多模态话语分析讲稿ppt课件

多模态话语分析Multimodal_Discourse_Analysis__Systemic

多模态话语分析：系统功能语言学视角多模态话语分析（Multimodal Discourse Analysis）是近年来在话语分析领域兴起的一种跨学科研究方法。

它将传统的话语分析扩展到多模态符号系统，如文字、图像、声音、空间布局等，从而全面分析话语在各个符号系统中的互动和协同作用。

在系统功能语言学（Systemic Functional Linguistics）的视角下，多模态话语分析关注的是语言在实现社会功能过程中的多模态特征，以及这些特征如何通过不同符号系统之间的协同作用来构建和传达意义。

在系统功能语言学中，语言被视为一种社会符号系统，其功能在于实现人际交往、信息传递和构建社会现实。

多模态话语分析则进一步拓展了这一视角，认为除了语言符号外，其他符号系统也在人际交往中发挥着重要作用。

例如，在广告、电影、网络媒体等多模态文本中，图像、声音、文字等符号系统共同作用，构建了一个丰富的意义世界。

多模态话语分析强调符号系统之间的协同作用，认为意义并非单一符号系统所能独立表达，而是通过各个符号系统之间的互动和协同作用来实现的。

例如，在一张图片中，文字、图像、颜色等符号系统共同作用，传达出特定的意义。

这种协同作用不仅体现在单个符号系统内部，还体现在不同符号系统之间的互动关系上。

例如，在一场演讲中，演讲者的语言、肢体动作、面部表情等符号系统共同作用，传达出演讲者的意图和情感。

多模态话语分析的应用领域十分广泛，包括广告、电影、网络媒体、教育、医疗等多个领域。

通过对多模态话语的分析，我们可以更深入地理解各种文本的意义构建过程，以及这些文本如何通过符号系统之间的协同作用来影响受众。

同时，多模态话语分析也为语言教学、跨文化交流等领域提供了新的视角和方法。

多模态话语分析的理论基础与实践应用多模态话语分析的理论基础主要来源于系统功能语言学和符号学。

系统功能语言学强调语言的社会功能和语境对意义构建的影响，而符号学则关注符号系统及其意义的和解读。

《多模态语篇分析》PPT课件

符号属性指模态的内在结构和使用者惯常使用该模态构建意义的方式。图像对世界的表征手段是象似性，是对现实世界的直接模拟，而语言则是象征性的。语言是线性结构，在认知取向上要求把线性的符号组织成短语，短语组织成句子等。图像则基于整体的完形感知（gestalt-perception）。因此，与语言相比，图像是更快捷的意义构建模式。心理学实验表明，图像比语言更容易吸引读者的注意力，更容易记忆。

多模态研究关注的一个重点是教育，尤其是多模态读写（multiliteracy）。胡壮麟（2007: 7）将多模态读写解释为具有能阅读所能接触到的各种媒体和模态的信息，并能循此产生相应的材料，如阅读互联网或互动的多媒体。传统方式的读写在多媒体时代已不够用。教室中不断增加的多媒体设备已使教育多模态化。多模态的发展使传统的文字读写向多模态读写转变，教学方法、教材编写和学习任务等也相应发生了变化。 Duncum（2004）认为多模态读写涉及不同媒介的互动来构建意义。

早期的功能符号学多模态研究关注用Halliday的系统功能语法来分析语言之外的某种模态，如O’Toole （1994）对油画、建筑和雕塑的分析，Kress & van Leeuwen对图像的分析。20世纪90年代末以来，系统功能符号学者开始关注多模态话语中模态间的分工与整合。 O’Halloran（2007; 2008）称之为系统功能的多模态话语分析（Systemic Functional Multimodal Discourse Analysis，简称SF-MDA）。 SF-MDA主要研究符号资源的意义潜势在不同层面（语境、语篇语义、词汇语法、语音、书写/图形）的体现和多模态话语中符号选择的意义整合。

多模态话语分析ppt课件

• [6]WeiQingHong, Studies on Multimodality and Multimodal Discourse in Visual Surroundings,2009
韦琴红（2009）在Kress和 Van Leeuwen的社会符号学框架下的视觉交流理论的基础上，从图像、情态、构图、颜色、印刷版式等视觉交流的和主要方面研究了多模态话语。
张德禄多模态话语分析综合理论框架
• 文化层面文化语境
意识形态体裁
• 语境层面情景语境
话语范围、话语基调、话语方式
跨学科交叉研究将是多模态话语分析未来的必然趋势。
如何把多媒体和多种模态结合起来进行分析解读是多模态话语分析将要解决的问题。
把多媒体技术和多种模态结合研究是多模态话语分析的必然趋势。
参考文献
• [1]Kay L. O’Halloran, Multimodal Analysis and Digital Technology
பைடு நூலகம்
心理学
语言教学
传媒学
书刊排版
哲学
网站页面设计
多模态话语分析
美学
影视戏剧
法学
建筑规划
理论基础
以社会符号学为视角，以韩礼德的系统功能语法为理论基础，即语言是社会符号，除语言这外还有非语言符号（绘画、雕刻、音乐、舞蹈等）这些非语言符号与语言共同构建社会意义。
主要观点
图像、音乐、手势、动画、音调等非语言符号在交流中也是意义生成的资源。
意义的表达是由多种模态符号来共同实现的，在社会交往的过程中，所有的模态符号都是各自独立又相互作用的，孤立地研究一种符号模态不能解释话语的全部意义。

