Univerzitní knihovna OU - Úplné zobrazení záznamu

List of Images viii // Preface to the Second Edition xi // Introduction // What is the specific approach taken in this book? 5 The social uses of design features 7 Outline of the chapters 10 // 1 What is multimodal analysis? // The idea of choice in communication 13 // Semiotic choice 15 // Materials and affordances 16 // Discourse 18 // Discourses and social practices 20 // The shift to multimodal communication 21 // Technologization 21 // Integrated design 22 // A new commodified communication setting moral standards 24 // Coding of semiotic resources 31 // Identifying codes 33 // 2 Pictures and images 37 // A semiotic approach: Denotation and connotation 38 Carriers of connotation 42 / Representing participants 48 // Actions in images 55 // Modality: Experiencing the world through images 61 // The origins of modality as a linguistic concept 63 // Modality markers and scales 66 // Kinds of visual modality 74 // Perspective in images 80 // Engagement and frontal perspective 81 // Non-frontal perspective 82 // Angles 83 // Distance 84 // The meaning of colour in visual design 87 // Patterns in colour as a semiotic resource 88 // Colour as a semiotic system 89 // The value of colours 96 // Semiotics of colour 98 // The dimensions of colour 98 // The meaning of typography // Typeface and design 114 // Typography as a semiotic system 117 // Inventory of typographic meaning potential 124 // 6 Textures and materiality 139 // Texture as a semiotic system 140 // The dimensions of texture 149 // Materials 157 // Some basic principles of salience 170 Framing 178 // Images and composition: Coordination and hierarchies 186 // 8 Diagrams and flow charts 193 // Classification 197 // Composition and orientation 205 // Composition and grouping 208 // Causality 210 // Temporality 212 // Bibliography 219 // Image Index 225 // Index 235

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