Author Description
Preliminaries -- Relevance Theory-basics -- Adapting Relevance Theory To Accommodate Visual Communication -- Relevance Theory And Mediated Mass-communication -- Genre -- Case Studies: Pictograms, Logos, And Traffic Signs -- Case Studies: Advertising -- Case Studies: Political And Non-political Cartoons -- Case Studies: Comics -- Controversial Communication -- Concluding Remarks. Charles Forceville. Includes Bibliographical References And Indexes. Electronic Reproduction. Oxford Available Via World Wide Web.
Menrva's Summary
THE THESIS
This work investigates how Relevance Theory, a cognitive framework originally designed for verbal communication, can be systematically applied to analyze visual and multimodal messages. Charles Forceville, a scholar in media studies and cognitive linguistics, adapts the principles of cognitive pragmatics to explain how audiences interpret non-verbal signs. By bridging the gap between cognitive science and visual media, the author provides a structured methodology for decoding complex communicative acts in various formats.
THE SCOPE MAP
What You Will Find
- Theoretical foundations of Relevance Theory applied to visual stimuli
- Analytical frameworks for interpreting logos, pictograms, and traffic signs
- Methodologies for examining advertising, political cartoons, and comics
- Cognitive approaches to mediated mass communication
Scope Limits
- The text does not provide a comprehensive history of graphic design or visual art.
- It does not focus on the technical production of visual media, but rather on the cognitive reception of it.
THE AUTHORITY PERSPECTIVE
Scholars and students of semiotics and communication theory frequently cite this work as a foundational text for applying cognitive pragmatics to visual media. Readers often note the academic density of the prose, which is tailored for researchers and advanced students in the field of multimodal communication.
Page Count:
0
Publication Date:
1900-01-01
Publisher:
Oxford University Press,
ISBN-10:
0190845260
ISBN-13:
9780190845261
Media Studies
Visual Culture
Relevance
Communication
Linguistics
Semiotics