《词典语篇与多模态》课件

2 重要性和必要性
在当今科技快速进步的态势下，多模态语言信息处理为人们打开了新的交互方式和探索之路。
《词典语篇与多模态》 PPT课件
本课件将介绍词典语篇和多模态的概念，及其在当今语言信息处理中的应用。
概述
定义和作用
词典语篇用于说明单词的语言使用，多模态强调多层次的语言表达。
多模态的概念及意义
多模态指的是使用多个感官去获取信息，这有助于语言的表达。
词典语篇的基本原则
外延和内涵
词典的外延常指词语的语义分类, 内涵则包含了词语的定义和使用。
多模态语言信息处理
1
音频信号和文本信号的关系
语音技术和文本技术可以很好的结合，例如智能音箱和文本语音的转换。
2
视频信号和文本信号的关系
结合视频处理技术，可以实现文字提取、多语种合成语音、多模态语义挖掘等应用。
3
其他多模态语言信息处理的案例
如边缘计算、文本挖掘、自然语言理解等。
多模态语言信息处理的应用
智能语音助手
语音控制助手是目前最广泛应用的多模态语言信息处理技术，可以控制家居，提供天气播报等等。
人机交互系统
结合VR技术，可以应用在虚拟现实技术上等需要输入或输出的需求。
口语评测系统
可以帮助学生科学地掌握口语表达，在应聘或学术领域有一定的帮助。
结论
1 未来发展趋势
随着语音技术的发展，未来的多模态技术将会更加高效、便捷、自然。
科学性和实用性
科学性和实用性是词典最基本的两个原则, 它们是词典定位的重要属性。
精炼和具体化
用恰当的词汇和简洁明了的句子作为词典的基本特征, 精炼具体化更好的支持了词典的实用性。
词典语篇的分类

多模态话语分析-PPT精选

主要研究成果国外主要成果国内主要成果
国外主要研究成果
Kress and Leeuwen, ( 2019; 2019)研究了模态与媒体的关系,专门探讨了多模态现象规则地表达意义的现象,包括视觉图象、颜色语法,以及报纸的版面设计和不同媒介的作用等;他们所构建的分析视觉图像的语法框架为多模态话语分析提供了理论依据和分析方法；
心理学
语言教学
传媒学
书刊排版
哲学
网站页面设计
多模态话语分析
美学
影视戏剧
法学
建筑规划
理论基础
以社会符号学为视角，以韩礼德的系统功能语法为理论基础，即语言是社会符号，除语言这外还有非语言符号（绘画、雕刻、音乐、舞蹈等）这些非语言符号与语言共同构建社会意义。
主要观点
图像、音乐、手势、动画、音调等非语言符号在交流中也是意义生成的资源。
MDT理论
社会文化心理学
MDT理论（Mediated Discourse Theory）
介入性语篇分析
Scollon
交际社会语言学
跨文化交际
语言人类学
民俗方法论
该理论试图把人们的社会行为和语篇有机地结合起来研究以弥补以往的语篇分析理论忽略了行为而社会学理论忽略了语篇的不足。
国内主要研究成果
韦琴红（2009）在Kress和 Van Leeuwen的社会符号学框架下的视觉交流理论的基础上，从图像、情态、构图、颜色、印刷版式等视觉交流的和主要方面研究了多模态话语。
张德禄多模态话语分析综合理论框架
• 文化层面文化语境
意识形态体裁
• 语境层面情景语境
话语范围、话语基调、话语方式

多模态话语分析

多模态话语分析
内容提要
一、多模态话语分析及其历史发展二、主要研究成果三、未来的发展趋势四、参考文献
多模态话语相关概念界定
多模态话语：是一种融合了多种符号模态进行交际的话语。李战子（2003：5）指出多模态话语为除了文本之外，还带有图像、图表等的复合话语，或者说任何一种以上的符号编码实现意义的文本。
2006年在意大利Pavia 召开的第三届多模态大会，涵盖了身体符号学、数字和因特网语类、多媒体翻译、多模态文化和教育、视觉艺术和电影等七个主题。
2009年我国国内第一本多模态话语专著《视觉环境下的多模态化与多模态话语研究》出版
本世纪初我国学者也开始关注多模态话语，发表论文内容涉及广告、教学、建筑、影视等诸多领域，
朱永生(2007)研究了多模态话语的理论基础和研究方法。
顾曰国（2006,2007）提出从内容层和媒介层两方面来分析多模态话语，并运用自己的构建的多模态分析框架分析了北外五十周年校庆的庆典礼；
张德禄（2009）提出一个多模态话语分析综合理论框架，模态选择的原则，并对多模态话语理论应用到外语教学的实践进行了探索。
• 多模态选择的目的：补缺，强化，吸引注意力，帮助理解
• 三个角度： • （1）为外语教学提供情景和便利条件（2）为外语教学提供辅助条件 • （3）为多模态话语交际提供多通道话语意义表达方式，提高教学效率。
未来的发展趋势
如何把各个学科的研究成果融合起来是将是多模态话语分析今后必须面对的问题。跨学科交叉研究将是多模态话语分析未来的必然趋势。
Norris(2002,2004, 2006)在Scollon的 MDT理论基础上建立了自己的多模态分析框架，并利用这个理论框架分析了两个德国妇女的身份构建过程以及多人交际中关联的产生；

多模态话语分析Multimoda...

