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Text and Image: A Critical Introduction to the Visual-Verbal Divide

John A. Bateman
Format
Book
Published
London ; New York : Routledge, 2014.
Language
English
ISBN
9780415841979, 0415841976, 9780415841986, 0415841984, 9781315773971 (ebk)
Summary
"This introductory textbook explores and analyses the various approaches to multimodality and offers the first comprehensive, in-depth survey of all aspects of the text-image relation.The text-image relationship has long been a cornerstone of diverse approaches to multimodality and there are many different accounts. This book leads students into each of the approaches discussed, brings out their strengths and weaknesses using illustrative example analyses and includes exercises and research questions to reinforce learning. Throughout the book, John Bateman looks at a wide range of perspectives: socio-semiotics, visual communication, psycholinguistic approaches to discourse, rhetorical approaches to advertising and visual persuasion, and cognitive metaphor theory. Applications of the styles of analyses presented are discussed for a variety of materials, including textbooks, PowerPoint presentations, picture books, technical manuals and comics. Requiring no prior knowledge of the area, this is an accessible text for all students studying text and image or multimodality within English language and linguistics, media and communication studies, visual and design studies"--
Contents
  • Machine generated contents note: pt. I RELATING TEXT AND IMAGE
  • Module I Starting Points
  • Unit 1 Text-image relations in perspective
  • Multimodality and `meaning multiplication'
  • Getting started: vive la difference
  • First clarifications
  • The need for text-image relations research
  • What we will be examining and what we will not be examining
  • Conclusions and discussion
  • Unit 2 Text-image diversity: characterising the relationships
  • Getting the ball rolling: Roland Barthes
  • Words and images together: more examples and some puzzles
  • What are text-image relationships?
  • pt. II VISUAL CONTEXTS
  • Module II Visual Narratives
  • Unit 3 A brief introduction to narrative
  • Narrative as such and visual narrative in particular
  • Static medium vs. dynamic interpretation
  • So what's a story?
  • Narratives as a linguistic genre
  • Conclusions: visual narrative
  • Unit 4 Visual narrative: Picturebooks
  • -- Contents note continued: Fixing our perspective on picturebooks
  • Demarcating picturebooks from other visual narratives
  • How to analyse picturebooks
  • Unit 5 Visual narrative: Comics and sequential art
  • Basic resources of the comicbook
  • Comics and visual narrative: Neil Cohn
  • Groensteen and the semiotics of comics
  • Text-image relations in comics
  • Module III Visual Persuasion
  • Unit 6 Visual rhetoric
  • Early moves towards `visual rhetoric'
  • Traditional rhetoric and its categories
  • A first classification of rhetorical figures: McQuarrie and Mick
  • From verbal to visual rhetoric
  • Expanding the categories while still recognising them
  • Characterising rhetorical figures on the basis of their form
  • Adding more structure
  • Conclusion
  • Unit 7 Visual persuasion and advertisements
  • The role of visuals in advertising
  • Visual rhetoric in advertisement research
  • -- Contents note continued: Rhetorical figures combining visual and verbal components
  • Overview, problems and issues
  • pt. III FRAMEWORKS
  • Module IV Frameworks Drawing on the Linguistic System
  • Unit 8 Multimodal cohesion and text-image relations
  • Origins
  • A visual framework for cohesion
  • Intersemiotic texture
  • Problems and open questions
  • Unit 9 Using metaphor for text-image relations
  • Beginnings: verbal metaphor
  • Conceptual metaphor
  • Metaphors and image schemas
  • Pictorial metaphors
  • Multimodality: metaphors and blends
  • Semiotic metaphor and semiotic blending
  • Unit 10 Modelling text-image relations on grammar
  • Grammatical origins
  • Martinec and Salway's framework
  • Discussion and further issues
  • Extensions: Unsworth's approach to educational materials
  • Alternatives: Kong's multilevel descriptive framework
  • Conclusions and summary
  • -- Contents note continued: Unit 11 Modelling text-image relations as discourse
  • Image-text relations as discursive conjunctive relations
  • Rhetorical Structure Theory
  • Issues in the multimodal application of RST
  • Module V Frameworks Relating to Context of Use
  • Unit 12 Text-image relations from the perspectives of text linguistics, pragmatics and action
  • Text linguistics and images
  • Stockl's pragmatic account of multimodal documents
  • Theories of action and images
  • Conclusions
  • Unit 13 Text-image relations and empirical methods
  • Text-image relations in comprehension
  • Eye-tracking methods
  • Corpus-based approaches
  • Unit 14 The continuing research agenda: topics for further work.
Description
xvi, 276 pages : illustrations, map ; 26 cm
Notes
Includes bibliographical references (pages 251-267) and index.
Technical Details
  • Access in Virgo Classic
  • Staff View

