. Relevance theory provides an excellent model based on this insight, but until now the impact of the theory has been restricted due to an almost exclusive focus on spoken face-to-face communication.
Visual and Multimodal Communication is the first book to systematically demonstrate how relevance theory can fulfill its promise to develop into an inclusive theory of communication. This book explains how relevance theory can be adapted to accommodate mass-communicative messages in pictograms, advertisements, cartoons, and comics, paving the way for a theory of communication covering different modes, media, and genres.
Table des matières
- Introduction
- Chapter 1: Preliminaries
- Chapter 2: Relevance Theory-Basics
- Chapter 3: Adapting Relevance Theory to Accommodate Visual Communication
- Chapter 4: Relevance Theory and Mediated Mass-Communication
- Chapter 5: Genre
- Chapter 6: Case Studies: Pictograms, Traffic Signs, and Logos
- Chapter 7: Case Studies-Advertising
- Chapter 8: Case Studies-Political and Non-Political Cartoons
- Chapter 9: Case Studies-Comics
- Chapter 10: Controversial Communication
- Chapter 11: Concluding Remarks
- Bibliography
- Index
A propos de l'auteur
Charles Forceville is Associate Professor of Media Studies at the University of Amsterdam. Committed to cognitivist, socio-biological, and relevance-theoretical approaches, he works on multimodality in metaphor, argumentation, and narrative discourse. He is author of Pictorial Metaphor in Advertising (1996) and co-editor of Multimodal Metaphor (2009), Creativity and the Agile Mind (2013), and Multimodal Argumentation and Rhetoric in Media Genres (2017).
Résumé
Successful communication requires optimal relevance to a target audience. Relevance theory (RT) provides an excellent model based on this insight, but the impact of the theory has until now been restricted due to an almost exclusive focus on spoken face-to-face communication. Visual and Multimodal Communication: Applying the Relevance Principle is the first book to systematically demonstrate how RT can fulfill its promise to develop into an inclusive theory of communication.
In this book, Charles Forceville refines and adapts RT's original claims to show its applicability to static visuals and multimodal discourses in popular culture genres. Using colorful examples, he explains how RT can be expanded and adapted to accommodate mass-communicative visual and visual-plus-verbal messages. Forceville addresses issues such as the difference between drawing prospective addressees' attention to a message and persuading them to accept it; the thorny continuum from implicit to explicit information; and the role of genre. Case studies of pictograms, advertisements, cartoons, and comics provide contemporary and accessible examples of the importance of genre and of how the RT model can be connected to other approaches.
By expanding the application of relevance theory to include mass-communicative messages, Visual and Multimodal Communication reintroduces a central framework of cognitive linguistics and pragmatics to a new audience and paves the way for an inclusive theory of communication.
Texte suppl.
[The book] is a ground-breaking proposal which will be of interest to a wide readership. It offers a plethora of inspiration for mass communication, multimodality RT researchers and scholars in cognitive pragmatics. Additionally, it is a highly recommended book for nonexperts in RT and postgraduate students of philology or communication studies.