多模态话语分析Multimodal_Discourse_Analysis__Systemic_Functional_ Perspectives__Open_Linguistics_Multirnodal Discourse Analysis Systemic-Functional PerspectivesOpen Linguistics Series Series EditorRobin Fawcett, Cardiff UniversityThe series is 'open' in two related ways. First, it is not confined to works associated withany one school of linguistics. For almost two decades the series has played a significantrole in establishing and maintaining the present climate of 'openness' in linguistics, andwe intend to maintain this tradition. However, we particularly welcome works whichexplore the nature and use of language through modelling its potential for use in socialcontexts, or through a cognitive model of language - or indeed a combination of the two.The series is also 'open' in the sense that it welcomesworks that open out 'core'linguistics in various ways: to give a central place to the description of natural texts and theuse of corpora; to encompass discourse 'above the sentence'; to relate language to othersemiotic systems; to apply linguistics in fields such as education, language pathology andlaw; and to explore the areas that lie between linguistics and its neighbouring disciplinessuch as semiotics, psychology, sociology, philosophy, and cultural and literary studies.Continuum also publishes a series that offers a forum for primarily functionaldescriptions of languages or parts of languages ? Functional Descriptions of Language.Relations between linguistics and computing are covered in the Communication in ArtificialIntelligence series, two series, Advances in Applied Linguistics and Communication in Public Life,publish books in applied linguistics and the series Modern Pragmatics in Theory and Practicepublishes both social and cognitive perspectives on themaking of meaning in languageuse. We also publish a range of introductory textbooks on topics in linguistics, semioticsand deaf studies.Recent titles in this seriesClassroom Discourse Analysis: A Functional Perspective, Frances ChristieConstruing Experience through Meaning: A Language-based Approach to Cognition,M. A. K. Halliday and Christian M. I. M. MatthiessenCulturally Speaking: Managing Rapport through Talk across Cultures, Helen Spencer-Oatey ed.Educating Eve: The 'Language Instinct' Debate, Geoffrey SampsonEmpirical Linguistics, Geoffrey SampsonGenre and Institutions: Social Processes in the Workplace and School, Frances Christie andJ. R. Martin edsThe Intonation Systems of English, Paul TenchLanguage Policy in Britain and France: The Processes of Policy, Dennis AgerLanguage Relations across Bering Strait: Reappraising theArchaeological and Linguistic Evidence,Michael FortescueLearning through Language in Early Childhood, Clare PainterPedagogy and the Shaping of Consciousness: Linguistic and Social Processes, Frances Christie ed.Register Analysis: Theory and Practice, Mohsen Ghadessy ed.Relations and Functions within and around Language, Peter H. Fries, Michael Cummings,David Lockwood and William Spruiell edsResearching Language in Schools and Communities: Functional Linguistic Perspectives,Len Unsworth ed.Summary Justice: Judges Address Juries, Paul Robertshaw Syntactic Analysis and Description: A Constructional Approach, David G. LockwoodThematic Developments in English Texts, Mohsen Ghadessy ed.Ways of Saying: Ways of Meaning. Selected Papers of Ruqaiya Hasan. Carmen Cloran, DavidButt and Geoffrey Williams edsWords, Meaning and Vocabulary: An Introduction to Modern English Lexicology, Howard Jacksonand Etienne Zé AmvelaWorking with Discourse: Meaning beyond the Clause, J. R. Martin and David RoseMultimodal Discourse Analysis Systemic-Functional PerspectivesEdited by Kay L. O'HallorancontinuumLONDO N NE W YORKContinuumThe Tower Building 15 East 26th Street11 York Road New YorkLondon SE1 7NX NY 10010Kay L. O'Halloran 2004All rights reserved. No part of this publication may be reproduced or transmittedin any form or by any means, electronic or mechanical, including photocopying,recording, or any information storage or retrieval system, without prior permissionin writing from the publishers.British Library Cataloguing-in-Publication DataA catalogue record for this book is available from the British Library.ISBN: 0-8264-7256-7Library of Congress Cataloguing-in-Publication DataA catalogue record for this book is available from the Library of Congress.Typeset by RefineCatch Limited, Bungay, SuffolkPrinted and bound in Great Britain by MPG Books Ltd, Bodmin, CornwallContentsIntroduction 1Kay L. O'HallomnPart IThree-dimensional material objects in space1 Opera Ludentes: the Sydney Opera House at work and play 11Michael O'Toole2 Making history in From Colony to Nation: a multimodal analysisof a museum exhibition in Singapore 28Alfred Pang Kah Meng3 A semiotic study of Singapore's Orchard Road and MarriottHotel 55Safeyaton AliasPart IIElectronic media and film4 Phase and transition, type and instance: patterns in media textsas seen through a multimodal concordancer 83Anthony P. Baldry5 Visual semiosis in film 109Kay L. O'Halloran6 Multisemiotic mediation in hypertext 131Arthur Kok Kum ChiewPart IIIPrint media7 The construal of Ideational meaning in print advertisements 163Cheong Tin Yuenvi CONTENTS8 Multimodality in a biology textbook 196Libo Guo9 Developing an integrative multi-semiotic model 220Victor Lim FeiIndex 247This book is dedicated to my mother, Janet O'HalloranThis page intentionally left blank Introduction Kay L. O'HalloranMulti-modal Discourse Analysis is a collection of researchpapers in the field ofmultimodality. These papers are concerned with developing the theory andpractice of the analysis of discourse and sites which make use of multiplesemiotic resources; for example, language, visual images, space and archi-tecture. New social semiotic frameworks are presented for the analysis of arange of discourse genres in print media, dynamic and static electronicmedia and three-dimensional objects in space. The theoretical approachinforming these research efforts is Michael Halliday's 1994 systemic-functional theory of language which is extended to other semiotic resources.These frameworks, many of which are inspired by Michael O'Toole's 1994approach in The Language of Displayed Art, are also used to investigate mean-ing arising from the integrated use of semiotic resources.The research presented here represents the early stages in a shift of focusin linguistic enquiry where language use is no longer theorized as an isolatedphenomenon see, for example, Baldry, 2000; Kress, 2003; Kress and vanLeeuwen, 1996, 2001; ledema, 2003; Ventola et al., forthcoming. Theanalysis and interpretation of language use is contextualized in conjunctionwith other semiotic resources which are simultaneously used for the con-struction of meaning. For example, in addition to linguistic choices and theirtypographical instantiation on the printed page,1 multimodal analysis takesinto account the functions and meaning of the visual images, together withthe meaning arising from the integrated use of the two semiotic resources.To date, the majority of research endeavours in linguistics have tended toconcentrate solely on language while ignoring, or at least downplaying, thecontributions of other meaning-making resources. This has resulted inrather an impoverished view of functions and meaning of discourse.Language studies are thus undergoing a major shift to account fully formeaning-making practices as evidenced by recent research in multimodalityfor example, Baldry, 2000; Callaghan and McDonald, 2002; ledema, 2001;Jewitt, 2002; Martin, forthcoming; Kress, 2000, 2003; Kress et al., 2001:Kress and van Leeuwen, 1996, 2001; Lemke, 1998, 2002, 2003; O'Halloran,1999a, 2000, 2003a, 2003b; Royce, 2002; Thibault, 2000; Unsworth, 2001;Ventola et al., forthcoming; Zammit and Callow, 1998.Multimodal Discourse Analysis contains an invited paper by Michael2 INTRODUCTIONO'Toole, a founding scholar in the extension ofsystemic-functional theoryto semiotic resources other than language. The collection also features aninvited contribution from Anthony Baldry, a forerunner in the use of inform-ation technology for the development of multimodal theory and practice.The remaining seven research papers have been completed by KayO'Halloran and her postgraduate students in the Semiotics Research GroupSRG in the Department of English Language and Literature at theNational University of Singapore. The SRG has been actively involved inresearch in systemic-functional approaches to multimodality over theperiod 1999-2003.The papers are organized into sections according to the medium of thediscourse: Part I which is concerned with three-dimensional material objectsin space, Part II which deals with electronic media and film and Part IIIwhich contains investigations into print media. The theoretical advancespresented in this volume are