LEADER 04569nam 22006375 450 001 9910337724403321 005 20200701213405.0 010 $a3-030-15428-9 024 7 $a10.1007/978-3-030-15428-8 035 $a(CKB)4100000008048103 035 $a(MiAaPQ)EBC5771195 035 $a(DE-He213)978-3-030-15428-8 035 $a(EXLCZ)994100000008048103 100 $a20190429d2019 u| 0 101 0 $aeng 135 $aurcnu|||||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aMultimodal Communication $eA social semiotic approach to text and image in print and digital media /$fby May Wong 205 $a1st ed. 2019. 210 1$aCham :$cSpringer International Publishing :$cImprint: Palgrave Pivot,$d2019. 215 $a1 online resource (200 pages) $cillustrations 311 $a3-030-15427-0 320 $aIncludes bibliographical references and index. 327 $aChapter 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. 330 $a"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 to non Western media." - Professor David Machin, Department of Media and Communication, Örebro University, Sweden This book draws on visual data, ranging from advertisements to postage stamps to digital personal photography, to offer a complex interpretation of the different social functions realised by these texts as semiotic artefacts. Framed within the media environment of the city of Hong Kong, the study demonstrates the importance of social context to meaning making and social semiotic multimodal analysis. This book will be of interest to readers in the arts, humanities and social sciences, particularly within the fields of semiotics, visual studies, design studies, media and cultural studies, anthropology and sociology. May L-Y Wong is Adjunct Associate Professor in the School of English at The University of Hong Kong. Her research focusses on social-semiotic approaches to visual texts. In particular, she is interested in the relation between multimodality and culture, drawing on research in social semiotics to explain the utility of multimodal resources in various discursive contexts which are of significance to local cultural values and heritage. 606 $aSemiotics 606 $aDiscourse analysis 606 $aSociolinguistics 606 $aCommunication 606 $aEthnology?Asia 606 $aSemiotics$3https://scigraph.springernature.com/ontologies/product-market-codes/N53000 606 $aDiscourse Analysis$3https://scigraph.springernature.com/ontologies/product-market-codes/N51000 606 $aLanguage and Gender$3https://scigraph.springernature.com/ontologies/product-market-codes/N66000 606 $aSociolinguistics$3https://scigraph.springernature.com/ontologies/product-market-codes/N44000 606 $aMedia and Communication$3https://scigraph.springernature.com/ontologies/product-market-codes/412010 606 $aAsian Culture$3https://scigraph.springernature.com/ontologies/product-market-codes/411040 615 0$aSemiotics. 615 0$aDiscourse analysis. 615 0$aSociolinguistics. 615 0$aCommunication. 615 0$aEthnology?Asia. 615 14$aSemiotics. 615 24$aDiscourse Analysis. 615 24$aLanguage and Gender. 615 24$aSociolinguistics. 615 24$aMedia and Communication. 615 24$aAsian Culture. 676 $a302.2 676 $a302.2 700 $aWong$b May$4aut$4http://id.loc.gov/vocabulary/relators/aut$01062737 906 $aBOOK 912 $a9910337724403321 996 $aMultimodal Communication$92531053 997 $aUNINA