Multimodal Transcription and Text Analysis - A Multimodal Toolkit and Coursebook Foreword by Jay Lemke - Anthony Baldry

Multimodal Transcription and Text Analysis - A Multimodal Toolkit and Coursebook Foreword by Jay Lemke - Anthony Baldry

Film texts and genres

Multimodal Transcription and Text Analysis - A Multimodal Toolkit and Coursebook Foreword by Jay Lemke - Anthony Baldry

Anthony Baldry [+-]
University of Messina
Anthony Baldry was formerly Full Professor in English Language and Translation, Faculty of Political Sciences, University of Messina.
Paul J. Thibault [+-]
University of Agder
Paul J. Thibault is professor in linguistics and communication studies in the Faculty of Humanities and Education, University of Agder, Kristiansand, Norway. He also currently holds the posts of Honorary Professor in the School of Foreign Languages and Literatures at Beijing Normal University and Honorary Associate Professor in the Faculty of Education, University of Hong Kong. He has held full-time appointments in the University of Hong Kong (2009-2012), Lingnan University, Hong Kong (2002), the University of Venice (1994-2005), the University of Padua (1992-1994), the University of Bologna (1984-1986, 1990-1992), and the University of Sydney (1986-1988), and Murdoch University (1982-1983). He completed his Ph.D., which was supervised by Professor M. A. K. Halliday and Professor Roger Fowler, at the University of Sydney in 1985. He is the recipient of various honours and awards, including, most recently, a University of Cambridge/University of Hong Kong Doris Zimmern research fellowship at Hughes Hall, University of Cambridge (2011) and in September 2012 he was appointed Associate Editor of Language Sciences. He was a member of the international Organizing Committee of the 1st International Conference on Interactivity, Language and Cognition (CILC2012) held at the University of Southern Denmark, Odense campus, 12th-14th September 2012. He is co-editor (with Anthony Baldry) of the book series English Linguistics and ELT, published by Equinox, London. His research interests include: distributed language and cognition, discourse analysis, functional grammar and semantics, educational linguistics, language development, multimodality and multimodal corpora, social theory, the bodily basis of cognition and semiosis, narrative theory, and philosophy of mind. His published books include: Social Semiotics as Praxis (Minnesota, 1991), Re-reading Saussure (Routledge, 1997), Discussing Conversation Analysis: The work of Emanuel A. Schegloff (ed., Benjamins, 2003), Language and Interaction: Discussions with John J. Gumperz (ed., Benjamins, 2003), Brain, Mind, and the Signifying Body: An ecosocial semiotic theory (Continuum, 2004), Agency and Consciousness in Discourse: Self-other dynamics as a complex system (Continuum, 2004), Multimodal Transcription and Multimodal Text Analysis (with Anthony Baldry) (Equinox, 2006) together with articles and book chapters. He is currently working on two new book-length projects: (1) Language, Body, World: A critical rereading of Hjelmslev; and (2) Distributed Language: The extended human ecology.

Description

Chapter 4 examines some instances of television advertisements and develops detailed transcription techniques for the further analysis of entire advertisements as a form of dynamic text. In this chapter, we return to, and further develop, some key questions about the discourse level of organisation that we first explored in Chapter 1. Chapter 4 also develops some specific ideas concerning the expression (material) stratum of multimodal texts. 4.0 Introduction 4.1 The Eskimo text: a macro-analytical approach to transcription 4.2 The Westpac text: an integrated approach to transcription 4.3 Etic and emic criteria in multimodal transcription 4.4 Phases, subphases and transitions 4.5 Column 1: Row number and time specification 4.6 Column 2: The visual frame 4.6.1 Visual frames and shots 4.6.2 Information structure: Given and New 4.6.3 Sequencing and relations of interdependency between shots 4.7 Column 3: The visual image 4.7.1 Specifying visual information 4.7.2 Perspective 4.7.3 Distance 4.7.4 Visual collocation 4.7.5 Visual salience 4.7.6 Colour 4.7.7 Coding orientation 4.7.8 Visual focus or gaze of participants 4.8 Column 4: Kinesic action 4.8.1 The meaning of movement 4.8.2 Interpersonal modification of movement 4.8.3 General observations on the notation of movement 4.9 Column 5: The soundtrack 4.9.1 Integrating auditory phenomena 4.9.2 Sound acts and sound events 4.9.3 Dialogic relations among sound events 4.9.4 A brief comment on the notation of the soundtrack 4.9.5 The rhythm of sound events 4.9.6 Accented rhythmic units 4.9.7 Rhythm groups 4.9.8 Degree of loudness 4.9.9 Duration of syllable, musical note, sound event 4.9.10 Tempo 4.9.11 Continuity and pausing 4.9.12 Dyadic relations among auditory voices: sequentiality, overlap, turntaking 4.9.13 Vocal register 4.10 Column 6: Metafunctional interpretation 4.10.1 Metafunctional notation in relation to Column 6 4.11 Display and depiction: two sides of the same semiotic coin in visual texts 4.11.1 Multimodal discourse analysis: the Mitsubishi Carisma advertisement revisited 4.11.2 From delimited optic array to visual text: the stratification of the visual sign 4.11.3 Transformations in the optic array: some examples from the Mitsubishi Carisma text 4.11.4 Visual transitivity frames and experiential meaning 4.11.5 Identity chains in visual semiosis 4.11.6 Dependency relations in the Mitsubishi Carisma text: implications for visual texts 4.11.7.Some sources of coherence in the Mitsubishi Carisma advertisement: Phase 1 4.11.8. Counter-expectancy and hypertext in the Mitsubishi Carisma advertisement 4.12 Conclusion: the shape of things to come

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Citation

Baldry, Anthony; Thibault, Paul J.. Film texts and genres. Multimodal Transcription and Text Analysis - A Multimodal Toolkit and Coursebook Foreword by Jay Lemke. Equinox eBooks Publishing, United Kingdom. p. 165-249 Feb 2006. ISBN 9781904768074. https://www.equinoxpub.com/home/view-chapter/?id=24010. Date accessed: 25 Apr 2024 doi: 10.1558/equinox.24010. Feb 2006

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