illustrated through the analysis of a range ofmultimodal discourses and sites, some of which are Singaporean. Thesecontributions represent a critical yet sensitive interpretation of everydaydiscourses in Singapore. Thus, like all discourse, they are grounded in localknowledge, but due to the universality of the semiotic model being used,they are applicable to similar texts in any culture. A brief synopsis of eachpaper in this collection is given below.In Michael O'Toole's opening paper in Part I, 'Opera Ludentes: theSydney Opera House at work and play', a systemic-functional analysis ofarchitecture O'Toole, 1990, 1994 is used to consider inturn the Experien-tial, Interpersonal and Textual functions ofJ0rn Utzon's 1957-73 SydneyOpera House and its parts, both internally and in relation to its physical andsocial context. In this paper, the usual definition of 'functionalism' in archi-tecture is significantly extended. Like language, the building embodies anExperiential function: its practical purposes, the 'lexical content' of its com-ponents theatre, stage, seats, lights, and so forth and the relations of whodoes what to whom, and when and where. It also embodies a 'stance' vis-a-vis the viewer and user its facade, height, transparency, resemblance toother buildings or objects which also reflects the power relations betweengroups of users. That is, it embodies an Interpersonal function like lan-guage. The Sydney Opera House also embodies a Textualfunction: its partsconnect with each other and combine to make a coherent 'text', and itrelates meaningfully to its surrounding context of streets, quays, harbour,nearby buildings and cityscape, and by 'meaningful' here we include delib-erate dramatic contrast as well as harmonious blending in. In the analysis,certain features are discovered to be multifunctional, marking 'hot spots' ofmeaning in the total building complex. In terms of all three functions, theOpera House emerges as a playful building: Opera Ludentes. Utzon's build-ing started its life as a focus of architectural and political controversy andmost discourses about the building are still preoccupied with the politics ofits conception, competition, controversies and completion by different archi-tects. A semiotic rereading of the building can relate itsstructure and designINTRODUCTION 3to the 'social semiotic' of both Sydney in the 1960s and to the internationalcommunity of its users today.The museum is located as the next site for semiotic study in Alfred Pang's'Making history in From Colony to Nation: a multimodal analysis of a museumexhibition in Singapore'. Pang discusses how systemic-functional theory isproductive in fashioning an interpretative framework that facilitates a multi-modal analysis of a museum exhibition. The usefulness of this frameworkis exemplified in the critical analyses of particular displays in From Colony toNation, an exhibition at the Singapore History Museum SHM that displaysSingapore's political constitutional history. From this analysis, Pang explainshow the museum as a discursive site powerfully constitutes and maintainsparticular social structures through the primary composite medium of anexhibition. Of interest is the relationship between the museum, nation andhistory and how the multimodal representation of history in From Colony toNation ideologically positions the visitor to a particular style of imagining a'nation' Anderson, 1991.Safeyaton Alias investigates the semiotic makeup of the city in 'A semioticstudy of Singapore's Orchard Road and Marriott Hotel'. Like a written text,the city stores information and 'presents particular transformations andembeddings of a culture's knowledge of itself and of the world' Preziosi,1984: 50-51. In this paper, a rank-scale framework for the functions andsystems in the three-dimensional multi-semiotic city is proposed. The focus inthis paper, however, is the analysis of the built forms ofOrchard Road andthe Marriott Hotel. Safeyaton discusses how these built forms transmit mes-sages which are articulated through choices in a range of metafunctionallybased systems. This paper discusses the intertextuality and the discourses thatconstruct Singapore as a city that survives on consumerism and capitalism.In Part II on electronic media and film, Anthony Baldry's opening paper,'Phase and transition, type and instance: patterns in media texts as seenthrough a multimodal concordancer', explores the use of computer tech-nology for capturing 'the slippery eel-like' to quote Baldry dynamics ofsemiosis. Baldry demonstrates that the online multimodal concordancer, theMultimodal Corpus Authoring MCA system, provides new possibilities forthe analysis and comparison of film and videotexts. Thistype of concord-ancing transcends in vitro approaches by preserving the dynamic text, insofaras this is ever possible, in its original form. The relational properties of themultimodal concordancer also allow a researcher to embark on a quest forpatterns and types. Taking the crucial semiotic units of phase and transitionas its starting point, Baldry shows that, when examining the semiotic andstructural units that make up a video, a multimodal concordancer far out-strips multimodal transcription in the quest for typical patterns.Kay O'Halloran further explores the use of computer technology forthe semiotic analysis of dynamic images in 'Visual semiosis in film'. A sys-temic-functional model which incorporates the visual imagery and thesoundtrack for the analysis of film is introduced. Inspiredby O'Toole's1999 representation of systemic choices in paintings in the interactive4 INTRODUCTIONCD-ROM Engaging with Art., O'Halloran uses video-editing software AdobePremiere 6.0 to discuss the analysis of the temporal unfolding of semioticchoices in the visual images for two short extracts from Roman Polanski's1974 film Chinatown. While film narrative involves staged and directedbehaviour to achieve particular effects, the analysis of film is at least a firststep to understanding semiosis in everyday life. The analysis demonstratesthe difficulty of capturing and interpreting the complexity of dynamicsemiotic activity.Attention turns to hypertext in Arthur Kok's 'Multisemiotic mediation inhypertext'. In this paper, Kok explores how hypertext represents reality andengages the user, and how instantiations of different semiotic resources arearranged and co-deployed for this purpose. This paper formulates a workingdefinition and a theoretical model of hypertext which contains differentorders of abstraction. As with many papers in this collection, the semioticanalysis is employed through extending previously developed systemic-functional frameworks Halliday, 1994; Kress and van Leeuwen, 1996;O'Toole, 1994. Via an examination of the semiotic choices made inSingapore's Ministry of Education MOE homepage, this analysis seeks tounderstand how the objectives of an institution become translated, trans-mitted and received through the hypertext medium. In the process, anaccount of the highly elusive process of intersemiosis, the interaction ofmeanings across different semiotic instantiations, is given.In Part III on print media, in the first paper, 'The construal of ideationalmeaning in print advertisements', Cheong Yin Yuen proposes a genericstructure potential for print advertisements which incorporates visual andverbal components. Cheong also investigates lexicogrammatical strategiesfor the expansion of ideational meaning which occur through the inter-action of the linguistic text and visual images. Through the analysis of fiveadvertisements, Cheong develops a new vocabulary to discuss the strategieswhich account for semantic expansions of ideational meaning in these texts;namely, the Bi-directional Investment of Meaning, Contextual Propensity,Interpretative Space, Semantic Effervescence and Visual Metaphor.Moving to the field of education, Guo Libo investigates the multi-semioticnature of introductory biology textbooks in 'Multimodality in a biologytextbook'. These books invariably contain words and visual images: forexample, diagrams, photographs, and mathematical and statistical graphs.Drawing upon the work of sociological studies of biology texts and followingO'Toole 1994, Lemke 1998 and O'Halloran 1999b, this paper proposessocial semiotic frameworks for the analysis of schematic drawings and math-ematical or statistical graphs in biology. The frameworks are used to analysehow the various semiotic resources interact with each other to make meaningin selected pages from the biology textbook Essential Cell Biology Alberts et al.,1998. The article concludes by reiterating Johns's 1998: 194 claim that inteaching English for Academic Purposes to science and engineering stu-dents, due attention must be given to the visual as well as the linguisticmeaning in what is termed Visual/Textual interactivity' ibid.: 186.。