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    a| Includes bibliographical references (pages 251-267) and index.
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    a| Machine generated contents note: pt. I RELATING TEXT AND IMAGE -- Module I Starting Points -- Unit 1 Text-image relations in perspective -- Multimodality and `meaning multiplication' -- Getting started: vive la difference -- First clarifications -- The need for text-image relations research -- What we will be examining and what we will not be examining -- Conclusions and discussion -- Unit 2 Text-image diversity: characterising the relationships -- Getting the ball rolling: Roland Barthes -- Words and images together: more examples and some puzzles -- What are text-image relationships? -- Conclusions and discussion -- pt. II VISUAL CONTEXTS -- Module II Visual Narratives -- Unit 3 A brief introduction to narrative -- Narrative as such and visual narrative in particular -- Static medium vs. dynamic interpretation -- So what's a story? -- Narratives as a linguistic genre -- Conclusions: visual narrative -- Unit 4 Visual narrative: Picturebooks --
    505
    0
      
    a| Contents note continued: Fixing our perspective on picturebooks -- Demarcating picturebooks from other visual narratives -- How to analyse picturebooks -- Conclusions and discussion -- Unit 5 Visual narrative: Comics and sequential art -- Basic resources of the comicbook -- Comics and visual narrative: Neil Cohn -- Groensteen and the semiotics of comics -- Text-image relations in comics -- Conclusions and discussion -- Module III Visual Persuasion -- Unit 6 Visual rhetoric -- Early moves towards `visual rhetoric' -- Traditional rhetoric and its categories -- A first classification of rhetorical figures: McQuarrie and Mick -- From verbal to visual rhetoric -- Expanding the categories while still recognising them -- Characterising rhetorical figures on the basis of their form -- Adding more structure -- Conclusion -- Unit 7 Visual persuasion and advertisements -- The role of visuals in advertising -- Visual rhetoric in advertisement research --
    505
    0
      
    a| Contents note continued: Rhetorical figures combining visual and verbal components -- Overview, problems and issues -- Conclusion -- pt. III FRAMEWORKS -- Module IV Frameworks Drawing on the Linguistic System -- Unit 8 Multimodal cohesion and text-image relations -- Origins -- A visual framework for cohesion -- Intersemiotic texture -- Problems and open questions -- Conclusions and discussion -- Unit 9 Using metaphor for text-image relations -- Beginnings: verbal metaphor -- Conceptual metaphor -- Metaphors and image schemas -- Pictorial metaphors -- Multimodality: metaphors and blends -- Semiotic metaphor and semiotic blending -- Conclusions and discussion -- Unit 10 Modelling text-image relations on grammar -- Grammatical origins -- Martinec and Salway's framework -- Discussion and further issues -- Extensions: Unsworth's approach to educational materials -- Alternatives: Kong's multilevel descriptive framework -- Conclusions and summary --
    505
    0
      
    a| Contents note continued: Unit 11 Modelling text-image relations as discourse -- Image-text relations as discursive conjunctive relations -- Rhetorical Structure Theory -- Issues in the multimodal application of RST -- Conclusions and discussion -- Module V Frameworks Relating to Context of Use -- Unit 12 Text-image relations from the perspectives of text linguistics, pragmatics and action -- Text linguistics and images -- Stockl's pragmatic account of multimodal documents -- Theories of action and images -- Conclusions -- Unit 13 Text-image relations and empirical methods -- Text-image relations in comprehension -- Eye-tracking methods -- Corpus-based approaches -- Conclusions -- Unit 14 The continuing research agenda: topics for further work.
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