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Multimodality, resemiotization: extending the analysis of discourse as multi-semiotic practice

Citation

Iedema, R, Multimodality, resemiotization: extending the analysis of discourse as multi-semiotic practice, Visual Communication, 2, (29) pp. 29-57. ISSN 1470-3572 (2004) [Refereed Article]

DOI: doi:10.1177/1470357203002001751

Abstract

This article has the following two overarching aims. First, it traces the development of multimodal discourse analysis and sets out its main descriptive and analytical parameters; in doing so, the article highlights the specific advantages which the multimodal approach has to offer and exemplifies its application. The article also argues that the hierarchical arrangement of different semiotics (in the way common sense construes this) should not be lost from sight. Second, and related to this last point, the article will advance a complementary perspective to that of multimodality: resemiotization. Resemiotization is meant to provide the analytical means for (1) tracing how semiotics are translated from one into the other as social processes unfold, as well as for (2) asking why these semiotics (rather than others) are mobilized to do certain things at certain times. The article draws on a variety of empirical data to exemplify these two perspectives on visual communication and analysis.

Item Details

Item Type:Refereed Article
Keywords:discourse analysis; materiality; multimodality; recontextualization; resemiotization
Research Division:Commerce, Management, Tourism and Services
Research Group:Business and Management
Research Field:Organisation and Management Theory
Objective Division:Health
Objective Group:Other Health
Objective Field:Health not elsewhere classified
Author:Iedema, R (Professor Rick Iedema)
ID Code:96709
Year Published:2004
Deposited By:Health Sciences B
Deposited On:2014-11-17
Last Modified:2014-11-17
Downloads:0

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