多模态话语分析

如何把多媒体和多种模态结合起来进行分析解读是多模态话语分析将要解决的问题。把多媒体技术和多种模态结合研究是多模态话语分析的必然趋势。
参考文献
• [1]Kay L. O’Halloran, Multimodal Analysis and Digital Technology • [2]Gu,Y. A multimodal text analysis of an anniversary ceremony in China,2006 • [3]Gu,Y. Multimodal text analysis: A corpus linguistic approach to situated discourse,2006 • [4]YINGEN XIONG AND FRANCIS QUEK,Hand Motion Gesture Frequency Properties and Multimodal Discourse Analysis • [5]Jaime Snyder, Applying multimodal discourse analysis to study image-enabled communication • [6]WeiQingHong, Studies on Multimodality and Multimodal Discourse in Visual Surroundings,2009
多模态话语分析
内容提要
一、多模态话语分析及其历史发展二、主要研究成果三、未来的发展趋势四、参考文献
多模态话语相关概念界定
多模态话语：是一种融合了多种符号模态进行交际的话语。李战子（2003：5）指出多模态话语为除了文本之外，还带有图像、图表等的复合话语，或者说任何一种以上的符号编码实现意义的文本。

多模态话语分析

Kress and Leeuwen, ( 1996; 1998)研究了模态与媒体的关系,专门探讨了多模态现象规则地表达意义的现象,包括视觉图象、颜色语法,以及报纸的版面设计和不同媒介的作用等;他们所构建的分析视觉图像的语法框架为多模态话语分析提供了理论依据和分析方法；
O’Toole(1 994)主要从级阶的角度来分析图象。
MDT理论
MDT理论（Mediated Discourse Theory）介入性语篇分析 Scollon
交际社会语言学
社会文化心理学
跨文化交际
语言人类学
民俗方法论
该理论试图把人们的社会行为和语篇有机地结合起来研究以弥补以往的语篇分析理论忽略了行为而社会学理论忽略了语篇的不足。
国内主要研究成果
2006年在意大利Pavia 召开的第三届多模态大会，涵盖了身体符号学、数字和因特网语类、多媒体翻译、多模态文化和教育、视觉艺术和电影等七个主题。
2009年我国国内第一本多模态话语专著《视觉环境下的多模态化与多模态话语研究》出版
本世纪初我国学者也开始关注多模态话语，发表论文内容涉及广告、教学、建筑、影视等诸多领域，
多模态话语分析
内容提要
一、多模态话语分析及其历史发展二、主要研究成果三、未来的发展趋势四、参考文献
多模态话语相关概念界定
多模态话语：是一种融合了多种符号模态进行交际的话语。李战子（2003：5）指出多模态话语为除了文本之外，还带有图像、图表等的复合话语，或者说任何一种以上的符号编码实现意义的文本。
Kress and van Leeuwen
多模态话语分析理论的历史发展 80年代后期： Kress &van Leeuwen开始尝试包括对语调、音乐、视觉图像、雕塑、绘画、建筑的研究，自此“社会符号学”成为一门独立的学科，专门研究包括语言在内的各种模态符号对交际的作用，关注在社会情境下所有的符号模态构建意义的过程。

多模态话语分析Multimoda...

