Semantics

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By J. Bateman

The 1st systematic, corpus-based and theoretically rigorous method of the outline and research of multimodal files. Drawing on educational examine and the adventure of designers and creation groups, Bateman makes use of linguistically-based research to teach how diversified modes of expression jointly make up a rfile with a recognisable style.

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Extra info for Multimodality and Genre: A Foundation for the Systematic Analysis of Multimodal Documents

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Particular multimodal artefacts are produced with 16 Introduction: Four Whys and a How particular forms and with the help of particular production technologies, or tools, for their construction. Documents are then produced ‘on’ a particular canvas that is to carry the artefact physically. We employ ‘canvas’ as a technical generalisation to refer to whatever medium is adopted as substrate for the artefact at issue. ), or a monitor screen (of a particular size and resolution), or an animal skin (of particular texture), and so on.

Spiro 1980, Wright 1980, Wilson and Anderson 1986, Winn 1989, 1991, Hegarty, Carpenter and Just 1991, Ollerenshaw, Aidman and Kidd 1997, and many others). It is therefore problematic to produce documents as if their readers were passive receivers of some straightforwardly coded message. This variability in potential interpretation on the part of readers presents serious problems for appropriate design: it is not straightforward for designers to predict just how their designs will be received. In general, a document is improved when its design employs information structuring that corresponds to, or supports, the knowledge its users can reasonably be assumed to have and when the reader’s short-term memory for interpreting language and layout in combination, for example in tables, is not stretched too far (cf.

3 A continuum of visual-textual deployment adapted from Bernhardt (1985, p20) First, genre is already used in an informal sense in many discussions of documents of all kinds, including those explicitly identified as multimodal. We hear increasingly often of the ‘genre of websites’, the ‘genre of newspapers’, the ‘genre of homepages’ and so on. It is important, therefore, to understand more precisely the sense in which this is being done. Second, genre provides a way of theorising the range of possibilities open to documents.

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