Analysing Media Texts [Paperback]

Andrew Burn and David Parker outline how multi-modality theory can be used to analyze texts whicj employ multiple semiotic modes and media, in such a way that a balanced consideration is given to the characteristics of each mode, how they integrate, and how they distribute textual functions between them. The medthods are rooted in a view of significance as dependent on social context, and fulfilling the social and communicative interests of both producers of textual production and use contingent upon digital formats will also be a determining content of the analytical method.

1) Introduction-What is multimodality theory?-A funtional theory-Why is modality of interest in research?2) The scater and the old man-Multimodal design and moving image production-Skateboarding documentary video: discourse-Design and production-Leo and the Old Man: the kineikonic and its subsidiary modes3) Chocolate politics: analysing websites-The websties-Organisation: the design of learning-Orientation: teaching and selling4) Returning to Hogwarts: the modality of computer games-From cut scene to gameplay - the player-avatar link-Sensory modality-Technological modality-the modality of children's games5) Transforming Hannibal: interview data and textual analysis-How can multimodal analysis be employed in the study of audiences?-Chris and Hannibal6) Conclusion