多模态话语分析Multimodal_Discourse_Analysis__Systemic_Functional_ Perspectives__Open_Linguistics_Multirnodal Discourse Analysis Systemic-Functional PerspectivesOpen Linguistics Series Series EditorRobin Fawcett, Cardiff UniversityThe series is 'open' in two related ways. First, it is not confined to works associated withany one school of linguistics. For almost two decades the series has played a significantrole in establishing and maintaining the present climate of 'openness' in linguistics, andwe intend to maintain this tradition. However, we particularly welcome works whichexplore the nature and use of language through modelling its potential for use in socialcontexts, or through a cognitive model of language - or indeed a combination of the two.The series is also 'open' in the sense that it welcomesworks that open out 'core'linguistics in various ways: to give a central place to the description of natural texts and theuse of corpora; to encompass discourse 'above the sentence'; to relate language to othersemiotic systems; to apply linguistics in fields such as education, language pathology andlaw; and to explore the areas that lie between linguistics and its neighbouring disciplinessuch as semiotics, psychology, sociology, philosophy, and cultural and literary studies.Continuum also publishes a series that offers a forum for primarily functionaldescriptions of languages or parts of languages ? Functional Descriptions of Language.Relations between linguistics and computing are covered in the Communication in ArtificialIntelligence series, two series, Advances in Applied Linguistics and Communication in Public Life,publish books in applied linguistics and the series Modern Pragmatics in Theory and Practicepublishes both social and cognitive perspectives on themaking of meaning in languageuse. We also publish a range of introductory textbooks on topics in linguistics, semioticsand deaf studies.Recent titles in this seriesClassroom Discourse Analysis: A Functional Perspective, Frances ChristieConstruing Experience through Meaning: A Language-based Approach to Cognition,M. A. K. Halliday and Christian M. I. M. MatthiessenCulturally Speaking: Managing Rapport through Talk across Cultures, Helen Spencer-Oatey ed.Educating Eve: The 'Language Instinct' Debate, Geoffrey SampsonEmpirical Linguistics, Geoffrey SampsonGenre and Institutions: Social Processes in the Workplace and School, Frances Christie andJ. R. Martin edsThe Intonation Systems of English, Paul TenchLanguage Policy in Britain and France: The Processes of Policy, Dennis AgerLanguage Relations across Bering Strait: Reappraising theArchaeological and Linguistic Evidence,Michael FortescueLearning through Language in Early Childhood, Clare PainterPedagogy and the Shaping of Consciousness: Linguistic and Social Processes, Frances Christie ed.Register Analysis: Theory and Practice, Mohsen Ghadessy ed.Relations and Functions within and around Language, Peter H. Fries, Michael Cummings,David Lockwood and William Spruiell edsResearching Language in Schools and Communities: Functional Linguistic Perspectives,Len Unsworth ed.Summary Justice: Judges Address Juries, Paul Robertshaw Syntactic Analysis and Description: A Constructional Approach, David G. LockwoodThematic Developments in English Texts, Mohsen Ghadessy ed.Ways of Saying: Ways of Meaning. Selected Papers of Ruqaiya Hasan. Carmen Cloran, DavidButt and Geoffrey Williams edsWords, Meaning and Vocabulary: An Introduction to Modern English Lexicology, Howard Jacksonand Etienne Zé AmvelaWorking with Discourse: Meaning beyond the Clause, J. R. Martin and David RoseMultimodal Discourse Analysis Systemic-Functional PerspectivesEdited by Kay L. O'HallorancontinuumLONDO N NE W YORKContinuumThe Tower Building 15 East 26th Street11 York Road New YorkLondon SE1 7NX NY 10010Kay L. O'Halloran 2004All rights reserved. No part of this publication may be reproduced or transmittedin any form or by any means, electronic or mechanical, including photocopying,recording, or any information storage or retrieval system, without prior permissionin writing from the publishers.British Library Cataloguing-in-Publication DataA catalogue record for this book is available from the British Library.ISBN: 0-8264-7256-7Library of Congress Cataloguing-in-Publication DataA catalogue record for this book is available from the Library of Congress.Typeset by RefineCatch Limited, Bungay, SuffolkPrinted and bound in Great Britain by MPG Books Ltd, Bodmin, CornwallContentsIntroduction 1Kay L. O'HallomnPart IThree-dimensional material objects in space1 Opera Ludentes: the Sydney Opera House at work and play 11Michael O'Toole2 Making history in From Colony to Nation: a multimodal analysisof a museum exhibition in Singapore 28Alfred Pang Kah Meng3 A semiotic study of Singapore's Orchard Road and MarriottHotel 55Safeyaton AliasPart IIElectronic media and film4 Phase and transition, type and instance: patterns in media textsas seen through a multimodal concordancer 83Anthony P. Baldry5 Visual semiosis in film 109Kay L. O'Halloran6 Multisemiotic mediation in hypertext 131Arthur Kok Kum ChiewPart IIIPrint media7 The construal of Ideational meaning in print advertisements 163Cheong Tin Yuenvi CONTENTS8 Multimodality in a biology textbook 196Libo Guo9 Developing an integrative multi-semiotic model 220Victor Lim FeiIndex 247This book is dedicated to my mother, Janet O'HalloranThis page intentionally left blank Introduction Kay L. O'HalloranMulti-modal Discourse Analysis is a collection of researchpapers in the field ofmultimodality. These papers are concerned with developing the theory andpractice of the analysis of discourse and sites which make use of multiplesemiotic resources; for example, language, visual images, space and archi-tecture. New social semiotic frameworks are presented for the analysis of arange of discourse genres in print media, dynamic and static electronicmedia and three-dimensional objects in space. The theoretical approachinforming these research efforts is Michael Halliday's 1994 systemic-functional theory of language which is extended to other semiotic resources.These frameworks, many of which are inspired by Michael O'Toole's 1994approach in The Language of Displayed Art, are also used to investigate mean-ing arising from the integrated use of semiotic resources.The research presented here represents the early stages in a shift of focusin linguistic enquiry where language use is no longer theorized as an isolatedphenomenon see, for example, Baldry, 2000; Kress, 2003; Kress and vanLeeuwen, 1996, 2001; ledema, 2003; Ventola et al., forthcoming. Theanalysis and interpretation of language use is contextualized in conjunctionwith other semiotic resources which are simultaneously used for the con-struction of meaning. For example, in addition to linguistic choices and theirtypographical instantiation on the printed page,1 multimodal analysis takesinto account the functions and meaning of the visual images, together withthe meaning arising from the integrated use of the two semiotic resources.To date, the majority of research endeavours in linguistics have tended toconcentrate solely on language while ignoring, or at least downplaying, thecontributions of other meaning-making resources. This has resulted inrather an impoverished view of functions and meaning of discourse.Language studies are thus undergoing a major shift to account fully formeaning-making practices as evidenced by recent research in multimodalityfor example, Baldry, 2000; Callaghan and McDonald, 2002; ledema, 2001;Jewitt, 2002; Martin, forthcoming; Kress, 2000, 2003; Kress et al., 2001:Kress and van Leeuwen, 1996, 2001; Lemke, 1998, 2002, 2003; O'Halloran,1999a, 2000, 2003a, 2003b; Royce, 2002; Thibault, 2000; Unsworth, 2001;Ventola et al., forthcoming; Zammit and Callow, 1998.Multimodal Discourse Analysis contains an invited paper by Michael2 INTRODUCTIONO'Toole, a founding scholar in the extension ofsystemic-functional theoryto semiotic resources other than language. The collection also features aninvited contribution from Anthony Baldry, a forerunner in the use of inform-ation technology for the development of multimodal theory and practice.The remaining seven research papers have been completed by KayO'Halloran and her postgraduate students in the Semiotics Research GroupSRG in the Department of English Language and Literature at theNational University of Singapore. The SRG has been actively involved inresearch in systemic-functional approaches to multimodality over theperiod 1999-2003.The papers are organized into sections according to the medium of thediscourse: Part I which is concerned with three-dimensional material objectsin space, Part II which deals with electronic media and film and Part IIIwhich contains investigations into print media. The theoretical advancespresented in this volume are