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Copy of Reading Images: Multimodality, representation and new media (Kress, 2004)
Transcript of Copy of Reading Images: Multimodality, representation and new media (Kress, 2004)
09/08/11 Main claim:
Any shift in the mode of representation leads to a shift in authority, as well as how reading is done, knowledge is developed, and how interaction (human and non-human) takes place. Outline:
-Explanation of Concepts
-Conclusion & discussion Who is Gunter Kress? Professor of Education/English at the Institute of Education, University of London.
and learning theory Representation:
Different ways presenting meaning.
New chanels (types of technology) used to express meaning Multimodality:
“use of several semiotic modes in the design of a semiotic product or event” (Kress & Van Leeuwen, 2001, p. 20)
(writing/verbal, oral, visual images: still or moving/video, gesture, gaze, space etc.) Evidence 1
- Each semiotic mode (verbal, oral, visual, gestures etc) is distinct in nature and has a unique potential and communicative purpose.
Implication: Any mode you choose has a profound effects on the meaning you make and share
Egs: Order of written or spoken text is fixed but order of images is relatively open
Activeity one: Evidence 4
-New media (the shift from print to screen) has made Chioce and design essential in effective communication
Any communication design is therefore a choice in context.
One has to answer the following questions:
a/ Which mode and medium are most apt for my intended meaning?
b/ Which mode and medium does my audience expect me to use?
C/ How do I position myself as I choose this mode/medium rather than others? Evidence 5
-Rhetoric has become a major issie for design.
Implications: competence in integrating modes (social and semiotic resources) and media is essential for effective communication. Main Issue:
How the use of different modes and media impacts meaning making and effective communication Evidence 3
Understnding of "Authorship" and the "autority" of the author changes as the relationship between mode and media changes.
Eg. Writing as mode and book as the medium? verses Writing as mode and screen as medium? This changes the folleowing:
Relationship between the author and the reader
How people read, make meaning and acquire knowledge
The primacy of the mode eg. in books the image is subordinated to the vebal text and vice versa Evidence 2
-Modes are cultural specific
Implication: Understanding cultural meanings of signs and symbols (modes) is essential for effective communication