illustrated through the analysis of a range ofmultimodal discourses and sites, some of which are Singaporean. Thesecontributions represent a critical yet sensitive interpretation of everydaydiscourses in Singapore. Thus, like all discourse, they are grounded in localknowledge, but due to the universality of the semiotic model being used,they are applicable to similar texts in any culture. A brief synopsis of eachpaper in this collection is given below.In Michael O'Toole's opening paper in Part I, 'Opera Ludentes: theSydney Opera House at work and play', a systemic-functional analysis ofarchitecture O'Toole, 1990, 1994 is used to consider inturn the Experien-tial, Interpersonal and Textual functions ofJ0rn Utzon's 1957-73 SydneyOpera House and its parts, both internally and in relation to its physical andsocial context. In this paper, the usual definition of 'functionalism' in archi-tecture is significantly extended. Like language, the building embodies anExperiential function: its practical purposes, the 'lexical content' of its com-ponents theatre, stage, seats, lights, and so forth and the relations of whodoes what to whom, and when and where. It also embodies a 'stance' vis-a-vis the viewer and user its facade, height, transparency, resemblance toother buildings or objects which also reflects the power relations betweengroups of users. That is, it embodies an Interpersonal function like lan-guage. The Sydney Opera House also embodies a Textualfunction: its partsconnect with each other and combine to make a coherent 'text', and itrelates meaningfully to its surrounding context of streets, quays, harbour,nearby buildings and cityscape, and by 'meaningful' here we include delib-erate dramatic contrast as well as harmonious blending in. In the analysis,certain features are discovered to be multifunctional, marking 'hot spots' ofmeaning in the total building complex. In terms of all three functions, theOpera House emerges as a playful building: Opera Ludentes. Utzon's build-ing started its life as a focus of architectural and political controversy andmost discourses about the building are still preoccupied with the politics ofits conception, competition, controversies and completion by different archi-tects. A semiotic rereading of the building can relate itsstructure and designINTRODUCTION 3to the 'social semiotic' of both Sydney in the 1960s and to the internationalcommunity of its users today.The museum is located as the next site for semiotic study in Alfred Pang's'Making history in From Colony to Nation: a multimodal analysis of a museumexhibition in Singapore'. Pang discusses how systemic-functional theory isproductive in fashioning an interpretative framework that facilitates a multi-modal analysis of a museum exhibition. The usefulness of this frameworkis exemplified in the critical analyses of particular displays in From Colony toNation, an exhibition at the Singapore History Museum SHM that displaysSingapore's political constitutional history. From this analysis, Pang explainshow the museum as a discursive site powerfully constitutes and maintainsparticular social structures through the primary composite medium of anexhibition. Of interest is the relationship between the museum, nation andhistory and how the multimodal representation of history in From Colony toNation ideologically positions the visitor to a particular style of imagining a'nation' Anderson, 1991.Safeyaton Alias investigates the semiotic makeup of the city in 'A semioticstudy of Singapore's Orchard Road and Marriott Hotel'. Like a written text,the city stores information and 'presents particular transformations andembeddings of a culture's knowledge of itself and of the world' Preziosi,1984: 50-51. In this paper, a rank-scale framework for the functions andsystems in the three-dimensional multi-semiotic city is proposed. The focus inthis paper, however, is the analysis of the built forms ofOrchard Road andthe Marriott Hotel. Safeyaton discusses how these built forms transmit mes-sages which are articulated through choices in a range of metafunctionallybased systems. This paper discusses the intertextuality and the discourses thatconstruct Singapore as a city that survives on consumerism and capitalism.In Part II on electronic media and film, Anthony Baldry's opening paper,'Phase and transition, type and instance: patterns in media texts as seenthrough a multimodal concordancer', explores the use of computer tech-nology for capturing 'the slippery eel-like' to quote Baldry dynamics ofsemiosis. Baldry demonstrates that the online multimodal concordancer, theMultimodal Corpus Authoring MCA system, provides new possibilities forthe analysis and comparison of film and videotexts. Thistype of concord-ancing transcends in vitro approaches by preserving the dynamic text, insofaras this is ever possible, in its original form. The relational properties of themultimodal concordancer also allow a researcher to embark on a quest forpatterns and types. Taking the crucial semiotic units of phase and transitionas its starting point, Baldry shows that, when examining the semiotic andstructural units that make up a video, a multimodal concordancer far out-strips multimodal transcription in the quest for typical patterns.Kay O'Halloran further explores the use of computer technology forthe semiotic analysis of dynamic images in 'Visual semiosis in film'. A sys-temic-functional model which incorporates the visual imagery and thesoundtrack for the analysis of film is introduced. Inspiredby O'Toole's1999 representation of systemic choices in paintings in the interactive4 INTRODUCTIONCD-ROM Engaging with Art., O'Halloran uses video-editing software AdobePremiere 6.0 to discuss the analysis of the temporal unfolding of semioticchoices in the visual images for two short extracts from Roman Polanski's1974 film Chinatown. While film narrative involves staged and directedbehaviour to achieve particular effects, the analysis of film is at least a firststep to understanding semiosis in everyday life. The analysis demonstratesthe difficulty of capturing and interpreting the complexity of dynamicsemiotic activity.Attention turns to hypertext in Arthur Kok's 'Multisemiotic mediation inhypertext'. In this paper, Kok explores how hypertext represents reality andengages the user, and how instantiations of different semiotic resources arearranged and co-deployed for this purpose. This paper formulates a workingdefinition and a theoretical model of hypertext which contains differentorders of abstraction. As with many papers in this collection, the semioticanalysis is employed through extending previously developed systemic-functional frameworks Halliday, 1994; Kress and van Leeuwen, 1996;O'Toole, 1994. Via an examination of the semiotic choices made inSingapore's Ministry of Education MOE homepage, this analysis seeks tounderstand how the objectives of an institution become translated, trans-mitted and received through the hypertext medium. In the process, anaccount of the highly elusive process of intersemiosis, the interaction ofmeanings across different semiotic instantiations, is given.In Part III on print media, in the first paper, 'The construal of ideationalmeaning in print advertisements', Cheong Yin Yuen proposes a genericstructure potential for print advertisements which incorporates visual andverbal components. Cheong also investigates lexicogrammatical strategiesfor the expansion of ideational meaning which occur through the inter-action of the linguistic text and visual images. Through the analysis of fiveadvertisements, Cheong develops a new vocabulary to discuss the strategieswhich account for semantic expansions of ideational meaning in these texts;namely, the Bi-directional Investment of Meaning, Contextual Propensity,Interpretative Space, Semantic Effervescence and Visual Metaphor.Moving to the field of education, Guo Libo investigates the multi-semioticnature of introductory biology textbooks in 'Multimodality in a biologytextbook'. These books invariably contain words and visual images: forexample, diagrams, photographs, and mathematical and statistical graphs.Drawing upon the work of sociological studies of biology texts and followingO'Toole 1994, Lemke 1998 and O'Halloran 1999b, this paper proposessocial semiotic frameworks for the analysis of schematic drawings and math-ematical or statistical graphs in biology. The frameworks are used to analysehow the various semiotic resources interact with each other to make meaningin selected pages from the biology textbook Essential Cell Biology Alberts et al.,1998. The article concludes by reiterating Johns's 1998: 194 claim that inteaching English for Academic Purposes to science and engineering stu-dents, due attention must be given to the visual as well as the linguisticmeaning in what is termed Visual/Textual interactivity' ibid.: 186.。

多模态ppt课件32页PPT

According to Kress and van Leeuwen‘s
explanation of VG there are four elements:
文), analysis of different genre types,
such as pictures (李美霞, 宋二春，《从多
模态语篇分析角度解读意义共建—以一幅中国古代山水写意画为例》，外语教学，2019.3,31（
2）: 6-10), music（张平丽，《音乐视频中意
义的多模态构建——以周杰伦的《稻香》为例》，
·What is MD? ·Current Trend of MDA in China
·China’s National Image
Publicity
·Multimodal Discourse Analysis
about China’s National Image Publicity
What is MD?
VG
Representational Interactive Compositional
Because China’s National Image Publicity is mainly made up by several pictures, we here talk about Interactive meaning in VG in detail.
四川教育学院学报，2009.6, 25: 63-65), and
films(元玉杰，《电影语篇中评价:对态度意义
的多模态分析》, 山东大学硕士学位论文 ), and
so on.
China’s National Image Publicity Ⅰ

多模态ppt课件

简洁明了、重点突出、商业气息浓厚
总结词
商业类多模态PPT课件通常采用简洁明了的文字和图片，突出重点和关键信息，方便观众快速理解内容。同时，这类课件的商业气息浓厚，注重展示公司和产品的形象、特点和优势。此外，商业类多模态PPT课件还常常采用数据、图表等形式来呈现数据和趋势，以增强说服力。
详细描述
总结词
促进合作学习
02
CHAPTER
内容设计
PPT中的文字应尽量精简，避免冗长的句子和段落，使用简短、精炼的词语和短语来传达信息。
文字应简洁明了
在PPT中，应将关键词或短语放在突出位置，如加大字号、使用不同的颜色或字体等，以吸引观众的注意力。
突出关键词
文字的排版应注重美观，合理安排字体大小、行间距、段间距等，使PPT整体看起来整洁、清晰。
THANKS
感谢您的观看。
反馈机制
设计不同难度层次的问题，以满足不同背景和水平的观众需求。
适应不同层次观众
时间控制
对动画的播放时间进行精确控制，避免过快或过慢的播放速度影响观众理解。
动态演示
利用动画效果，将静态的PPT页面变为动态，使内容更生动、形象。
引导注意力
通过动画引导观众的注意力，突出重点内容，提高信息传递效果。
利用图表展示大量数据或信息，使数据更直观、易于理解。
文字排版美观
选择与PPT主题相关的图片，确保图片质量清晰、色彩鲜艳。
选择合适的图片
图片注释
控制图片数量
在图片下方或旁边添加简短的注释或说明，帮助观众更好地理解图片的含义。
在PPT中使用的图片数量要适当，避免过多或过少，影响整体效果。
03
02
01
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提供视频链接或二维码